Examining the new normal of Social Media during the Covid-19 pandemic

1. #StayHomeStaySocial Report
Examining the new normal of Social Media
during the Covid-19 pandemic
presents

2. s3-cubed.com
#StayHomeStaySocial
1. Foreward
2. Timeline
3. Social Media in Numbers
4. State of Social during Covid
5. Who we spoke to & what we set out to find
6. Creators in crisis
7. Brands in crisis
8. SMEs in crisis
9. Key Takeaways
10. About us
11. Appendix
Table of content
Study
Support
Ideas
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3. 3
Foreward
s3-cubed.com
#StayHomeStaySocial
The world as we know it transformed in 2020 when an
outbreak of a microscopic virus known as Covid-19
spread globally and turned into a pandemic. Almost
overnight the way we work, connect and do business
has undergone extensive disruption. We have seen the
airline and retail industry come to a complete halt and
every sector imaginable face unprecedented challenges
as countries began locking down their borders and urge
their residents to stay home . Brands rushed to pause
their marketing ads from fear of being insensitive,
major events were cancelled and businesses were
forced to close their doors in the name of social
distancing.
To gain an understanding of how companies and
brands were navigating these new waters and re-
thinking their strategies we kicked off a series in May
called #StayHomeStaySocial, which has us speak to
various individuals from agencies, SMEs and content
creators to understand what challenges they were
facing and how they were adjusting and adapting in a
COVID-19 era.
“social distancing may very well be
Miriam's Webster’s 2020 word of
the year”
- Sawsan Abdillahi
Founder & Creative Director
S3Cubed

4. s3-cubed.com
#StayHomeStaySocial 4
March 11
WHO declares the
coronavirus
outbreak as a
pandemic
January 30
A “public health emergency of
international concern” was
officially declared by the
W.H.O.
December 31
Th Wuhan Municipal Health
Authorities reports a string
of pneumonia-like cases in
Wuhan, China.
#ClapforNHS sees Brits
gather on their
doorsteps to clap for
the NHS.
March 26th
April 9
6.6 million Americans file
for unemployment claims in
the past week,
bringing the total number of
unemployment
claims filed in the past
three weeks
to over 17 million.
The number of
confirmed COVID-19
cases around the
world hits 1 million
and more than 51,000
are confirmed dead
from the disease.
April 2
February 11
W.H.O. proposed an official
name for the disease the virus
causes: Covid-19, an acronym
that stands for "coronavirus
disease 2019”.
April 8
At least two dozen
companies have announced
vaccine programs aimed
at ending the pandemic

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#StayHomeStaySocial
Daily accumulated likes on Instagram #ad posts
have gone up 76% globally over the first two weeks
of March as people begin to social distance
Social Media
in Numbers
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Since the #Stayhome measures were implemented,
there has been an uptick in mobile usage as people
began living their best virtual life. TikTok has fast
become the social media breakout app of the year
making it top the global app download charts,
however, it still trailed behind Facebook, Instagram,
and Whatsapp when it comes to monthly active users.
Users are spending 47% more time-
consuming Social Media than before
The month of March saw time spent in group calls
increased by over 1,000%, according to Facebook
data

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State of
Social during Covid
With everyone encouraged to #StayHome, Social Media started to play a more
central role in people’s life becoming an important channel for brands to
prioritize in order to stay relevant and present in the life of their consumers.
However being present is not just enough. Brands that have been able to show
up and use their resources and creativity to make a difference during the crisis
have been labeled as businesses that are “doing it right”. In fact, a brand trust
study shows that that brands that have responded to this crisis will have a 60%
likelihood that consumers will buy that brand in the future.
Whilst taking a back seat may initially seemed like the right approach, protecting
brands against potential criticism. It also stifled those brands the opportunity to
demonstrate genuine purpose at a time when consumers are most receptive.
April & May 2020 has seen more people on lockdown world wide
since WW2. As a result the coronavirus outbreak has resulted in
a dramatic shift in our digital behavior and has transformed the
way we work, shop, connect and entertain ourselves

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Some brands
initially fumbled
and seemed to have
missed the mark….

