Content Creation in times of Crisis

While our private and business lives are turned upside down, the Covid19 crisis can also be an opportunity for brands & businesses to actively support their communities, to showcase their brand values and engage with audiences that are consuming more content than ever before. I would like to share some observations and ideas how marketers and content creators can adopt to this unprecedented situation and effectively engage with their audiences.

1.      Consumer Reactions

• Media Boost: consumers around the world ramp up their media consumption to stay informed, kill time, find solace and stay in touch with others. staying put in our homes can lead to almost a 60% increase in the amount of content we watch online according to Nielsen Media Research who studied similar events in the past and current changes in media consumption in China and South Korea, 2 countries hit the earliest by the coronavirus.

• Switch to E.Commerce: not surprisingly the ecommerce sector is emerging as a winner of the Covid19 crisis. According to research by IPSOS online purchases increased in 11 out of 12 countries surveyed. With social distancing the rule of the day, consumers are shifting their shopping behavior and are looking for those items online that they usually purchase in traditional retail stores.

2.      Reaction of Brands & Marketers

• Budget Freeze: As stock markets have crashed, many companies have reacted by halting all their advertising activities to evaluate the situation and develop their marketing response. In a recent survey by E.Consultancy more than 50% of marketers in the UK have confirmed to delay campaigns or halt product launches due to economic concerns.
• Change of Media Channels: with consumers being restricted to their homes, marketers and media agencies are shifting budgets from OOH, Cinemas, Events and party from Radio and Instore towards Digital, SocialMedia, Influence and TV.
• Change of Content: marketers around the world are reviewing their advertising and adjusting their creatives and messaging to avoid being seen as insensitive to the situation. Commercials showing crowds of people hugging have been put off air, as well as the famous "Finger Lickin' Good" TVC by fast food chain KFC.

• Smart Investment: smart marketing teams are investing into their brand long-term, and see this crisis as an opportunity to bond with consumers by providing them support, information and distraction during these difficult times. Business should evaluate how they can support the fight against covid19 directly (via production of medical equipment, masks, desinfectants, etc), via donations (eg to the WHO – covid10 response fund) or indirectly by supporting consumers who are stuck at home.
• Brand Communication: Examples of brands who engage in novel ways with their consumers are Levi Strauss & Co who was forced to close all retail stores but is streaming nightly music sessions online. Or P&G owned Pampers, who is providing tips online for families how to keep their toddlers active and happy during this period of confinement, also organising baby yoga sessions and encouraging parents to share tipps & activities on socialmedia.

3.      Reaction of Content Creators

• Content Freeze: First reaction of content creators at the start of the crisis was equally to freeze all activity, or at least halt sponsored content. However creators soon realized that their audience is looking for information, distraction and entertainment more than ever before. Many influencers also reached out to their audiences and asked them directly if they are happy with sponsored content and their followers overwhelmingly confirmed to be happy with branded content, as long as it is sensitive to the current situation.

• Pro-active Collaboration: influencers should also pro-actively reach out to their brand partners and work together with marketing teams to adjust content strategies & messaging. And while audiences are more engaged then ever before, creators should acknowledge that the world is different today and adapt their content accordingly. At Territory Influence we also see that many creators are lowering their rates to adjust to the economic risk, while at the same time being more selective in their partnerships to avoid backlash from their audiences. With consumers being locked at home we also see a surge in content regarding home decoration, cooking, fitness, media & entertainment, and obviously health.

SUMMARY

consumers are spending a lot of time on Instagram, Youtube and the like, looking for education, advice, distraction, and inspiration while staying at home. Brands are slowly adjusting to this new reality by shifting their media strategy and updating their creative content. Influencers will be in demand more than ever, due to their autonomous content creation capabilities and their ability to engage with social audiences. Marketers will increasingly shift their budgets towards influencer marketing to capitalize on these opportunities and ensure their brand is visible online and present in consumers lifes.