The COVID-19 pandemic has caused most marketers to create more social media and thought leadership content, according to recent research by LinkedIn and Vision Critical. A survey conducted among 452 US marketers revealed that 56% adjusted their strategies to create more social media content and 53% adjusted to create more thought leadership content. Additionally, 47% of marketers said their content and/or creative has become more emotional due to COVID-19.
The top channels/approaches shifted to because of COVID-19 are webinars (67%), organic social (56%) and online video (44%). The top channels/approaches shifted away from because of COVID-19 are events (80%) and out-of-home (39%). 43% of marketers reported shifting their targeting strategy to reach audiences whose needs have changed due to COVID-19.
The survey was conducted between April 28 and May 6, 2020, among 452 marketers in the United States. It provides valuable insight into how marketers have adapted their strategies to the pandemic.
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COVID-19's Impact on Marketers' Content, Investment, and Targeting Strategies
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