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Our “Next Normal” May Be More “Live” Social Media
May 5, 2020
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We all know it, we’ve all seen it – Facebook Live usage has spiked since COVID-19, usage up 60% since January.
Fidji Simo, head of the Facebook app, even confirmed this to Bloomberg that Facebook Live is “exploding” right now.
“This is a really unique moment. [Facebook has had to] adjust really quickly and really reshape our roadmap.”
And while hunkering down at home is the catalyst for the surge, there are interesting indicators this spike in usage goes way deeper than “just being stuck at home.”
Social media use is off the charts, but that’s not always equating to engagement off the charts. I often see static posts still falling short.
But the pattern that is playing out in all the analytics studied each week is this:
The content making more meaningful impact and reaching the unreachable (beyond the intended audience) isn’t really “content,” it’s moments we are creating.
So as we plan ahead and work to figure out the “next normal” – the days to come outside of COVID-19, consider the following in order to develop resilience.
Continue Virtual Care & Connection
Fergus Falls, MN/Real Rock Z103’s Miles Riker began “checking-in” on the audience at the start of lock down - showing real concern for his community.
Five weeks later, while the check-ins have morphed into being more light-hearted - he’s created incredible camaraderie with the audience – listeners talking with one another – actually asking him to keep these check-ins even after shelter in place is over.
And that’s not easy to pull off
There’s a broad range of emotions and distractions folks are managing – so to do a “live hang” and generate real connection shows his tone was (and remains) aligned with the times.
Imagine the impact you can have by checking in, putting others first.
Think Beyond Basic Benchmarks &“Caller 9” Contests
Like all successful brands - align with the time
Even as states begin to reopen, there will still be a bit of uncertainty around being in crowded places, so get creative with virtual parties.
From virtual “DIY (do-it-yourself) Parties” for the audience to learn from - to using platforms like “Diet Bets” or even movie streaming parties, “live” should be a focus
Throw client sponsored virtual hangouts and reward interaction with client given online discounts.
Host virtual lunch parties or surprise birthday parties with radio talent and other local celebrities.
Deliver gifts that people will appreciate more than ever – food gift cards, gift cards to local businesses and drop them off at their door step.
Do our part to keep our clients in front of the audience – even if it has to be virtually.
Watch and Adjust
Don’t be in a rush to get back to shiny & glossy.
Meaning people have come to enjoy the unpolished, behind-the-scenes look. Whether from consuming local and national news or even late-night shows - production value has taken a back seat as people film in their homes.
Stay raw & real
Brands hacking away in this new “live” environment are breaking through distraction by cultivating face-to-face connections through shared experiences.
Why This Matters:
Those investing in and focused on leveraging live social media to strengthen the bond between brand and fan are building brand strength.
And brand strength after all is what will drive the bottom line when we come out of this.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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