Apps & social platforms are playing a key role in the new world of social distancing, which could be impacting the way consumers connect to them emotionally. MBLM (pronounced Emblem), the agency using emotional science to build more intimate brands during these unprecedented times, is analyzing the industry and how its Brand Intimacy profile may be changing due to the COVID-19 pandemic and consumers’ increased usage. The agency also announced the apps & social platforms findings of its Brand Intimacy 2020 Study, which is the largest study of brands based on emotions The study, now in its 10th year, revealed that Spotify ranked #1 in the industry followed by Pinterest and Apple Music. The remaining brands in the top 10 for the apps & social platforms industry were: Facebook, Instagram, Pandora, Snapchat, Twitter, Airbnb, Uber, LinkedIn and Venmo.
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Brand Intimacy is defined as the emotional science that measures the bonds we form with the brands we use and love, and is more relevant than ever as brands must alter their roles and relevance during today’s challenging times. Top intimate brands in the U.S. continued to significantly outperform the top brands in the Fortune 500 and S&P indices in both revenue and profit over the past 10 years, according to the study.
The apps & social platforms industry is playing an important role during the COVID-19 pandemic. It is a resource for disseminating information and also for keeping people engaged. For example, both health care practitioners and consumers have greatly increased their social media conversations around disease states recently.1 Apps are also being highlighted as a tool for connecting people with family, friends and colleagues while social distancing.2 Brands are also taking notice of consumers’ shifting needs, for example, due to the increase in its app usage, Pinterest launched a new ecommerce merchant program.3 Snapchat has created a new lens to help people donate to WHO’s COVID-19 relief fund.4 And Apple Music started a $50 million relief fund to help ensure indie musicians are paid during the pandemic.5
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MBLM’s latest article, “Apps & Social Platforms: Why Social, Why Now?,” details the past performance of brands in this space and how COVID-19 has created a new role and rituals for social brands.
“Apps & social platforms have become more essential in helping us feel connected during the current crisis,” stated Mario Natarelli, managing partner, MBLM. “Although historically weak performers at building emotional connections, the current landscape presents an opportunity for these brands to forge stronger bonds with their audiences and attract new ones.”
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