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Nov 18 2020

Connection in the Time of COVID: How Our Online Experience Has Changed

Last week, Facebook released a comprehensive report detailing major consumer shifts during the COVID-19 pandemic. While this very detailed report focuses on streaming and the entertainment industry (and, of course, it focuses on how this plays out on Facebook), there are still several important takeaways you can use for how your small business shows up and participates online on all social media platforms.

Prime Time Is All The Time

Folks are spending more time online, for both professional and personal reasons. Knowing this, it’s worth taking a look at insights to double-check when your people are logged in, and whether your current posting and engagement schedules line up.

On a related note: also consider that some members of your audience might be trying to adjust how much time they’re spending online. With an increase in screen time might come an awareness of burnout or a need to be more mindful about engagement. Again, taking closer looks at insight details can help you plan content and posting times more effectively.

Create Connection Online

In our opinion, this is standard practice even in the very best of times. Right now, though, as our ability to socialize in person has become extremely limited (or even impossible), the virtual connections we make and foster work double-time to make up for more direct contact.

Just over half of online consumers (53%, if you’re looking for specifics) spend some of their time participating in interest-based communities (cat meme Facebook group, anyone?). People want to connect with others who share their interests. If you haven’t taken advantage of groups connected to your offerings, now is the time to do it!

Can you craft a communal experience with your audience online? Be creative here! Use live video to help replicate the experience of working with you in person. Follow up with relevant calls to action so folks know how they can continue to engage with and support you.

Let Your Values Flag Fly

We’ve also spoken at length in the past about how important it is to be clear about the values connected with your business. 2020 has been (and continues to be) a banner year for stating this importance. According to Facebook’s reporting, 65% of US-based consumers take a brand’s values into consideration when deciding to make a purchase. Don’t shy away from creating content that explicitly states your values, and where you stand in relation to the topics and concerns of the day. Being clear about your values can help elevate your business’s reputation and also increase engagement with like-minded customers.

While these trends may not be much of a surprise, having data to back up what feels right can help you feel more confident when creating content and reaching out to your audience. And of course, as always, we’re here to help!

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