I think the first question we should ask and answer is – during this pandemic, should you post any content at all – is there a point?
The short answer is, yes! Why in relevant content’s name not!
The long answer is, you absolutely should because as we all know, events are happening around the world that is impacting everyone – including your followers and those that are potential target audience.
So as every shade of individual adapts to what we now call “the new normal,” it is time to adapt some changes to your social media marketing strategy.
A lot has changed since the pandemic and the COVID-19 lockdowns. Like you, many have increased their usage of social media and the internet generally.
As a result of this, there have been significant shifts in when people are active. Active engagement times have gone from certain times throughout the day to almost round the clock.
So, the spike begins after about 10am, when people are fully woken up and out of bed – since no one is rushing anywhere anymore. For maximum reach, put up your content from around that time and spread it across the day, depending on what you are posting.
More time on the internet shows you have your opportunities stretched out, and you have a chance to inform, entertain or educate all these people looking for a distraction from mid-morning till way past midnight!
A Few Tips for Posting Content During this Pandemic
Revisit Your Content Strategy
Maybe you have posts/content scheduled that you created before this time, it might be a great to time to revisit or revise them. You do not want to sound insensitive or unconcerned about the entire Corona Virus Situation.
We’ll leave it to you to decide if sales should be your core aim now as a brand.
Test, Experiment and Measure Results
One thing to not take out of the equation however is testing and determining what times are best to post for your business. Set the clear goals of your posts and see how your audience responds at different times of posting.
One good thing about content and social media marketing is that you can monitor and measure results. Pay close attention to your insights and figure what works for you!
Keep as Much as You Can to Your Former Content Schedule
Another solid advice from this end is to keep as much as possible to your content schedule. Lockdown or not, some of your audience are used to reading from you at certain times on particular days of the week.
So, while you can add a bit more to your content strategy, help your audience by still maintain the uniformity they are used to. This also helps you to still keep up with your routine.
Overcome Your Camera-Shyness, It’s Time to Go Live!
Before the pandemic, it has been common knowledge that videos are the best form of content; and we know that you are most probably terrified of getting in front of a camera but here’s one thing to consider – because people cannot go out so much now, they are desperately in need of human connection!
Being that brand in this time and type of need will increase your brand loyalty and appreciation. It’s a great way to keeping yourself top of mind for way after the pandemic.
Allow your audience ask you questions, discuss some of their pain points especially in this pandemic. Share some of the ways they can keep safe etc.
Help Spread Positivity
Instead of focusing on the negative, help spread positive messages of hope – the numbers of recovery, information about preventing and slowing the spread of the disease.
Give your audience a reason to feel hopeful and joyful. Do giveaways if you have the capacity; and if not, sharing some entertaining content is not a bad idea.
Below is a detailed insight on the best times to post content on different platforms pre-pandemic, put together by Adora of Rich Haven Media.
Former Best Times to Post Content
On Instagram… formerly it used to be Mondays, Wednesdays and Thursdays. Wednesdays tend to have the highest level of engagement with Sunday ranking the lowest. The time frame is usually between 11am to 1pm lunchtime and 7pm to 9pm after close of business.
On Facebook… formerly it used to be Thursdays, Fridays, Saturdays and Sundays. Weekends tend to have the highest level of engagement on Facebook, with Tuesdays ranking the lowest. The time frame is usually between 1pm to 4pm work hours.
On Twitter… formerly it used to be Mondays to Fridays. Weekdays lunch hour tend to have the highest level of engagement on Twitter with weekends ranking the lowest. The time frame is usually between 12 noon to 1pm lunch hour.
On LinkedIn… formerly Tuesdays to Thursdays tend to have the highest level of engagement on LinkedIn, with weekends and after-work hours ranking the lowest. The time frame is usually between 10am to 11am.
If you notice, insights on Instagram has changed and adjusted due to the pandemic season too.
Bottom line is, everyone is at home and online, so there is necessarily no best or worst times to post anymore.
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Another exciting post: Content Creation Without Borders here
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Written by: Faith John – Creative Director, The Kween Media
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