Marketers must pivot to social and digital experiences that add value during the coronavirus pandemic, Samantha Stark writes. Use influencers to provide at-home solutions for customers, offer innovative ways for people to connect via social and create new live digital experiences, she advises, providing examples from a range of brands.
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Social marketers took part in a Twitter chat to discuss the challenges of adjusting content during the coronavirus pandemic. Advice shared includes the need to display awareness and empathy, actively listening to the needs of customers, being helpful and taking a very flexible, nimble approach to adjust content strategies and scheduling.
Beauty brands are posting more content on TikTok to leverage the popularity of the channel's how-to tutorials with younger consumers stuck at home. The brands are tapping into hashtags such as #makeuphacks and #selfcare which have garnered more than 2 billion and 2.9 billion views, respectively, writes Liz Flora.
App downloads have surged during the coronavirus outbreak as people work and study from home, Sensor Tower reports, and spending in the area before 2024 is likely to hit $171 billion, more than twice the 2019 amount. Revenue from non-gaming apps will also probably overtake that from those focused on games, with social networking, lifestyle, music and entertainment the lead categories.
Twitter is urging marketers in a post to focus on content that informs, connects, entertains and helps people in the wake of the coronavirus pandemic and provides examples from leading brands such as Pinterest, Clorox, Salesforce and LinkedIn. The social platform also released a guide to help brands more effectively use social media data, and details key elements for an effective program, ranging from social media and IT knowledge to the ability to educate and advocate.
Facebook has pledged to give $40 million in grants to 10,000 small businesses in the US that have been affected by the coronavirus pandemic. The social platform is also launching gift card and fundraising tools to enable companies to generate cash flow and donations.
Stella Artois teamed with Netflix's "Love Is Blind" on a #WeddingContest campaign that invites couples who become engaged between March 13 and May 25 to share audio, video or photos of the moment on Twitter for a chance to win a wedding paid for by the brand. The push was introduced via an Instagram Live broadcast starring Lauren Speed-Hamilton and Cameron Hamilton, who got engaged on "Love Is Blind" and gave tips to viewers on romance in a time of social distancing.
Project Rearc brings together IAB, IAB Tech Lab, governmental, and other industry & consumer organizations to create standards of behavior, codes of conduct, legal agreements and enabling technologies to address consumer demands for personalization and privacy. A big part of this is agreeing, as an industry, on how we operate without third-party cookies -- and billions of dollars are at stake.
In the midst of daunting challenges, it's inspiring to watch our industry come together to do good. IAB members are putting their employees, communities and customers first. Still, we're hearing from buyers and sellers alike that they need to keep moving the business forward. We've been working hard to figure out the best way to do this for the NewFronts.