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While others
did a great job
adjusting their
communication
and strategy

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#StayHomeStaySocial
We spoke to …
five dynamic women who are forerunner’s in their respective
industries and represent SME’s , creators, brand leaders and agency heads
Lora Garrard
Partnership
Manager
Vamp
Nabeela Huda
Entrepreneur -
Wedding Photographer
Ashley Al Busmait
Fashion
Tastemaker
Vivian Nasamu-Odior
Marketing
Director
Johnson’s and Johnsons
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Polly Williams
Managing
Director
Tish Tash

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#StayHomeStaySocial
to engage them in dialogue about how their
landscape has shifted as a result of the
pandemic, and what it meant for the
future of their business post lockdown.
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11. @thebodycoach

12. s3-cubed.com
#StayHomeStaySocial
Influencing in crisis
At the start of the pandemic, Influencer campaigns nearly come to a stand still. Whether that’s because these
campaigns hinged on a canceled event or were the result of brands playing safe due to consumer sensitivity and
decrease in tolerance of being sold to during the lockdown.
As a result, Sponsored posts on Instagram fell from representing 35% of influencer content in mid-February to 4% of creator content in mid-
April, according to a report from the marketing-analytics firm Launchmetrics. The drop comes as many influencers have had deals that were
put on hold. Lora Garrard from Vamp brands confirmed that 75% of influencers that utilize their platform has lost business or work due to the
crisis.
The crisis however lead to a spur of unique content that resulted as a response to creative challenges brought on by social distancing. One
great example is Joe Wicks (The Body Coach), who responded to self-isolation by creating workout routines to enable school kids forced stay at
home to exercise safely through his P.E. classes YT series. The videos have become synonymous with maintaining a lockdown routine and Joe
has now been been awarded a knighthood (OBE) for his service during the crisis.
The power and effect of influencers to be a force for greater good has also been recognized by government entities globally. With the spread
of fake information surrounding the virus problematic, the UK & US governments took action by partnering with social media influencers to
help promote accurate information about COVID-19 and stop the spread of fake news. Here in the UAE, fashion influencer Ola Farahat, who
boasts 1.2 million followers on Instagram, confirms the importance of using her voice for good stating that “there is something empowering
about sharing positivity, especially because the world is so saturated with depressing news at the moment.
This highlights the important role creators play during and beyond this crisis.
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#StayHomeStaySocial
What our experts had to say -
Look out for creators connecting with their audience in realtime
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If an influencer can continue to engage and grow
their audience during this period, they are one to look
out for. This is what brands and agencies should be
keeping an eye out for right now.”
With flexibility and a wide range of skills borne from
necessity – most influencers do not have access to a
full camera crew or production suites – it is these
individuals that are well poised to capture a new
I think that this time has kind of allowed for influencers
to have a more of an intimate setting with their
audience. Before it was more like glossy images and a
whole production of shoots however, now people are
just kind of like a one man show and that's kind of
bringing influencers closer to the audiences.
Lora Garrard
Ashley Al Busmait

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#StayHomeStaySocial
What our experts had to say -
Paying it forward is the new currency
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The purpose of what we do as influencers is now coming
to the forefront. Given the circumstances, the narrative
has shifted. So for example, alot of fashion influencers
around the world, have started to come together and be
proactive to help with the supply of masks or even
surgical equipment. So it’s not that influencers will die
out because at the end of the day, influencers are a
voice are expanding the positive message and spread it
Influencers have been wanting to support SME’s
and have the power to actually be able to create
awareness across the board. Everybody wants
to get involved and help where they can in some
way creating a sense of community.
Ashley Al Busmait Polly Williams

15. s3-cubed.com
#StayHomeStaySocial
What our experts had to say -
Creators can produce content in a cost effective manner
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From a budget perspective, influencers have
always been in a position to adapt to the
lockdown because they’re used to creating
content independently, often at home. So while
brands are having to cancel location shoots
that require big crews, influencers are able to
fill that content gap at a more effective cost.
Influencer are also known for being imaginative
and innovative, and with their ability to create
authentic content and some really creative
work coming out during this period
Lora Garrard

