Social media became an important platform for interaction during the COVID-19 pandemic, coinciding with the onset of social distancing. According to a study conducted by Facebook's analytics department, messaging rates rose by over 50% during this period. Individuals confined to their homes utilized social media not only to maintain social connections but also as a source of entertainment to alleviate boredom. Concerns arose regarding the overreliance on social media for primary social interactions, particularly given the constraints imposed by the pandemic.
People worldwide turned to social networking services to disseminate information, find humor through internet memes, and cope with the challenges of social distancing. The shift to virtual interactions exacerbated mental health issues to many, prompting the rapid rise of online counselling that leveraged social media platforms to connect mental health workers with those in need.
The COVID-19 pandemic highlighted the phenomenon of misinformation on social media, often referred to as an "infodemic." Platforms like Twitter and YouTube provided direct access to content, making users susceptible to rumors and unreliable information that could significantly impact individual behaviors and undermine collective efforts against the virus. Furthermore, social media became crucial for politicians, political movements, and health organizations at various levels to disseminate critical information swiftly and effectively reach the public.
Increase in usage
Messaging and video call services Multiple social media websites reported a sharp increase in usage after social distancing measures were put into place. Since many people could not connect with their friends and family in person, social media became the main form of communication to maintain these connections. For example, the amount of Facebook users went up to about 1.9 billion worldwide by the end of 2020, marking an 8.7% increase over 2019. Meanwhile, WhatsApp has reported a 40% percent increase in usage overall. Moreover, there was a noticeable increase in the use of Zoom since the start of the pandemic. Global downloads for TikTok went up 5% in March 2020 compared to February. A new service called Quarantine Chat, which connected users randomly, reported having over 15,000 users a month after its launch on 1 March 2020. Zoom also followed a similar procedure to connect users.
Facebook, Twitter, and YouTube have all increased reliance on spam filters because staff members who moderate content were unable to work.
Online counseling services Particularly in countries where the virus had a greater impact, online mental health services received a surge in demand, as COVID-19 social distancing obstructed patients from meeting with therapists or psychologists in person. In China, medical staff used social media programs like WeChat, Weibo, and TikTok to roll out online mental health education programs. In Canada, the provincial government of Alberta launched a $53 million COVID-19 mental health response plan, which included increasing accessibility to phone and online support with existing helplines. Additionally, the Canadian province of Ontario's government provided emergency funding of up to $12 million to expand online and virtual mental health support.
Effect of COVID-19 on mental health
There is an extensive psychology research proving that connectivity with others develops a sense of belonging and psychosocial well-being, which enhances mental health and reduces the risk of anxiety and depression. The overload of information and the constant use of social media have been shown to positively correlate with an increase in depression and anxiety, yet also with improvement in communication skills. The impact of following social distancing measures can cause feelings of loneliness and isolation in people, increasing anxiety and stress. Many adults are also reporting specific negative impacts on their mental health and well-being, such as difficulty sleeping (60%) or eating (80%), increases in alcohol consumption or substance abuse (50%), and worsening of chronic conditions (35%), due to worry and stress over education and employment conditions. While being part of a global pandemic can be stressful and cause anxiety, there are ways you can support yourself and your family.
Effect of COVID-19 on face-to-face communication The increased use of face masks makes interpretation during face-to-face contact much more challenging because masks hide a large portion of the face, posing difficulties in reading basic communication signals like intention and emotion. Wearing a face mask causes individuals to focus on oral cues, leading to potential mistrust, misinterpretation, linguistic misunderstandings, and difficulties in comprehension. Alongside the disconnection caused by face masks, social distancing, and self-isolation, there are risks of increased social rejection, growing impersonality, individualism, and a loss of community. Data suggests that the implementation of face masks, increased social distancing, and self-isolation present challenges in fostering positive interpersonal relationships and a sense of community.
The new COVID-19 pneumonia epidemic has significantly affected the way people communicate with each other. Preventive measures to limit the spread of the virus require changes in communication patterns regarding greetings and handshakes. This situation has prompted people to adopt greetings that do not require physical contact, such as "peaceful gestures" and "hands on the chest". Additionally, telecommunications has seen a notable emphasis on personal space and social distance as business meetings, conferences, and educational activities shift to virtual communication through platforms like Zoom, Cisco WebEx, Skype, and Microsoft Teams.
Effect of COVID-19 on online businesses The COVID-19 pandemic forced many businesses to shut down or implement remote work, leading to significant layoffs. Families were confined to home in self-isolation and quarantine as effective measures to prevent the spread of COVID-19. Since the start of the pandemic, many businesses have experienced a drastic increase in online orders. Those facing declining sales had to adapt to new consumer spending habits.
