Over the last three months people have spent more time on social media than ever before, with brand identity increasingly playing a key role in establishing a loyal customer base.
Brands will have to enhance further their online identity to impress new customers so as to outperform in an environment with strong competition.
A retail analyst at, GlobalData said In comparison to traditional forms of ads such as TV, radio and billboards, social media is a far cheaper option, especially if brands can leverage user-generated content with less reliance on sponsored posts and collaborations.
With many people across the globe having been forced to stay home during the coronavirus pandemic, their time spent on-screen, engaging with social media has risen accordingly, creating an opening for enterprising online retailers.
According to the recent study (carried out between May 12-17 from a sample of 500 respondents, in 11 countries) by analytics firm, GlobalData almost 50% of responders in the retail space stated that they would be investing more time on social media.
To maximise the benefits of an amplified online consumer presence, brands need to boost their social media activity to promote online shopping, helping them build a loyal customer base and offset a weaker demand for non-essential products.
With so much radio, TV and billboard ads now irrelevant, social media identity will increasingly play a crucial role in strengthening brands as retailers will be forced to slash marketing costs across the board.
Since publicity on a social platform is a much more economical than traditional advertising, this should be seen as an opportunity for brands to tap into user-generated content instead of relying on sponsored posts or collaborations.
Many followers may not feel it is financially prudent to buy non-essential items, particularly during a highly uncertain time for employment, retail brands will therefore have to strike a fine balance between sensitivity and the number of posts or content; too much and this could easily backfire if posts are highly positioned towards purchase-focused messaging.
Utilising elements such as brand resonance instead, positive actions taken during the coronavirus crisis, and shaping and reflecting online community engagement would be much more beneficial for retailers, especially for smaller independent brands.
These are the aspects that will influence a customer on whether to go ahead with a purchase as well as establish and solidify long-term brand loyalty.