more diverse audiences are creating and uploading videos to the internet to “mentally escape” during the pandemic. To cut through the clutter, brands need to keep up with this accelerated pace. Providing content rich with valuable information—whether it be a video that humanizes your brand, images paired with an impactful caption or sharing an article link with your personal analysis—is how you build and maintain trust with your audience. Build Credibility by Elevating Employees The 2017 Edelman Trust Barometer revealed that, for the first time in history, consumers trust peers just as much as subject matter experts and more than CEOs, governments and academics. With this in mind, showcasing your employees and featuring their voices on your social media channels can greatly strengthen your brand in the eyes of consumers. Beyond COVID-19, these three principles can be applied to all types of crises. If you need support in applying these guidelines to your company, please reach out to me or one of our communications team members at communications@wga.com or (949) 885-2256.
WHO DID IT RIGHT: Innovative Produce utilized Instagram to share short videos of their field workers and office staff
WHO DID IT RIGHT: Mission Produce used Instagram to post photos of their team members—from the sales team and food safety experts to packing house employees and field representatives—with accompanying captions assuring their audience “that the world’s finest avocados will still be on their grocery store shelves.”
speaking candidly,
in both Spanish and English, about the impacts of COVID-19 and how grateful they are to agricultural workers for helping bring food to the table during the pandemic. The company also weaves in images of employees practicing COVID-19 safety measures including temperature checks, social distancing and wearing face coverings.
JANUARY | FEBRUARY 2021
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Western Grower & Shipper | www.wga.com
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