Another recession may be upon us which may add a lot of pressure for the overall majority of Americans. However, your brand can use this time to strengthen your social media presence and create experiences that increase engagement, maintain customer loyalty, and ultimately increase conversion.
How you pivot your strategy for your social media during a recession will depend on your brand’s dominance in your industry, and the industry for which your brand serves. For example, the auto parts industry will most likely thrive in a recession as consumers will purchase auto parts instead of purchasing a new vehicle, whereas the hospitality industry may suffer as consumers are not spending as much money on traveling and eating out.
No matter which industry your brand is a part of, there are methods to enhance your social media presence and strategies to keep consumers engaged amid the economic uncertainty. Here are our top three tips for engaging on social media during a recession.
3 Ways to Grow On Social Media During a Recession
1. Keep Your Content Consistent
During a recession, social media consumers will want to stretch every dollar as far as they can, and your social media platforms will be one of the first places consumers start on their buying journey. Create a strategy that has more content consistency than content variety. This can give your consumers a sense of calm in the content overload they are most likely experiencing during the recession.
Take the time to research which of your social media platforms has the highest engagement. Once this platform has been identified, begin posting this content across all other platforms as well for consistency.
Additionally, when posting a lot on social media during a recession, make sure your content is sensitive. Focus on being transparent about the current economic climate to show you understand the current struggles your consumers are going through.
2. Share in Your Audience’s Feelings
Most of your consumers will be under more stress and pressure, causing them to monitor every purchase they make. The last thing you want to be is tone-deaf to the current climate. Use this time to create content strategies that share in this angst with them, while keeping your brand message consistent. This will show your brand has an understanding for what your consumers may be experiencing during these times.
This means, of course, it’s in your best interest to keep your message positive. Social media audience may be looking to the platform as an escape or as a way to process their circumstances. Aim to build them up. Your sense of genuineness can instill consumer trust in your brand, and increase new followers to your social platforms as consumers tend to engage and ultimately purchase from brands they sense an emotional connection with.
3. Encourage and Empower Your Followers While Building Brand Loyalty
During a recession, a loyal customer can be one of your brand’s biggest assets. Therefore, retaining your current social following during a recession should be one of the main goals in your social marketing strategy. Marketing to your existing following is often more effective and tends to be more cost effective than marketing to new followers.
To continue to build, maintain, and expand customer loyalty, ensure your brand is continually offering your followers various methods of interaction on social media. Engage by responding to comments and messages in a timely manner, and try other communication methods such as surveys that encourage your social audience to provide feedback on your products and services. These consumer insights can assist in enhancing the relationship with your social consumers and provide valuable information for what they are seeking in their social media experience with your brand.
How Can You Benefit From Growing Your Social Media During a Recession?
While a recession may put more pressure on your brand and your customers, it can be a great time for your brand to create a deeper connection with your social audience. Use this time to create authentic content that gives your brand a more humanized element that will continue to connect and engage with your social media followers long after the recession is over.
Building your brand’s social media during a recession is a challenge for anyone, but without the right resources, the climb may look even steeper. If you are looking for support in growing your audience and establishing a deeper connection with your social following, why not consider partnering with the experts?
At Fullmoon Digital, our social media marketing team can help you strengthen awareness, drive new visitors, and increase revenue. Don’t hesitate to get in touch when you are ready to dive in.
