Imagine Ariel from the Little Mermaid Singing, “I want to be where the people are…” That song right now has so much context as we are sheltering in our homes.
As humans, in general, we are programmed to be around people not isolated in our homes, and as business owners, most of us earn our living through in-person human interactions.
In the last few weeks, we have been asked to shelter in place, practice social distancing, and modify our business to survive in a digital, little or zero actual human contact world. I can see companies working hard to adapt to the future of a digital world. However, it can be frustrating when you work so hard on crafting the perfect social media posts, complete with a scroll stopping photo, and the catchy caption only to look at your analytics and see that it hasn’t reached anyone. Let alone the intended party of whom you posted to get in front of.
You are not alone in this. In the last few weeks, social media engagement for most industries on Facebook and Instagram has been down. When I first began to notice the dip, I deep dove into client analytics to see where if any traffic was coming from. The first steady stream of conversion was from their Pinterest accounts.
If your business hasn’t leveraged Pinterest yet or even has a presence, you are missing out on crucial conversion right now. The migration of time spent off of Facebook has been happening for a few years now, but people are also spending less time on Instagram these days. There are a plethora of psychological hypotheses on this one, which is a topic for another time.
The other digital migration that has happened is people have been downloading the Tik Tok app like crazy. Tik Tok is a great way to escape and watch short, somewhat mindless entertainment. If your business can maintain it entertainingly’s brand on Tik Tok, this is absolutely the time to download the app, create some content, and, if it’s well-received, begin to build a presence there.
The point of all of this is to keep an eye on your website back end analytics because that golden nugget of data will tell you where exactly your people are. And where your people are showing up is also where your business needs to be continuously digitally showing up.