Impactful Digital Marketing Trends of the COVID-19 Era
The digital marketing landscape is constantly changing. With the emergence of COVID-19, these updates have rapidly increased. We’ve compiled a list of digital marketing trends to make shifting your strategy in the midst of chaos a little easier.
Facebook Small Business Grants
Unfortunately, many small businesses simply lack the necessary digital infrastructure and budget to sustain themselves effectively as the pandemic disrupts their previously established business plan. To help mitigate these disturbances, Facebook is currently offering $100 million in cash grants and ad credits to qualifying businesses. The process may be slow to deliver as Facebook has just began working through applications. However, for less established businesses, the program can potentially offer essential funds to find some much-needed promotional wiggle room. Find out if your business is eligible here and view the application guide to apply.
COVID-19 hinders influencer marketing
Brands engaging in influencer marketing have been forced to reevaluate the types of content and messaging they want influencers to share with their followers. With travel restrictions, business closures and event cancellations, some influencers are working with brands to shift the focus of their content to be more topical and sensitive while still remaining “on brand” for both company and influencer.
Donation Stickers/Buttons
Nonprofit fundraising has been hit hard by social distancing and financial instability. Organizations, who have typically relied on charitable donations from public events, are now scrambling to find new methods to fundraise and stay afloat. One area they can quickly turn to is their social media channels. Many platforms have added new features in an effort to assist. Facebook has long since had the ability for eligible nonprofits to add donation buttons and attach fundraisers to their business pages. Instagram implemented similar capabilities for those organizations to include a donation prompt at the top of their account. Users can now create donate stickers that can be included in stories as a fast and effective way to generate funds. TikTok also joined the effort by providing quick donation capabilities.
Create a Facebook/Instagram Dynamic Ad with Instant Checkout
Dynamic ads are a great way to show multiple products without spending a lot of time developing creative assets. Images and copy are automatically pulled from your website and placed on ad units. With Instant Checkout, once you submit your ad and it begins to run, people can complete purchases directly on Facebook and Instagram. If your customers prefer to purchase products through your website, they'll see a “View on Website” button. Keep in mind, this specific button isn't available for users viewing your ad on Instagram.
Facebook Outlines a Range of New Video Tools, Including Messenger Rooms for Group Video Hangouts
The Social Network is attempting to ‘Zoom’ past the competition with its new video hangout options inside of Messenger and WhatsApp. Facebook is increasing the number of participants from 4 to 8 on WhatsApp, while Messenger video chats are getting Zoom-like features such as: virtual backgrounds and effects. And, if you’re single, Facebook is adding virtual date options as well. Not to be left out, Reddit also wants its Redditors in communities to start chatting via groups. The platform rolled out a group chat feature in response to a coronavirus-prompted spike in chat usage.
Facebook Adds New 'Animate' Option to Add Motion to Still Images in Facebook Stories
Facebook added another tool to Facebook Stories — this time in the form of a new 'Animate' option, which enables users to add basic motion to still images. Users can bounce, pan, zoom in, and zoom out on content. Facebook is also testing out a new 'Mood' option for Facebook Stories, which taps into the popularity of GIF reactions. In addition, they are considering longer lasting Stories, which a user could choose to keep active for up to three days (as opposed to the current 24-hour limit).
Instagram continues to get more desktop-friendly, adds support for Live
Instagram has recently added some new features to their desktop version that makes it easier to connect and interact with influencers & followers. While you still cannot create new posts from the desktop version, you can now direct message and view Instagram Live videos in the “stories” section. Instagram Live views have increased by 70% in the US over the past month, as people have been quarantining and engaging more on social media. With people searching for more ways to consume live content while adhering to stay at home guidelines, Instagram is making it easier to stay connected from the desktop.
YouTube brings fact-checking displays to the U.S.
Algorithms used by social media websites have not been designed to recommend what’s the most accurate, but rather most engaging content for viewers. With people turning to social media for breaking news and to stay informed during the COVID-19 crisis, YouTube has introduced fact-checking panels in the U.S. that will appear next to videos, alerting viewers if they are viewing nonfactual or videos with misinformation.
Free press releases for COVID related responses
Other services outside of social media are offering reduced prices, or even completely cut rates. 3BL Media is a world leading communications partner who offers targeted content and press release distribution for companies through their CSRwire service. Since it is now more necessary than ever for to connect to your community, 3BL has waived all their distribution fees for that service for any COVID-19 related responses until further notice.
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