What Trends Have We Seen During COVID-19 So Far and What Is Next?


Trends aren’t forever, however, if a business can analyse what is trending over a period of time, and easily adapt parts of their strategy to suit, then it stands a good chance of success. When it comes to content marketing, being relevant is key. Delivering value to your customer when and how they need it most is what will keep them coming back for more. So let’s take a look at what trends we have seen during COVID-19 so far, and what we can expect to see next. 

An Increased Reliance On Google 

Without stating the obvious, it’s fair to say that more and more people have turned to Google over the last three months. It’s our most accessible hub and has seen itself being relied upon much more than normal during these uncertain times, for the answer to almost everything. 
From an increase in search of critical information and updates from the government, to ‘how to’ cooking videos on YouTube increasing by 260% since March 15, videos with ‘at home’ in the title rising by 700% and self-care videos climbing by 515%, we have all had to turn to the power of Google to learn new skills and find ways to preoccupy ourselves while our gyms, restaurants and shops have been closed. 

Business Has Gone Back To Basics

While consumer habits have understandably changed over the last three months, businesses have had to adapt their model wherever possible to be relevant and build brand awareness to remain seen and heard, especially when running on a limited service. While some products may no longer be in demand or a particular service is impossible to operate right now, businesses have gone back to basics with pushing out strong messages of trust and service across their websites, social media and advertising, to ensure that they remain at the forefront of their customers' minds. 

A Decrease In Ad Spend

According to a recent report by Influencer Marketing Hub, 69% of brands expect that they will decrease their advertising spend in 2020 due to the virus, and ad spend is already reported to be down 9% across Europe, and Germany and France falling by 7% and 12%
This could be for a matter of reasons:

  • Due to lockdown, billboards are less likely to be seen
  • If a business is temporarily closed, certain products will not or cannot sell
  • In an attempt to save finances where possible during this uncertain time 

However, here at Wriggle Marketing, we strongly believe that investing in your digital marketing right now will help you weather the storm in the long-run and will aid to be an essential part of recovery. If you would like to learn more about the importance of online advertising right now, check out our blog post ‘Is Now The Best Time To Use Online Advertising?’ 

Virtual Hangouts Have Spiked

A fairly obvious trend to point out, right? But throughout the crisis, virtual hangouts, whether that be on Zoom, Slack, Skype or Google Meet have spiked in an attempt to keep in touch with loved ones, stay connected to our colleagues and teach our children from home. So much so, from April, Google Meet have been hosting 3 billion minutes of video meetings and adding nearly 3 million new users every day

Tips For Adapting Routines  

With no clear cut answer on how long the pandemic will go on for, people have been searching for tips on how they can adjust their routines to adapt to the ‘new normal’. For example search for telecommuting in the US hit an all-time high on Google and YouTube mid-March. As the lockdown eases at different levels and scope, it will be interesting to see what sticks from this trend moving forward. 

What Can We Expect Next?

Seeking General Guidance / Information

Naturally, as the lockdown begins to ease on a greater scale (pubs, restaurants and hairdressers are due to reopen from 4th July) we can expect to see a higher search interest for users seeking information on what is reopening where and when, and what further restrictions have been lifted. 

Remote Working

With many businesses making a rather seamless shift to working remotely with the help of technology, we may also expect to see this trend forming part of the ‘new normal’, as this has shown for some businesses that they can keep going and work well whether that be in the office or at home. Whether that be an increased or more frequent search for telecommunication providers during working hours, it is something that we can expect to see more of over time. 


E-commerce has been a growing trend since people started to use the internet, however, due to the pandemic, consumers have rapidly got used to ordering their goods online and finding it at their doorstep the next day. We can expect to see this trend for a lot longer yet, whether that’s down to the ease of the shopping experience or that it is accessible day and night. 

How Can Wriggle Marketing Help? 

If you are unsure what approach to take with your digital marketing right now, and how to utilise these trends then let us help! We have a dedicated team of experts who can set you on the right path and work with you to achieve your goals. | 0191 285 6128

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