It’s no secret that the COVID-19 pandemic has completely upended traditional PR practices in 2020. We’ve been forced to adapt to new conditions set by lockdowns, particularly in Victoria where rolling restrictions have come to define our year. We’ve witnessed a shift in what we value as a society, with almost everything transitioning to be doable home – think virtual drinks with friends, reformer pilates becoming mat pilates, or even just work.

Because the expectations of customers have markedly changed, it is vital to stay on top of this by adapting your marketing and PR practices. On that note, here are 5 COVID-safe trends which will define PR and marketing in 2021.

  1. Mobile-Friendly Social Media Content

If you’re going to do social media content, ensuring it is mobile-friendly is a must. Mobile-based platforms like Instagram are reporting a 40 percent increase in usage in 2020, and TikTok has quickly become the most downloaded app ever. Other platforms like Facebook are now primarily accessed via mobile. It is therefore essential that your content is viewable and accessible for mobile users, as purchases and bookings are increasingly done on the phone.

  • Rise of the Micro-influencer

As we went into lockdown earlier this year, many of us watched on as certain celebrities complained about stay-at-home orders from their multi-million-dollar mansions. It’s safe to say this tone-deaf messaging turned many people off mega-celebrities, which has lead to a gap in the market – enter the micro-influencer! Micro-influencers are easier for consumers to relate to, can be local to your business, and also more affordable to work with! It’s a win-win.

  • Interactive Content

Did you know the average person sees up to 10 000 ads each and every day? A great way to make sure your message doesn’t get drowned out is to ensure that consumers are encouraged to interact with your content. A great way to do this is by taking full advantage of the affordances of platforms such as Instagram, including polls, quizzes and Q+A livestreams.

  • Videos

This year, YouTubers have witnessed a 30% increase in viewership, with engagement higher than ever. YouTube and other video-based content is particularly popular among members of Generation Z – ie. those under 24 – who currently have more purchasing power than any other demographic. Hot tip: make sure videos are captioned so that no audio is required and to increase accessibility.

If this all sounds like a bit too much and you’d like some help adapting to this ‘new normal’ of PR and communications, feel free to check in with us at