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EVER-CHANGING SOCIAL MEDIA HABITS

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For social media marketers, 2020 was (and still is) a year of change, adaptation and a whole lot of editing. COVID-19 continues to transform consumer habits and the ways people engage with each other, forcing many businesses to reevaluate their strategies. These changes directly impact how you should think about social media and reaching your customers moving forward.

With 2021 quickly approaching, many brands might be left wondering where to begin with a social media strategy. I get it— It’s hard to predict what will happen next month, let alone next year. However, in such a fast-paced and changing environment like social media, it’s crucial to have an adaptable strategy that fits your brand and helps you plan ahead.

While I don’t have a crystal ball to predict the future, there are a few important aspects to keep in mind when building your 2021 social media strategy:

 

Evolving Consumer Behavior

Social media usage spiked when consumers started spending more time at home during the pandemic. According to eMarketer, 60% of those ages 18 to 34, 64% of those ages 35 to 49, and 34% of those ages 65 and up – reported increased usage on social media platforms. This lasted through May and into June.

However, after the initial increase, we are now seeing time spent on social dropping off and returning to pre-COVID levels. In fact, 50% of social users aged 18-44 have said they decreased screen time after an initial increase. This is expected to continue through the rest of 2020 and into 2021.

Why? Users are feeling overwhelmed from the pandemic, news and politics.

How to combat social media fatigue:

  • Focus on quality over quantity
  • Create positive and uplifting content that users are desperate for today
  • Be authentic, transparent, and come off as a friend
  • Blend online and offline experiences by connecting your brand to your audience’s offline passions

Understanding your audience is key to a good social strategy. As consumer behaviors shift again (and believe me, they will), it will be crucial to adapt your strategy along with them.

 

Social Listening to Uncover Brand Insights

Communication between customers and brands is more important now than ever, and social media is the perfect place to stay ahead of the curve. Because businesses have transformed their normal ways of operating, they are looking to social media for fast, raw insights. In fact, according to eMarketer, 50% of worldwide marketers have turned to social listening to understand consumers’ changing preferences during the pandemic and expect to continue into 2021.

Social listening can uncover:

  • Common questions
  • Repeating complaints
  • Feedback on new products or new operations
  • Sentiment around your brand
  • Consumer expectations

By identifying these patterns and trends, businesses can make smarter decisions and create data-driven strategies. If you’re not using social listening, you’re leaving a lot of great insights on the table.

 

New Social Platforms are Changing the Landscape 

Social content is becoming less “polished” and more authentic thanks to new and growing platforms like Snapchat, Instagram Stories (Reels) and TikTok.

You didn’t think we would write about social strategy without mentioning TikTok, did you?

TikTok is a short-form, video-sharing app that allows users to create and share 15-second videos on any topic. The videos are extremely customizable with simple editing tools built into the platform. TikTok might be a head-scratcher for many brands right now, but its popularity with younger consumers and influencers is telling. With over 1.5 billion users, it’s no secret that it is seeing major success.

It is so popular that Instagram decided to create its own version, Reels.  Reels officially launched within the Instagram app on August 8, 2020 and is already seeing major success with content creators and brands.

Users are tired of keeping up with the perfectly filtered world of social media and are getting more active on more authentic and less polished channels, like TikTok and Reels. Brands are jumping to these platforms and creating more authentic content to align with this trend and communicate with users in their own language.

A few questions to ask before including new platforms in your 2021 strategy:

  • Is your target audience active on these platforms?
  • Can you create content that fits the platform but is also on-brand?
  • Do you have the resources to commit to a new platform?

 

Consumer Expectations are Higher

Historically, customers have expected the basics when interacting with a company, like quality service and fair pricing — but today’s customers have much higher expectations, especially when it comes to interacting with a company on social media.

As constant connectivity becomes the norm and customers are used to interacting with brands, immediacy has become vital. According to Salesforce, 64% of consumers said they expect companies to respond to and interact with them in real time.

Studies have also shown most Americans want the companies they buy products from to have a position about issues such as racial discrimination and social justice. Companies must be aware of what they align with and how they communicate their values over social media.

