How to Engage in the Age of Pandemic

In our industry, we often talk about being disruptive, but nothing has been quite as disruptive as the age of pandemic, COVID-19. What we took for granted just a few weeks ago — even a few days ago — has rapidly changed. It’s becoming increasingly apparent that the cadence of our lives has changed; that’s the only thing we truly know for sure.

Last week, we shared some of what we’ve been reading, watching, and listening to at this moment. As our everyday rhythms have changed, we wanted to really take stock in what that means. The busyness and the hustle have slowed down, so maybe some of you are adjusting from quick, snackable content to something a little deeper and a little longer.

In this shifting normal, where social distancing is par for the course, we wanted to take some time to think about the ways we’re engaging with content. Read on for some of the approaches brands can take to create meaningful content.

Embrace Uncertainty
We’re all concerned with our current state of affairs, so if ever there was a time to try something new or something that was previously blocked by red tape, now is it. We’re entering a loose, uncertain time, where the previous processes and structures we used to rely on — whether that was the structure of our days or a creative concepting process and anything in between — have shifted or are gone entirely.

So right now, we find it incredibly comforting to know that others, including brands, are experiencing similar feelings of confusion. We’re also taking comfort in recognizing this moment for what it could mean: looking at things with fresh eyes or trying things we wouldn’t try before.

Create Communal Moments
As events and social gatherings are postponed in the age of pandemic, people and brands are now really embracing the livestream, whether that’s on IG Live, YouTube, Twitch, or the newest kid on the block, HouseParty. Livestreams easily cultivate a sense of gathering and community, as so many platforms offer a chat function to let people talk through their reactions in real-time. To maintain a sense of community, a great deal of postponed events, from smaller releases to bigger festivals, have gone on as digital events. And just as there’s space for replacing IRL events with URL experiences, there’s also space for new events as a response to the current climate.

Enable Intimacy
Individual creators and smaller collectives, like artists and musicians, are also creating experiences for their followers, embracing themselves as a focal point and creating community through intimacy. For example, Charli XCX has launched a daily ‘self-isolation’ livestream, with fitness classes, conversations, and other events, bringing in her cadre of artist friends for additional moments. She’s created a communal digital space, allowing others to feel more connected to one another, and has been sharing her thoughts transparently by sharing her quarantine diary with the world through the infamous Notes app on iPhone.

Tell Data-Driven Stories
With so much information floating around and the news changing constantly, it can be difficult to parse through what is accurate or up to date. Sharing more empirical data, especially in an easily understood format, is one way we can take comfort in what we do know. Artists and brands that use data to talk about the very human conditions of the time are especially welcome right now. Some of our favorite artists are using diagrams to tell stories, but data-driven storytelling could easily be used in other mediums, formats and platforms.

Engage in Real Time
With the constant news updates and notifications about the age of pandemic – COVID-19, we’re all barreling towards intense compassion fatigue and readily turning to our feeds for temporary distractions. Eventually, we’ll get also tired of The Scroll through social media apps, regardless of whether a platform presents content in chronological order or not. What cuts through The Scroll is content that places emphasis on the present, on the here and now. Soothing content, like guided meditation, or ASMR videos, could help alleviate the anxiety of the time whilst also grounding users in the present. Apps focused on wellness and meditation, like Headspace, have begun partnering with brands to diversify their content, bringing in elements of wellness and mindfulness.

Despite the uncertainty of this time, there’s some comfort in knowing that there exists this digital infrastructure to support connection and community. If you want to find out more about the roles content can play now and in the future, drop us a line.

Love,

the projects*