Here we go again! Lockdown 2.0 the latest upgrade to 2020. What can we say, it didn't come as a shock, but it's not pleasant all the same. However, if there's anything we've learnt from the past year at Air Social, it's that with some creative brainstorming, a positive attitude and a bit of elbow grease it is possible to weather the storm and even make something from it. COVID-19 has had a massive impact on consumer behaviour, and so advertising has had to adapt and adapt fast. You need to be advertising to where your audience is, and 2020 found that most audiences are at home, online. While print and out-of-home advertising fell drastically, in-home media usage rose in equal measure.
Here are our tips for making the most of your lockdown advertising:
Tip 1: Concentrate on your tone of voice
Keep positive! Speak openly about your solutions and your plans for the future. In a sea of negativity, you want your brand's voice to be a beacon of positivity. You should adjust your tone to emphasise collectivity, talk about shared experiences and put a spotlight on your own community.
Tip 2: Limit your use of the C-word
It's not just people who are getting tired of hearing "COVID-this and COVID-that*". So are the search and social media algorithms. In fact, talking about coronavirus could limit your content's visibility, and if you are running paid ads, this could result in action being taken against your account if your posts contain any inaccuracies or "fake news". The social platforms want to clear the airways for COVID so that only relevant information is accessible.
*(yes we know we're guilty of this in this blog, but we promise we'll shush after this)
Tip 3: Think of the future
Advertising is an investment; you pay money upfront for success down the line. Lockdowns won't last forever, and one-day business will have to continue as usual, and it's best to be ahead of the game. Use the time now to prep people for the inevitable return to normality. Talk to your followers about the future, ask them questions about what they want down the line. It's rare to be given an opportunity and time to focus your efforts on engaging with your audiences and getting to understand them, without the pressure of having to make sales. If you can't make sales now, focus your attention on sales down the line.
Tip 4: Adapt your strategy
Perhaps you're in an industry where your product or service can adapt to suit lockdowns? Your customers still exist; they just need to be reached differently. At Air Social, we realise how important it is to keep strategies liquid so that they can adapt and respond to new developments and unforeseen events. Not one approach works consistently every time, so it's worthwhile experimenting with different ways of getting your voice heard. Perhaps consider trying out new approaches that in previous months seemed risky or intimidating - there are always tweaks that can be made. Your audience is more likely to be receptive to different formats, so if you're thinking of posting something a little edgier, and you're wondering how your audience may respond, now is a great time to put it to the test. Entertaining your audience is key, so perhaps it's time for a fresh approach.
If you need help adapting your strategy, honing your voice or constructing a digital marketing plan that works for the future of your company, then get in touch with us today.