Covid-19 and the increased usage of social media
Covid-19 is now a world-wide reality, with that said South Africans now have to adjust to new lifestyle habits to break the spread of the virus. Media habits will too have to change.
In South Africa The government has introduced several measures to curtail its spread, including closing schools, stopping travelers from badly affected countries from visiting South Africa and prohibiting gatherings of over 100 people.
In America, Nielsen said consumers stuck at home were tuning into feature films, news and general programming more than previous years. Streaming, in particular, jumped by 61% during these periods of self-isolation. Live streaming across YouTube, Twitch, Facebook and Mixer grew by more than 66% in Italy between the first week of February and this past week. Viewers were watching nearly double the number of channels.
In Europe Facebook is temporarily downgrading the quality of video streaming on its social platforms, moreover Netflix, YouTube and Amazon said they would switch to SD streaming by default in the region.
In South Africa however according to statcounter.com Facebook usage has relatively stayed the same from previous years remaining at a 40%-50% margin. There is no doubt that the economy will be adversely affected. And with businesses making less money, it’s inevitable that they will spend less on advertising. Traditionally marketing spend relates directly to sales revenue, which means that over the next six months marketing spend will be shortened to make up for a decrease in revenue.