Since the outbreak of the pandemic, businesses across the world have been forced to change how they work. Over the last month many of us have felt the disruption to our own marketing strategies and business models, but perhaps one thing that is comforting during these extraordinary times, we are all riding this wave together. New ways of thinking, adaptability and agility are all required to ensure businesses survive. However, what is apparent is that content (now more than ever) is crucial to our success. Big brands are flooding our social media with content competing for share of mind, while also reminding and reassuring consumers they can still fulfil our needs.