How Brands Adapted Their Online Presence During a Global Pandemic

Human hands holding various smart devices with coronavirus alerts on their screens.

At this point in time, the coronavirus has taken over conversations, news feeds, email, and article content for months. Most brands have at least acknowledged the current state of affairs and had to adapt their marketing as well as their social media content. Some have taken a bird’s eye view and adjusted their entire social media strategy. We’ve put together a round-up of a few of the brands that have inspired us the most.

The National Cowboy Museum (Oklahoma City)

An employee at the National Cowboy & Western Heritage Museum was delegated the responsibility of updating social media accounts for the organization when its doors closed due to the pandemic. He introduced himself in his first Instagram post:

“Hello Friends, my name is Tim and I am the head of security for The Cowboy. I have been asked to take on the additional duty of social media management while the museum is closed. I’m new to social media but excited to share what I am told is called “content” on all of The Cowboy’s what I am told are “platforms” including the Twitter, the Facebook, and the Instagram. My team and I will also continue to protect and monitor the museum and grounds. Thanks, Tim We are required to smile in our official photos. Send.”

His subsequent posts are equally entertaining and always good for a chuckle. Fans have appreciated the authentic and likeable content, and the museum’s social media following has multiplied 10 fold in just 2 months.

Nisolo (Nashville, TN)

While many companies were sending out emails with safety and health measures related to the virus, the ecommerce brand known for prioritizing fair trade, living wages for all employees, and crafting high-quality leather goods took it a step further. At the onset of the stay-at-home orders, they sent an enewsletter that felt a little more like a friend touching base to check up. “We’re with you. Nisolo means not alone for a reason.” they state, then outline how they are helping to slow the curve and recognize that some may not want to be receiving emails from the fashion industry. So, they offer an email subscription pause to those who need that. They also offer resources: advice for working remotely, binge-worthy recommendations, and a link to a yoga workout. They ask what readers have been into lately and then… they gently lead into their new product launch. The email brings a strong sense of unity and hope from an unexpected source.

Domino’s Pizza

One tool that has exploded in the last couple of months is the video meeting app, Zoom. Domino’s embraced this trend and shot an entire commercial using Zoom footage, and was one of the first major companies to do so. It features various employees in their work environment, on Zoom, recruiting people who may have lost their jobs.


As a large corporation with deep pockets, Walmart took a simple, genuine approach and called on employees to contribute content to the Walmart Facebook page as well as a recent ad to thank front-line workers. It is heartfelt and relatable, giving a face and a voice to many. They relay the message that Walmart is “Here for you.”

Around the world, brands, companies, and organizations are tailoring their message to current times. Many are thinking ahead, and considering how this will affect business long-term. It is this forward-thinking and adapting that will help some businesses stand out and stand strong during the pandemic. From remote working to cooking at home to online social gatherings, consumers are embracing a stay-at-home lifestyle, and that will continue to affect businesses of all kinds. Have you taken the new future of your brand into account? Have you adapted your online presence and marketing strategy? At Riley & You, we’re poised to steer your company toward an effective marketing strategy and fresh social media presence.

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