The past decade has been defined by uncertainty: from a pandemic to protests. With so many ‘unprecedented times’, brands and marketers have had to adapt their messaging quickly, and the need to be agile with content is essential.

This is especially the case for regulated industries, where markets are complex and the need to mitigate risk is high. So what should a brand do when faced with instability – and how can they shift their messaging at speed?

The importance of knowing when to pause marketing

A strategic marketing approach means knowing when to post and when to stay silent. There are some circumstances where the best approach is to hit pause on all social, email and digital marketing channels – both for organic and paid content.

External factors that could lead to you halting marketing campaigns include:

• Civil unrest and war: from domestic terror attacks to worldwide protests, large-scale conflict should see marketing campaigns paused, or at the very least content reviewed with fresh eyes for tone.
• National health crises: the COVID-19 pandemic meant many brands had to halt campaigns when lockdown struck, particularly where messaging no longer reflected reality or risked appearing insensitive.
• Natural disasters: events such as floods, wildfires or earthquakes can quickly change what feels appropriate. While essential updates should remain, promotional messaging can feel out of place when communities are dealing with immediate impact and recovery.
• Major global or national news events: unexpected events that dominate headlines (such as the death of the Queen in 2022) can drown out brand messaging. Brands also need to be careful of any perceived insensitivity – whether unintended or from attempted humour.
• Industry-specific crises: this could include financial market shocks, regulatory changes or sector-wide issues, such as energy price increases. For brands in regulated industries, these moments often require careful, considered communication rather than business-as-usual activity.

However, while pausing content and ads can be the right move, it is important to not just disappear. Silence without context can create more uncertainty and frustration, especially for customers already looking for reassurance.

While it may not be the time to push sales, there is still a role for communication. This could mean sharing simple updates, clear guidance, or signposting support. The focus should shift from promotion to reassurance: showing that your brand understands what is happening and is responding in a considered way.

In practice, that often means fewer messages, but more meaningful ones that align with your overall marketing strategy.

How brands can pivot marketing content during unpredictability

The strongest pivots build on the wider marketing strategy you already have, adjusting tone, timing and intent rather than reinventing everything overnight.

The key question to consider is: ‘what do our customers and audience need from us right now?’ Being relevant during uncertain moments is what makes a brand seem strong.

For some brands, this will be practical information. For others, it may be stability and consistency. In regulated industries, providing clarity will be essential. People want to understand what has changed, what is still the same, and what it means for them.

It is also important to review existing content plans to see what scheduled content, paid campaigns and automated emails should be checked against the current situation. What was right and part of a marketing campaign last week might now feel out of place. This could include a level of comedy, or even use of certain words and phrases: for example, Tesco’s community management team signed off for the night by saying that they were ‘hitting the hay’. This would normally have been fine, if it wasn’t for the fact that Tesco was under scrutiny at this point for the horsemeat scandal.

Consider also images and how these are used. During COVID-19, predictive marketing AI tool Pattern89 found that there had been a 27.4% reduction in images and video ads featuring models touching (including holding hands, kissing, hugging or sharing hands). Instead, solo models or product-led imagery became the norm, as art imitated life. For example, KFC pulled ads using its ‘finger lickin’ good’ tagline and images, noting it didn’t fit the current environment.

This is also where internal alignment becomes even more important. Legal, compliance and customer teams should be part of the process, helping shape messaging that is both accurate and appropriate. Having a crisis comms plan set up in advance can help save time – know exactly who needs to be involved in advance, to help make this stage quicker.

Everything should continue to tie back to your marketing strategy at a base level, but the frequency and tone of voice of your communications may change during periods of uncertainty.

If in doubt, fall back on these key areas: clear and factual updates; content that explains things rather than pushes sales; and human-led empathetic messaging.

Five tips on how to pivot content during uncertainty

While every situation is different, there are clear patterns in what works. When you are creating marketing content (whether it is organic posts or advertising), here are five things to consider:

1: Audit scheduled and automated content
Review everything that is due to go live, including ads and email journeys. What felt relevant when it was planned may no longer land. Some content can be adapted, but some is better paused entirely.

2: Check the tone and wording

Make sure that copy fits the current circumstances. A line that feels light-hearted in normal circumstances can feel out of place during a crisis (“you’ll be blown away by the savings” is not a line to be used in hurricane season). If in doubt, simplify and remove anything that could be misread.

3: Shift from promotion to value

If selling feels inappropriate, focus on helping instead. This could be practical updates, guidance or useful content that helps with a pain point. Brands that look like they are ‘cashing in’ on a crisis will not be well remembered, so avoid opportunism.

4: Listen to your audience

Use social listening and community management to look at what your audience is asking, worrying about or engaging with, and check what pages on your website people are visiting. If there are any frequent topics, create content that addresses their needs and questions. It’s also worth considering what competitors are doing across their marketing platforms and if there are key learnings you can take from here.

5: Be clear and reassuring

In uncertain moments, there may be a rise in customer enquiries. Be upfront about changes, delays or policies and the impact this will have. Continuing a strong community management practice can help to show customers that you have their interests at heart: and planning answers to potential FAQs can help this.

Remember, while your priorities – and those of your customers – may have changed due to uncertainty, it is key not to give up on marketing altogether. Even if your output is reduced, you have a way to share your story, stay connected with your customers and keep your brand front of mind.

If you need support navigating complex moments, from pivoting your marketing strategy to creating communications, get in touch to learn how Hydrogen can help you respond with clarity and protect your brand’s reputation.