No one really wins when a pandemic hits, but 2020 has been huge for social media.
And Im not just talking about the massive growth in engaged usership on TikTok and Instagram.
You cant just unpause your social and expect the same kind of response that you enjoyed pre-pandemic.
Heres what to do instead.
It’s free, every week, in your inbox.
Initially, there was a massive spike invirus-related news and storiesas people struggled to understand their new reality.
But the infodemic quickly tapered off, and people looked for ways to relieve serious anxieties and fears.
Research by Taboola found thatengagement with pandemic-related material peakedin March.
By mid-April, the mood had already changed.
Topics such as virtual events, cybersecurity and the need to adapt have commanded attention well into the summer.
Marketers who overlook these patterns risk facing something of a backlash.
You cant expect too much deep thought from leads who have precious little emotional bandwidth to spare.
Thats why the top and middle of the funnel are where its at nowadays.
B2B marketers have to tread a fine line.
Some humor is great, but only the right kind of humor.
Oh yes, andCoronaCommFatigue is a real thing.
Just go back to the basics of what youre doing.
Understand your audience and deliver value.
Its just not the time for promotions, self-congratulation or aggressive hard-sells.
The social media platform companies themselves are meeting the need, too.
Brands that are rising to the occasion are getting it right to a surprising degree.
Beginning in May, Jansport hosted weekly open conversations with mental health experts on Instagram Live.
Build a community
Staying at home meansisolation and lonelinessfor many people.
Acknowledge it by finding ways to bring people together through your content.
A Lightricks survey found thatover 70% of participantssaid that using a creativity app helped them overcome anxiety.
50% of content created in the last 12 months is top of the funnel.
@DeeRansom3explains that leaves a huge gap/content need down funnel.
How can we address this?
The spreadsheet now has around 1,000 rows, a testament to the power of trade professionals helping one another.
Boredom is a real burden and one that younger workers have found especially hard to bear.
You dont have to leave it all to TikTok to raise the mood, either.
B2B marketers can and should allow some lightness into their feed.
Credit:Mark SchaeferB2B thought leader Mark Schaefer shows how to do it.
Hes been more personal than ever on his Instagram profile, posting photos of nature views from his home.
So youre interested in marketing?
Thenjoin our online event, TNW2020, to explore the latest brand marketing tech, trends, and challenges.
Story byBen Jacobson
Ben Jacobson is a marketing strategy consultant based in Israel.
His specialties include social media and branded content for the B2B sector.
Ben can be reached via Twitter@osbennn.
