Should advertising be considered as non-essential?

Advertising and media companies are faced with countless issues and unforeseen circumstances just as much as most non-essential businesses due to the COVID-19 pandemic.

To advertise means “to draw attention” and it’s now more than ever that we need our attention drawn to certain things such as current events and how to stay healthy and safe, along with the products and services we need to survive. But survival isn’t what it used to be. Nowadays, it’s more than just having food, shelter, and clothing. The well-being of humanity is on the line – but where exactly do we draw the line?

Staying sane in self-isolation has been posing a challenge to many. On a personal scale, I’ve received more messages and Facetime calls from friends and family now more than ever. And on a more public scale, there are the likes of this “influencer” who had been struggling to find comfort in self-isolation although she’s quarantined in a luxury hotel. I know my friends are craving for a connection but I can’t say the same for that influencer. Could it just be a publicity stunt? We’ve heard it said before, “even bad publicity is good publicity” – but would advertisers want their brands to be endorsed by these influencers after they show their “true colours” through the COVID-19 crisis? I mean, come on – did she actually compare her hotel suite to being in a prison? And saying being in a prison would be better?

One thing’s for sure, the digital era has risen even further. Playing too many video games, which was once considered to be a mental illness (known as “gaming disorder”) by the World Health Organisation, is now considered (by the same organisation) to be a healthy and safe way to cope with self-isolation. Self-made means of entertainment through Apps such as TikTok and Instagram Stories are continuously growing but we’ve seen a decrease in product advertising – mostly because non-essential businesses aren’t operating. I guess it’s hard to share your skincare routine or what juice cleanse you’re on when the companies who sponsor you aren’t open for business?

The digital media is bombarded with COVID-19 updates, politics, what everyone’s been cooking, and bits and pieces of people’s real lives. There’s almost a missed opportunity to advertise. When the pandemic is over, people will remember those who cared enough to speak to them. The ones who reached out and checked how they were going. So wouldn’t it make sense for companies to splurge a little more on digital and social media advertising now so when the time comes – when people go out of their quarantine bubbles – they would head straight to products and services they’ve been exposed to the most?

Advertising is essential for businesses. You need to draw attention to your business’ story. Draw attention to the good things you can share because the world needs it right now. When the Coronavirus crisis is over, advertise and wish people well. It doesn’t have to be about products and services all the time – but what’s proven time and again is relationship is more valuable than revenue. So … does your business care enough to advertise?