How 2020 Shaped Content

I wonder just how many 2020 recaps featured the words ‘a year like no other’ or ‘unprecedented times’. A year where we were faced with the pressing issue of climate change, mass protests against the death of George Floyd in the US and wider systemic racism, Brexit negotiations, US elections, more Brexit negotiations and of course, the Covid-19 pandemic. Almost every aspect of life was turned on its head in 2020.

And when it came to content, every brand, big or small, jumped to action to find ways to stay connected with their customers and clients. In-person events and campaigns were paused and replaced with webinars, podcasts and Instagram lives. Email updates with brand responses to Covid-19 flooded our inboxes and we were encouraged to follow them on social media and subscribe to newsletters to keep in touch.

But it wasn’t just the channels of communication which changed. How brands communicated, the words they used and the tones they adopted also shifted in 2020 as they recognised the importance of being seen as socially responsible businesses. Content reflected the public’s desire for brands to stand up, offer transparency and hold themselves accountable amidst growing action against climate change, racism, and showing meaningful support of the Black Lives Matter movement. Posts and captions were used to share brands’ efforts to promote inclusivity, to educate themselves and use their platforms positively, to show they were listening and actively changing.

Looking back on the emails, articles and social media posts from the first wave of the pandemic, there was a common sense of urgency as brands rushed to communicate their efforts to continue operating safely and in-line with government guidance. And as country after country announced stricter measures, brands needed to strike a balance between appearing reliable and informed whilst welcoming conversations and reminder their now distanced customers and clients that their community was still open.

Brands also faced the challenge of cutting through the noise amidst huge waves of content and communications to reach their audiences and share their new or enhanced virtual offerings. Finding creative ways to overcome the snowballing sense of Zoom fatigue will be a task for brands in 2021 but they virtual meetings and events remain a practical tool for engagement while social distancing measures remain in place.

Towards the end of the year, despite many uncertainties and challenges remaining, the imminent rollout of the vaccine was a game-changer and signalled that normality could be on the horizon. This naturally instilled a sense of optimism in copy and content as brands began to look forward to the New Year and lay down cautious plans for the future.

2020 highlighted the need for brands to demonstrate social listening and show they were operating responsibly and inclusively. A token post or pledge of support no longer cuts it in a world of ‘cancel culture’ so it will be the brands who consistently and meaningfully speak up and offer transparency who will retain customer loyalty over time. 2020 was an awakening for us all and going forwards, there is the hope that brands will continue to champion sincere and socially responsible values which suggest the emphasis on thoughtful copy and intentional content is here to stay.