Let’s take a moment and reflect back to March 2020 when the full force of COVID’s impact hit the US.
It’s been one full year — do you remember where you were or that specific moment in time when you realized the pandemic was here for the long haul and would change our lives forever?
The last twelve months have impacted all of us in so many ways, and AdThrive publishers’ content — which offered hope, help, and distraction! — was a unique and powerful window into how our daily lives were transforming from the very beginning.
We dug into some of our earliest coverage of your readers’ emerging wants and needs, and in this post we’ll show how they’re still evolving today as a result of the ever-changing “new normal”.
The baking craze
One of the first signs that readers were turning to content for comfort was the extraordinary traffic surge to bread baking recipes. The steady, dependable escape of breadmaking gripped the internet by storm, and many seem to have found their calling in the process.
The baking craze is far from over. People are still seeking out bread recipes in even larger numbers today!
Drinks for distraction
Virtual happy hours dominated the early days of quarantine and people turned to AdThrive publishers for ideas and expertise.
Daiquiris and margaritas were the most popular “quarantinis” — undoubtedly a way to escape and imagine we were all on some tropical island, as opposed to stuck at home.
We’re all slightly better mixologists now, thanks to the wonderful recipes and tips from content creators!
Repurposing the home
Spending 24/7 at home was new to most of us. Our spaces weren’t set up to be what our team often referred to as “The Swiss-Army Home”.
With some extra time, and extra hours inside, many people started updating their spaces to accommodate work from home, school from home, restaurant from home, gym from home… and everything in between! Outdoor spaces and kids’ areas were top priorities, followed by the kitchen.
Though remodeling has slowed down a bit, people’s relationship with their home has shifted and become more purposeful.
They’re spending more time on increasingly complex projects as the year’s gone by — showing growing confidence in carpentry and decor skills and continuing to seek out DIY content!
We’re all getting homeschooled
Parenting in 2020 was particularly tumultuous. Many parents became teachers overnight. And many turned to AdThrive publishers for guidance, setting a “new normal” baseline in traffic numbers for this vertical.
A whopping 79% of readers agree that “getting ideas and support from bloggers has made remote learning easier” according to a back-to-school survey our team conducted last summer.
One year later, demand for parenting and education content remains high and readers are ever so grateful for resources that continue to support, educate, and cheer them on!
Settling into a routine
As more time at home became part of our everyday lives, we settled into a routine — and our content consumption habits did, too.
In general, we found that people were focused on their beauty routines and the latest tech in the morning, daydreaming about future vacations during lunch, and catching up on the news (and cat videos) at night.
In fact, our research showed that things didn’t look *that* much different than they might’ve looked pre-COVID — a testament to resilience and the power of routine.
Party like it’s 2020
We’ve never seen holiday traffic surge as high as it did in 2020. Holidays were a rare distraction and an opportunity to celebrate during a stressful time!
More readers than ever turned to AdThrivers’ content for tips and ideas, cementing the role of online content and inspiration as an even more integral part of party-planning routines.
Becoming creatures of contradiction
People dealt with the ups and downs of the year by swinging back and forth between opposing mindsets, which was reflected in the content they sought out.
The element of contradiction was the biggest trend we saw emerge in 2020.
- We’ve become more pragmatic, but also tend to indulge more in the little things.
- We’re leaning into traditions, while also using this time as an opportunity for reinvention.
- We’ve learned to rely on ourselves like never before, but have also never been so focused on our community.
As COVID ends, will we lean into the lessons of purpose and moderation, or will we go wild to make up for what we missed out on during this time (aka the “Yolo Economy”)?
Our guess is… we’ll do both, almost equally. And we’ll continue to want content that fulfills both sides of this contradiction!
We don’t know what the future holds but if this past year has taught us anything, it’s that we’ve got to stay flexible. And nobody’s done it better than AdThrivers!
So keep doing what you’re doing — creating the very best content on the internet — because you’ve won the hearts of so many as you led the way through one of the hardest years in history.
We’ll keep looking to you for next steps today, tomorrow, and for many years to come. And your AdThrive team will be cheering you on and supporting your business every step of the way!
Our insights team turns trend data into bite-size insights like these each month to help make sure you’re always on top of what’s coming down the pike. Stay in the know and bookmark our monthly Content Trends Report so you can plan your content strategy accordingly!