INSTAGRAM: TEXT IS BECOMING MORE IMPORTANT 

Until now, Instagram stood for aesthetics and photographic presentation, but insights show that the mechanics are changing: The average number of characters has doubled within the last 4 years. For 2020 about 80 words per post are predicted. Not only do the captions become longer, but they also become more opulent and linguistically versatile. So far #FollowForFollow and #LikeForLike were valid, but this hardly allowed to increase the retention time and this led to stagnating usage times. Without Likes, it is now much more about comments, saves, reactions, and the length of stay of the users as a measure of success.  

The current Instagram posts are increasingly developing a crossover of influencers and bloggers. The best of both worlds – text competence meets perfect visualization. From this, four central basic mechanisms are established: 

1. Use the post text for storytelling

Influencers are using the post texts to tell captivating, personal, and more emotive stories. For brands, this can be a good opportunity for storytelling that goes beyond product information and builds a much stronger brand affinity with your audience. 

2. Focus on interactions

Followers are drawn more into the dialogue with open questions: What are your favorite recipes? What does your workout look like? This means that they also deal more intensively with the content. 

3. Show attitude

Whether sustainability, conscious nutrition, or climate protection – as soon as posts take a certain attitude, they can hit an emotional nerve. In addition, influencers are more and more addressing the pressing political and socially relevant issues. 

4. Provide service

Top ten tips for a healthier diet, ways to avoid plastic or advice on the perfect vegetable garden – On Instagram, such service posts push the interactions and lead to a particularly high number of shares & saves.  It is also the perfect way to start a dialogue with the community and demonstration expertise. Many influencers have already placed these post formats firmly in their regular content rotation. 

HOW SOCIAL MEDIA CAN HELP BRANDS DURING COVID-19 

Communication during the COVID-19 crisis has fundamentally changed on both a personal and brand messaging level. Here we summarize how the shift to brand’s communication in a time of crisis should look: 

Making people feel good 

Not every organization exists to save the world, but brands should find creative solutions to create a little cheerfulness and connectivity in their audience’s life. One good example is Lululemon, the sports fitness brand, which has introduced regular fitness & mediation exercises into their content.  

Using social media for your business operations 

In these times, companies should take an in-depth look at virtual technologies and other digital-first strategies to keep their business running as smoothly as possible. 

The cosmetics company Lin Qingxuan had to close 40% of its stores in China, but instead of laying off employees, the company has deployed more than 100 employees as online beauty consultants. By using social media tools such as WeChat to connect with customers and increase purchases, sales have tripled in this timeframe when compared to last year. 

Last but not least: Listen to what people are saying about your brand or your product(s) 

You shouldn’t underestimate the need to listen to what is being said about your brand or products online, especially if it is a news related to COVID-19. One example is Deichmann and the discussions about withholding rent payments during the COVID-19 crisis. Such a topic will sooner or later land on their own social channels and brands should be prepared with a crisis communication strategy at an early stage. Social Listening should be set for all major brands and companies right now. If this is not yet the case, then now is the right time to deal with the topic. 

FACEBOOK’S MEDIA & CONSUMER INSIGHTS DURING COVID-19 

While three-quarters of Germans believe that the pandemic will have a very large impact on the economy, only 20% are concerned about a dramatic impact on their personal financial situation. 

The current trend in online shopping is that 20% of Germans have seen their purchasing behavior decline, with 15% currently ordering more via online shops. 

The biggest wish in brand communication at the moment is that they help & inform in the current situation. Discounts & promotions, which were otherwise among the most relevant, are now in the back of the queue.  Only 8% demand that brands stop their advertising. This shows that brands & companies should continue to be present. 

The younger target group (18-34 years) finds it more difficult to cope with everyday tasks, such as shopping, working, socializing or keeping busy, but this age group is also less afraid of the pandemic than older people. 18-34-year-olds are looking for opportunities to entertain & enter everyday life. This is a clear opportunity for brands to entertain and support 18-34s. One possibility, which is currently becoming increasingly popular, is a collaboration with influencers, artists, or musicians via virtual live events. 

What does that mean for brands?

       1. Uncertainty in society is still growing, but brands should see this as an opportunity to help. 

       2. 18-34s have big potential for brand communication, so campaigns should be created especially for this target group (e.g. via Live events) 

AUTHOR

Sabrina Maaß