The sub-par performance of the apps & social platforms industry continued in 2018; the industry again ranked 12th out of the 15 studied in MBLM’s Brand Intimacy 2018 Report, which is the largest study of brands based on emotions. Apple Music led the way followed by Facebook and Spotify. The remaining brands in the Top 10 app & social platforms industry were: Pinterest, Pandora, Snapchat, Google Maps, Twitter, Uber and Instagram.
Brand Intimacy is defined as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand. For the third year, the study revealed that top intimate brands in the U.S. surpassed the top brands in the Fortune 500 and S&P indices in revenue and profit over the past 10 years.
“It is ironic that an industry that is built on connection and social interaction has such significant problems building bonds with its users,” stated Mario Natarelli, managing partner, MBLM. “Trust, privacy concerns and the nascence of these brands all impact their struggle to build Brand Intimacy; however, the industry has an opportunity to create stronger emotional bonds with their users by changing their current approach.”
Other significant apps & social platforms findings in MBLM’s Brand Intimacy 2018 Report include:
In a new article, “Apps & Social Platforms Have an Intimacy Problem: Part I,” MBLM further analyzes the weak performance of the industry. Three key barriers were identified that inhibit apps & social platforms from building intimate brand relationships:
To coincide with the release of the industry and article findings, MBLM has a webinar entitled “Lessons from Top Performing Apps & Social Brands” that focuses on the industry findings as well as strategies on applying Brand Intimacy. To view a recording of the webinar, please visit: http://mblm.com/lab/webinar-series/.
To view the apps & social platforms industry findings, please visit: http://mblm.com/lab/brandintimacy-study/apps-and-social-platforms. To download the full Brand Intimacy 2018 Report or explore the Ranking Tool please visit: http://mblm.com/lab/brandintimacy-study/.
This year’s report contains the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 54,000 brand evaluations across 15 industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.