Advertising during COVID-19

Twitter’s updated guidelines on brand communications, plus some new research, can help brands know what to say during these uncertain times.

Many businesses are looking for guidance on what to say both organically and through promoted products (yes, there’s a difference) in the context of COVID-19. To help businesses navigate this complexity, we’ve updated our Twitter COVID-19 advertising policy and have new research and guidance to share.

We asked a panel of people in the US who use Twitter how they felt about advertising during COVID-19 to help us understand this better:

64% said brands should continue advertising products as normal

52% agreed that seeing/hearing ads gives them a sense of normality

77% agreed they feel more positively about brands making an effort to support society at the moment

People expect you to change your tone to reflect the new context. Only 7% of respondents said brands should continue using their normal brand tone of voice.

Specific to COVID-19, when asked what brands could do right now that would be useful, here’s what respondents in the US said, and examples of brands that are answering the call:

Those that can, should. 82% of respondents said brands should support frontline health staff.


People aren’t just thinking of their own well-being during these times. 86% of respondents said brands should support vulnerable people in their community.

Stick to the facts: 89% said brands should provide reliable, accurate information.

Despite living in a time of social distancing, 77% of respondents said brands should support their local community.

Be transparent: 80% said brands should show how they’re supporting their employees.

People need all the help they can get. 70% of respondents said brands should provide prompt customer service.

Have a heart: 74% of respondents said brands should showcase acts of kindness.

Who couldn’t use a pick-me-up right about now? 70% of respondents said brands should boost positivity and share positive stories.

See the full Twitter COVID-19 Advertising Policy here.

Related: Brand communications in times of crisis

For more marketing insights and inspiration during this time, visit

Source: Twitter Insiders, US Only, March 25-30, 2020, n=826

April 03, 2020
  • Insights
  • Covid19
  • B2B
  • North America

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