Advertising during COVID-19

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.