Facebook has published a new report which looks at evolving consumer behaviors as a result of COVID-19, specifically focusing on ‘mindful wellness’ and increasingly conservative shopping habits due to the impacts.
As explained by Facebook:
“COVID-19 has increased people’s awareness of the importance of physical and mental health. As a result, consumers have adopted new habits to maintain their well-being and support those around them. From enjoying mini luxuries as a pick-me-up to helping their communities, people have been putting greater emphasis on individual and collective wellness.”
The 20-page guide looks at how these trends are playing out, and what marketers need to know to better connect with people as considerations change.
The report first looks at the causes, and how the stresses of 2020 have prompted many to re-think how they spend their time and money.
As a result, more people are looking to hobbies and creative pursuits both as a means of relaxation and a form of entertainment in place of regular social events.
“This self-care has taken many different forms. Some people have turned to yoga, meditation and home exercise, while others have been embracing beauty rituals, video games and arts and crafts. At a time when mass working-from-home arrangements have blurred the boundaries between work and leisure, these new wellness routines are helping people carve out “me time” in their daily schedules.”
That leads to new opportunities for brands to market to audiences based on these shifts, while Facebook also notes that 50% of consumers have “sought out small indulgences to treat themselves” as a means of dealing with the situation.
“As people come to equate spending on small indulgences with self-care, brands can cater to people seeking comfort by highlighting premium attributes. In the US, for example, during summer 2020, 49% of consumers said they were willing to pay more for high-quality products.”
There’s likely two wholly different audience impacts in this. For the people who are still able to work, and maintain their regular income, they would have a lot more discretionary income, because they’re not able to spend that money on events, functions, holidays, etc. But they’ll still be seeking an escape, which presents the opportunity noted here – while a whole other section of society is busy dealing with the impacts of the pandemic, and has far less income to spend.
It’s important to consider which segment you’re reaching, and to hone in your ad targeting as required to avoid missteps.
The latter category is highlighted in the second half of the report, which looks at how the downturn is causing a re-assessment of spending.
Again, these are two different market segments, which can make it difficult to map the right audience, but it’s important to understand the significant variations in approach across your audience spectrum.
In addition to this, Facebook notes that consumers are also looking to buy from brands which support specific values or beliefs, an increasingly important consideration for younger shoppers.
Overall, there are some interesting notes and pointers, though much of it would be largely as you’d expect, given the circumstances.
The challenge really is in identifying the right audiences, and focusing your messaging onto each sector. Done right, you’ll be able to optimize your approach to boost sales in Q4. Done wrong, and you could come across as insensitive to the situation.
It’s a challenge, but the notes here provide some additional guidance as to how people are responding, which is worth factoring into your assessment.
You can download the full ‘Mindful Wellness’ report here.
New Screenshots Highlight How Snapchat’s Coming ‘Family Center’ Will Work
Snapchat’s parental control options look close to launch, with new screenshots based on back-end code showing how Snap’s coming ‘Family Center’ will look in the app.
As you can see in these images, shared by app intelligence company Watchful (via TechCrunch), the Family Center will enable parents to see who their child is engaging with in the app, along with who they’ve added, who they’re following, etc.
That could provide a new level of assurance for parents – though it could also be problematic for Snap, which has become a key resource for more private, intimate connection, with its anti-public posting ethos, and disappearing messages, helping to cement its place as an alternative to other social apps.
That’s really how Snap has embedded its niche. While other apps are about broadcasting your life to the wider world, Snap is about connecting with a small group of friends, where you can share your more private, secret thoughts, without concern of them living on forever, and coming back to bite you at a later stage.
That also, of course, means that more questionable, dangerous communications are happening in the app. Various reports have investigated how Snap is used for sending lewd messages, and arranging hook-ups, while drug dealers reportedly now use Snap to organize meet-ups and sales.
Which, of course, is why parents will be keen to get more insight into such, but I can’t imagine Snap users will be so welcoming of an intrusive tool in this respect.
But if parents know that it exists, they may have to, and that could be problematic for Snap. Teen users will need to accept their parents’ invitation to enable Family Center monitoring, but you can see how this could become an issue for many younger users in the app.
Still, the protective benefits may well be worth it, with random hook-ups and other engagements posing significant risks. And with kids as young as 13 able to create a Snapchat account, there are many vulnerable youngsters engaging in the app.
But it could reduce Snap’s appeal, as more parents become aware of the tool.
Snapchat hasn’t provided any further insight into the new Family Center, or when it will be released, but it looks close to launch based on these images.
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