16. didtheyhelp.com/about-us/

17. s3-cubed.com
#StayHomeStaySocial
Brands in crisis
Brands have a vital role to play, by showing up and using all the resources and creativity at their disposal
to make a difference in their consumer's lives. A survey conducted by Edelman stated that 62% of people
expect brands to play a critical role in addressing the challenges we are facing in this crisis.
And 90% of consumers say that brands have a responsibility to take care of the planet and its people. The global impact of COVID-19 has seen
competitive brands set aside their differences and band together for a greater cause. On April 14, 2020, pharmaceutical companies
GlaxoSmithKline (GSK) and Sanofi announced they were joining forces to develop a vaccine to fight COVID-19
On the fashion front, luxury group LVMH switched its perfume production lines to manufacturing hand sanitizer for French health authorities in
mid-March; electronics manufacturer Foxconn started producing surgical masks in early February; and General Motors started working on plans
to produce ventilators for the US government in March to fulfill a 30,000-unit order.
Stepping up is no longer a possibility it has become a reality brands need to live into. A website titled as didtheyhelp.com lists companies
and public figures by noting their good and bad deeds and scoring them for the public to see. This form of documented accountability aims
to rank brands and celebrities that have contributed positively during the crisis and allow consumers to make informed decision on where
they spend their hard earned money and who they invest it in.
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What our experts had to say -
Action speaks louder than words
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During this time, brands have acknowledged that
something is going on in our lives. I imagine that society’s
onus on larger well profited businesses is to have them be
part of the change… to be part of the solution
One of the things that brands should let go of is this idea
of having to be first, or having to be extremely unique, the
time to steal, borrow with pride and just give is now.
Consumers are looking for reactions and behavior from
their brands, and when you see something that’s working
and you can figure out how to do it in your own way, or you
can figure out that it's filling a need…then do it!
Vivian Nasamu-Odior

19. s3-cubed.com
#StayHomeStaySocial
What our experts had to say -
Playing a role within your community creates longterm trust
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It’s really kind of, how can you be a voice of reason? How can
you communicate the energy of your brand that you translate
into the values consumers expect from you in a time of need.
They are really asking questions like “as a part of my society,
or a part of my community, what are you doing to help me?”
And those organizations that saw themselves as part of the
community definitely acted accordingly and gained their
community’s trust.
Big brands will survive, but building a community to help and
support creatives and local businesses is critical. It’s also a
psychological thing, by helping and giving back to your
consumer, you are eventually creating, stronger advocates for
your business.
Vivian Nasamu-Odior
Nabeela Huda

20. s3-cubed.com
#StayHomeStaySocial
What our experts had to say -
Data’s is great, but consumer insight is really what you need!
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We had such a huge pivot towards data, which is the right
thing to do in order to drive efficiency. But with this crisis, it
has helped us realize just how important consumer behavior
& consumer insight plays a role especially now. It is not just
about predicting what's going to happen. It's about knowing
what's happening on a very deep level and what problems
your consumer’s are going through to solve for their unmet
needs. Hopefully this is something that brands don't lose
sight of again.
Ultimately, when it comes to brass tax, It's going to come
down to human connection, understanding how humans
connect with one another and how you as a BRAND can
provide a solution within that.
Vivian Nasamu-Odior

21. @supportlocaldxb

22. s3-cubed.com
#StayHomeStaySocial
SME’s in crisis
3.28 million Americans filed for unemployment insurance in the week of March 21, followed by a further
6.65 million claims the following week, according to the US Labour Department.
The negative impact of the crisis extended to small and medium enterprises (SMEs) as well as gig workers in certain industries such as travel
and entertainment. It is estimated that 75 million travel and tourism sector jobs are at risk, as highlighted by the World Travel & Tourism
Council chief executive Gloria Guevara last month. She further stated how the sector that contributes 10.4 per cent to global GDP and provides
320 million jobs is in a “fight for survival”.
Governments around the world have announced economic stimulus packages to help ease the burden off this crisis for business to keep jobs
afloat. This is has catapulted tech corporations, non profits and even communities to find solutions to support local business and support
SMEs. Facebook and Instagram even created a sticker feature of “support local businesses” to allow people to shout out entrepreneurs and
small brands which may be struggling and need support. The new feature also allows businesses to share gift cards, food orders, and
fundraiser stickers in Stories and on their profiles so consumers can support by making a purchase and spend on these businesses.
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#StayHomeStaySocial
What our experts had to say-
There’s strength in numbers
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We found with SME, that there are plenty of people out
there who want to support one another. Maybe not directly
with competitors, but complimentary brands that have the
similar values that you can partner up and work together
with. You never know what might come out of it, but it might
be something even better than what you have before and at
the least you have widened your network.
What worked for me has been connecting with my
previous clients during this period which compelled them
to purchase new prints or get something I have taken
framed.
Also connecting with other businesses within the wedding
industry such as planners and bridal businesses to make
better connections when wedding season gets back in full
swing will give me an added edge.
Polly Williams
Nabeela Huda

