Content in the time of Corona
What kind of content should we be putting out there at our current moment? During these unprecedented times? While we’re in the new normal? This pandemic has certainly changed so many aspects of the way we live in such a short space of time, it’s no surprise that content has had to adapt as well.
Not only has it affected what we post, but also how we perceive it and react to it. We are living through an ever-changing reality, one that evolves on a daily basis and affects us individually on a global scale. So how can we create content that really resonates in the new world we’re living in, and highlights the new normal without letting it overtake us?
Read through our guide to empower you to create of-the-moment content that will cut through the noise and engage your customers in a real and authentic way, putting them at the centre of the story.
1. Focus on brand trust over value
In the coming months, a high percentage of marketers expect customers to prioritise ‘trusting relationships’ with brands and companies over low price, despite the economic downturn. Customers are looking to trusted relationships that they know and can depend on. If you’re a trusted brand already, play on your heritage. Use your brand effectively to show customers you’re still there, and how your business can help them. If you’re a newer, less well known brand, show your commitment towards new and existing consumers and establish your credibility early on.
2. Highlight the stay at home economy / culture whilst embracing the outdoors
We’ve had to get used to being at home, working from home and playing from home. But that doesn’t mean we’re not exploring our community, and our environment. Staying well at home, with health, self-care and fitness top of mind is essential; however with limited holidays booked and an inability to meet in large groups, people are interested in outdoor activities and how they connect with our new reality. Focus on both and how they intersect with one another as well.
3. Imperfect content / removing the need for perfectly curated content
For the past six months, if we’ve wanted to create content it had to be from our homes. No studios with huge crews were available, and people had to get creative in order to spread their message. IGTV, live content, TikToks grew substantially over the lockdown period, with everyday people pushing out content daily from their own homes. Gone is the need for perfection; in its place is a newfound acceptance of ‘homemade’ content that speaks volumes instead of spending volumes. Grab your phone and put it out there!
4. Social values, a caring economy and a focus on the environment
Building upon movements including BLM and fighting coronavirus misinformation, people are turning to social media for a sense of community (e.g. WhatsApp groups), activism, helping out and pushing social initiatives forward. People are more interested than ever in climate change and environmentally responsible living, with a heavy focus on sustainability and eco-friendly lifestyles. This type of content resonates with a wide sub-section of the population, not just a minority.
5. Take advantage of increased digital presence and positivity surrounding tech
People are spending more and more time online, and using social more than ever. Passively and actively, users are increasingly turning to digital channels for inspiration, entertainment, work and commerce.
Turn your focus to the benefits of tech as opposed to the drawbacks and negative effects on our well-being. Technology is now how we live, and gives us the means to continue without disruption to life as we know it. It’s also now known for bringing people together more than ever before.
Just look at conferencing software Zoom, a platform that shot from obscurity to stay- at-home stardom, almost overnight. According to the FT, daily users have soared from about 10m in December to 300m, helping lift its share price by almost 150 per cent since January.
How we can help transform your content
Creative content has been heading in new directions for some time now, with people trusting a ‘homemade’ aesthetic over one with higher production values. The pandemic has accentuated people's need for relatable content that cares, so much so that it’s not just social creative that’s been impacted.
Look at any TV advert from any big brand supermarket over the past six months and you will see the same style of ‘imperfect’ content. It used to be that professionally making a piece of content look authentic was a work of art in itself, helping make brands stand out. Now the big question is, how do you stand out when everything is presented in a similar style?
At Mighty Social we are content creators with a difference. We live and breathe the trends, and are constantly researching what performs best according to the current moment. Get in touch to see how we can help your brand be Mighty, and push you ahead of your competitors.