During the pandemic lockdown, social media became the main way to stay connected and a real “escape valve” to avoid feeling isolated: social life, entertainment, and a lot of information all flowed through these platforms. This showed up in the sharp growth of apps like TikTok, Instagram, and Twitter, driven by everyday use, live streams, music-focused content, and the search for alternative sources. For brands, that context was a huge opportunity, but it required coherence: it wasn’t enough to “show up just to show up,” they needed to fit what they posted into a clear, context-aware strategy.

The brands that handled it best were those that empathized, adapted their message without losing their identity, and added value without overwhelming people (for example, campaigns that reinforced a purpose they were already working on). The pandemic also strengthened the emotional bond between users and brands: people now value more what’s behind a company (social or environmental commitment), demand higher-quality content, simpler customer-care channels through social platforms, and more human communication—putting real faces and voices behind the brand.

In this talk, Alberto Salas, Head of Content & Social Media at Relevant Group, spoke at the Agencies meeting.