With outdoor, theatre and radio advertising all plummeting in lockdown, brands are searching for ways to stay connected to their stakeholders and customers. Social is providing the most potent channel, and content creators ( what we once called influencers ) are one of the most effective ways to reach an audience on social. Here are 6 interesting insights:
Social media platforms have seen an 87 % increase in use in the first week of lockdowns up from 2 and a half to just over 4 and a half hours a day!
The influencer agency, which analyzed 260 of their own campaigns including more than 7.5 million Instagram posts and data from 2,152 TikTok influencers, found a 76 percent increase in daily accumulated likes on Instagram #ad posts over the last two weeks.
Research unearthed a 22 percent increase in Instagram campaign impressions from Q4 2019 to Q1 2020 and a 27 percent jump in engagement on average on TikTok from February to March.
For Youtube The biggest change came from Italy, where there was 20x growth in the amount of content watched from the first to the last day of February. Germany ranked second, experiencing 11x growth during the same period.
Overall, Facebook usage has increased by 37%
The crisis means people are looking for content that is relevant to their exact situation, it needs to be any number of the following;
Personal – Observations, personal experiences
Purposeful – Anything that elevates, inspires, educates, improves health
Contextual – Content that illustrates a common shared experience
Activity – Cooking, languages, kids activities
Educational – Languages, new skills
Independent content creators were already creating high end content in their homes. They have the equipment. Our content creators are currently producing, shooting and editing 3 national TV / digital campaigns,
If you can sell your product in lockdown, fantastic, influencers can add a swipe up to your digital delivery portal and you are away, but even if you can’t sell your product or service in Level 4 lockdown it’s vitally important that you are able to communicate with your customers to stay front of mind and to let them know when that will change. We recommend investing more in building your community. Swipe ups to database tools, tracking pixels to tag those who are interested so you can let them know the moment you reopen.
Kanter, one of the worlds leading data insights and consulting companies, surveyed more than 25,000 consumers across 30 markets, the first wave of COVID-19 Barometer research. Here are two key takeaways from their data:
- There is very little expectation that brands should stop advertising, with only 8% of respondents identifying it as a priority for brands. As many brands consider ‘going dark’ to save costs Kantar estimates that a six-month absence from TV will result in a 39% reduction in total brand communication awareness, potentially delaying recovery in the post-pandemic world.
- For those that do continue advertising a clear majority of consumers expect advertising to make a positive contribution to society: ‘Talk about how the brand is helpful in the new everyday life’ (77%) ‘Inform about their efforts to face the situation’ (75%) and ‘Offer a reassuring tone’ (70%).
If you’d like to find out how content creators can help you build engaging content and reach millions of Kiwis let us know. We’ll set up a video chat.