▷ How to advertise Facebook during the Coronavirus crisis? 2020 Guide -

The period we are currently living in is terrible. As you know, thousands of people die every day from COVID-19. This virus, close to the Spanish flu, appeared in China before spreading all over the world…

Asia, the first region affected, was at a standstill and is slowly starting to start. Then there was Europe, with Italy and Spain particularly affected.

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I’m not going to give you a summary of the situation, you already know it. I just want to emphasize that the period we are currently experiencing is appalling.

Terrible for our health, of course, and I have a thought for the families of the victims. A thought also to the nursing staff and all the French who directly or indirectly contribute to the national effort. A big thank you to you.

The health crisis is also paralyzing global economies. This will have terrible repercussions in the months and years to come.

I am sure you have seen reports from beach managers, restaurateurs, hoteliers and other professionals. Whether it be tourism and everything that flows from it, distribution (excluding food) or even catering, nobody is spared.

This somewhat special article will deal with the health crisis. We will see in particular how to advertise Facebook during the Coronavirus crisis.

We’ll start by taking stock of web activity, then advertising activity before seeing some practical tips to apply in your Facebook ads.

I hope you enjoy reading it. 🙂

No more connection to social networks

The health crisis we are experiencing is synonymous with containment. Containment to avoid contact with others and to prevent the spread of the virus. This is an exceptional measure, even surreal, but very real.

It is no longer possible to travel for a reason other than absolute necessity. We can of course go out shopping, go to the doctor, visit a loved one in need and do some sport. Our freedom of movement pretty much ends here.

As a result, millions of French people like you and me are confined to their homes.

Telework has developed well, allowing the country to “turn” anyway. However, other people have no choice but to continue going out to work, obviously with their certificate.

This is the case of my mother, who is however fragile. Suffering from cancer about ten years ago, she is forced to go to work, and in itself risk her life. There are a lot of people in this case and I have a special thought for those in the same case.

After these first solemn paragraphs which are essential given the situation, let’s look at the heart of the article now.

Who says confinement says more people at home. These people can continue to work from home, with a computer and an internet connection.

Consequently, almost all French people avoid traveling time to get to their place of work. Now the office is home.

That means more time for yourself, and therefore more time on the internet and social media.

Indeed, one can escape from everyday life by surfing the web. We can continue window shopping, but virtual this time.

Otherwise, social networks are popular today. Indeed, they are useful in order to keep in touch with loved ones, stay informed of current events or even distract and pass the time.

See some interesting statistics on this:

  • + 50% of conversations launched via Facebook Messenger;
  • + 90% of group video conversations launched on Messenger.

Social networks, of which we have some figures here, are thus taken by storm by the population. It’s quite logical since these are tools that allow us to stay in touch.

You have surely experienced it, the connection quality is sometimes not at the top. It’s normal, almost everyone is on Messenger.

Here is another statistic to complete this first part: + 50% traffic on websites (traffic from Facebook).

In other words, more people are browsing Facebook, clicking on articles for example and finding themselves on the websites in question.

As you can see, the activity on the web and social networks is buzzing. These are indeed rare activities that are still permitted to us today.

Less advertising competition

Another trend should be noted. This time it’s about the online advertising market.

Many advertisers are down at this time. With the context of health crisis that we know, there is a lot of partial unemployment and even technical on our territory.

It is very difficult to project and even anticipate the recovery. At the time of writing, there are hundreds of companies that are struggling to survive. Yes, to survive, the word is not exaggerated.

Companies that were already in trouble before this crisis are now simply drowned. Although the state is overwhelmingly supportive of the economy, one can imagine a cascade of corporate bankruptcies.

In this very tense context, we notice much less advertising activity on major platforms.

Facebook and Google make it clear there is a massive drop in advertising spending. So to speak, these web giants plan to lose $ 44 billion in advertising revenue in 2020.

As a reminder, Facebook and Google hold three quarters of the French market for digital advertising. Yes these two actors are planning a dark year, it’s not trivial.

If these two behemoths are to be believed, advertisers have deserted traffic acquisition platforms. Besides, if you think about it, it’s pretty understandable.

In the field of online advertising, it is very easy to reduce your expenses, even stop them. On Facebook for example, just click on a small button and voila:

By clicking on the blue cursor highlighted in the red box, you stop the dissemination of your advertising. It’s that simple. This is one reason why there are far fewer advertisements at the moment.

If you compare digital advertising with conventional media advertising, it is not at all the same thing. If you advertise on TV, radio or the press, for example, these are completely different processes.

Advertising mechanisms require more effort and time to serve ads. The same is true for stopping an advertisement.

To conclude this part, let’s just keep in mind that there is less advertising activity on the main platforms of the sector. This reflects the current situation and may be an opportunity for some of you.

Adapt your ads

Today, more than ever, you must adapt your approach to advertising. Keep in mind that the current situation is terrible. You can no longer afford to have a lopsided or generic speech.

The goal is to make a real effort to match the current situation.

A first idea to explore is the fact ofTo be sensitive and refer to the context we all live in. Be frank. You can use sentences like:

  • ” No school ? “;
  • “Difficult to learn your lessons at home? “;
  • “Outdoor sport is not for now”.

