In a world full of uncertainty during the COVID-19 outbreak, there’s one thing we do know…people have more time, and they’re spending it on Facebook.
We are seeing many shifts in consumer behavior as people across the nation continue to stay home to stay healthy. Here are a few trends we’re watching according to national statistics and our data from our clients.
More People Are Using Social Media
In fact, we have found Social Media usage increase to be over 18 percent. With this kind of rise, it’s essential to create compelling posts, visuals, and general content that will end the mindless scroll and get people to tune into your brand.
designed for the COVID-19 Pandemic
Paid Content Continues to Decline
Facebook and Google are taking some pretty big hits during the Coronavirus pandemic.
“The two internet giants together could see more than $44 billion in worldwide ad revenue evaporate in 2020, Cowen & Co. analysts estimate. That said, both Google and Facebook will continue to be massively profitable even with double-digit revenue drops. ”
Source: Variety
Video Consumption Is Up
It’s no surprise that video content continues to outperform other forms of content, but we are seeing video consumption rates that are up to 60% higher on YouTube and Facebook- that’s high!
CTR Are Increasing on Facebook
At Sapele, we’ve seen the click-through rates for our client’s Facebook ads increase while the CTRs on Google Ads decrease. This statistic is a surprise because, pre-Coronavirus outbreak, Google was usually stronger in this area.
Bounces Rates Are Up On Websites
That’s surprising and also….not. It is likely due to the fact that we’re being flooded with external information and content as people continue to make changes in their behaviors.
Nonetheless, high bounce rates are an indicator of poor content, resulting in the visitor leaving your site. Not good. There are some proactive steps you can take to ensure your brand yields high-performing results such as:
- Have a strong landing page for ads
- Include one clear CTA prior to scrolling
- Create a nurturing sales path
- Don’t just drive traffic to your homepage- tell people where to go!
Percent Impression Share Is Increasing
Also, it’s worth noting that we’re seeing the percent impression share on the rise due likely due to ads getting less attention.
Makes sense, right? Fewer ad clicks mean more impressions for your dollar.
So, what does all this mean?
It means that it’s time to adjust your content and digital marketing strategies to keep up with the change in consumer behavior. We see plenty of opportunities for those TMS centers that align their marketing strategies and ad dollars with the changing times.
We’re doing our part at Sapele Marketing to help TMS and Ketamine Centers adjust and realign during this unprecedented time. Check out our new PACE Program- designed to help your clinic bounce back sooner.