How Are Consumers Thinking Differently?
Talked-about topics on social media are a good way to look at what’s on the public’s mind. Social media content engagement trends indicate increased interest during the first week of May year over year in pet food (55% lift), sauces (17% lift) and frozen snacks (53% lift). Previous weeks showed enormous lifts in topics like hair care (56%), staycations (229%), athleisure (37%), disinfectant (494%) and the immune system (124%).
From this, we can conclude that while indeed people are interested in their health and staying safe and clean, they’re also turning their attention to leisure projects and taking care of themselves, their families, their pets and their morale.
What Does This Mean for Brands?
Overall, it’s important to note that while brands should stay sensitive about the times in their marketing messaging, that doesn’t mean they should refrain from advertising products that are “nonessential.” For example, while it’s true that ads around big Labor Day block parties would be inappropriate, ads about gathering with one’s nuclear family around the picnic table in the yard would hit exactly the right chord. While ads about making an impression at the beach are ill-fitting, messaging about pampering yourself with a home spa day is very relevant. Social media results and purchasing data shows us that people are looking to maintain normalcy and fun in this environment. Brands can help them find the best products to do this by tailoring their messaging.
In particular, there is immense opportunity for challenger brands and store brands to take advantage of shifting routines, interests and supply availability to get customers to give them a shot. By the same token, the time is now for established brands to connect with customers emotionally through effective ad campaigns to solidify their loyalty and protect market share.
Despite crisis conditions, it behooves brands to think about how their target audiences and loyal consumers are actually behaving on the ground, and adapt their marketing decisions to reflect these changes. Brands provide value to customers in all kinds of ways, whether it be an essential food staple or a novelty or beauty product that brings joy and comfort. It is especially times like these that brands need to communicate that value.