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5 Ways To Leverage Paid Social Messaging During The Global Pandemic

As the global pandemic (COVID-19) has tapped almost all corners of the world, social distancing is becoming a norm. With major countries closing their borders and adopting the strategies of lockdown, major activities have come to halt. Nowadays, people are spending more time on their smartphones than ever before which has led to an increase in time spent on social media channels. 

As people are only spending their money on the essential services, brand marketers are also trying to cut their costs by pausing their paid media campaigns and other marketing options. This has provided the opportunity for the brands to connect with both current and potential new customers as there will be less cluttered news feed during the global pandemic.

Some of the best digital marketing agencies in Gurgaon are thriving to offer the strategies that could help the brands to connect with people in these worrying times.    

Leveraging Paid Media During the Pandemic

As some of the brands are adopting paid media to promote their brand, they need to be thoughtful of how and when they should position paid media, especially messaging and other creative strategies.


While many brands may have specified revenue goals, you can keep them aside and drive your consumers towards discovering your brand or brand awareness. This also allows brands to play around a bit more with messaging since the focal point is not to necessarily drive a conversion. For now, the aim should be on building relationships through thoughtful messaging that builds rapport and could one day turn those users into loyal customers. Some of the best social media marketing agencies in Gurgaon can help the brands drive engagement by formulating the best paid messaging strategy for your brand.  

Explore the Not-So Utilized Paid Social Channels

The pandemic could be a great time to explore the potential of underutilized paid social channels as they might be able to drive incremental value by connecting your brand with people who might usually not see your ads. According to Snapchat, the platform has gained 50% increased interactions with added features like games and lenses, thus resulting in the Click-Through-Rate of 19 per cent.

Tips for Creating a Strategy for Paid Social Messaging 

As it has become important for your brands to serve the customer with the right tone during the pandemic situation, it is important to keep in mind some things as you shift your paid creative strategy on social:

  1. Be Competent: During these worrying times, people need basic support that will make their lives easier. If your product or service offers something that will help in making people’s life easier, then go ahead and advertise your product by keeping the value proposition prominent in the text or the image so that it catches the attention of the people. Many integrated marketing communication agencies in Gurgaon will help you in optimizing your brand communication strategy during the times of global outspread.
    Remember to not to show the pictures of people grouping at one place as the concept of social distancing has gained a reputation across the world. Be sure to call out “delivery” or “at home” or emphasize the ability to avoid unnecessary trips to stock up on essentials. Text overlays can be very useful to help creative stand out in the feed.
  2. Be a True Informer: With the COVID-19 pandemic, we have seen that fake news is also spreading across the world through various platforms. Social media channels are putting measures in place to fight the spread of misinformation related to the disease. If your brand offers a product or service that could provide accurate and useful information to those affected by the pandemic, make sure that the content of your message should attract the customer. 
  3. Show your Support: As the COVID-19 has almost disrupted the economies around the world, people are suffering badly due to monetary issues. As a reputable brand, it is necessary to show that you understand the crisis people are going through.  It is also a good time to lean into messaging about any causes that your brand supports as it relates COVID-19 but make sure to be humble in your dialogue. Reach out to The Marcom Avenue, one of the top 10 social media agencies in Gurgaon for top-quality SMO services in Gurgaon.
  4. Think out your Promotion Strategy: As consumer confidence is about to hit low and shoppers are being more cautious with where they are spending so don’t hammer them with promotions. If a promotion is in the works, make sure it’s thoughtful and unique as opposed to a standard call out.
    For a brand that doesn’t normally run sales but wants to run a promotion right now, acknowledge the situation in the copy or creative while not being over the top. For a typically promo-heavy brand, consider pulling back slightly on your planned efforts to focus on larger savings or think about messaging the availability of payment plans within the copy.
  5. Be Authentic: Authenticity is always important for brands, but now more so than ever. Think about the mindset of most people right now and work off that as you can. Humour has its place as long as it is tasteful and still aligns with your brand image. Don’t force it, but try to have some fun.


Without knowing the future and how long the current situation will persist, it’s understandable how tough it is to make business decisions without knowing the impact. By following the tips outlined here, brands can successfully adapt their marketing efforts during these uncertain times and create a potentially long-lasting relationship with the users they reach.

Consult some of the top paid advertising agencies in Delhi and NCR for devising a strategy on paid advertising for business.

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