Covid-19 Impact on Social Media Content and Communication

Rezultati provedenog istraživanja (anketni upitnik i intervju) pokazuju da je pandemija COVID-19 utjecala na marketinšku komunikaciju i sadržaj na društvenim mrežama. Kada je riječ o korištenju društvenih mreža, značajan broj ispitanika (98,7%) koristi barem jednu društvenu mrežu, a među najpopularnijima su Instagram, Facebook i YouTube. Većina ispitanika na društvenim mrežama provede od 1 do 3 sata dnevno. Tijekom pandemije COVID-19 najčešće su se koristile iste društvene mreže kao i prije pandemije, a to su: Facebook, Instagram i YouTube. Ukupni se angažman ispitanika na društvenim mrežama povećao tijekom pandemije COVID-19, a kao glavni razlog takvog ponašanja ispitanici navode višak slobodnog vremena i mogućnost komunikacije s prijateljima i obitelji putem društvenih mreža. Također, društvene mreže ispitanicima su pomogle da se lakše nose sa novonastalom situacijom. Ipak, većina njih smatra da je na društvenim mrežama bilo previše sadržaja vezanog za pandemiju COVID-19. Ispitanici smatraju da su tijekom pandemije COVID-19 mnogo više koristili mogućnosti koje društvene mreže nude (komentiranje, sviđanje). Ipak, društvene mreže im nisu uspjele zamijeniti druženja i komunikaciju uživo. Pandemija je značajno utjecala na povećanje korištenja društvenih mreža, što dokazuje činjenica da su ispitanici tijekom pandemije pratili sadržaj koji ih prije pandemije nije zanimao. Od ukupnog broja ispitanika, njih 15,4% tijekom pandemije COVID-19 počelo je koristiti novu društvenu mrežu. TikTok je društvena mreža koju je počela koristiti većina ispitanika.Društvene mreže još su se jednom pokazale kao vrlo snažan medij, koji okuplja veliki broj korisnika. Upravo ta činjenica poduzećima može donijeti brojne koristi, no i izazove. Pandemija je nešto što je pogodilo čitav svijet i u tom periodu na društvenim mrežama razina informacija se znatno povećala. U takvim situacijama poduzeća moraju odabrati pravi način kako doprijeti do željene publike.The results of the conducted research (survey questionnaire and interview) show that it is a pandemic COVID-19 affected marketing communication and content on social networks. When it comes to the use of social networks, a significant number of respondents (98.7%) use them at least one social network, and among the most popular are Instagram, Facebook and YouTube. Most respondents spend 1 to 3 hours a day on social networks. During the COVID-19 pandemic, the most used social networks were the same as before the pandemic, namely: Facebook, Instagram and YouTube. The total engagement of the respondents on social networks increased during the COVID-19 pandemic, and as the main reason the interviewees mention excess free time and the possibility of such behavior communication with friends and family through social networks. Also, social networks they helped the respondents to cope with the new situation more easily. However, the majority of them believes that there was too much content related to the pandemic on social networks COVID-19. Respondents believe that they used much more during the COVID-19 pandemic possibilities that social networks offer (commenting, liking). However, social the networks failed to replace their socializing and live communication. The pandemic is significant influenced the increase in the use of social networks, as evidenced by the fact that respondents followed content during the pandemic that they were not interested in before the pandemic. From of the total number of respondents, 15.4% of them started using during the COVID-19 pandemic a new social network. TikTok is a social network that has started to be used by the majority of respondents. Social networks once again proved to be a very powerful medium, which gathers large number of users. This very fact can bring numerous benefits to companies, but also challenges. A pandemic is something that has affected the entire world and in that period on social media networks, the level of information has increased significantly. In such situations, companies they have to choose the right way to reach the desired audience