Approaching content creation in times of crisis


As our private and professional lives can be turned upside down, a crisis can also be an opportunity for brands and businesses to actively support their communities, showcase their brand values ​​and engage with an audience that consumes more. content than ever.

I’d like to share some observations and ideas on how marketers and content creators can adapt to an unprecedented situation, like the COVID-19 crisis, and effectively interact with their audiences.

1. Consider your consumers

As the world’s population increasingly consumes media, whether it’s to kill time, connect with others, or stay informed, Nielsen find that “staying put with us can lead to an increase of almost 60% in the amount of content we watch in some cases and potentially more depending on the reason.” This is based on a study of past crisis events and current changes in media consumption in China and South Korea, two countries most affected by the coronavirus.

It is not surprising that the focus is more on the e-commerce sector during this time. With social distancing being the rule of the day, many consumers are changing their shopping behavior and researching the items online that they usually buy in traditional retail stores.

In any major crisis, it’s critical for brands and businesses to quickly understand changes in customer behavior and respond to them. Social listening tools, direct business engagement, customer relationship management (CRM) programs or research studies can help brands navigate crisis situations. Areas to quickly assess include changes in media consumption, changes in the way consumers react to advertising content, changes in confidence and economic outlook, and changes in actual consumption.

Finally, brands need to assess how they can meaningfully interact with consumers during a crisis. Can they give advice credibly? Can they provide entertainment and distraction? Try to support your message in your branded content.

2. Brands and marketers need to make smart decisions

As the stock markets face uncertainty, many companies have responded by halting all advertising activities to assess the situation and expand their marketing response. In one recent poll, more than 50% of marketers in the UK have confirmed campaigns are delayed or product launches halted due to economic problems caused by COVID-19. Additionally, with consumers being limited to their homes, marketers and media agencies are shifting their budgets from outside (OOH), theaters, events and in-store opportunities to digital, social media, influencers. and television.

During a global crisis, marketers around the world need to revisit their advertising and adjust their creatives and messaging to avoid being seen as insensitive to the situation. And when working remotely, marketers need to look for new ways to develop creative content. For example, a brand created a online video advertising from home, with the director guiding employees on how to film themselves with their phones.

Smart marketing teams will invest in their brand for the long term and see a crisis as an opportunity to connect with consumers by providing them with support, information and a distraction. Companies need to assess how they can help during difficult times, for example by producing medical equipment or disinfectants, through donations, or indirectly by supporting consumers stuck at home.

Marketing teams also need to partner with great content platforms and content creators to reach their consumers online. For example, with so many great creative talent available due to home orders (think famous chefs, actors, and sports stars), it also gives brands the opportunity to collaborate with creative talent previously unavailable or unaffordable.

3. Work with your content creators

In response to the COVID-19 crisis, I discovered that many content creators have started to freeze all activity or at least stop sponsored content. However, the creators soon realized that their audiences were looking for information, entertainment and entertainment more than ever before.

At Territory Influence, we also see many creators lowering their prices to adapt to economic risk, while being more selective in their partnerships to avoid reactions from their audiences. With consumers stuck at home, analysis has found an increase in content on home decor, cooking, fitness, media and entertainment, and of course, health.

During a crisis, influencers need to be sensitive to the current situation when approaching branded content. Influencers should also proactively reach out to their brand partners and work with marketing teams to adjust content strategies and messaging. While audiences may be more engaged than ever, creators need to recognize the impacts of the crisis and adapt their content accordingly.


Brands must adapt to uncertain times by changing their media strategies and updating their creative content. Influencers remain an excellent partner for brands, due to their autonomous content creation abilities and their ability to interact with social audiences. With a strategic and sensitive approach, marketers can ensure that their brands remain visible online and present in the lives of their consumers.

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Jenny T. Curlee