The ‘new normal’, we discover how brands can use this positively, and if we believe we are there yet
The ‘new normal’, it doesn’t seem that we’re not there yet. So what does this means for brands?
Dipping back into the ‘new normal, or not’ discussion, we’ve used social listening for insights (rather than performance), as part of a lockdown and learn research series.
We’ve looked back over the last 6 months to gauge how quickly you, as a brand need to adapt to the changing needs of the nation. It is important to understand the topics and language that your audiences are using in their everyday conversations.
From our chart you can see we literally flip flop from need to need, perception to perception and emotion to emotion. In a nutshell we are nowhere near the ‘new normal’. We can also see how much the themes mentioned vary month to month and how what becomes important to us evolves so quickly.
So as a brand, use Social Listening to get a real-time read of your category. Understand your audience before a new product, content or comms launch to ensure you are not ‘mis-reading’ our ‘new normal or not’.
Listening to “today’s” conversations can ensure your campaign is using the language of now, pulling at the right need state and framed to motivate the right actions. Being able to monitor what is most relevant to your audience can help you become more agile with strategies, as we move slowly towards the new normal.