The DL on WWD’s “Creating Connectivity In Times of Crisis” Webinar

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The last two months have been difficult for many businesses, especially the local ones. We couldn’t have predicted COVID-19 would have such a profound, global impact, but it did, and how each business owner chose to react to the situation likely affected where their business stands today.

The good news? It’s not too late to revamp your approach. I’m talking about reaching your consumers by utilizing social media.

Women’s Wear Daily (WWD) recently hosted a webinar titled, “Creating Connectivity In Times of Crisis,” featuring Marianna Hewitt and Lauren Gores Ireland — co-founders of a successful skincare brand called “Summer Fridays.” As business owners, the ladies discussed the challenges they have faced in rolling out a new product amidst a pandemic.

Takeaways:

  • Pivot fast.

  • Flexibility is key.

  • Listen to your audience.

Don’t be afraid to go outside of your brand’s comfort zone. Put a social strategy in place that allows you to experiment with content to see what resonates with your audiences and what doesn’t. Then, use these insights to showcase your work and highlight your business in a creative, yet relatable, way. 

As influencers, they offered insights into what works on various channels, as well as how they have adapted their own brand voices to create engaging content.

Takeaways:

  • Instagram Stories continue to generate strong results. The content on your Stories should be educational, whereas the first 9-12 images on your Feed should tell your brand story.

  • Integrate products into how-to videos.

  • TikTok is the #2 app for paid ads in the U.S. today.

  • Go “Live” because you have a purpose, not because everyone else is doing it.

Now, more than ever, authenticity plays a key role in not only building out your following, but also in increasing engagement with your current followers.

Think, “what products make the most sense for the current environment?” For example, you may have had a plan to promote a facial sunscreen. With everyone spending time indoors, switch to talking about an at-home mask. Better yet, film a quick skincare tutorial and give a real, inside look into your daily life.

With the popularity of Stories, ask another influencer or a business to take over their Instagram for the day. Not only is this an excellent way to reach new followers, it also lends a great learning opportunity of the benefits cross promotion offers.

In these unprecedented times, let your creative juices flow. Fail fast, collaborate more and don’t be afraid of a little change.

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