Engage Online Now More Than Ever

Are you thinking of halting your online advertising during the COVID-19 outbreak? Don’t make that mistake.

Although it can feel like the entire world has stopped during times of disruption such as the outbreak of COVID-19, in many ways people seek normalcy and strong messaging more than ever when upheaval is occurring. And especially as social isolation takes hold, people are going online to find a sense of normalcy.

Consider this: influencer marketing agency Obviously reports a 76% increase in daily likes on Instagram posts with hashtag ad and a 22% increase in the first-quarter compared to the fourth-quarter of 2020 in Instagram campaign impressions, according to data from influencer marketing agency.

But do act wisely with your campaign strategy and spend. Consider variables such as:

Audiences are at home more than usual

With many businesses temporarily closed, people of all ages and demographics are working from home, vastly increasing the amount of time spent in their places of living. Additionally, the employers and authorities encouraging the practice of social distancing and encouraging (sometimes mandating) that people stay at home. With more people at home, and with less to do, they have more time to spend on platforms that contain brand messaging.

Mobile impressions are up considerably

Mobile has been increasing in share of impressions for a long time, so it’s no surprise that this trend is continuing during this time. Home offices, and an increased desire for connectivity, leave many users turning to their phones. With impressions on mobile at a high, reaching audiences through the device is key.

Social platform use is increasing

As noted above, Instagram is seeing a huge uptick in usage and engagement. Tther social platforms are sharing this trend. With users looking to connect through virtual means, as well as to stay up to date with news, announcements, and other current event evolutions, social platforms are experiencing an influx of users. As well as generating a hub of interest, social posting also allows marketers to better understand what is most meaningful to the user.

Audiences are looking for distractions

With stressful environments comes an increasing desire for distraction. Audiences are looking for “value products” which will help them feel more joyous, confident, or safe in their present existence. With daily life stripped of many of its essentials, products can become more integral than ever to upholding normalcy and creating happiness in the lives of consumers.

Audiences appear to be engaging with content differently right now

With more time to spend online and less distractions around them, audiences are able to read longer text, watch full videos, and more deeply analyze an infographic. They are paying more attention, because there is less happening around them, and they are also seeking to be engaged. Now is the time for marketers to strike with meaningful, sincere messaging that speaks with a confidence that audiences are looking for.

What this boils down to is that, for certain brands (B2C, DTC, CPG, and yes, even B2B) there may be an opportunity here to focus on branding and to reach new audiences through social media and programmatic targeting (CTV, OTT, banners).

It’s important for brands to keep these issues in mind if they’re considering a reduction in their bottom-of-funnel efforts (e.g., search campaigns). It’s crucial to evaluate if this could be a good time instead to test or increase budgets for awareness/consideration audiences, as there are more eyes on content than usual and inventory is plentiful.

Contact Investis Digital

If any of these scenarios sound familiar, or if you need assistance analyzing and deciding where to place budgets, please contact Investis Digital, and we’ll be happy to help.