24. s3-cubed.com
#StayHomeStaySocial
What our experts had to say-
Step out of your comfort zone and ask for help!
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SME’s aren't putting themselves in front of the audience
they need as they should, that’s because they are so
worried about every penny that they spend and
unfortunately, it is a vicious circle. If they are not
investing in marketing and PR, then how will people
know who you are and what you stand for without
having to spend a pretty penny. Examples of people who
can help include big publishing houses, influencers, PR
and/or ad agencies. And the thing is everybody wants to
get involved and help where they can in some way, so
it’s important to reach out and ask for help!
Polly Williams

25. @dudewithsign

26. s3-cubed.com
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Key
Takeaways
1. Future of brand trust is at risk if brands place profits before people - A ranking or value system holding companies accountable will eventually
become a reference point for consumers to cross check and support brands who have given back during the crisis.
2. As social dynamics have changed for both offline institutions and for social media, online communities have emerged to connect people with
like-minded interests and experiences. These users feel more free to act like their authentic selves and are more welcomed by other users which
in turn drives trust and influence.
3. Data + consumer behavior and consumer insights play an important role, it’s not just predicting what's going to happen It’s about knowing what's
happening on a deeper level and reacting to it with customized solutions.
4. Purpose will move even further up the agenda as people expect influencers, companies and brands to do the right thing by using their influence
and their voice. Actions still speak louder than words.
5. Influencers will seek long term relationships from brands and will look for ones that match their values, not adapting to this model may result in
brands loosing out on good creators or partners that can drive positive authenticity and engagement.
6. COVID-19 really showed us that In a time of misinformation consumers are expecting brands to be authentic, reactive and able to fill their
changing needs.

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S3cubed is consultancy run by Sawsan Abdillahi;
an award-winning marketer, a strategist, and a
creative who believes in the power storytelling!
We bring 10 years of expertise, insights, intuition
and passion to make your brand matter!
about S3cubed
Support
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Designed with the mission to provide start ups, content creators and
brands with a guide to connect, create and celebrate through guidance,
mentorship and expert consultancy
WHY US?
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Educational
& Supportive
Seasoned
& Trained
Transparent
& Authentic
Innovative
& Inspired
Plug & play social media
is not what we do. We aspire
to help you produce creative
and innovative solutions
We are unapologetically
authentic and welcome clients
who are true to their self and
brand
We are here to asses, guide and
help you to achieve the
objectives you desire despite
you knowing about social media
or not; we are here to help!
10 years of experience working
with global brands provided me
with the technical know how. I
am now keen to share this with
you!

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Appendix
1. https://www.businessinsider.com/how-coronavirus-is-changing-influencer-marketing-
creator-industry-2020-3
2.https://www.nytimes.com/article/coronavirus-timeline.html
3.THE FUTURE 100 2.0.20 - WUNDERMAN THOMPSON
4.Edelman Trust Barometer 2020 - Brand trust and the Coronavirus Pandemic
5.https://www.arabnews.com/node/1657906/lifestyle
6.https://wearesocial.com/blog/2020/01/digital-2020-3-8-billion-people-use-social-media
7. https://www.thenational.ae/business/up-to-75-million-jobs-at-risk-in-travel-and-
tourism-sector-due-to-coronavirus-1.997295
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30. For more
information on
how to crisis proof
your social media and
communication
strategy please
contact us at
S3cubed
email: hello@s3-
cubed.com
web: www.s3-cubed.com
Abu Dhabi, UAE
presents