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How to plan your social media content calendar in the times of COVID


Is there a new normal?

Well, at least right now it seems like there is.

With the new normal comes a lot of changes and a lot of restrictions that may not fit within your strategies but like Debbie Allen once said, “But out of limitations comes creativity.”

The time is now to jump online and say ‘Hi’ to your audience because people are online now more than ever before and it is allowing for more connections to be built.

In fact, we have seen a 40% increase in social media usage across Facebook and Instagram due to Covid-19 and views for Instagram Live and Facebook Live doubling in one week. As in the words of Instagram expert, Jenna Kutcher “This is not the season to be quiet, this is the season to communicate”.

So, let’s get creative and adapt.

So whilst we wish for business to run as usual, it seems more fitting to say it’s business as (un)usual because you don’t want to come across tone deaf or insensitive when your audience may already be experiencing heightened anxiety. But that also doesn’t mean staying silent.

As times change, one thing that can very much be appreciated is becoming as human as possible across your platforms and sharing relatable social media content because the truth is, whilst we may not all be in the same boat, we are certainly in the same storm; so be sensitive and understanding.

And when we say relatable content, it means ideas or experiences that may not seem too far out of reach for your audience to indulge in. For example, maybe share travel inspiration exploring your local backyard or even providing some transparency to how you and your business are tackling this time.

“This presents brands and social media managers with the unique challenge of embracing an unsettling time – becoming as human as possible on their social media channels – whilst juggling the necessary bit of marketing and selling needed to stay in business,”

– social media expert Steph Gilbert

The truth is this is a completely new territory so strategies are still in the making but what we do know is that it really does give to be somewhat flexible. So move with the times and be ready for whatever comes next.

Here are some things to consider when creating your social media content during COVID-19:

Becoming as human as possible

Take the time to listen to your community, listen to what’s happening in the world right now and acknowledge it. It shows that you ARE listening and you DO care.

Stay connected

Let your community know you are still here and provide some sort of normalcy but shifting content to be more relatable. @NOMACPH do it well in staying connected whilst staying true to what they love doing and caring for their team.

Be empathetic

Because the truth is, whilst we are all in this together, we do not know what circumstances everyone is in.

Provide value

Yes we are online more than ever before and that also means there is also more content to scroll through. So stand out and provide organic content that can be a valuable resource for your community whether it is educational, inspirational or even provide a sense of certainty as we ride out this uncertain wave.

Understand that we are all in this together

Don’t be afraid to ask for help because it’s ok to lean on your community. Share your story and communicate how your audience can support your business right now, it’s ok to show some vulnerability in your content because at the end of the day, we are all human.

Remember to show your community you know who they are and share social media content that shows this but staying true to your brand voice. Whilst industries have been hit hard, it is also within these times where you can seek out opportunities.

What strategies have you been taking during the times of COVID-19 and how have they worked for you? Share your stories with us in the comments, we would love to hear from you.

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Louisa Choi

Louisa is from Copenhagen, Denmark and graduated from the University of Manchester, UK. She is currently working in the tourism and hospitality sector in Perth as an Events and Marketing Manager. Louisa contributes towards Coffey & Tea's social media platforms and to Social Media Perth.

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