Women and Digital Inclusion

How to talk about the cost of living crisis on social media as a business

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It’s hard to go anywhere or talk to anyone without hearing about the “cost of living crisis”. The truth is that life is challenging in the UK for almost all families, and those on low incomes are being hit the hardest. As prices soar and budgets tighten, conversations around money and finance have taken centre stage, not just in personal discussions but across social media platforms.

Engaging in this dialogue requires a delicate balance of empathy, authenticity, and strategy for businesses and brands.

Below, WODIN aims to provide insights on how to talk about the cost of living crisis on social media, fostering a connection with their audience while maintaining sensitivity to their challenges.


Know your audience

The first step in addressing the cost of living crisis on social media is to understand your audience. This involves recognising the specific ways in which the crisis impacts your followers. Are they struggling with rising food prices, energy costs, or housing affordability? By gathering this information through social listening tools, surveys, or direct engagement, you can tailor your content to reflect their concerns genuinely. It’s so important to understand where your audience are and the challenges they’re facing: you don’t want your messaging to come across as insensitive.


Be empathetic

Empathy should be at the heart of your communication strategy. This means acknowledging the struggles faced by your audience without attempting to capitalise on their challenges. Your brand’s voice should be comforting and supportive, offering solace rather than adding to the noise. Remember, the goal is to build trust and show your audience that you genuinely care about their well-being.


Offer value

During a cost-of-living crisis, hard-selling tactics will likely be met with resistance. Instead, focus on how your brand can offer value beyond just products or services. This could involve sharing money-saving tips, budgeting advice, or information on accessing financial support. You can strengthen your relationship with your audience by positioning your brand as a resource for helpful information. Be part of the solution rather than part of the problem.



Work with experts

Partnering with financial experts or organisations that offer support during economic downturns can lend credibility to your message. These collaborations can be guest posts, live Q&A sessions, or informative video content. Such partnerships not only enrich your content but also demonstrate your brand’s commitment to providing practical assistance. At WODIN, for example, we’ve recently held a number of ‘Cost Of Living Conversations’ to help those who need support, guidance, and direction.


Think about tone and timing

The tone of your communications is crucial. Avoid being overly jovial or making light of the situation. Instead, opt for an understanding, encouraging, and hopeful tone. Timing is also key; be sensitive to current events and economic announcements that may affect your audience’s mood and receptiveness.


Be positive

Amidst the challenges, there are always stories of resilience, community support, and innovation. Highlighting these positive narratives can inspire and uplift your audience. Whether showcasing how your products or services have made a difference or sharing stories of individuals and communities coming together, these stories can serve as a beacon of hope.

Adapt your content

The economic landscape is constantly changing, and so should your social media strategy. Regularly monitor the effectiveness of your communications, seeking feedback from your audience to understand what resonates with them. Be prepared to adapt your approach based on this feedback and the evolving situation.


Wrapping up

Talking about the cost of living crisis on social media as a business or brand requires a thoughtful and sensitive approach. You can navigate these conversations with care by understanding your audience, leading with empathy, offering value, collaborating with experts, being mindful of tone and timing, highlighting positive stories, and being adaptable. Make sure you check back to the WODIN blog regularly for more tips and tricks from the team.

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