As we enter another period of lockdown, many of us will be feeling uninspired and unsure about what to post on social media. A good place to start is to ask yourself: What content do my customers want to see over lockdown?
To offer some inspiration, here are 5 social media tips to help you during these unprecedented times – including avoiding COVID-19 clichés like “unprecedented times”.
1. Look beyond your competitors
Crisis is not the time to be competitive. In a recent tweet, Burger King UK urged customers to “order from McDonald’s” to support hospitality jobs over lockdown. A noble gesture or a clever piece of marketing? Maybe it’s a bit of both but whatever their intentions, the tweet has received over 60,000 retweets and lots of media attention.
2. Avoid COVID clichés
If there’s one thing we’ve learned, it’s that people are tired of hearing overused phrases like “unprecedented times” and “we’re all in this together”. While it’s never our intention to deliberately share empty sentiments, it can often come across that way if thousands of brands are saying the same thing. Instead, trim the fat from your messages, avoid fuzzy phrases and don’t be afraid to be honest.
3. Throwbacks to “precedented” times
Everyone loves a bit of nostalgia, and just because your customers can’t visit you right now, that doesn’t mean they can’t get excited about visiting you again in the future. Throwbacks can serve as welcome reminders that better times are ahead.
Visit Norway’s ‘Dream Now, Visit Later’ campaign is a great example of this, enabling them to promote their destinations despite travel restrictions. We highly recommend using user-generated content for your throwbacks to celebrate the connection between you and your customers.
4. Gift card marketing
With Christmas just around the corner, one great way to generate revenue this month is to sell gift cards online. Not only do they give your customers a way to support you, but they also encourage them to return quickly on reopening.
You can now also add a “Gift Card” sticker to your Instagram Stories – making it easier for people to support your business. Just make sure you’re using it frequently as stories disappear after 24 hours.
5. Support your community
Ask not what your customers can do for you but what you can do for your community. Cheesy we know, but by supporting local causes you’re showing your customers that you are more than the product you’re selling.
The key is to be specific about the support you’re providing, rather than making general claims like “we’re here for you”. Recently, Wagamama did just this – outlining exactly who they will be working with and what they will be doing during lockdown to benefit others e.g. “delivering free meals to those who need it most”.
Thank you for reading our blog post. We hope you found it useful. If you have any questions or would like any help with your social media marketing, please don’t hesitate to get in touch.