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Apps & social platforms ranks 15th in our 2022 rankings, with Twitter, Zoom, and Facebook as top performers.
Apps & social platforms average Brand Intimacy Quotient score is 31.4, which is below the cross-industry average of 36.8. However, the industry did improve its Quotient score performance by 23 percent since our 2021 study.
Enhancement is the dominant industry archetype, and apps & social platforms ranks second overall for enhancement and fourth for ritual. Teams is the top brand for enhancement and Google Maps for ritual. The category also showed improvement across all three Brand Intimacy stages.
In comparing Twitter and Zoom we see mixed performance. Twitter is stronger across the ritual and indulgence archetypes, and Zoom ranks higher for enhancement, identity and nostalgia and the Brand Intimacy stages. Keywords speak to connecting: Twitter with togetherness and Zoom with participation.