BEGIN ARTICLE PREVIEW:
No one really wins when a pandemic hits, but 2020 has been huge for social media. Entire populations have been encouraged or required to stay at home, concerned about infection risks, and feeling the need for connection even more than usual due to heightened uncertainty and anxiety. As a result, the shift of living our social lives online instead of IRL has sustained an alarming acceleration period.
And I’m not just talking about the massive growth in engaged usership on TikTok and Instagram. LinkedIn, the B2B social network, has also shown a huge spike in both the amount of published content and the volume of engagement with that content, according to data compiled by Transmission.
Credit: TransmissionThis opens up opportunities for marketers to enlarge their share of social attention, but only if you pay attention to the changing ways that consumers are using social media.
You can’t just unpause your social and expect the same kind of response that you enjoyed pre-pandemic. Here’s what to do instead.
Read the mood
People who are living in the shadow of the coronavirus, adjusting to working from home and deprived of regular social activities interact differently with social media than …
END ARTICLE PREVIEW