We are in the midst of a crisis, the impacts of which are far-reaching and deeply personal.
“This is global, this is open-ended, and this could affect every brand, every business, and every individual,” Alex Josephson, global head of Twitter Next, and Eimear Lambe, director of Twitter Next, wrote in a blog post. In times of crisis, people look to leaders and institutions for guidance, reassurance and information. Increasingly, they also look to businesses.”
Over the past month, Americans have been inundated with coronavirus news and messaging. While it may feel obligatory to join in on the conversation, advertisers should take special care in crafting their messaging during this time. When applicable, customers’ concerns and needs should be addressed with empathy. But in some cases, mentioning or referring to the coronavirus may not be the best choice for your brand.
“This is not about looking at what others are doing and copying,” Josephson and Lambe wrote. “It’s about understanding the unique role your brand plays in people’s lives, how that has changed, and how your brand can help or be useful during this crisis. It’s also about looking for opportunities to lead by example, and do the right thing, where it makes sense for your business.”
Before making room for COVID-19 in your brand’s messaging, consider these questions:
-
What’s appropriate for my brand right now?
-
What do people need right now?
If you do decide to tailor your messaging, tone is key—especially for audio advertisers. Empathy, understanding and even certain types of humor can go a long way, according to Josephson and Lambe. Their advice? “[Listen] to what people, and your customers, are saying—and reflect that in your copy and tone appropriately.”
For guidance on best practices for your current or upcoming audio campaign, Strategic Media can help.