Effects of COVID-19 on visual arts Global shutdowns compelled artists, museums, and galleries to explore new ways to engage with the public. The Getty Museum initiated a social media challenge encouraging users to recreate artworks from their collection using household items and share the results online. Galleries like David Zwirner moved scheduled exhibits to virtual spaces. Artist Benjamin Cook's Social Distance Gallery used Instagram to host mini thesis exhibitions for students worldwide who had their graduation shows cancelled.
Increased engagement A study of people's internet and social media engagement from July 2019 to 2020 indicated a 10.5% increase in active social media users. Instagram reported a 70% surge in viewership of live videos from February to March when lockdown measures began. Another study conducted in July, four months after the initial COVID-19 lockdowns, surveyed individuals on their primary reasons for using social media and other connectivity technologies. Eighty-three percent of respondents stated that social media helped them cope with COVID-19-related lockdowns. This response was the highest, surpassing other reasons such as education (76%), staying in touch with friends and family (74%), and work-related activities (67%). It underscores the crucial role of social media in people's lives during the pandemic.
Due to the pandemic, people reduced their social activities to safeguard others. Students transitioned to online learning, with many relying on social media as a new study tool. Researchers have identified both advantages and disadvantages of using social media for studying. UNESCO reported that school closures affecting 890 million students across 114 countries disrupted traditional education. Social media became indispensable for students during the pandemic, providing an effective means to collaborate and develop skills while at home. For instance, collaborating with peers on social media enables students to learn communication and teamwork skills as they work together to solve problems.
Use as entertainment During the pandemic, numerous Internet memes emerged related to the COVID-19 situation. One notably popular Facebook group among young people, predominantly Generation Z, was "Zoom Memes for Self Quaranteens." This group humorously played on the pun of increased Zoom usage and self-quarantine among teenagers, amassing over 500,000 members as of April 2020. Members shared and created memes about the pandemic, providing entertainment for many young people who had transitioned to online schooling and needed ways to pass the time and cope with the situation.
Various social media challenges also gained traction during this period, serving to connect individuals and provide entertainment. One such example was the See10Do10 challenge, where participants performed and recreated 10 push-ups. Other challenges included sharing baby photos, participating in dance challenges, and voting in candy and chocolate March Madness bracket polls. Additionally, the V-pop hit "Ghen" by artists Erik and Men was remixed by lyricists Khắc Hưng to create "Ghen Cô Vy," which supported Vietnam's National Institute of Occupational Safety and Health with a song encouraging handwashing. The song went viral after dancer Quang Đăng posted a dance to it on TikTok, sparking the #GhenCoVyChallenge. Teens also used TikTok to create videos sharing their experiences in quarantine, using humour to relate to their peers and keep themselves entertained. From January to March 2020, TikTok experienced a 48.3% increase in unique visitors. Makeup artists on YouTube adapted their content to showcase makeup looks that accommodate mask-wearing during the pandemic.
In April, The Actors Fund organized a charity livestream of The Phantom of the Opera performance from London's Royal Albert Hall, which raised funds over 48 hours. Similarly, Phoebe Waller-Bridges's stage performance of Fleabag was streamed for charity and entertainment purposes Authors, musicians, actors, actresses, and dancers collaborated on numerous concerts, live streams of past productions, readings, and performances that were either free or required an entrance fee or suggested charitable donation.
Spreading information Social media has been used by news outlets, organizations, and the general public to disseminate both accurate information and misinformation about the pandemic. The CDC, WHO, medical journals, and healthcare organizations have been actively updating and sharing information across various platforms, often partnering with Facebook, Google Scholar, TikTok, and Twitter. Additionally, frontline healthcare professionals, such as emergency medicine physicians in New York hospitals, have utilized their social media accounts to provide firsthand accounts of combating COVID-19. A social listening study conducted from January 1 to March 19 indicated a significant increase in COVID-19-related conversations, with a 1,000% rise among healthcare professionals and a 2,500% increase among consumers. Despite hypotheses that increased public discourse and research would enhance trust in science during the pandemic, early studies reported null findings.
Accurate and reliable information disseminated through social media platforms plays a crucial role in combatting infodemics, misinformation, and rumors related to COVID-19. An article in The Lancet stated that real-time surveillance via social media can also serve as a valuable tool for public health agencies and organizations in implementing effective interventions.