Many social users are visiting a brand’s social media accounts to find helpful information and news before even visiting the brand’s website. Providing up-to-date content on social is crucial for your followers to stay engaged.

Uplifting and entertaining content was important before 2020, but it is even more important going into 2021. In a recent Twitter study, 70% of respondents said brands should boost positivity and share positive stories. People are looking for inspiration and hope as they enter a new year.

 

What consumers expect:

  • Quick, responsive service
  • Brands to take a stand
  • Accessible news and information
  • Entertainment and uplifting content

Social media is a powerful tool to connect with consumers when used correctly.  We are only going to see more change in 2021, and brands must ensure their social media strategies are changing along with it.

 

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CHANGING HABITS AND CHANGING BRANDS

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Practically overnight in mid-March, the country went into sheltering-in-place due to COVID 19.  Many brands and retailers were taken by surprise as “panic-buying” kicked in for consumers.  This pandemic has created different shopping behaviors as relationships with brands are being tested.  McKinsey’s research reports that more than 75% of consumers have experimented with a different shopping behavior during the crisis, including trying new brands and places to shop.  The high unemployment rate has also been a force behind people changing brands.  Creating loyalty is a must for a brand to succeed in today’s new world.  Winning brands are doing the following to gain and retain the customer’s loyalty.

Listen closely.  Doing formal research takes time – and it’s time you may not have.  Many consumers talk to others before they talk to you.  Following consumer sentiment via social channels is a must.  There also is technology that allows you to gather real-time feedback that your frontline employees may be hearing and witnessing firsthand.  Analyze the information, determine what is relevant, and then act quickly and appropriately.

Personalize your brand.  Strive to understand your customer’s mindset, and then connect in a meaningful way.   What’s top of mind for many is the importance of staying safe during these times.  Many retail brands are sharing what they are doing to keep us safe when we enter their locations.  Zoom Meetings has delivered a free service so you can stay safe at home and still connect with others in a fun way.  Also, YouTube’s campaign #StayHome and help save lives #WithMe focuses on the many things we can still do together while we’re apart – painting, cooking, jamming, to name a few.

Add value.  Don’t confuse adding value with discounting.   Show that you care and you’re in this to help make life a bit easier during these hectic times.  For example, Anytime Fitness provides virtual workouts, live cooking classes, and advice from coaches in the areas of stress management and nutrition.  The New York Times offers daily coronavirus updates to non-subscribers to help keep everyone informed.   Best Western Hotels & Resorts is allowing members to retain their current elite status through January 31, 2022, without needing to fulfill the necessary qualifications. Consumers tend to stay with those brands that have a heart and make life better.

Provide convenience.  I applaud the many parents that have suddenly taken on the role of teacher and coach while continuing to be the breadwinner.  Finding time to handle some household chores is tougher now, and those brands helping us “find time” will be rewarded with loyalty.  Panera turned its extra food challenge into a positive by selling its produce, dairy and breads to their online customers who were purchasing meals.  Kroger’s pick-up service has skyrocketed.  For less than $5.00, Kroger will do the shopping for you and deliver it to your car.  Even brands such as Target and Kohl’s now offer curbside service.

Offer new products to solve for new pain points.  With health and hygiene being at the top of everyone’s list, some brands have asked how can I become a solution for some of these new pain points.  The producer of Absolut Vodka and Jameson Irish Whiskey is using its US distilleries to produce hand sanitizer.  Ford, General Motors, and Dyson are producing ventilators for hospitals.  And Gap announced that it would use its factory partners to make masks, gowns & scrubs for healthcare workers on the front lines.

Things aren’t going back to what we used to know as “normal.”  AlixPartners’ research shows that as many as 30% to 45% of consumers said they were willing to stick with a new national brand, and 25% to 30% said the same for new private label.  A new normal is being created, and those brands that can pivot quickly, fail fast and try again will be the winners as consumers look to brands to supply necessary products along with the intangibles that make life a little less crazy.

 

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COVID IS A GAME CHANGER FOR SPORTS

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COVID-19 has been throwing curveballs at everyone, every business and every marketer since early March.  Marketers have had to learn how to be incredibly flexible and nimble in adjusting to the unknown environments that have come with this pandemic.

