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What COVID-19 Fatigue & Future Means To Social Media Messaging
May 12, 2020
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After following quantitative research from MindReader, it’s clear many of us have moved on beyond the fear and confusion phase that first set in during the early days of COVID-19, and onto two new phases:
Fatigue and Future
- Fatigue – Described as after two months of confinement and full on, 24/7 COVID-19 media coverage, people are tired of hearing about the virus, and how “we’re all in this together.”
- Future – Described as anxious and anger. People are a bit tense to get back to work. And also some resentment. Continued constraints on behavior have already rallied protests in Michigan, Ohio, and Texas.
This is important to note moving forward for the next few weeks in the social space.
Over half Gen Z, Millennials and Gen X noted that while they no doubt comply (and want others to comply) with CDC recommendations like wearing masks and staying 6 feet apart, the mere mention of COVID-19 is tiresome.
Why This Matters:
- Align messaging with the tone of the time as it is very fluid right now.
- Brands who led with empathy and seriousness at the start of COVID-19 did well strengthening the bond between brand & fan.
- Now move on from serious to a more light-hearted presence
- While memes generate reaction, it’s forgettable content.
- People want fun & relatable, memorable live messaging looking to the future.
For a visual - 989 The Bull/Seattle, Fitz in the Morning, does a good job with relatable humor – much of what we’re all thinking and experiencing:
- Have an upbeat focus on what our “next normal” may look like without mentioning COVID-19.
What do we *think* we’ll change as our states reopen and we slowly begin to socialize?
Will we be more cautious of our hygiene?
Will we stop shaking hands?
Will we just keep drinking at noon? - DIY (Do It Yourself) is off the charts. The sheltering-in-place culture developed a newfound appreciation for “doing it ourselves,” innovating at home; new experiences.
Host Facebook Live “DIY” parties. Maybe we can learn a thing or two.
Throw client sponsored virtual “DIY” hangouts so they can teach us a “DIY” around their product or services. - Opportunity for “Challenger Brands.” With 60 percent of Millennials and Gen Xers open to trying (and sticking with) new brands while shut-in, how are we working to attract this audience?
- Don’t rely on assumptions. Any data you have on the audience from 6 weeks ago—let alone 6 months ago—is out of date. Study audience signals for accurate insights
We don’t know what the “next normal” will be
People have become more self-sufficient; they have also discovered new brands, new ways to entertain themselves.
How are we leveraging social media to ensure our messaging is relatable; building on brand strength?
Because what we do know is brand strength is what will drive the bottom line when we come out of this.
Let me know how I can help. -Lori
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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