Ah, those social media!

By: Teodora Damjanović, Social Media Associate at Novaston Marketing Consultancy

Social media

Modern society has become a digital content consumer. According to a survey conducted by a marketing agency with a 1000-strong representative sample of Serbia’s online population aged 13–64, nearly 95 percent of the population today has an account on a social media platform.

Not even the situation brought on by the COVID-19 pandemic changed the state of affairs much. Furthermore, it has galvanized people to come closer to one another through digital communication channels. We use the internet every day — for both professional and personal purposes — to negotiate, design, consult, show affection to loved ones, and find old friends. Although it seems like everything has come to a standstill, COVID-19 has yet to bring social media to its knees. Quite the contrary.

COVID-19 has actually given rise to a communication boom on social media and a considerable increase in fan engagement, with the numbers climbing to some of the highest levels we have seen all year. Now we need to find a way to turn that boom to our advantage.

Review your existing strategies, develop new ones, do whatever is necessary to respond to the needs generated by the situation we are in. Be open and helpful in your communication, be of service and help society to overcome this situation as soon as possible. That is your responsibility to the people who follow you.

Društvene mreže

Research conducted by the AAAA (American Advertising Agency Association) shows that as many as 56% of consumers want to hear how brands are helping the community at the moment. At the same time, as many as 43% of consumers respond positively to communication by brands that they know and trust, and only 15% of them are not interested in brand communication in this situation.

If we look at the local companies at the top of the engagement list, the highest engagement was generated by posts centered around fighting the virus in Serbia.

According to a survey conducted by the Digital Element platform, when it comes to Facebook, Lidl and MTS have seen the biggest growth, almost tripling their engagement compared with February. Lidl's rise in engagement can be associated with an excellent attitude towards employees in the coronavirus age — the company’s posts further accentuated gratitude for their professional approach towards work. Despite a slight downswing, Forma Ideale maintained its leading position, while companies like Air Serbia, Soccer betting shops, Honor, and Prolom Voda made the list in March.

The situation is similar with Instagram. Lidl, DM Drogerie, and Guarana accounts hold the top three spots by engagement, with Lilly and Sephora staying close to the top. Smoki, Laguna, and Fast Energy Drink also made headway on the list. In comparison with February, Lidl nearly tripled its Instagram interactions compared with TC Ušće, which saw a slight downslide.

When it comes to YouTube, brands experienced a considerable upswing in views in March compared with February. The undisputed leader was Huawei Serbia with more than 6.5 million views in March. Huawei earned these views by promoting the new P40 model and launching AppGallery. Jaffa Crvenka and Maxi also saw a big spike in the number of views. Maxi launched its “BECAUSE I LOVE something fresh every day!” video, which had more than 850,000 views, while Jaffa Crvenka did a fantastic job with its promotion of Jaffa Napolitanke. You can find more details at element.rs/blog/grid. (Source: Digital Element)

Društvene mrežeIn terms of posting frequency, statistics show that fewer posts generate more engagement. When marketers focus their energy on a few great posts rather than many mediocre ones, fans and followers are naturally more engaged. This natural increase in engagement encourages social media algorithms to re-market that content to other users, which leads to greater engagement. As we all try to understand what exactly and how to market in this time of stress and uncertainty, marketers are increasingly investing thought and authenticity in everything they post in terms of social issues, which is rewarded by Facebook, Instagram, and Twitter. Does that mean you should post less often? Not necessarily. Take advantage of this time to zoom in on the relevance and quality of the content that you post on social media.

While using social media, just like when we feed the body, we need to be careful about what information we accept. Of course, that's easy to say, but how can we protect ourselves in a pandemic that hit us?

It is important that we accept the truth that every account on social media is like a personal media outlet. Indeed, anyone can post what they heard or saw or believe, as far as a democratic society allows it. The question is how much will someone's reckless post create a sense of panic among the recipients?

Panic is a natural feeling in these circumstances. And it's completely human. But that does not mean that we should make something out of nothing. Also, we can’t help either ourselves or others if we are hamstrung by fear. Reasonable behavior and adhering to expert advice are vital. We still have our family and friends, we still love the same music, movies, books, food, and exercise; we still have responsibilities like school or work...

Psychologists say that during these weeks we can help ourselves in the following ways:

  • - time-limited consuming of information — for example, one or two hours in intervals a day
  • - blocking groups and contacts whose behavior on social media makes us uncomfortable
  • - #tb posts are also noticeably trending — as a reminder to maintain the usual way of life
  • - many theaters and cinemas created YT channels
  • - focusing thoughts on the future and plans


Remember, you CHOOSE what you accept as relevant information and what you don't. People are conscious and social beings, but we are the ones responsible for intrapersonal communication.

Stay safe and feed your mind with healthy and useful news.

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