The COVID 19 pandemic had a drastic effect on all our lives, it changed the way we communicate, travel, shop, eat, learn and more. The most profound impact of the pandemic was the rapid move to online. The result is a post-pandemic society that leans heavily on digital experience, social media, and mobile applications.
So what does this mean to us as content creators? It means we need to connect with our audiences, focus on who we want to reach, and be relevant. As Nneka Elliot points out, content creators need to be consistent and be true to their voice. If an individual or organization puts an authentic message out there and makes a connection they should be connecting with the right audience. Maintaining that connection requires the right digital or social media platform, and curating well-thought out content that reflects the brand consistently. During the pandemic we all felt very alone, and that sense of community was paramount for marketers. As a society we continue to need that online connection at some level even post-pandemic.
According to a 2022 Investopedia article, brand loyalty took a big hit during the pandemic. In a study by McKinsey & Company they uncovered that 40% of consumers say they switched brands as a result of the pandemic (Investopedia, 2022). It’s hard to say why the pandemic had this much of an effect on brand loyalty, but factors like accessibility and price likely played a role. For content creators and marketers who were able to make a connection with their community were likely able to sway consumers to their brand. Many organizations and brands completely missed the mark on the great migration to a digital world.
While we should not be expecting another pandemic like the COVID 19 pandemic that consumed 2020, 2021 and most of 2022, marketers should be ready for market shifts that change the way consumers behave. Keep an eye out for the impacts of generative AI, and whatever is after that!
https://www.investopedia.com/how-shopping-habits-changed-due-to-covid-5186278