DIRECT MEDIA United Solutions
By: Miladin Stojadinović, Content Specialist, Fusion Communications
In March this year, marketing experts who have any kind of contact with Digital, experienced one of their biggest nightmares: COVID-19 state of emergency.
Laptop and mobile “arenas” opened and people hungry for communication, content, information and entertainment flocked are to take their seats in order to lower their anxiety at least for a moment, got directions to the newly created situation or were entertained in this or that way. The teams at the agencies split themselves by their “districts”, and social media marketing and PR sectors raised their hands with the sentence “I volunteer as tribute!” aware of the fact that they certainly, as always, are the first on the frontline.
In order to put this in a global perspective, we can look back on gestures that social media platforms primarily did.
Faced with the incredible swing of hyperactive users, Facebook has launched PR announcement by SM channels and site that in addition to increased activity of users, has the need for panic, they totally keep things under control, but really. #EverythingIsFine
In countries that were initially most affected by the virus, Facebook is on its communication platforms (Messenger, WhatsApp) was faced with the growing interaction of even 50%. In Italy, the number increased to 70% and Instagram and Facebook live options were used twice more only a week later. However, what it is most extraordinary figure in this story is certainly that the time spent on group calls grew by even 1,000%.
Also, highly anticipated, they reported that there was a significant increase in the use and consumption of feed and story content during this period.
Due to increased online activity the “restrictive measures” were introduced in streaming too. Facebook, Instagram, YouTube and Netflix lowered the quality of playback with HD to SD where they had space.
How to suddenly meet this new demand in the online market? The answer soon came in innovations as well as in popularisation of old and new communication tools:
- Applications such as Netflix Party and House Party are experiencing a huge success – because at the time of distancing, people are crying out for new ways of socialising.
- Instagram has launched the Co-watching option where, together with your friends, you can scroll through social media feeds as one of many steps towards acclimatising to the new situation. You can see other novelties here: https://about.instagram.com/blog/announcements/coronavirus-keeping-people-safe-informed-and-supported-on-instagram
- LinkedIn is introducing “Conversation Ads” to help marketers through inbox achieve some new types of conversions. I’ll just say: Seriously LinkedIn? #Choices
We got used to the fact that technology is rapidly changing, but now, during the state of emergency and big communication changes, we need to be (tiktok) up-to-date more than ever. (Here you can link an article on Tiktok that the colleague wrote about)
And what does this mean for all of us who are in this business?
Taking all the facts into account, we know that in the coming period the focus will have to be there where there is the crowd: Online! New social media and PR strategy to create, revise, write, delete, produce and polish and we stoically, during the state of emergency and in full swing in tracksuits and pyjamas run around the previously mentioned arena, ready for all. #WorkingFromHome
For customers this means that they will have to be more determined, more specific, empathic and more willing to listen to the tips of the agency even and then they don’t like these tips – because only with mutual education, understanding and open communication can we create a good and smart content that will in the future be noted as the best practice to the satisfaction of both sides.
Because, whether we want to admit it or not, this is currently “The Game of Communications” and I want to tell just one thing to all colleagues and associates that are in it:
“May the odds be ever in your favour.”