Page 14 - Beverage MasterAug Sept 2020_Rev

Legal & Marketing

Social Media in the Time of COVID-19:

Social Distancing Doesn’t Apply to Your Social Media

Efforts By: Tracey L. Kelley
I t’s no surprise that time spent online during How does this data impact social connection with

the height of the pandemic increased expo-
your audience? Now more than ever, refine your
nentially. Data from Nielsen specifically
tracking social media usage indicates that on brand and your community presence to cultivate
content people are willing to notice.
platforms such as TikTok and Instagram, there was
a 25% spike in mobile engagement, and a soaring Share the Story of Your Community
75% of ad content placed by influencers. While
usage is expected to flatten a bit by the end of the Craft beverage producers repeatedly demonstrat-
year, there’s still a slight uptick of average minutes ed these past few months how quickly they could
per day people peruse social networks: 82 minutes pivot to accommodate not only the needs of their
now, compared to a 2019 forecast of 76 minutes. business but also those of their employees and the

12 August - September 2020 BEVERAGE MASTER

BM080920 Main Pages .indd 12 7/17/20 2:30 PM