Depending on your offer, you can refer to the daily life of your target audience. The idea is to echo so that people are arrested and can identify themselves on the front line.

If you offer distance support classes, for example, you can emphasize the difficulty of learning at home, outside of school.

Be human

This is the most obvious advice, but be human. Remember, people on the other side of the screen are in a very difficult situation. Being cut off from your usual living environment and not being able to move as you want is very heavy.

Many of us are in apartments, without a terrace or balcony. Not a blade of grass on the horizon. It is not possible to go out and have a leisurely stroll, do outdoor sports, see friends and family. Therefore, be human.

Make lives on social networks is a practice that has taken well in these times of crisis. You can keep in touch with your target audience. Above all, this makes the exchange more human. You share your daily life, which is the same as millions of French people.

The user experience and the emotions delivered through these lives are important for the future. When everything was going wrong, you were there and sharing some of your time, naturally and without artifices.

If you are a small local business, know that a real fervor awaits you. These days, many people find an attachment to the merchants of their neighborhood.

You can speak directly to your customers, for example, asking them for help.

On this subject, I would like to share with you a touching video. This is a fake news story created by a 12 year old girl named Eva Tartière. Daughter of farmers, she asks consumers in her region to continue buying locally.

Farmers work tirelessly throughout the year to feed England. It is up to us to support them by buying their products, and avoiding importing products from elsewhere and polluting our planet even more.

Our consumption has a real impact on many lives.

Position your product / service as something new to do / learn

In the period that we live in, we are looking for new occupations. It’s been a long time (or never for my part being born in 1990), that we have so much time for us.

We are at home much more than usual. Time can seem long when you see such a beautiful blue sky but you cannot sit on a cafe terrace to enjoy it.

Many people are looking for new occupations. They want take advantage of this time to do what they wouldn’t have done otherwise. Learning a new language or learning to play an instrument are examples.

To illustrate this part, I would like to present you an interesting advertisement:

Here is a French translation proposal:

“We are all stranded at home, but fortunately there is Echelon. I can still hop on my bike and stay connected with my favorite teachers and the Echelon cycling community. Keep everyone safe and get on their bikes! – Kaitlin Dare, Echelon Member.

In this advertisement, we place this service as something beneficial and still possible today.

In sports, you probably know that it’s easy to get started but difficult to stick to. The social side is very important but not as accessible now.

Echelon highlights the current situation: “We are all stranded at home”. This makes it possible to appeal to the target audience.

Then, the brand explains that it is always possible to play sports at home. Even more, it is possible to be in relation with your favorite teachers and the sports community. These are arguments that carry weight today.

Imagine playing sports in the comfort of your home and with your coaches and other members of your club! Rather interesting isn’t it?

Several other arguments are put forward: “no hidden costs”, “no problems”, etc.

The last very interesting point of this advertisement is the mention of delivery. “Same day delivery” is mentioned. You can order your bike and get started today.

This last argument concludes this advertisement very well and serves as a transition for the next part.

Specify your delivery and drive services

For restaurateurs or shops in general, the possibility of same day delivery is a strong argument. If you have the possibility of doing it, do it and especially communicate around this subject.

Imagine being able to order a nice little dish to be delivered to your home. It would be a luxury at the moment, wouldn’t it?

Offering home delivery is a great opportunity. Do not neglect it.

Besides, be careful to geotarget your ads. Remember to select the cities and districts in which you can deliver only. No need to invest budget in areas that you do not serve.

On Facebook for example, you can type postal codes that interest you:

Here, the 1er and 2th Paris districts.

You can also type an address and select a radius from 1 to 80km around this address. Keep it in mind:

I select an area of ​​1km around the Place Bellecour in Lyon.

By geotargeting your advertising, you only distribute it to the people who interest you. It is important to do this if your situation is suitable, of course. If there are areas that you don’t serve, you don’t need to include them in your targeting.

Conclusion

The situation we are going through today is critical. Hundreds of deaths and bankruptcies, layoffs are taking place and will continue to take place.

With containment measures, there are much more activity on the internet and social networks. In addition, there is a clear decrease in advertising spending on the main platforms in this area.

This can therefore represent an opportunity, but one that remains difficult to seize successfully. The moment being particularly tense, you must highlight another approach of your Facebook ads.

Adapt your speech and make arguments that make sense right now. It’s imperative to reach out to people on the other side of the screen.

Be human. Forget the sophisticated and very smooth side of regular advertisements. Don’t be afraid to put yourself out there. Ask consumers for help. Make lives by sharing your daily life.

Position your product or service as something new to be done during containment. People are looking for new occupations and will be happy to try new things. We need a little escape.

If you can, offer the home delivery of your products. Currently, it’s a real opportunity for consumers to receive products without leaving their home.

Therefore, if you want to continue to advertise Facebook these days, you have to introduce a whole new way of communicating.

As I said before, this article presents a selection of tips for advertisers. To find all the tips for your Facebook ads, you can read the full article by following this link.

Take care of yourself. The end of confinement is coming soon. 🙂