#StayHome: How Quarantine Affects How Brands Communicate
The coronavirus pandemic now covers over 200 countries and territories. This situation affects every sphere of life, including the economy. Companies that have had to face the global epidemic are being forced to transform both their offerings and the way they communicate. For many of them, social media, including Instagram, are the main channel for contacting customers. For their customers, who are undergoing quarantine, the Internet has become almost the only window on the world.
Brands Are Moving Online
The key to reducing COVID-19 infections is minimizing human contact. The forced self-isolation of potential customers affects the functioning of many businesses. Many of them are focusing on online activities, abandoning mainstream media. The communication message is changing as well. Content referring to fun and spending time together had to be quickly replaced with a different message.
On social media, the “stay home” campaign is extremely popular. Initially, photos tagged #stayhome were mainly meant to encourage a responsible attitude and limit the spread of the virus. As the situation developed, they increasingly documented life during nationwide quarantine.
As BrandLift, we were happy to join in promoting the grassroots initiative created by our creators under the hashtag #beatthevirus. Their maturity, manifested in a sense of responsibility for others and in calling for compliance with recommendations, deserves praise. Influencers have enormous influence, especially on the younger generation, not only in terms of purchasing decisions, but also in promoting certain attitudes – Karina Hertel, expert, managing director of BrandLift.
Quarantine and New Needs
A large amount of time spent at home makes us look for inspiration for things that can be done within four walls. On Instagram, checklists that can serve as guidance are becoming increasingly popular.
Analyzing the activities of the influencers we work with, we noticed an increase in social media traffic not only on the creators’ side, but also on the audience side. Brands we have been working with for a long time are intensifying their activities with creators. The way they communicate has also changed: from lifestyle content about “seizing the moment” and living life to the fullest, to appealing to users’ individual needs and focusing on oneself, which is especially good for brands in the beauty category – Karina Hertel, expert, managing director of BrandLift.
For many, the quarantine period is a good moment to devote more time to oneself and take care of one’s well-being. Some people decide to return to an old passion, catch up on their favorite series, or read more books. With the latter group in mind, the brand Empik made it possible to test its Premium offer free for 60 days. In this way, we can use courier or parcel locker delivery for our orders for £0 and get free access to a package of 13,000 e-books and audiobooks. In addition to catching up on unread books, we are also more willing to use the home SPA option. A relaxing bath, regular use of creams, and greater care for one’s body, so that by spending time alone with oneself, one can also feel good in one’s own skin. It is precisely this care for one’s own well-being that is currently the main message with which the brand Nivea communicates with customers through influencers.
Brands Respond to New Needs
Consumers are trying to make the most effective use of quarantine. Working from home and limited outings are a novelty for many compared with their previous lifestyle. So that time spent with household members does not turn into a domestic war, the brand Bambino encourages people through social media to be kinder to one another; after all, “we all have imperfect mornings,” so it is worth starting the day with a drop of tenderness. Meanwhile, EmpikFoto suggests using this period to organize photos and albums. This form of spending time is a good opportunity to spend time with loved ones. These are not the only brands that, as part of cooperation with influencers, try to respond to the current mood. A DIY renovation? #EasyWithDulux. That is exactly how the Dulux brand promotes its latest paints, Dulux EasyCare+, with which you can repaint a room or refresh a piece of furniture yourself.
The way brands communicate with customers during this period is particularly important. It is hard to imagine brands completely stopping dialogue with consumers, especially when restrictions are being introduced in out-of-home activities. At this point, the greatest advantage of social media as a communication tool is their flexibility and ability to react quickly to signals from the environment – concludes Karina Hertel, expert, managing director of BrandLift.
There are many ways to maintain the brand-customer relationship. Regardless of the communication strategy adopted, it is important that these activities constitute the best possible marketing mix in relation to the current reality.
Concepts from the Article
SPA — Single-Page Application. A web application that, after the initial load, dynamically updates views in the browser without fully reloading the HTML document. Often built in React, Vue, or Angular.
Why it matters: It gives the application smoothness: after the first load, views change instantly, without page reloads. The admin panel behaves like a program, not like a website.
When it is used: In panels, editors, and work applications; content portals more often combine it with server-side rendering for SEO.
What happens if it is omitted: Without this architecture, every click means a full reload — work in the panel becomes jerky, and the state of forms is lost.
Summary
The COVID-19 pandemic forced brands to quickly change their communication strategies — from lifestyle messaging to messaging that responds to consumers’ needs during quarantine. Social media became the key channel, and examples such as Empik, Nivea, and Bambino show that influencer campaigns are evolving toward caring for well-being and at-home activities. Expert Karina Hertel from BrandLift points out that the advantage of social media is flexibility and quick reaction to the environment, especially amid restrictions on out-of-home activities.
An interesting fact is the use of the hashtag #beatthevirus — a grassroots creators’ initiative that BrandLift joined, showing that influencers have an impact not only on purchasing decisions, but also on promoting attitudes of social responsibility.
