5 Inspiring Ways Brands Are Showing Up Online During COVID-19

Feeling tight on your budget? Afraid of saying something tone-deaf? Unsure of what’s next? You’re not alone. With many companies and small businesses already faced with tight margins and strict planning, throwing a COVID-19 pandemic into the mix is putting many businesses at risk.

The flip is that great challenges can create great opportunities. And some brands are making the most of this trying season by optimizing how they’re showing up online.

For those of you who are looking for creative ways to keep your brand active online, here are 5 ways to get in front of your audience, using examples from real brands that are doing it right. 

#1: Create valuable social media content

One silver lining with a pandemic is that people are on social media more now than ever. In the midst of news updates and push-up challenges, brands are connecting with their customers authentically and with great relevance. Fitness studios like TriCore Fitness that have had to close are opting for free virtual classes on Instagram, giving their audience valuable workouts while attracting new potential clients that can fall in love with their programs.  

#2: Be responsive to your audience

This is a sensitive time for everyone right now, and it’s important to be transparent, authentic and responsive to your audience. sweetgreen, a popular salad restaurant, has continued to post updates and information through their social media channels, including changes to their pick-up services, sweet notes on their delivery orders and more. This level of responsiveness gives their customers a sense of ease and steadiness, deepening their trust in the brand. 

#3: Nix the content calendar

As a social media consultancy, this is some big advice. We live and breathe for a good content calendar, but in a time like this, it’s too easy to miss the mark and make an accidental tone-deaf comment, ultimately hurting your brand more than helping it. Brands like The Collage Studio have moved their scheduled posts into drafts, and are instead focusing on posting content if it makes sense. Don’t force it, be transparent, and your audience will reward you for it.

#4: Share your services online

No sugar coating it, this is easier for some industries than others. Brands in the health sector, like Find Your Shine Therapy, have adopted telehealth services to take appointments virtually. Local restaurants like El Arroyo in Austin have popped up brunch and margarita pick-up services. These innovative practices have helped attract customers online, as well as inspire other businesses in their industries to adopt similar practices. 

If your business cannot be taken online, consider creative alternatives, such as selling gift certificates online to your customers, opening an e-commerce site for your products, or even creating tutorial courses for sale or donation. Viva Day Spa is a great example of making the most out of a service that is challenging to do virtually. 

#5: Spread love, not fear

You don’t need to take on the burden of reporting on the latest developments in the virus or economy. Steer clear of content driven from fear, and keep the concept of giving at the forefront of your online presence. Reflect on how you can be a safe space for your audience during this time, like Create & Cultivate is doing in the wake of having to cancel their upcoming live events. They are sharing content on how to adapt to this temporary normal, hosting virtual community events and more. Think about what your audience needs now, and how you can authentically bring value to them online. 

The internet provides a unique space to stay connected with each other, even with social distancing practices in full force. We hope that these brands inspire you to get creative with how your brand shows up online for your audience. 

Anything we missed? Drop your ideas in the comments below!

And remember, you will push through this. If you or a business you know is struggling with digital marketing during this time, send us a message. We are offering free coaching calls for brands affected by COVID-19 to help you transform social media and online marketing for your business.