One area that has been hit extremely hard is sports venues and competitions. ALL sports worldwide came to a screeching halt in mid-March. Within the one week, the NBA, NHL & MLS paused their seasons, along with high profile international professional Soccer leagues such as the English Premier League. But probably the biggest shock happened when the NCAA cancelled their multi-billion-dollar March Madness spectacle.

Where Did the Marketing Dollars Go?

Fast forward through April, May and into mid-June, there was nearly a 12-week span where there were no live sports for fans to attend or to watch on television. Not only were sports fans starving for live content, brands were, too. Many large national brands along with smaller local and regional brands have sizeable annual investments with these sports organizations. Budgets were planned, allocated and in some cases spent when everything came screeching to a halt.

Marketers were faced with difficult questions. How long should they stand by their team partners in hopes that seasons resume? Would fans be allowed back in the stands? What impact would that have on in-venue contracts? Should they reallocate budgets, negotiate their way out of commitments, negotiate deferred payments to future years? There were no easy answers.

One fact that has become clear: when play does resume, there won’t be ANY fans in the stands. Arenas, stadiums and ballparks will be limited to players, coaches, a minimal support staff… and broadcasters. Even in desperate times, opportunity knocks.

Who Has Their Eyes on The Ball?

Television advertising is one good way for brands to reach the fan bases of these teams. These broadcasts will not only attract fans that have been craving sports on TV, they will also attract many of the fans who would normally attend the games. Smart retail brands will be able to adjust their budgets and plans to be where the fans are… watching across various screens.

Just how bad were fans missing live sports? On Sunday, April 19th ESPN did an early release of their 10-part documentary series, The Last Dance, about Michael Jordan’s last season with the Chicago Bulls. The documentary series in conjunction with Netflix aired two new episodes every Sunday night during primetime for 5 weeks through May 17. Average viewership was nearly 6 Million per episode, making it the most watched television documentary ever aired. And most fans already knew the outcome!

The thirst for live sports-related content was extremely strong, too. On Thursday, April 23rd the 2020 NFL Draft shattered television viewing records with over 15.6 Million viewers — a 37% increase over the 2019 Draft telecast.

The Long-Awaited Return of Live Sports

May 16th marked the return of the German Bundesliga Professional Soccer League, with matches broadcast in the United States on FS1 and other FOX Sports properties. This also marked the first case of live competition in large stadiums with no fans in the stands. TV viewership in Germany and across all of Europe were at all-time highs. The U.S. followed suit. Viewership of the first German league matches doubled the average viewership of 2019 MLS matches in many U.S. markets.

NASCAR also returned to the track without fans in the stands. The Real Heroes 400 at Darlington racetrack attracted 6.8 Million viewers, which was the highest rated non-Daytona 500 race since the start of the 2017 season. That was a 38% increase over the last race prior to the COVID lockdown on March 8th.

Other sporting events have started to slowly come back throughout June and July with solid viewership showing growth over prior year levels. These include the English Premier League (Soccer), Major League Soccer’s MLS is Back Tournament, and the first leg (this year) of the Triple Crown of Horse Racing – The Belmont Stakes.

Now, two of the biggest sports draws in the United States are returning with Major League Baseball’s opening day on July 23rd, followed by the NBA tipping off on July 30th. Neither will have any fans present in the stands. But both are primed to set viewership records. Television, cable, streaming platforms, etc. are the only way to watch and marketers are salivating over the captive audience.

Major League Baseball will play 60 regular season games between July 23rd – September 27th followed by their normal post season structure. The NBA will play all remaining regular season games in Orlando, followed by the 2020 Playoffs. All games are expected to draw extraordinary viewership across multiple screens.

In the sports world, 2020 will no doubt be remembered for its unprecedented cancellations. But media geeks like me, will also remember the record-setting viewership levels. As live sports return to empty stadiums and arenas, the best way for brands to reach fans is through video platforms – television, cable, streaming, etc. The real winners will be marketers and brands that are nimble enough to rework their budgets and investments to capitalize on this colossal shift in consumer behavior. It’s time to play ball!

 

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WHAT’S BEHIND THE APP EXPLOSION?

