It’s an understatement to say that 2020 has been a tumultuous year so far. Covid-19 has had an enormous impact on our lifestyles, work, and social routines which has had a flow-on effect for businesses and retailers of all kinds. So now that we’ve reached the mid-point of 2020, and with Melbourne now well into a second lockdown, we thought now was the right time to look at some of the trends we’ve seen in eCommerce and social media so far this year, and offer you a few tips along the way.
- Isolation does not mean a reduction in spend.
Despite the uncertainty of 2020, many of our clients have experienced a period of growth this year, with more consumers making purchases as a direct result of their social media advertising. It seems that online shopping has become another form of entertainment for some consumers during lockdown (who doesn’t love the anticipation of waiting for your online order to arrive?) while others are shopping online for essential items, or items to make their homes more comfortable during lockdown. So if you have a quality product, chances are you could see a surprising amount of growth during this period.
Tip: Now is not the time to stay silent on social! If you have the resources to keep your ads running, you might be surprised by how many people are shopping right now.
- Video and user generated content are holding our attention.
Perhaps it is down to the increased stress of lockdown, or the increased noise on social media, but many of us are struggling to read copy-heavy content right now. Video, on the other hand, is outperforming most other types of content, as it is attention-grabbing and easy to consume when we are feeling a little overwhelmed.
User generated content is also performing exceptionally well, as now more than ever audiences want to connect with real people. Try putting any slick, branded content on pause for the time being, and share and celebrate content created by your customers. This will give them a sense of connection to your brand and help reinforce your online community.
Tip: If your brand hasn’t tried video content before, now is the time to take the leap and try out video to break through the noise. It doesn’t have to be high tech, just as long as it’s providing value to your customers.
- Consumers are up for a chat.
As lockdowns came into effect around the world, we saw reports that social media usage spiked by as much as 70%. With a little more time on our hands and fewer opportunities for social interaction, it makes sense that people are craving connection wherever they can get it. Basically, customers are up for a chat! We’re seeing awesome results from businesses who are taking the time to respond to messages and comments quickly and engage with their online audiences. It can even help your ad account quality too!
Tip: Taking the time to respond to messages and comments is not only great for your engagement rate, it will also make customers feel valued, and reassure them they’re dealing with real people.
- Businesses are getting creative with their online platforms.
Brick and mortar businesses and those that rely on in-person interactions have been some of the hardest hit during lockdown. But for some, it’s been an opportunity to get creative, and find new ways to connect with their customers. For instance, Melbourne clothing brand Kuwaii have three bricks and mortar stores and sell online. During lockdown, they have been having staff model various items of clothing on Instagram stories, to show the fit and make customers feel more confident about making online clothing purchases.
Tip: Think of creative ways you can use your online platforms. If you can’t sell online, maybe you can offer something like a recipe tutorial or free fitness class on Facebook live? It’s all about keeping your customers engaged with your business so they’ll come flocking back when it’s safe to do so.
Here at WCM, we’ve helped lots of businesses pivot from bricks and mortar to successfully selling online. If there’s anything we can do to help your business, don’t hesitate to reach out at [email protected].