Consumer Behaviour Is Changing – Social Media
As a Facebook Marketing Partner we are receiving constant updates on how changing behaviour and the new normal is impacting social media consumption.
Facebook is responding to COVID-19
In March, to aid in COVID-19 response, Facebook pledged unlimited ad credits to the World Health Organisation for related outreach. Mark Zuckerberg committed “as many free ads as they need.”
Facebook has also offered ad credits to other health organisations and is working closely with the Centers for Disease Control and Prevention (CDC), UNICEF, and national ministries of health.There are also grants to support small businesses through the changing landscape, checkout the Small Business Grants programme to see if you’re eligible.
Many people are turning to social media predominantly as a way to stay in touch with friends and family and to check in to their community (ANZ taking on covid-19 6th April 2020).
- 62% of users are using social media to stay connected with friends and family.
- 58% of users are using social media to check in on friends and family.
We are also seeing Mateship growing in response to helping out their community. More than 100,000 people in Australia are members of over 400 COVID-19 local support groups on Facebook.
Also In the first week since launching, the Stay Home sticker was used over 100 million times globally on Instagram (ANZ taking on covid-19 6th April 2020).
People’s habits revolve around community
People’s social media habits have adapted, staying informed and connected to adapt to the new normal. (between Mar 26-30 2020)
- 68% Social Media users are staying up to date on the latest news and information on COVID-19
- 54% Check in with friends and family more often
People are finding creative ways to connect
- Globally, we’ve seen the most significant increases in Messenger usage across group calls; 70% more people are participating in group video calls, and time in group video calls has doubled globally, week-over-week. (Facebook internal data, Mar 17 & 27 2020)
- In Australia, Instagram Live views have doubled within a week of the 27th March.
- Globally, we have also seen messaging increase over 50% and time in group calling (calls with three or more participants) increase by over 1,000% during a month.
People’s expectations of Brands are also changing, the expectations for every category are increasing. They believe that the most important things for brands to focus on are (23 March):
- 77% for Super markets to provide was availability for products and services.
- 69% expect affordable pricing, deals and promotions.
- 54% Products and services that are safe to use.
Additionally 11% of global consumers said they only bought products manufactured in their country while an additional 54% “mostly” bought local products.
Brands that are able to deliver purpose in an ethical way are seeing their value grow twice as much than average. Brands that are adapting to meet the new needs of their customers, they are reevaluating how they deliver real value at this time and also, acting responsibly and doing the right thing by the community and employees.
There are opportunities to make the most of products like Facebook and Instagram Live.
Mobile Consumption Data
According to imobi social distancing and isolation has resulted in a 65% increase in mobile usage. (2nd wk of Feb vs March)
The top app categories seeing major growth are:
- + 211% In social media consumption.
- +113% Lifestyle consumption of media and entertainment
- +78% News and media consumption
Successful brands that communicate proactively with their customers maintain proactive and frequent contact with their customers, remain authentic, set realistic expectations, constantly monitor feedback and the changing needs as well as focusing on marketing relevant products.
If you’d like to look deeper into the available coronavirus support that facebook is offering checkout some of the global resources.
If you’d like some advice on your digital marketing strategy, get in touch.
From Facebook: ANZ taking on covid-19 6th April 2020
From Imobi: ANZ_NL_2020/ANZ_Covid_19_Newsletter_Final, March 2020.