Most of us have probably seen the report published by LinkedIn showing the remarkable shift in content engagement amid COVID-19 pandemic.
The report shows how 1 out of 4 companies has had to change their content strategy to make room for COVID-19 related posts. With more and more businesses shaping their content plans in accordance with changing times, it’s high time for you to rethink your strategy.
When you get into the details of the report, you learn that although the trend started in early March, it wasn’t until the month of April that it became a real thing. The posts carrying a reference to work from home have also experienced an increased engagement rate.
Of course, not all posts are generating the same level of engagement but a more careful assessment of the posts shows that tone of the content makes all the difference. It’s the tone of the content that will determine whether or not the post will engage with your audience.
For starters, it’s always a good place to draft posts displaying your support for the public institutions, medical care and communities.
Read on to find out what’s working and what’s not. While you’re at it, pick up our tips for shaping the tone of your content to learn how to generate greater engagement from your social media activity.
What does the LinkedIn engagement data show?
All the data at LinkedIn’s disposal points towards a higher engagement rate for posts-related to COVID-19. The posts about companies helping out are performing better than everything else there. This is a clear indication that people are spending more time than ever on social media and that they following what brands are saying or doing about COVID-19. If the COVID-19 related posts generated little to nothing engagement in January, by the end of May, most of the posts were getting 30% more engagement as against other posts.
Some of the high engagement posts were stories about companies building special centres for the patients and helping hospital obtain protective gears.
In general, these are the positive stories people look for as a source of inspiration in these uncertain times. So it explains why companies publishing materials about their relief efforts manage to get great engagement.
What’s the engagement for content on “Work From Home”?
As mentioned, the report from march suggests a 45% increase in engagement rate. While the content about work from home posts showed a 76% rise in engagement rate in the USA alone, the rates are even higher in the Asia-pacific region.
Companies have been publishing posts about how they made it possible for employees to work remotely. The posts published along these lines have received the highest engagement of all.
Some of the engaging posts gave followers insights into the way the home offices are set up. As you can see, these posts resonate better with followers because they can immediately relate to them. These posts could be something as simple as showing how individual employees are adapting to change.
Tips for developing a unique tone for your content
If you can develop a unique tone for your content in alignment with the current realities, you can ensure optimum engagement for your posts.
It’s the tone of the content, not just the topic, that could make all the difference.
Nothing attracts and engages better than empathy. To be more specific, when you are able to bring about empathy for the characters in your posts, they will inspire people to take action. So when start working on your post, make sure to use the following words to trigger desired actions from followers.
- Social distancing
- Health authorities
- Public health
- Take care
- Healthcare workers
The report from LinkedIn suggests that posts with the aforementioned words have the best engagement.
As you may know by now, if your posts revolve around putting people first, they should perform well. Whether you achieve this by paying tributes to NHS workers, extending support to local communities or being there for your employees is all up to you to decide.
So there you have it! We are going through an uncertain period, so we might as well make the best use of the data we have from trusted sources. Follow the tips and get your social media strategy on the right track.
If you’d like some help with your social media strategy, to help you get maximum engagement, then get in touch today and we’ll be happy to offer you free advice.