The initial strategy most advertisers took at the onset of the COVID-19 pandemic in the United States was to retain existing customers, not court new ones. But in the past few weeks, for the first time since the big dip of April, advertisers are now seeing ad revenue jump back up. Because most people are spending their time online these days, streaming, reading and scrolling, that’s where most of the ad money is going. This increased emphasis on digital and social media video spending has given marketers an outlet for creativity that allows for a more creative, DIY style.
Without the need for (or ability to) create high-end TV spots to air in the middle of, say, a basketball game, brands are finding new ways to keep their offerings top of mind. Given the sameness of advertising messaging for much of the early months of the COVID crisis, this more unconventional style afforded by ads on social media and other digital platforms is a welcome change.
Consumers are spending more time online than ever before. On social media, in particular, people are seeking a sense of connection. It makes sense, then, that brand content that strives for authenticity, that really tries to speak to potential customers, is what does best. Less splash, more realness. And here’s the thing: user-generated content (UGC) is a win-win. With high click-through rates and low production costs, it may change the way brands approach campaigns in the future. Already, this unexpected shift has led to innovation in an industry that has often tied high production values with success.
Some brands have been particularly resourceful by recycling elements of existing campaigns and transplanting them onto social media, where they find a new life (and relevancy) through UGC. One example is American Eagle sister brand Aerie’s recent body positivity challenge on TikTok, which uses imagery from a more traditional campaign (featuring talent like Lana Condor and Beanie Feldstein) and accompanying contest, which was originally released in January. This clever use of a campaign with the gloss of big names and editorial-style photography to connect with customers who are at home (and likely in the market for lounge clothes), allows Aerie to make news without having to create new content itself.
Forbes recently put an unprecedented emphasis on digital content this way: “As screen times rise, brand visibility and engagement on digital devices need to as well. This will mean extra attention to content across the board — both on the consumer and creator side.” In other words, for brands who have relied on in-person experiences to tell retain and build their communities, a nimble, intentional digital strategy will become essential. This relates to advertising but also includes things like web and social media presence, customer service touchpoints, and even more playful, indirect things that evoke the feeling of the brand. (Like, say, sharing a playlist, as the famously offline Olsen twins recently did for the first time for their fashion label The Row.)
As the changes and statements brands have in the past few weeks have shown, consumers have come to expect more from the companies they support. Most of the time, the relationship between consumers and brands starts with advertising, and more and more, that means it starts online.
