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CMO: How the coronavirus crisis brought a new meaning to social media for brands

Originally published: CMO, 05 November 2020

People have embraced social media during the pandemic but the message for marketers is that consumers are looking to brands for positive messages

The average time spent on social media has grown by 30 per cent during the COVID-19 crisis, according to an L&A Social census. This increase in social media usage, coupled with the shift towards e-commerce, has created a commercial imperative for brands and businesses to understand consumer behaviour across social platforms, according to the agency.

In collaboration with data and insights company, Pureprofile, L&A Social recently surveyed more than 1600 Australians on their social media consumption patterns pre- and during COVID-19 and found 60 per cent report feeling connected to friends, families and groups thanks to social media.

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