Social media content ideas during COVID-19

With COVID-19 still heavy on everyone’s minds, now is the time to adapt your social media. In my previous blog post, I list five steps to reevaluate your strategy. At the end of my post, I challenged my readers to think of ways you can rise above the occasion. How can you bring value to your audience in this crazy time?

I always get asked in my intro to social media marketing class, “Well what is a good social media post?” Instead of thinking of a post as “good” or “bad” – ask yourself if it provides value. When a posts resonates with someone they’ll engage. They’ll follow you. They’ll support you. That’s the magic behind social media marketing.

Ok – back to content ideas. I pulled a few examples of ways brands are adapting their social media to COVID-19 and the small details within their posts that make it valuable to their audience:

Durham Performing Arts Center 

With performances suspended, DPAC, Durham’s performing arts center, had the great idea to host Instagram Live interviews with Broadway stars. This also takes viewers behind the scenes for “private tours” of the theater.

When someone follows a social media account they want to get something in return. Exclusive or behind the scenes content like DPAC Live will always shine because it’s something you can’t get anywhere else.

Generally flyer type graphics do not perform well on Instagram. They can feel sales-y in a place where people are expecting to see photos and videos. I thought this graphic does a good job of walking that line. The headshots will capture someone’s attention and keep the post relevant to the expectation that Instagram sets.

Wine & Design

We’ve seen many businesses lean into virtual offerings. With more time on our hands, we know that people are online much more than they were before. Not only will it continue to bring in an income, people are also looking for activities to fill their time.

Wine & Design had the great idea to start hosting virtual classes. Customers can purchase a kit, pick it up from the store and then receive a zoom link to “take the class” when it’s convenient for them.

I like in their social media post below how you can see the upcoming options in the image. As we’re quickly scrolling through social media, you want to capture someone’s attention with visuals and then they’ll look to the copy for the details.

Peloton

Last month, Peloton added a new groups feature to their product offering. These “tags” allow people to track their exercise alongside other people. Users add hashtags to their profile which designates groups. Then riders can create communities of people with shared interest.

I like the graphic they created to announce the feature on Instagram because it shows the wide array of groups. We know that people are feeling isolated while staying home. This addition can help ease some of those feelings for Peloton’s customers. A great value add.

The one thing to be careful about is a “tap the link in our bio” CTA. These can become outdated if you later change the link in your bio. If that’s the case then be sure to go back and edit any old captions. 

In my Skillpop Intro to Social Media class I share a few other content ideas:

• Reduce price + coupon for later

• Free offering with requested donation

• Take home kits

• Gift cards

• Pivot to a new product

• Monthly club

• Delivery option

Leave a comment below how you’ve adapted your social media marketing during COVID-19.