The COVID-19 crisis and its impact on social media engagement

The entire world is doing all that is possible to adapt to the pandemic and to make the required changes in order to stay in business. It is estimated that the leap from offline consumers to online consumers is going to be the largest ever experienced with millions of people adapting to the new digital lifestyle.

While this phenomenon has shown more activity on the web, it seems to have affected engagement per post since January and it seems to continue to be on a decline as we speak. This is something that is happening on all niches with different levels of severity and the charts below explain it in detail.

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As you can see in the chart above, industries such as fashion, health & beauty and financial services have taken a hit with a certain amount of fluctuation, but the trend is that there is lower engagement. The financial services statistics seem to be the most erratic and fluctuation of the group, but all of them have been affected in one way or another.

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Now, hotels, influencers, media, nonprofits, retail and sports teams all show a decline as well, but the most severe situation is the one being faced by sports teams. This is also happening to all entertaining industries that require large crowds for their performance.

Retail seems to be the one that is showing the smallest decline, but this is mainly due to how people can pored clothing and not have top interact with anyone. The most affected industries are obviously the ones that have to deal with some kind of human interaction protocol.

The dangers of a continuing trend
It’s hard to say right now how long it will be until this starts to come back to normal, but it’s important to consider that the longer this goes on, the harder it will be for most business ventures in the most affected industries today afloat unless they find a drastic way to evolve.

Final thoughts
The best way to deal with this right now is to find ways to start selling without having to interact with customer’s offline. This can be achieved in most cases, but it can be harder for some industries such as sports to find ways to make this work. The coming months may start to show a positive change, but that depends on how the pandemic starts to evolve.

Sharon Callix
Multi Award Winning Social Media Expert
International Speaker

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