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Tuesday, May 28, 2024

Focus on the social media game

Since isolation kicked off, 43.7% of consumers globally stated that they are spending more time on social media.

This is an aspect that brands need to capitalise on, says GlobalData. Increased social media activity means that brands can promote purchasing and build shopper loyalty, in this time of demand for non-essential goods.

“Social media will play an even more important role in marketing post-COVID-19, as many retailers are slashing marketing budgets to preserve cash to cope with the crisis, especially those that previously relied on traditional forms of marketing such as television and billboard adverts,” says Retail Analyst at GlobalData, Emily Salter.

“Social media is a far cheaper method, especially if brands can leverage user-generated content and rely less on sponsored posts and collaborations.”

It’s important to keep in mind however, that social media should be approached with sensitivity and strike the right balance with the number of posts and messaging. Content should not be too heavily skewed towards purchase-focused posts, as they will have a significant number of followers who do not feel financially stable enough to buy non-essential items.

“Retailers need to focus on aspects beyond products: elements of their brand identity that resonate with shoppers, the positive actions they have taken during the crisis, and building engagement to foster a sense of community, though this may prove easier for smaller independent brands,” continues Ms Salter.

“These are all elements that shoppers will be able to relate to whether they are in a position to purchase items or not, building brand loyalty and influencing shoppers’ choices in the long term.”

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