How to adapt Social Media Strategy for the COVID-19 crisis

As people across the globe are forced into self-isolation in a bid to prevent the spread of Coronavirus, a new virtual world is evolving and people’s attitudes are switching to a new focus at home.


Screen time has increased by +76% week on week since the outbreak first began as we adapt to balancing our personal and professional life online. Families, friends and colleagues are joining together to build new and existing online communities.

Consumers are reinventing their lifestyle, adapting behaviour, learning new skills and finding their true passions online and through social media in a bid for escapism and inspiration during this global health crisis. Engagement for live video content has increased by more than +50% during the pandemic as people find ways to exercise in their front room, explore a wonder of the world from their desks or experience a virtual cooking class from their kitchen.

Of course, it comes as no surprise that social networking platforms have reported an all-time high in usage, some features such as the live video options are the closest thing we have to face to face conversations right now.

Brands need to maintain consistent with digital communication to reinforce consumer confidence during this difficult time, have an ‘always on’ approach that is informative, inspirational, engaging and transparent. Now is the time more than ever before to use digital platforms and drive awareness.

At all times, we must remember are dealing with a global health pandemic, every decision should be led with compassion and empathy. When content is created and shared it MUST be handled with ultimate sensitivity and must not at any point be opportunistic. There is a balance and we hope these tips will help brands get this line right.

It’s all about the tone, relevancy and timing

Keeping messaging clear and concise, ensuring communications are relevant to the reader, will ensure they resonate.

If you need to provide specific information or guidance about the pandemic, we’d always recommend referencing the official and trusted sources for your country.

Don’t be afraid to stop all campaign ideas pre-Covid-19 as many of them will no longer make sense. Pause and regroup on what is important in the here and now.

leave a reply