The COVID 19 virus pandemic has caught the entire world at odds. The enormous consequences of this pandemic in many industries are already evident. And social media makes no exception. Many companies are now reconsidering their online campaigns and all activities in general. According to a study by artificial intelligence marketing firm “Pattern 89” there is a noticeable change in the images that brands place in advertisements on social networks. What changed?
Specifically, the results of the study showed that over the past week the use of pictures and videos of people washing their hands has increased by an incredible 600%. Also, the use of cleanliness has tripled, including photos and videos of people touching their faces, sneezing, coughing, drinking, smelling, cleaning, and using tissues. The study also found a dramatic increase in the use of emoji face masks in headlines and ad copies.
The use of “human connection” images in ads has seen a decline of as much as 30% since March 12, and an 8% slide in travel-related imagery from two weeks earlier, per Pattern89. This can be attributed to the fact that social distance has somehow become a universal norm in the fight against coronaviruses around the world. Therefore the ads are adapting to the new situation.
The COVID 19 Pandemic Requires Cross-Industry Survival Adaptation
The drastic change in brand image in social media advertising reflects a shift in public opinion in a situation where health authorities around the world are warning of the need to take restrictive measures. One of the generally accepted measures is to restrict travel, but also to close schools, universities, restaurants, theaters, concert halls, etc. The Pattern89 study shows that brands are becoming more aware they need to make adjustments and be sure their campaigns don’t go unnoticed while people worry about how coronavirus will affect their lives.
Travel-related images have fallen due to the decline in the travel industry caused by travel restrictions introduced in almost all countries affected by the virus. According to a Meda Radar study, the travel industry reduced its ad spend by 50% during the first two weeks of March compared to the same period last year. Between the first and second weeks of the month, cruise lines decreased by 30%, airlines 27%, and hotel and lodging brands 25%.
Road Into the Unknown
All this data undoubtedly indicates that brands are adapting their marketing campaigns in response to a pandemic, especially after personal hygiene becomes a sensitive subject. Many brands are now calculating with their campaigns and activities due to the loose uncertainty that a pandemic carries with them. All in all, it is only sure that after this crisis, many things will no longer be the same.