Encouraging, collecting and monitoring online reviews has become a fundamental part of digital marketing for brands and businesses, with a remarkable 93% of consumers choosing to read other buyers’ opinions before purchasing a product or using a service.

Whether you think Valentine's Day is cute, classy or corny, one thing's for sure - as soon as February arrives, branded content surrounding the most romantic day of the year begins to fill our social media feeds.

The COVID-19 pandemic, along with the international lockdowns enforced as a result of its prevalence, has unquestionably changed the way both brands and consumers engage with social media - and there’s a lot that can be learnt from these changes.