How COVID-19 Changed How We Use Social Media To Reach Intended Audiences During Unintended Times

The COVID-19 pandemic continues to affect all of us in various ways. One thing we learned quickly was that in order to be together safely again, we had to be apart in the meantime. Many turned to social media as their main way of communicating and staying connected with friends and family. Currently, there are 3.78 billion social media users around the world, a 5% increase from last year. New and old platforms saw incredible growth rates, such as TikTok and Facebook, creating new spaces for all of us to get through these strange times together.

But throughout the pandemic, there was a shift in morale as social users quickly began to realize that COVID-19 was going to be around for a lot longer than initially expected. This shift sparked more conversations about the ‘real’ side of social media and the shared struggles of real people dealing with the pandemic in their own ways. This authenticity of users has become a key aspect of social media in 2021. The less put together, “real” side of people has become more appealing than the previously perfect, polished influencer image.

Having a line of open, honest communication between influencers and brands and their audiences during a time when face-to-face interaction is reduced has become more important to consumers than the latest deals or newest products. Consumers’ needs are ever evolving and they don’t want brands that are constantly pushing the sale or the latest special. Our advice? Decrease sales focus, increase open communication. We currently have a unique opportunity to create a new normal in the social media world that gives businesses a chance to connect with their customers on a deeper level than ever before, generating more meaningful connections and brand loyalty. Social media can be a great marketing tool if you understand how to evolve it to reach intended audiences during unintended economic/social times. If you need help adapting your social media marketing strategy to this new reality, the experts at AFFIRM can help!

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