Post apocalypse: how brands and bloggers respond to coronavirus and self-isolation

We live in an interesting time: change is forcing marketers and influencers to balance between profit, common sense, and the desire to hyip up properly. While promoting on social media, our team sees hundreds of posts every day on the topic of coronavirus and self-isolation. Valeria Firsanova, strategist at SMM Ingate, compiled a selection of promotions, formats and themes that I remember the most. Watch and repeat (or not).

Broadcast live

Every self-respecting blogger should do three things: upload a selfie from an elevator, take a picture of lunch, and start a live stream. Bloggers and stars conduct endless broadcasts: what is “Direct Quarantine” from Nastya Ivleeva, strange challenges from Olga Buzova, an unusual performance from Dzhigan. As a result, now the Instagram feed looks something like this:

The rearguard is followed by microinfluencers: bootymakers, culinary specialists and nutritionists. But irony aside, live broadcasts fit perfectly into the current reality and help to be on the same wavelength with the audience in self-isolation. So go for it too.

What to do: broadcast live. Today now.

Launch webinars

The business communities are about the same turmoil. Companies are rushing to share knowledge with their clients through training webinars. The topics are completely different: from the organization of remote work, legal support of the business to digital marketing and webinars on organizing webinars.

In order not to lose money, some companies urgently transferred their planned offline events online. For example, we urgently reassembled a conference about Data-Driven.

How to use: as a format, webinars and online conferences are suitable for solving any business problems, but primarily aimed at maintaining audience loyalty and interest in their products. Find experts among your employees and host a webinar on the right topic.

Conduct workouts from home

The problem of self-isolation is immobility. Sitting at home, it s easy to put on a few pounds. The easiest way to keep fit is to practice on your own or online. The mechanics are simple: the trainer shows the movements on the screen, the user repeats. It couldn t be easier, and much cheaper than a gym membership. This activity in the literal sense of the word works for two purposes: a slim figure and maintaining a loyal audience.

Interestingly, the topic of sports is exploited not only by fitness centers and sports clubs. Equipment manufacturers Adidas, Nike, the Decathlon sports equipment chain, and Grow Food, a healthy food delivery service, joined the trend. Odnoklassniki has opened an online gym with daily exercises.

How to use: if you are an employee of a fitness club, gym or company with beautiful and slender employees, try organizing a virtual yoga, crossfit or online workout.

Offer online excursions

From training the body to pumping the mind. Hundreds of museums have made virtual tours available on their websites. The Vatican Museum, Louvre, British Museum, Salvador Dali Museum and many others are available to visit. In Russia, the Russian Museum, the Hermitage and the Tretyakov Gallery have moved to the online format of work.

The advantages are clear: you do not need to leave your home to admire the masterpieces of world culture.

However, online inclusions are not limited to museums and art galleries. In April, many Moscow universities for the first time held open days online. Applicants had the opportunity to listen to future teachers and evaluate the equipment of lecture halls and industrial laboratories.

How to use: Take an online tour of your offices or organize a virtual open day for job seekers – remote workers also choose by dress.

Take care of the health of subscribers

Brands and influencers are actively monitoring the pandemic. One of the ways to participate in the fight against the spread of infection is to once again remind subscribers about safety. The World Health Organization has developed guidelines for the public, which have been actively embraced by the communities.

Hand washing. The first most popular recommendation from WHO is thorough and frequent hand washing. It would seem that it could be easier than opening the tap and soaping your fingers, but whole instructions on how to do it correctly began to appear on social networks.

Social distance. Another important WHO recommendation concerns the observance of social distance. Viral infections are transmitted through microscopic droplets when sneezing or coughing. To reduce the risk of infection, it is important not to come closer than one meter to other people. The need to maintain a distance is simply and elegantly symbolized by the logos of the companies: Audi rings, McDonald s arcs, and Yandex letters distanced themselves from each other.

Stay indoors. The main English-language hashtag of spring is #stayhome. The importance of self-isolation is emphasized not only by WHO, world governments and local authorities, but also by influencers. Even Instagram did not lag behind and launched a sticker in Stories. In addition to posts and banners on this topic, some companies changed their logos for a house with a roof or were temporarily renamed.

How to use: adapt the WHO recommendations to your brand book and post on social networks. Don t be afraid to repeat yourself or sound ridiculous, safety comes first.

Opens free access to content

For many, self-isolation is the time to revisit their favorite TV shows. Of course, online cinemas have taken advantage of this. The daily audience of “Kinopoisk” in recent days has grown by 50%, as the guys quickly rushed in advance and released a promotional code with a free subscription until the end of April. Ivi and Okko cinemas also launched similar promotions.

But you don t have to be limited to films. Self-development geeks have already watched free courses from major online platforms: Netology, SkillBox, Coursera. The library “Liters” and the publishing house “Alpina” opened access to some of the e-books.

How to use: if you have your own educational products, for example, books or lectures, declare this or open free access, as Sberbank did.

Help doctors and those in need

Now for the pleasant. The most attractive decisions of brands are related to charity events. Several companies have offered assistance to medical professionals and affected businesses and announced this on social media. Here are just a few examples.

Free lunches for doctors. Burger King, McDonald s, SHELL gas station chain are ready to feed ambulance crews with free meals.

Volunteering. Some brands are ready to help resources for social services. Thus, the Russian representative office of the Audi concern provided a vehicle fleet for the needs of medical workers.

Assistance in the delivery of goods. Some taxi services have offered to companies that have lost their client due to self-isolation, assistance in organizing the delivery of goods.

Home testing for coronavirus. Everything is clear without words. Yandex s campaign makes a strong impression and is an example of a socially oriented business.

How to use: it is difficult to give advice on the topic of charity. However, if you decide to help ordinary citizens or affected companies, announce it at all sites. Perhaps your action will fall into a similar collection and motivate other people to do good deeds.

How to get promoted on social media during a pandemic

And four tips for brands:

  • Don t nightmare your audience with an endless number of publications / stories about the coronavirus. If new subscribers see a pandemic feed in your account, and not the information they are interested in, they will leave.
  • Adapt the content to the situation and prohibitions. For example, the constant heading “Let s go traveling …” is easy to turn towards interesting facts about a country / city / institution. And certainly no walks in empty Moscow.
  • Maintain communication on social networks, even if due to circumstances, sales have been frozen. If you are a travel agent, run live broadcasts about countries, tell interesting facts. If you are a store brand, create an online showroom or arrange home delivery.
  • Take care of your audience, try to release more good news, gamification in stories, quizzes, games. Shift the attention of users from the coronavirus to your brand, and they will thank you with interest and likes.
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