What to Say on Social Media During the Pandemic (+3 Bonus Tips!)
- by Rose Regier
Now that the initial shock of the magnitude of COVID-19 has worn off and it is decidedly not business as usual, it's time to revisit your social content.
You've communicated how your business offerings have changed—whether it's temporary closure, moving your store online, or curbside pick-up—so what now? What kind of content do your people want to see?
The uncertainty of not knowing when things will return to normal, or even what the new normal will look like, is making people crave familiarity, comfort, and connection. Tapping into those feelings in a way that’s appropriate for your brand is key when creating online content during this time. Here are five content ideas to help you get started.
1. User-generated content
Show your followers some love when they tag you by sharing their content with your audience.
Share other local businesses‘ content to show your support, while taking a bit of pressure off you to come up with fresh content if you're feeling overwhelmed at the moment.
Contribute to the greater good and help combat the spread of misinformation by sharing content from credible sources about navigating the pandemic.
2. Interact with your followers in new ways
People are engaging on social platforms more than ever. Two out of every three consumers who responded to an IZEA survey felt like their usage of social media was definitely going to end up increasing over the course of the next few weeks and months.
If your team hasn't gotten personal on social before, now might be the time to introduce yourselves via video. Take people on a tour of your website, your home office, or show them your curbside pick-up station.
If you're not sure what your followers want to see, ask them! Use questions and polls on Instagram stories to get insights into what your customers want from you, and then give it to them.
3. Start sprinkling in regular content
We're a month into this era of staying at home, and at this point, people don't want all COVID all the time. Take a look at some of the posts you were planning before this all happened and start sharing them intermittently.
Be mindful of your photo choices - if they show someone doing something that is currently not possible, make sure your copy recognizes this by using language like “dreaming of..” or “can’t wait to...”
If you’re feeling awkward about asking people to buy from you, acknowledge it, and let people know you’re doing what you do to keep your team employed.
4. How-tos and tutorials
Since people aren’t able to try on or touch your product, have someone on your team do a product demo. Unboxing videos are hugely popular on YouTube, so show people what they can expect when their package arrives.
If you’re service-based, think of ways to show your service through video, whether it’s sample sessions or tutorials. Don’t be afraid they’ll get too good at doing it for themselves, just take a look at all the unfortunate haircuts happening right now.
Consider sharing a video of you doing something unrelated to what your business offers - making your favourite recipe (just let’s not pretend people will have all the ingredients in their pantry), or showcasing your hidden talent. It’s ok if some of your content is just for entertainment, especially if your business is closed at the moment.
5. Feel-good content
What does your business offer that could be useful to people right now? Think about donating to local charities or supporting frontline workers in some way. Is someone in your community or on your team really stepping it up right now? Recognize them with a small act of kindness, and share it with your followers.
You could also share some of the funny moments that have happened while you're working from home. Have a dress-up challenge with your team for your next video conference and share a photo.
3 BONUS TIPS:
1. Since things are changing so quickly, it's crucial to revisit your planned posts almost daily, or if you are swamped and don't have someone managing your social media, pause your queue for now. A big news day can change people's mindsets and render your posts irrelevant or tone-deaf.
2. Keep in mind that although this pandemic is affecting everyone, not everyone is having the same experience. Framing this as an opportunity to watch Netflix and eat chips is insensitive to the real struggles people are having.
3. Humanity and connection are what people want right now - as long as it makes sense for your brand. Nobody wants to hear Burger King say "We’re all in this together."
Still stuck on what to say? Don’t worry, we’re here to help. Drop us a line and let us know how we can help you grow your business and keep connecting with your customers.