Social media engagement during COVID-19

Social media plays an important role in today’s day and age. It allows people to interact with friends and family members virtually, an especially important feature during the ongoing pandemic. In fact —according to a report by the University of Birmingham— young people are spending more hours per day on social media after social distancing measures were implemented due to COVID-19.

Additionally —as per a survey by GWI— just under half of the respondents claimed that they were spending more time on social media in early April 2020. Moreover —because of the pandemic— 43% of respondents continued to log in for extended periods of time while 19% believed that they will continue to do so in the future.

In this article, we will look at the factors that led to an increase in the consumption of social media and its role in the lives of individuals and businesses during the pandemic. Lastly, we will also try to understand some of the negative effects of social media usage during COVID-19.

Why did social media usage increase during the pandemic?

Individuals, groups, and companies alike used social media during the COVID-19 pandemic to raise awareness about the virus and the resultant public measures imposed.

According to a report by Statistica, all leading social media platforms claimed monthly active usage growth in 2021 compared to 2019. This may have been due to social distancing policies, with users trying to come up with different strategies to keep in touch despite the lockdowns. The same report went on to highlight that —at the commencement of the pandemic in early 2020— social media was one of the most trustworthy sources of up-to-date information on COVID-19. In addition —as of January 2021— one of the most sought-after topics was ‘vaccines’.

As per an article by Khoros.com, the COVID-19 outbreak was a watershed point for several businesses in terms of how they chose to promote their products. Businesses paid special attention to catering to emerging trends, such as the rise in demand for face masks and hand sanitisers. Many businesses responded to the increasing demand by pivoting away from their regular products to make such sought-after items.

How has social media helped during the pandemic?

In this section, we will look at how social media may have facilitated assistance to people during the tough times of the pandemic.

Medium for exchange of information

As per an article by SAGE Journals, social media has established itself as a forum for exchanging medical information. COVID-19 restrictions have increased people’s reliance on social media platforms to keep themselves informed. Several dedicated WhatsApp groups have been formed via which information can be widely and quickly disseminated.

Providing community help and assistance 

An article by the London School of Economics highlights that people have also used it to give assistance in whatever manner they could through acts like collecting and delivering groceries for elderly neighbours or posting relevant information on how to help struggling local businesses.

A platform for contactless connection

People used social media to stay in touch with their loved ones when the world was moving towards contactless communication. According to data provided by Facebook, total messaging climbed by more than 50% in several nations which had been severely impacted by the virus at the beginning of 2020. The volume of voice and video calls had also doubled at the same time in countries affected by COVID-19.

Is social media a boon or a bane?

In this section, we will look at how —despite the benefits offered by social media— it may have also presented some challenges to our society and communities. 

Circulation of misinformation

According to a study by the WHO, the circulation of misinformation —aided by digital platforms— has proven to be as much of a threat to the global public as the virus itself, as seen during the COVID-19 pandemic. 

While people can stay secure, informed, and connected thanks to technological improvements , the same tools and technology also magnify the present infodemic (a combination of the words information and epidemic), which may have continued to erode global reaction and place pandemic control measures at risk.

Adverse effects on mental health

According to research published in the Globalization and HealthTrusted journal, there is growing evidence that continuous news feeds revealing SARS-CoV-2 infection rates and COVID-19 mortality rates may have an adverse impact on people’s mental health.

What’s the key takeaway?

According to an article by Cambridge, the use of social media in the appropriate distribution of public health information is crucial. During the pandemic —however— such tools may have been misused to distribute false information, which can lead to a variety of problems, including mental health issues. As a result, social media should ideally be used to post accurate, verified, and updated information on the pandemic as well as spread knowledge through authorised government channels and medical professionals in order to effectively help the public in times of crisis.