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Why do we love our apps? Millions of us use apps daily to connect with friends, listen to our favorite songs, order food/groceries, play games, get us to our destination, and overall make our lives easier. And since the beginning of the coronavirus pandemic, the popularity of apps has increased at an exponential rate.

Here are a few quick stats on recent app usage via Techjury:

  • In 2018, mobile apps accounted for nearly 50% of internet traffic worldwide and this number continues to grow.
  • The average person now has approximately 80 different apps installed on their phone. But only 9 of those apps see daily use.
  • Consumers spend 85% of their time on smartphones within apps. Depending on age and gender, app popularity varies. The most popular app in 2020 by a long shot has been Tik Tok. In Q1 of 2020, the app had 315 million downloads, which is the best quarter ever by any app.
  • Consumer app spending has grown from 40 billion to over 86 billion in the last four years.

How has COVID-19 affected app use?

For the first time since the Digital Revolution, a record breaking number of consumers have been home during COVID-19 and looking to connect with co-workers, friends and their favorite brands.

According to a survey by location technology company Bluedot, more than three-fourths of consumers (77%) are turning to apps to order groceries, food and other products and services during the coronavirus pandemic.

As a result, people are using mobile apps more frequently amid the pandemic.   According to App Annie, daily time spent on Android devices increased by 20% year-over-year in Q1 of 2020. In-app spending has also increased in Q1 with Android App spending up 5%, while iOS increased by 15%. Overall, in-app spending set a record of $23.4 billion during the same period.

Quick Service Restaurants Have Benefitted

Brands are increasingly looking to connect with consumers as things continue to open up and should continue to think about how they can pivot their strategy in the future. Recent data has shown that reliable apps are a great platform to reach those consumers, especially for quick-service restaurants. More than half (51%) have downloaded at least one new app to purchase food and essentials since the start of the pandemic in the United States (early to mid-March), with 37% adding more than two.

Here are a few ways the restaurant and retail industries have optimized their marketing using apps since the beginning of the pandemic outbreak:

  • Order Tracking: For quick-service restaurants, mobile ordering is expected to drive 7% of sales this year, and it has been proven that good mobile experiences can help them earn market share and increase loyalty. Papa John’s ability to pivot during the pandemic was evident with the upgrade they made to their robust pizza tracker app that now features minute-by-minute order tracking and no-contact delivery. This simultaneously addressed consumer and employee concerns about their safety during the pandemic and will likely continue to be an instrumental factor in their success as health remains at the forefront of customers’ minds.
  • Location, Location, Location: Location-based services are a fast-growing category that offers localized, relevant advertising in trusted app environments. Defining where we go, behavioral patterns and places of interest, turning our demographic data into invaluable insights for marketers.
  • Mobile Wallet Technology: It’s always been an option, but we know popularity is on the rise, enabling quick and efficient transactions to take place ‘on the go’ and without contact. According to The State of Mobile Payments in 2019, a report published by the Electronic Transaction Association, US consumers spent $64 billion on mobile devices in 2018. This marks a 42% increase over the previous year.
  • Voice Technology: The industry is witnessing a rise of the voice marketer, within the app ecosystem. According to Datanyze, more and more users are speaking into their phones, tablets and devices. Most users reported that they use voice commands in app at least once a week. Voice-enabled mobile apps give users the ability to interact without using their hands. That means they can order your latest products while working out. Or they can easily interact with the app while traveling from one client meeting to another. This is a major difference compared to not having voice recognition in place. If a customer is unable to use their hands to tap the mobile device, it could lead to missed opportunities. On the other hand, a voice-enabled mobile app can take commands and requests almost anytime, allowing users to interact with the app more frequently and more efficiently. A closer bond between brand, app, content and consumer will unquestionably make for a positive user experience.

If your brand values advertising like we do, building brand awareness in an app may be a great channel for your marketing dollars. And if your brand is currently launching an app or making upgrades, make sure your app meets customers’ demands for faster, more convenient mobile experiences, and you will continue to gain the competitive advantage. At the end of the day, our goal is not to convince you to create an app, but instead to listen closely to your target audience. How have their behaviors changed in the last few months? How can your app create a better customer experience? And most importantly, what are they hoping to see from your brand?

 

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