Meta User Relationship Report: How do brands penetrate into smaller and smaller circles of people?
Meta recently conducted a survey of 36,000 adults in 12 markets. The theme of the survey is the redefinition of "relationship" in the post-pandemic era. (Reply to the keyword [Meta relationship] in the background of the official account to download the full report.)
For brands, the pandemic has shifted attention from offline to online as part of a relationship shift. So what has become of human relationships, and how are brands responding to these changes?
report core data
l 37% of respondents said they have reassessed their life priorities due to the pandemic
l 58% of respondents say they have significantly reduced their focus on weak ties
l 72% of respondents said the pandemic has made them re-prioritize their closest friends
Generational differences in user relationships
Generation Z young people: For them, the time stopped because of the epidemic = the lost time. In order to make up for the lost excitement, they are very focused on building new relationships. But the "circle" of this new relationship is also smaller than it was before the pandemic.
In action, most Gen Z users are willing to adopt more immersive technologies to facilitate connection (i.e. simultaneous live streaming, augmented reality and virtual reality)
Middle-aged millennials and Gen Xers: Ditch nonsense social engagements, accelerate focus on meaningful and authentic relationships, and value quality over quantity.
Behaviorally, they will continue to use technology more (such as video calls) to enhance the connections they value.
Seniors: Some seniors realize that their old friends bring little value and are eager to make new connections; others place more value on deep relationships.
The pandemic has prevented seniors from connecting with their old friends in real life, so these infrequent Internet users have gradually become newcomers and regulars on social media.
How brands are responding to these impacts
- Focus on changes in brand loyalty and trust
Under the influence of the epidemic, people are not only measuring their interpersonal relationships with others, but also re-examining the trust relationship between themselves and brands.
For brands, they should be more sensitive to their brand loyalty and trust in order to better understand how users feel and evaluate the brand. Social listening is an effective tool.
"Social Listening" of Marketing Cloud, the global social media data marketing management platform, is the latest function that helps overseas brands to grasp users' mentions, emotions and discussion content of brands anytime, anywhere.
Through the social listening function of Marketing Cloud, brands can add their own brand words and other words of brand concern (such as slogan or founder, etc.) to the listening list, and simultaneously listen to Facebook, Instagram, Twitter, YouTube, Reddit and external news media sites Six major channels, listen to users' comments and reactions to the brand in real time.
This function provides a total of 4 dimensions of data statistics and in-depth analysis for brands:
Overview: Get a quick overview of the detailed data and trends of mentions, interactions, unique authors, potential reach, and sentiment across 6 channels on the same page. Quickly grasp the user's real-time evaluation and overall impression of the brand.
Dialogue: In-depth analysis of popular keywords, popular tags, popular related brands and popular expressions used by users when referring to brands, and visualized display. Brands can intuitively grasp users' concerns and discussion points about the brand.
Demographics: Refine the portrait of the author who mentions the brand, and display the characteristics of the mentioned author in multiple dimensions of gender, age, location, language, mobile operating system and account type, helping the brand to quickly target potential brand word-of-mouth influencers.
Content: Aggregate and display the specific content of the brand mentioned on the monitoring platform, and analyze the content type and publishing method (original/reposting), dig out the user content that the brand can learn from and use, and timely discover the details of the crisis public opinion that the brand needs to deal with.
- Transform into a new relationship facilitator
Given the increasing focus on their core relationships, brands may have an opportunity in the short term to play a role in facilitating relationship building and providing new ways for people to come together with each other.
For example, the brand content calls for attention to family members and friends, and arouses the closeness and resonance of intimacy in people's hearts.
- Seize the opportunity to create "collective memory"
The spread of the pandemic has brought many activities to a standstill, and the lack of shared experiences and shared environments hinders the creation of new memories, especially among people who are physically far apart. But this is a good time for brands to create a "collective memory".
What is "collective memory"? National masks during COVID-19, McDonald's "balabababa" melody, or Steve Jobs' classic black turtleneck sweater... These characteristics have repeatedly entered the daily cognition of most people, resulting in a solid collective memory.
Try to use this as the goal to provide some new "collective memories" for users in the post-epidemic era, such as adding specific emojis when interacting with users, such as creating a brand-specific Meme picture.
Conclusion:
The environment changes people, and people change brands. To capture the minds of users on ever-changing social media, social listening, facilitating relationships, and seizing opportunities are all essential tools. This new report from Meta focuses on new attitudes towards social relationships in the post-pandemic era, while also helping brands gain a deeper understanding of user psychology in the new normal. Reply to the keyword [Meta relationship] in the background of the official account to download the complete report.