Recalibrate and optimise paid social media advertising for the outbreak.
This article suggests changes that brands can make to their social media strategy and content mid the pandemic. Editing social media bios with key updates and relevant information is recommended. Creating pinned posts on Twitter and Facebook, and Highlights on Instagram makes vital information accessible.
Deconstruct, repackage, and republish, informative and appropriate social media content from the past like reports and video series. Marketers should identify new publishing formats and timings to achieve better engagement rates, as the outbreak may have changed people’s routines.
Brands can also leverage influencer marketing to effectively reach consumers and build trust. Craft contextual visuals, such as depicting social distancing, to reflect the current situation. With cost-per-click and cost-per-mille decreasing for ads, advertisers must adjust their paid social media advertising forecasts.
[8 minute read]