Julia Beketova
Julia Beketova 20 April 2020

What Businesses Should Do On Instagram and Facebook While Everyone’s At Home

According to Facebook statistics, people have started spending 70% more time on social networks. This isn’t surprising given what’s happening in the world right now, but it means that businesses need to go online in order to stay ahead. Below we give some tips for how to interact with users in this new environment and what to focus on when launching a campaign. Follow them, and you and your users will adjust to the new rules of the game in no time.

If you’re thinking about how to format your ad

  • Don’t push too hard. Be yourself. There’s already enough news out there, including fake news. Don’t get your brand name mixed in with all that. Remember: the virus will go away, but associations won’t. 

  • When there’s nothing to do, people scroll through social media. Take advantage of this trend by offering promo codes and discounts on your socials, especially for new collections and bestsellers.


@hbo on Instagram

  • Get on Instagram Live. In just one week livestreams doubled in many countries, proving that users turn to them in times of uncertainty. Prepare food to be delivered during the livestream, talk about your workouts, engage with your audience. They’re stuck at home, bored and probably scared. So showing them something new about a beloved brand might be just what they need.

  • And it’s OK if your production quality is lacking – that’s the last thing on anyone’s mind during a crisis. But remember: If you’re taking content from the web, don’t forget to include the source!


@kfc on Instagram

Care about your clients – that’s what they need right now

  • Tell your clients about what’s changed for them (order processing, refund conditions, service costs, delivery speed, contactless delivery, etc.). Set realistic expectations for delivery and hygiene, and monitor the feedback.

  • Even if nothing’s changed, communicate with your users. It’s important to show people you care about them.


@amazon on Instagram

  • Be careful with creative content and metaphors referencing the epidemic. Be positive, welcoming, and engaged. Generate wholesome content. Use a meme or two!

  • Avoid phrases like “during the epidemic”. Instead, tell your customers why they need your product.


@mysamsonite on Instagram

If you’re setting up a campaign 

  • Don’t optimise for offline purchases. Already very few people go to actual stores, and the trend will only worsen. Highlight pickup points, talk about delivery processes, and don’t forget to indicate the availability of your products.

  • Increase your budget and go for broader audiences in campaigns based around installing apps. Users have more free time now, so act on that!

  • Right now everyone’s stockpiling food, but eventually they’ll need various household items and stuff to use while working from home. Showcase these products in your ads.

Don’t forget to check the most important things

Instagram account and Facebook page integration

If you forget about this, the campaign will launch, but no ads will be shown on Instagram.

Facebook Pixel

Pixel allows you to track the users of your site. This tool will always come in handy.


Creative Hub is a free Facebook tool that allows you to see what your creatives will look like in different placements before the ad campaign is launched.

Mobile friendliness

The fact that many people have switched to remote work doesn’t mean they’ve stopped using their smartphones! Make sure your creatives match the Instagram Stories format in order to use the whole ad space and fill up the user’s entire screen (9:16). Check out Facebook’s technical requirements for ads.

Why is it important to optimize your website for mobile? The numbers here and here say it all. 


If your Pixel is set up properly, dynamic ads in catalogs will help you find your users and show them the products they’re interested in.

Effective channels for your business

Some of these tips might seem obvious. You may even already be using them, and that’s great! That just means your business is already playing by the new rules.

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