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Since COVID-19 has made a significant impact on 2020, social media engagement and content have also changed and increased during this time. While keeping ‘socially distant’ has become the norm, we are also becoming ‘socially close’ by engaging more with each other online. According to a GlobalWebIndex survey, July 2020 saw a 10.5% increase in social media use compared to July 2019. So what kind of content are people engaging with more, and what does this mean for your business? Let’s find out.

 

What types of social content have been engaged with more?

Since March – people have been using social media in many ways and for different reasons. We’re connecting, engaging, and communicating in new ways. Here are a few of the types of social content that people have been engaging with more during the COVID-19 pandemic.

 

People want entertaining video content

In general, people want to be taken away from the stress of the everyday situation caused by COVID. While many seek out the latest news and information, many users simply want to be entertained. Tik Tok saw a massive increase in popularity, especially during April’s stay-at-home orders. Now that Tiktok has an impending US ban on its hands, Instagram has since released ‘Reels’ which provides a similar platform for content creators. 

For businesses, the main takeaway should be to create content that entertains. Perhaps it’s time to try a new platform like Youtube or IGTV. People are engaging with video content, and this should be prioritized for your brand.

 

People want to learn how to do things

Lockdowns and stay-at-home orders have given people the ability to learn a new skill or two. ‘How to’ tutorials saw a massive increase in engagement with 34% of women and 32% of men watching more of this type of content. Many topics like ‘how to cut your hair’ became popular during lockdowns as many couldn’t get to their hairdresser’s for months!

 

This is definitely something businesses can take note from. By showing your customers and clients how to do something that is related to your product or service offering – you’re showing that you’re the thought leader in that industry. People do remember the brands that make an effort to educate and inform. A great place to get ideas on the kind of content people are looking to learn, check out Answer The Public. If you’re looking more specifically for video content, why not check out Youtube and go through the kinds of videos that get views and engagements. 

 

People want to stay connected with friends and family

Being stuck at home has been pretty isolating at times, and it’s caused a spike in online group usage, group chats, and shared game usage. Communication apps like ‘WhatsApp’ saw a 40% increase in use overall since the beginning of the Covid-19 outbreak. This is important for businesses to note – more than anything, right now people want community. They want to feel connected to others, and this is something businesses should facilitate or join in on. Now more than ever, businesses need to come across as ‘human-first’ rather than ‘business-first’. 

 

People want positivity

Now more than ever, people want content that will make them smile and feel good. You may remember the story of the 99-year-old from Britain who raised millions of pounds for the NHS. This video and other content like it have gone viral.


When thinking about the kind of content you should be posting from your business, it should be about positivity above all else. Perhaps your business is doing some positive good for the local community – share this kind of content!

 

Overall, social media content and engagement has significantly changed during the course of this year. People are seeking entertainment, education, positivity, and connection with others. But what they want more than ever is authenticity and honesty. If your business can offer these things through your social media content – then you are likely to see an improvement in your social media engagement now, and into the future.

 

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About Author

Emily Fly

Emily is our go-to web ops girl. She has knowledge in SEO, SEM, CRO, copywriting, and social.
She has a keen interest on what brings in website visitors and how they will interact with the brand over time.

Emily holds a Bachelor of Communications, majoring in advertising creativity – and has since completed further study in SEO, and inbound marketing. If she’s not behind the computer, you’ll probably find her at a local gig, playing her tenor sax, or sparring in Taekwondo.