As COVID-19 has spread throughout the world, many aspects of our daily lives and lifestyles have changed. We are now beginning to see COVID-19’s impact on social media consumption, user habits, behavior, and more as it is the first pandemic widely documented and shared across social media.
Eight emerging statistics illustrate how COVID-19 is changing social media in ways that affect the time we spend on social media as well as how we use social media platforms.
1. MARCH ALONE, MARKETERS CONSUMED 35% US AND 47% globally of social media during this month
Statista found that nearly half of all internet users were increasing their use of social networking sites just in March, based on a global survey of internet users aged 16 to 64 years old.
As a result, the usage of social media messaging apps increased as well. People are taking advantage of social media networks and their immediate messaging capabilities as a means of staying in touch and/or communicating during COVID-19 due to shelter in places, quarantines and lockdowns.
2. Facebook usage is up by almost 25%, as well as messaging by 55%.
The original social media network is experiencing a resurgence in popularity but also seeing its users significantly leverage the platform’s messaging capabilities. Amid COVID-19, Attempts to stay connected in today’s increasingly digital world have resulted in a surge in Facebook messaging of about 50%.
3. TIKTOK WAS DOWNLOADED 320 MILLION TIMES IN THE FIRST QUARTER OF 2020.
With the spread of COVID-19, TikTok demonstrated its global, viral, and addictive appeal. For the first time ever, more Dance apps were downloaded in Q1 2020 than ever before. People looking for fresh, unique social media content will love its short, fun user-generated content.
4. IG LIVE STREAMING Amplification increases by 75% thanks to 45% increase in Instagram use overall
While COVID-19 was underway, Instagram usage grew just as much as its parent company, Facebook. Instagram users are taking advantage of the platform’s Live feature, IG Live, which allows users to watch broadcasts on their phones every day without leaving their homes so they can buy hash online Canada.
Instagram influencers are stepping up their content to entertain, engage, and connect with their followers on a deeper level. As reported in Business Insider, Mediacast2 reported an increase in likes on sponsored posts on Instagram of 71% in their COVID-19 agency guideline decks.
5. YouTube has experienced an increase of 30-40% in views, which reflects an increase in engagement and views on YouTube.
Compared to last March, YouTube influencers have seen a 30% spike in channel viewership. YouTube views for fitness and health content went up by 63%, while views for arts and culture content went up by 39%. Community engagement has been a key priority at YouTube for years. The company created a playlist titled With Me in response to the outbreak.
Users and influencers share video content in the #WithMe YouTube format, broadcasting cooking videos, gardening videos, and studies. This type of video trended before the pandemic, but has gained greater traction during COVID-19, specifically among Gen Z users who feel the need for a sense of belonging.
6. SPONSORED POSTS ON INSTAGRAM ARE GETTING 70% MORE LIKES IN GENERAL
In the beginning of COVID-19, many brands and advertisers paused their marketing campaigns since they didn’t know how to deal with a global pandemic. As audiences spend more time online and perusing social media, many brands marketing during this period have seen positive results.
In times of crisis, marketing requires a new level of tact to avoid appearing tone-deaf and acknowledge the big picture problems.
7. INFLUENCERS ARE CREATING 150% MORE CONTENT
The study reveals 150% more influencers creating video content as a result of the outbreak than before. Influencers are responding to the pandemic in three ways. Influencers have therefore become popular for creating entertaining content for brands.
In light of the lockdown obstacles brands face in producing original content, the opportunity to use/repurpose influencer content is especially appealing for brands.
There has also been an uptick in influencer-hosted IG Live Takeovers and Stories during quarantine, especially in the fitness industry where brands are partnering with fitness gurus to share workout content.
8. TWITCH STREAMING HAS GROWN BY MORE THAN 40%
The esports industry has fared particularly well during the Coronavirus outbreak since it is better equipped to handle a worldwide lockdown. In March, Twitch viewership increased 41%, according to TIME. Similarly, YouTube Gaming’s viewership grew by 25%.
Marketers recognize that people stay connected through gaming, which can result in an increase in viewership. Twitch has been used by both gaming and non-gaming brands for advertising thanks to its 30 million users on a daily basis. Twitch campaigns have been run by brands other than gaming, such as Guess, Hershey’s, and KFC.