5 Guiding Principles for Social Media Marketing amid COVID-19 crisis

Francis Juma Katambi
3 min readMay 30, 2020


Designed by Francis Juma Katambi

How do you market your business on social media during Covid-19? It’s a tough question that we all are struggling to find the answers.

But as people around the world are adjusting to the new normal of social distancing, small business owners and social media managers are scrambling to pivot campaigns, adjust content calendars, and come up with new creative ideas to market their products or services.

Staying connected is now more important than ever, with people and businesses relying on social media to stay in touch with friends, consume the news, and be entertained.

In fact, Facebook and Instagram have seen a 40% increase in usage due to Covid-19, with views for Instagram Live and Facebook Live doubling in one week.

But just because people are spending more time on social media doesn’t mean it’s business-as-usual. So, the pressing question now is “What to Post on Social Media right now?”

…this is not the season to be quiet, this is the season to communicate.” — Jenna Kutchner

You can’t afford to stop marketing or selling, and that includes posting on social media.

Your followers are spending more time online than they ever have before, so it does present you with a unique opportunity to deepen your relationship with your audience and increase brand affinity.

This presents brands and social media managers with the unique challenge of embracing an unsettling time — becoming as human as possible on their social media channels — while juggling the necessary bit of marketing and selling needed to stay in business,” Steph Gilbert — Social Media Expert

But remember: this is brand new territory for all marketers (including myself). No one is an expert on how to market your business on social media through a global pandemic. Thus there are no clear strategies for your business in these challenging times, but these 5 guiding principles will help in your posts brainstorming and decision making as this crisis evolves;

Listen & Acknowledge

Ignoring Covid-19 or pretending like everything is normal can come across as inauthentic at best, and tone-deaf at worst. Let your followers know that you’re listening and acknowledge our new normal. Even a simple “It feels weird to promote something right now, but…” can go a long way in showing your followers that you’re listening and caring.

Keep Posting

Your followers are spending more time online than ever before, and you want to stay connected to them! If you’re unable to market or sell your products or services right now, focus on sharing content that aligns with your brand values but also interests your followers.

Be Empathetic

Covid-19 is affecting everyone around the world but in different ways. Remember to think outside of your own situation, have empathy for your followers, & offer compassion. With

You don’t have to mention Covid-19 explicitly in all of your content, but do take into consideration the tone of your captions and how it could be interpreted by people facing a different reality than you might be in.

Remember that some of your followers have lost their jobs, are caring for a loved one, trying to work at home with a toddler, might be sick themselves, etc.

Provide Organic Value

Turn your Instagram into a valuable resource for your audience. Focus on engagement first, instead of driving traffic, by providing extra education through videos, carousel posts, or captions — instead of constantly asking to swipe up or click the link in your bio.

An initiative, brands like The Dis_connect here in Tanzania focuses more on giving value and empathetic content that is somehow re-connect people to all other positive vibes and the beauty of life, places instead of telling people what to do all the time, Most people do not prefer that.

Ask for Help

If you’re struggling, it’s okay to lean on your community, that’s what it’s there for. Get vulnerable in your content, share your story, and clearly communicate how your followers can support your business right now. And remember: we’re all in this together️❤️️



Francis Juma Katambi

I help brands and entrepreneurs that Care about their users as a UX/UI Designer and Website designer Portfolio: sukumapixel.com