The chaos of the coronavirus pandemic has shaken the world to its very core.

Individuals as well as businesses across the world are struggling to come to terms with a new world order defined by self-quarantine and national lockdowns.

Yet, there is one thing that COVID-19 has not been able to force into submission, and that is digital content; more specifically, the effectiveness and continuous flow of digital content.

Wondering how this is possible? Let’s find out.

Social distancing and the global economy

When brands like Apple started to shut down their stores to prevent the spread of the virus, we knew things were getting serious. Following layoffs in China, the unemployment rate of the country rose to 6.2 percent in February 2020. With the worldwide travel industry crippled, COVID-19 is expected to cause a loss of USD 820 billion. In fact, this pandemic may cost the global economy USD 2.7 trillion!

But during all this, content does not stop. It prevails despite social distancing, an indefinite work-from-home culture, and self-isolation measures. People and brands alike continue to create and share engaging digital content in a world where in-person interactions and mass gatherings are not only discouraged but also dangerous. After all, it is content that connects us, supports us, and strengthens us. And when the content is relevant, true, and authentic, it cuts through the noise to enrich our lives during challenging times.

We need not gather in one place to consume it. Digital content, by its very nature, reaches us anywhere and at any time.

Cutting through the noise with empowering content

Simply Google ‘COVID-19’ and a slew of text and multimedia content about the virus will be at your fingertips. But what separates the good from the bad and the truth from the lies is the authenticity and usefulness of the content.

Whom can you trust? The websites and social media handles of both the Centers for Disease Control and Prevention (CDC) and the World Health Organization (WHO) offer a wealth of time-sensitive, credible knowledge that can help you make the right decisions while navigating the pandemic. The information ranges from safety tips and pointers on how to identify the virus to the importance of washing your hands and why social distancing should be the new norm. Brands that follow suit are the ones to trust, and the ones that add value to your life.

Just look at Nike, whose latest social media post requests followers to play indoor sports. By doing so, they would be “playing for millions around the world”. A clever play on words!

To spread the message of social distancing, Fevicol India, an adhesive brand, posted a public service announcement on its social media. The image featured the two elephants of the brand logo standing apart, whereas they are usually glued together. Rather ingenious!

So, when content is targeted and pertinent, it empowers the audience. In its iconic caricature format, Amul released a series of posts on Facebook and Instagram to encourage the Indian populace to practise social distancing and to refrain from shaking hands when greeting someone. In support of the Janata Curfew on March 22^nd, it published another caricature post to urge citizens to remain indoors for 14 hours for their safety.

Dettol India, too, encouraged its social media followers to participate in the #HandWashChallenge on TikTok, aiming to spread awareness on the importance of this simple, hygienic act. The result was a content explosion on TikTok.

Content keeps the world spinning

Apart from food and water, the only other essential thing that we consume during quarantine is content itself. Just because the world has been upended, it does not mean that life stops altogether. Increased online engagement and interaction keep us moving forward. And we’re not just talking about funny memes here.

Since Broadway shows and plays at other venues have been canceled in New York City, The Met has started streaming encore presentations in live HD for free. With music festivals like Eurovision and Bonnaroo scrapped, the Seattle Symphony is offering free broadcasts on Facebook and YouTube. Even famous artistes like Miley Cyrus, Wyclef Jean, Harry Styles, and Josh Groban are performing live on social media, rather than having concerts at a stadium, to help raise funds for COVID-19 relief.

What about the fitness industry? Well, Gold’s Gym is offering free access to its app until the end of May 2020. This app offers over 600 video and audio workouts.

The United States’ National Hockey League (NHL) made on-demand streaming possible. All games played so far during the now-suspended 2019-2020 season are available online. Even its documentaries and full-length NHL games can be viewed on its website and YouTube channel.

In the world of podcasting, established media organizations like CNN, The New York Times, The Washington Post, and Vox Media have already hit the ground running. BBC News runs a daily podcast to round up the latest updates on the coronavirus and its impact on various sectors.

All these interesting developments leave us anticipating the next digital content surprise during this pandemic.

#StayHomeStaySafe

Now let’s get to the crux of the matter: for most of us, staying at home for weeks or even months at a stretch is a new reality. At the risk of sounding cliché, where there is a will, content paves the way.

Wondering what to cook at home to make the rations last during the quarantine? Need tips on staying productive and mentally healthy while working from home? Looking for fun at-home activities to help keep the kids busy? Well, Time Magazine has recently published a series of useful videos on its website to answer these questions.

Your kid’s school or college cannot conduct physical classes, so they embrace live lectures and online tuitions.

Your dance instructor cannot give in-person lessons, so she records and posts videos to keep the learning going.

Keynote, seminar, and conference speakers are reimagining their speeches, converting them to recorded videos, live broadcasts, or blogs. What a way to keep connections strong despite social distancing!

In India, Amar Chitra Katha, a comic books publication, offered everyone a one-month free subscription to its comics app. It also gave children and adults a free subscription to the Tinkle Comics to encourage them to stay at home during the pandemic.

Influencers and amateurs alike are creating fun, shareable content within the four walls of their homes. Many of their posts offer refreshing light-heartedness during this global crisis.

Between wanting a respite from the avalanche of coronavirus news and wanting to learn more about it, we always turn to content for help.

What are we to gather from all this? At a time when long-anticipated cricket matches  are being pushed back by months and the 2020 Tokyo Olympics by a year, content stays its course.

So, the next time when someone questions the power of content, remind them of  2020. Remind them that content can, true to form, overcome any situation!

Closing thoughts

Hopefully, the coronavirus passes soon with minimal impact on our lives. But for now, digital content is witnessing a meteoric rise, as it is being created and shared at an almost unprecedented rate. COVID-19 may have shackled the world, but for digital content, it’s business as usual.