7 Ways To Adjust Your Brand Messaging During Coronavirus

In recent days, brands have had to shift their messaging to account for the rapidly changing circumstances in which most find themselves following widespread measures to prevent the spread of coronavirus. Brands and marketers have had a lot of questions about how to appropriately address COVID-19; is it business as usual, or is it insensitive to continue marketing to consumers when businesses are closing to the public? 

These are difficult questions, and there is no one right or wrong answer across the board. Your brand will have to decide what makes the most sense moving forward, but we can tell you that while things may seem dire, we have faith that there are ways for brands and influencers to adapt to these changes and be forces for hope when people need it most. 

Influencers are open to continuing branded partnerships (in fact, 98% of influencers we surveyed said they would like to continue sharing sponsored content); they are small business owners themselves, after all, and rely on income from brand partnerships. But creative briefs and brand messaging might have to change to reflect the times we are currently in. For both influencer partnerships and your own branded content, here are 7 things to keep in mind.

1) Shift Photo and Video Guidelines To What Is Possible

Most cities are experiencing an unprecedented closure of restaurants, theaters, museums, bars, stores, and other places of gathering, and citizens are trying to remain at home as much as they can. If your campaign requires an influencer to pose at a restaurant or shop in your store, you will need to modify your creative brief to account for what is possible at the moment. 

An influencer will  not be able to film an in-store shopping excursion right now, but they can film an at-home try-on session featuring items they purchased online. We encourage you to get creative with fitting content guidelines and can of course always offer our suggestions.

2) Be Mindful Of CDC Guidelines

As always, branded messaging should follow FTC guidelines, but during the coronavirus pandemic they should also follow guidelines set forth by the CDC. This may include having influencers add in extra steps like washing their hands before applying makeup for a beauty brand partnership, or cleaning a delivered package before opening. Influencers in areas that have enacted a “safer at home” policy should also refrain from posting images out in public areas (even if those areas are empty). Adding in these additional guidelines will help get your brand messaging across while also promoting proper practices for limiting the spread of COVID-19. 

3) Acknowledge the Situation, But It’s Okay to Provide an Escape

There’s no escaping mentions of coronavirus and COVID-19 these days, and almost every industry has been affected by the disease. We do recommend addressing how your brand is responding to the issue, as your customers will want to know what measures you are taking to protect your employees, your products, and your customers. 

That being said, we’ve gathered from social media users that they do want to see regular content from brands and influencers, so you don’t have to include mentions to coronavirus in all your branded messaging. Essentially, address the situation, but don’t make it the only thing you talk about. We have enough messaging about COVID-19 to sift through on the news; feel free to allow for influencers you partner with to provide a bit of a digital escape.

4) Encourage Messages Of Positivity And Benefits

Audiences are turning to their favorite influencers now more than ever to be sources of inspiration, hope, and guidance on how to stay active and creative while quarantining at home. Keep messaging positive and hopeful, while still respecting the seriousness of the issue. Have influencers highlight the benefits of an otherwise negative situation, like how social distancing is finally giving them the time to redo their home office or cook a new recipe for the family. Highlight how your product or service helps make life at home easier. Focus on the benefits, not the setbacks. 

5) Tie In Your Campaign To Activities Or Interactive Content If Possible

There are two things we already know to be true about social media users in quarantined areas: one, a lot of people are looking for ways to pass the time while at home, and two, they are using social media more than usual. Use this knowledge to your benefit when creating campaign concepts by including a challenge or activity of some sort. Not only will this provide audiences with a way to pass the time, but it can also create organic content and increase the reach of your campaign as users organically share content.

Because users will also be engaging more with social content in general, another idea is to incorporate Instagram story poll or question features to branded story content. 

6) Highlight Products That Apply To Social Distancing 

Lifestyles have dramatically changed in the past week, but consumers are quickly adjusting and focusing on different areas of their lives, so your current campaigns should reflect current times. People may not be purchasing festival attire, but they are shopping for loungewear to make staying in more comfortable. In-store shopping is largely not an option at the moment, so redirect customers to e-commerce options. Showcasing products that are beneficial right now will help increase ROI, and help consumers see the value of your products in the moment. 

7) Consider Charitable Tie-Ins

There is no denying that the coronavirus outbreak is having a tremendous impact on all industries, from medical professionals who need supplies to combat the disease to small business owners who are feeling the economic effects of store closures. The world is hurting, but those who can give back have the power to help everyone heal. If there is a charity that your brand already partners with, it could be a great idea to give back a portion of proceeds to that charity. You can also find a medical organization or way to give back to small business owners as additional ideas to help out in-need industries.