Is it too soon to be funny? What consumers want from social media during COVID-19

Research by Shareablee, the social-media intelligence provider, has shown that brands can inject humor into their marketing efforts, but must do so with a suitable degree of caution due to the sensitive climate relating to COVID-19.

Why it matters

Understanding consumer sentiment is essential during the COVID-19 pandemic, as brands that strike the wrong tone with their messaging could suffer long-term damage. Those marketers that can bring an appropriate touch of levity, however, could foster positive relations with consumers that endure for the longer term.


  • People are gripped by an acute sense of uncertainty, but are also focusing on unity and universality as they emphasize being citizens rather than consumers.
  • Telling human stories is a valuable way for brands to make an impression with their target audiences at a time of social distancing.
  • Social media...

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