How Brands Can Respond to New Social Behaviors Relating to COVID-19

The increase of consumer social media usage during this time period represents an opportunity for marketers. Social listening can help brands gauge consumer sentiment and inform marketing communications, and new features have emerged to assist in the distribution of that content. But what comes with increased usage is information overload and burnout, according to an article in PRNEWS. And that requires marketers to prepare for evolving consumer sentiment and adjust content strategies accordingly.

The piece analyzed sentiment data from social media conversations and identified three main groups of social behavior—and how burnout is weighing on them—to help brands craft suitable approaches. First, “The Activists.” This group has taken action through information sharing, movements to “flatten the curve” and conscious consumerism. But with the onslaught of information and bad news, this group is doubting its potential to make a difference. Brands can respond by providing messages that are hopeful, positive and encourage taking personal time.

The second group, “The Curators,” are dedicated to using quarantine time to develop new skills and hobbies. But the pressure to be productive is beginning to weigh on this group of consumers—and they need a break. Messages that encourage more rest and relaxation might be welcome. For a deeper dive into these social behaviors, including what burnout looks like for the third group, “The Escapists,” read more in PRNEWS.