How Social Media Has Changed, For the Better, During a Pandemic and What it Means For Your Brand

Apr 24, 2020

It has been almost half a year since our world was engulfed by a global pandemic. As a result,
we have been struggling to adapt to a new normal, saddled with unfamiliar daily tasks including
wearing face masks and frequently washing our hands. But perhaps, the most difficult
adjustment has been managing social distancing and self-quarantining measures which require
us to stay at home.

The new-found seclusion has increased traffic for social media outlets such as Instagram and
Facebook. According to a survey conducted by the Ericsson Mobility Report, 83% of
respondents directly attribute this increase to the COVID-19 pandemic, stating that social media
has aided them in coping with the stay-at-home ordinances and the monotony that has seized
their day-to-day lives. More specifically, 74% of respondents have been using these apps as a
means of connection. The lack of in-person connection has made online-social connection vital
for society, which means that businesses must do more than just increase their social media
following. COVID-19 has made it crucial for a company to be able to engage with their audience
and remind them that there is a human being behind the postings. In order meet this demand,
Miami PR firm The Conroy Martinez Group recommends that you refocus your marketing plans
and strategies to adapt to the new climate.

Staying on top of trends should be customary for social media management, but the pandemic
has made it even more important to stay current. The increased traffic has made trends more
fleeting, which can quickly leave a brand behind. Relevance will ensure that your brand is
making the most of its presence. Research tools can also play a huge role in determining
audience likes and dislikes. Social media platforms such as Facebook and Instagram have
integrated rapid research tools—such as basic polling—which can give your company a better
understanding of audience analytics for current and future use.

Though it is true that audiences are turning to social and digital media for information and
updates, it is irrefutable that they are also returning to these outlets for its most basic function:
entertainment. Introducing storytelling to your content will increase brand awareness in a
relatable way. In an era where people are looking for connection, reminding them that there is
a person behind the handle will help fulfill that need. It’s also important to remember that stay-
at-home ordinances and other regulations that limit people’s exposure to the outside world has
made life a little duller, so it never hurts to provide some much-needed entertainment.

Once again, the importance of hashtags in establishing brand impressions and building an
audience is not news, but increased traffic—proven by the Ericsson Mobility Report—offers
new audience prospects. It is imperative to vary your hashtags. Keep your tried and true ones
but renew your hashtags weekly (and remember that switching works better than adding, since
you should try to stay under 30 hashtags per post). This will ensure that your net is cast as wide
as possible in order to reach your current audience as well as any potential new audiences.
The changes we have faced in 2020 have affected every part of daily life. Social Media has seen
a positive benefit in traffic, which brands can use in order to reach more people. These difficult
times allow brands to learn and grow in a unique and new setting. Social Media adaptation and
evolution will push brands beyond their limits into unexplored territory, promoting growth and
creativity in new ways. The ingredients for social media success are all there. You just have to