Content Curation in the New Normal: How Brands Must Adjust to Life in a Post-Pandemic Panorama

Content Curation in the New Normal: How Brands Must Adapt to Life in a Post-Pandemic Landscape

Customer expectations regarding their particular experience with brands have transformed drastically since the emergence from the Covid-19 pandemic. Most notably, issues of sustainability and modern society have become more pertinent than ever before to the modern consumer. Whilst this can pose significant challenges for businesses, the fundamental impact on the daily routines of shoppers has also created a window of opportunity pertaining to businesses to make a fresh begin in their approaches to marketing.  

In the wake of the pandemic, as we face the age of the ‘new normal’, content curation that appeals to changing customer perceptions is of the utmost importance.  

Different brands have treated the pandemic being an opportunity to undergo a ethnic reset on company behaviour, and we’ve seen more businesses look to actively take part in newly digital consumers, while also seeking out more informal engagement online. Furthermore, brand names have looked to adopt more outspoken stances on the benefits that are closest to their focus on audiences, as well as encouraging the usage of social proofs to establish trust.  

There have also been numerous more left-field changes to how content curation has been adopted to resonate much better with customers in the regarding the new normal.  

Being able to access a Predominantly Digital Viewers

The pandemic has more rapid a pre-existing trend whereby online customers have not just grown in numbers but also become considerably more active – presenting far greater opportunities designed for audiences in the process.  

(Image: WARC )

As we can see from the data above, 2020 unsurprisingly saw eCommerce, social media, and online video activity rise significantly as global lockdowns led to widespread interruption across virtually all customer-facing industries.  

According to Kantar research , web browsing improved by 70% during the later on stages of the pandemic, with TV viewing figures boosting by 63%, whilst social media engagement grew by several 61%.

Throughout the pandemic, WhatsApp was the social media platform that will experienced the greatest gains since users looked to stay linked remotely. With over a 40% increase in usage, the messaging platform demonstrated a clear growth in adoption that remained largely unparallelled.  

These types of increases in time spent on social media messenger platforms was felt heaviest in Spain, with a 76% increase in time spent on WhatsApp, whilst Facebook usage climbed 37%. China also skilled a 58% increase in social networking usage with platforms such as Wechat and Weibo benefiting from the trend.  

These boosts in usage were sensed heaviest in the 18-34 age group, whilst WhatsApp, Facebook, plus Instagram all experienced a boost of over 40% from those aged under thirty-five.  

Significantly, Kantar’s study found that a crisis associated with trust was brought on by the particular pandemic. National news stations spanning both broadcast and newspapers were recognized as ‘trustworthy’ by around 52% associated with surveyed people. Elsewhere, it had been found that just 48% of people trusted government company websites. Tellingly, only 11% of respondents claimed that social media platforms are a trustworthy source of information.  

So this data tells us that more people are online in the wake up of the pandemic, but they are also extremely wary of details shared on social media.  

This presents an interesting problem for brands looking to make the most of more online-based audiences. Thankfully, content curation can be an excellent means of displaying social proofs for your company by compiling unbiased reviews and interactions.  

Appealing to a Fickle Audience

The pandemic induced a fundamental change in the everyday lives of countless people around the world. In a matter of weeks, lockdown measures forced consumers in making life changes and essentially reset their perspectives within the brands they habitually purchased.  

Covid-19 also accelerated the amount of digital interactions consumers had with businesses. According to Salesforce Commerce Impair, over three million transactions took place daily in 2020 – a figure that’s over 100% up on the year prior.  

(Image: Salesforce )

As the table above shows, young consumers in the US were the particular strongest in their mistrust of brands. With 70% associated with Gen Zers claiming that misuse of their personal information triggered them to lose trust in a brand during the pandemic.  

Because consumers increasingly move online, brands have plenty of brand new opportunities to grow with their new audiences, but there are definitely new challenges emerging as well.  

If businesses neglect to embrace digital transformation fully, it can lead to a poor notion of their customer service, and the misuse of personal information through data breaches and hyper-targeted marketing campaigns .  

Social Proofs via Content Curation

Content curation enables businesses to avoid talking directly to a wary market, and instead use the sounds of happy customers to make sure that its good quality of program is shared across social networking channels.  

This can existing itself as an opportunity for companies to demonstrate value in a way that does not even have to prove the quality of its products.  

If a mother with an active Instagram presence shared her encounter as a Starbuck barista offered words of support, Starbucks shared the story onto its account in a post that will amassed over 180, 1000 likes and a wide range of comments.  

Because the story placed the company in a sympathetic lighting, the online response – particularly from other mothers who related to the difficulties being discussed – the audience response had been overwhelmingly positive despite generally there being no coverage in any way around any of Starbucks’ products.  

This shows that interpersonal proofs surrounding customer service can stem from simple ardent moments recorded via a notable presence online.  

Normally, the best thing about this curated content is that it appears to have been very simple to share – showing this approach to marketing is one of the the majority of cost effective ways to build trust with customers who are not as receptive to the voice of brands.  

Pertaining to brands looking to incorporate social proofs beyond the reaches of social media, python development solutions will help incorporate the multimedia content produced by customers within a company’s landing pages and various other web pages to assist establish more trust in a more comprehensive manner.  

Creating Trust can Involve Self-Depreciation

Although it may seem counterintuitive, brand names – especially those that provide low-cost products and services for customers can build positive online sentiment from audiences by recognizing that their business model is not prestige-level quality.  

For budget airline Ryanair, the company’s Twitter accounts is unapologetically active in engaging in self-deprecating curated content material. For Ryanair, the brand’s reputation as a low-cost, virtually no frills airline is a marker of honor, and this methods the company has free rule to find humor amidst social websites posts that poke wonderful at the airline’s restrictive baggage allowances – such as the situation above.  

As more clients struggle with finding trust in brands in the wake of the Covid-19 pandemic, we’re seeing even more innovative ways of content curation taking center stage. Where this particular facet of marketing was a popular time-saving form of resonating along with audiences, it’s now a healthy way of earning trust amidst cautious audiences.  

With this in mind, it may be likely that the companies which have the most refreshing approaches to material curation will emerge while the stars of marketing in the age of the new normal.  

The exact post Written content Curation in the New Normal: How Brands Must Conform to Life in a Post-Pandemic Gardening appeared extremely on Deal. it Blog .

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