Content automation use cases chart Pivoting Your Content Plan Pivoting can be intimidating due to the uncertainty of abruptly switching up your content plan, so here's a high-level look at our survey data on the topic. You can also find a deeper dive into our data and tips in this post. Is Pivoting Your Content Plan Effective?
Whether you had every marketing campaign for 2020 and 2021 fully planned out or were just winging it, the pandemic forced us to toss whatever plans we had out the window and adapt in real-time. As we mentioned above, most marketers who pivoted their fax number list content plan in 2021 did so because of the COVID-19 pandemic. The good news? A whopping 74% of media planners say their most recent pivot was effective for reaching their overall goals and 78% of media planners say their content plan changed a moderate to significant amount the last time they pivoted. When do brands pivot a content plan? Here’s how media planners knew it was time to pivot. Spoiler! It's not always due to global events. Of the media planners who have ever pivoted, over two-thirds did so to try a new social media platform, and 77% pivoted to try a new feature. reasons its time to pivot a content plan chart .
Which platforms or features have media or content planners pivoted to? Facebook and Instagram Shopping platforms; YouTube Shorts; and live chat rooms like Instagram Live Spaces, Clubhouse, and Twitter Spaces have been receiving high interest from strategists lately. What's more, our survey discovered that: Marketers who say their last pivot was effective are 10% more likely to have pivoted to use Twitter Spaces. Marketers who say their last pivot was effective are 10% more likely to have pivoted to use Facebook Live Shopping. Marketers who say their last pivot was effective are 8% more likely to have pivoted to use YouTube Shorts. Marketers who say their last pivot was ineffective are 9% more likely.