BRAG Love Letters: Social Media

Mar 23, 2023
By: Ravi Pimplaskar

What’s love got to do with it? When it comes to leading apps, plenty! Our newest BRAG Brand Insights infographics celebrate the Brands mobile consumers love. Check them out! 

Our BRAG Love Letters blogs will focus on our emotional call-outs to some brands where love absolutely wasn’t blind.

If you haven’t yet seen our BRAG Brand Insights, it reveals what customers think of the leading apps we use when we want to relax, connect, or be entertained. And while streaming video, music, shopping, and travel may entertain us more – there’s nothing like a social media app’s endless scroll of mindless content to really fill our downtime during the day.

While we may love our social media, they also can be polarizing. Along with travel, social media was the only category with multiple apps scoring negative on our Love Compass – a measure of the power and direction brand opinion is trending: TikTok, Truth Social, Twitter, and Facebook. 

Here are the social media apps that gave us something to buzz about:

The Metaverse has yet to take hold, but Meta properties still dominate the social landscape. It was a year ago that many predicted doom for Zuckerberg as ad revenues fell for the first time. But rumors of their demise were greatly exaggerated. Out of the top 7 brands in consumer awareness (listed in the chart), Meta properties hold the top 3 spots, well above other popular social media platforms. Meta is better positioned to protect itself from market downturns thanks to their apps being preloaded on many devices – a factor that ties into brand trust since people rightfully trust what’s already on their smartphones more than what’s not. 

While Meta properties sat 2nd and 3rd overall for Brand Love in our BRAG Insights, the social app that led the way was Life360. What? Never heard of it? You aren’t alone as their awareness sits at only 11%. But those that have the app absolutely LOVE it. In fact, Life360 is the social media app that users are most willing to recommend to friends and family. The app could seize upon the opportunity by incentivizing users to spread the word about the love of their Life360.

The court of public opinion has not been kind to Twitter since its change in leadership. Our Love Compass shows that brand opinion is trending down at a rapid rate with only Truth Social and TikTok ranking worse. All is not lost for the social media giant as they still rank a healthy second to Facebook in terms of brand awareness. But that’s about where the similarity ends. Our consumer data shows that Facebook has a sizable advantage with consumers when it comes to install intent, favorable opinion, willingness to recommend, and brand trust. Still, as we mentioned 2 paragraphs ago, public opinion on Facebook also once was down. Can Twitter turn it around? A marketing campaign supported by contextual, positive stories could help. 

Don’t miss our Streaming Video and Streaming Music, Shopping, and Travel Love Letters.

By Ravi Pimplaskar
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