What’s Working Now? Branding on Instagram Amid Coronavirus

The coronavirus has changed just about everything, and using Instagram for brand promotion is no exception. We’ve entered a period that is on the cusp of requiring the regular use of BC and AC (before coronavirus and after coronavirus). As in, posting pretty photos of runway looks or repurposing of an ad campaign featuring groups of frolicking young aesthetes is something a brand could do BC. Depending on the brand, posts like this would typically get a few thousand likes, maybe between 10,000 and 15,000 if follower count is in the millions. Designer Michael Kors posting a video of himself folding laundry and talking to his cat is AC to a tee. He’s getting hundreds of thousands of likes and views, exponentially more than for typical BC content. Virginia Nam, Instagram’s managing director of fashion partnerships, said a number of brands seem to be successfully pivoting to an AC mentality around content. “We’re seeing brands playing an important role in providing connection, education and a sense of community on Instagram,” she said. Video and Live seem to be working particularly well on Instagram, likely as so many people are at home and able to watch any video that comes up during a

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