An analysis by Pattern 89 of more than 1,100 brands advertising on Facebook and Instagram in March found that images and videos of models displaying human interaction (hugging, shaking hands, touching, etc.) are down by 27% since the start of the coronavirus pandemic. At the same time, ads featuring images of exercise, water and electronic devices have seen a dramatic increase.
It will be interesting to see how brands handle images of human interaction as we emerge from lockdown. Will scenes of people partying in the backyard evoke fear instead of fun? Will a child approaching a grandparent resonate with the same sense of dread as a T-Rex appearing in the wing mirror? Or will these images inspire us and convey the sense of revival and renewal we’re all craving?
We’re already seeing page after page of pandemic-appropriate imagery appearing in stock photo libraries like Getty. And we know that many brands will need to overhaul their image libraries as well as art reflects the new life we’re living.