For the first few weeks of the pandemic I whole heartedly believed that I would use my time productively and learn new things. After a couple crash courses in bread baking, candle making, oil painting and 2D animation, I eventually circled back to killing time on social media.
It was nice to stay connected with people in a time of such loneliness and stay up to date with what was happening in the world. Even when it was overwhelming at times, social media offered countless ways to get out of my own head for a little bit. One of my favorite ways to relax was to watch livestreams from the Monterey Bay Aquarium. In the past I would have never thought to look up an aquarium’s YouTube channel before, but the pandemic forced companies to rethink their already new form of digital advertising and some very cool campaigns came out of it.
Marketing and Social Media
We as a society have always been social and the digital age has really strengthened connectivity and networking. I think one of the most significant aspects of social media is the way it has completely changed marketing.
Social media cannot simply be added as another marketing communications outlet. Integrating social media requires an entire shift in mindset – one that is more oriented around the consumer or user (Quesenberry). This change is a huge opportunity for companies because for one of the first times ever, customers can interact directly with a brand and feel heard.
A brand’s social media presence is essential in creating brand loyalty and a consumer base. 29% of people surveyed by Trustpilot said brands that are active on social media are more ‘human’.
A social media campaign that really stuck with me over the pandemic because of it’s authenticity and was what inspired me to watch more aquarium streams was Shedd Aquarium’s #WheresWellington. When the Chicago aquarium closed to the public, the staff still had to care for the animals, so they started taking the penguins on tours. It was a bright spot in a time when people needed it, almost personifying the aquarium while also generating traffic to the aquarium’s site and raising general awareness. It was interactive, having users comment on where the penguin should go next, and allowed people to enjoy the aquarium in a new way. None of it felt forced, followers were able to learn about various habitats and exhibits at the aquarium from the comfort of their own homes. They were even able to sell merch.
via russianmachineneverbreaks.com
Another campaign that existed before the pandemic and continued to thrive during it was Apple’s #shotoniPhone. The campaign has more than 20 million posts on Instagram alone. It is impactful because it advertises the brand and the product to while also allowing their user base to be heard. User generated content is a win/win in terms of small budget marketing and customer interaction. It gave people who wouldn’t usually be featured in ad campaigns a voice and the opportunities for partnerships were vast, like this example of their partnership with the NHL.
Spirit of Small Business: 🥗🧁 @VeganNDelicious | https://t.co/Dol9xI2Txh#BlackHistoryMonth pic.twitter.com/RKS3zsdOVa — Philadelphia 76ers (@sixers) February 23, 2021
Speaking of some of my favorite athletes, the Philadelphia 76ers had a good social media campaign over the pandemic where they highlighted small businesses around the city. The campaign created a strengthened sense of unity and brands and fans alike felt heard and appreciated. The 76ers understand their fan base and understand that no one loves their city and talking about where they’re from more than Philadelphians, so they highlighted the community and strengthened their relationship with it.
Changing All the Time
With 42% of the population on at least one social media app, I think marketing will continue to grow there. I think social media is a point right now where sites will either go all in on catering to shopping or people will get tired and move away from it. There is definitely more of a wariness towards overt marketing and that’s lead to an increase in ambassadorship. Whether it be partnering with an already established public figure or bringing that figure onto a team, brands are learning it’s important to utilize people who have already found success on a platform.
It’s almost like a chain of brand loyalty; this person is already established and has a trusting fan base and they’re partnered with this brand so their fan base should trust this brand. It’s still marketing, brands are still advertising, but the human element makes it feel more authentic. I think the more social media becomes intergraded with our lives the more people are going to demand transparency and authenticity.
With customers having a place to be heard, brands will pay closer attention to what they have to say. As social media grows, and changes so will the ways brands will try to interact with their key demographics. Change is what lead iPhone to trust their users to decide the images for their campaign, NBA basketball teams to tell their fans the best local vegan spots, and aquariums to become viral sensations.
Quesenberry, K. A. (2021). Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution (3rd ed.). Rowman & Littlefield, an imprint of The Rowman & Littlefield Publishing Group, Inc.
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