Yuriko Koike, the Governor of Tokyo, recently announced that Tokyo residents should stay inside and avoid nonessential outings due to coronavirus (COVID-19). We’re now living in a difficult situation in Japan and many parts of the world where people may feel that their life is cancelled. However businesses are finding ways to bring positivity to consumers, influencers are also trying hard to find ways to entertain their followers. Those staying indoors are spending more time on social media platforms, so it can be a great opportunity to grab consumers attention, but brands should make sure the messaging is sensitive.
According to Digiday, in the past two weeks, the number of likes on Instagram ads has increased up to 76%. Also there was a 22% increase in Instagram campaign impressions in this fourth quarter of 2020 compared to the first-quarter of 2020. Some brands and influencers are starting to realise this opportunity and are thinking of creative ways to keep their consumers entertained and energised.
Machiko Shiraiwa — Mask Makeup
A beauty influencer, Machiko Shiraiwa shared a tutorial for creating makeup looks that pair perfectly with a face mask. She shared a “Mask makeup” video with viewers to avoid makeup transferring on their masks.
Takuya Haneda — Home fitness
Takuya Haneda, an Olympic slalom canoeist has been sharing some workout tutorials. He added the hashtag #自宅トレーニング (Train from home) #コロナに負けるな (don’t lose to Corona). This is so that followers can maintain their fitness during the outbreak.
Tatsuya Tanaka — Important messaging
Behaviour change is hard, and most people haven’t been that careful washing their hands correctly for most of their lives. Washing hands is extremely important to prevent the spread of coronavirus. Tatsuya Tanaka shared his artwork on Instagram to raise awareness of hand washing.
Shunsuke Satake – Kids entertainment
Due to the closure of nursery schools and kindergartens, illustrator Shunsuke Satake shared a free printable colouring book for kids. This is to give kids something to do during the lockdown, this is a great idea to help kids entertain themselves.
As the stay-home economy emerges in Japan, people are more likely to pay attention than usual to influencer content. It can be an opportunity for influencers and brands to capture consumer’s attention by keeping their followers entertained and motivated.