These months have been difficult for the world at large. Uncertainty and fear have taken over the population, which is undoubtedly set aside and sheltered in homes. TV and digital platforms have become the best friend that provides companionship, entertainment and advice to maintain personal, work and academic relationships.
Currently the engine that has a leading role is social networks, brands and companies cannot be separated from them. They are or have been the opportunity to interact and communicate with their costumers, offering valuable content, feelings and support to people from home, in order to generate empathy with the user. Look, it is worth asking, what kind of content and what to talk or not to talk about currently. The specific question would be: What type of communication should I use and where to publish it?
Some practices that we have been looking at and analyzing during this crisis are:
Make people feel that you are with them: There is no doubt that we are all going through tough times, but it is worth reminding people who follow your brand, that you understand the situation and you show solidarity with what is happening. Remember that trust is important to the public and the best option for this is to provide solutions and not be alarmists with content that does not contribute.
An example is banks, they offer waiting time solutions to pay installments without generating interest. In addition, some types of content they offer are time or savings alternatives to pay for services from the comfort of home without exposing yourself.
Focus on the user and not only on the well-being of sales: We know that advertising and the sale of products and services is important, but please do not fall into guidelines or daily promotions selling. Try to be useful to society, you can post content about donations to places in need, such as how to prevent contagion, activities to do at home, recipes, etc. As we say above, your goal should be to provide solutions not to bombard the user.
A clear example are some companies that dedicated themselves to making video series and / or eBooks where they publish content of interest to their users, in order to generate entertainment, solidarity and brand awareness.
-Be creative and daring: We believe that you are in the best moment to exploit your creativity, but also to sink if you don’t know how to handle it. Please no comments with double sense, jokes or negative content that makes the user feel uncomfortable. You will be one step away from being loved or hated forever.
Social networks: It is the rise of networks and what better time to communicate and interact with your users. Do not stay only on Facebook, Instagram and LinkedIn. Explore other channels, set short and medium-term goals and enjoy what you do. Tik Tok is one of the platforms that everyone wants to be on now. Try to spark your creativity in it, share tips, try some activity and have people talk about you too.
It is worth sharing some data from a French company called Publicis Groupe on how consumer habits have changed and get an idea of the approach you should be targeting:
• News has become the most in-demand content.
• Entertainment videos have managed to position themselves through short films and movies.
• E commerce has obviously grown during this time.
• The most used apps have been Google, Classroom, Zoom, Skype, Teams, Tik Tok, Netflix, Kwai and House party.
Finally, communication must be adapted according to this situation and the way you communicate too.
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