On the Fence About Digital Advertising? Now is the Time to Test.

The world looks a lot different today than it did a month ago. As citizens are being asked to stay at home, digital usage is skyrocketing.  Facebook’s Instagram and Facebook Live views doubled in a week and Twitter’s total monetizable daily active users is up 23%.  There are more eyeballs than ever online, however ad revenue is down. Marketers are reevaluating strategies in light of Covid-19 and are pausing or canceling marketing dollars as they do so.

Organizations with a relevant story to tell right now, but are on the fence about using paid advertising to support it should move forward. There is no better time to test it. The audience is there but the competition from other advertisers currently is not, helping bring costs down. 

Before launching a paid campaign during Covid-19 it is important to evaluate what the tone of your message is and make sure it is adding value to the conversation. Some other things to consider as you strategize on a paid campaign:

• Put everything through the lens of “who are we serving and why now”
• Be the brand/organization you have always been, keep your voice consistent
• Reiterate the value you are creating for your audience
• Root your message in facts, then move on to tell your story
• Think about your audience first, what do they need to know or want to know?

Make sure your content has appropriate creative assets.  If you have relevant video, now is the time to be using it. Videos are the most engaged with type of content on social media. If you can, use live streaming on Facebook, LinkedIn or Instagram Live and look for ways to repurpose those live streams in your ads.

Need help? Curley can assist in helping develop paid strategy during these new and challenging times.