Founder and CEO of market research consultancy, Alter Agents; believer that powerful insights can change businesses.
getty
Recently, we set out on a journey to understand a fundamental part of human existence: friendship. In a multicountry study with Snapchat, encompassing nearly 30,000 respondents, we wanted to uncover several key findings, including the impact of technology on connection among individuals. An important issue in a time when many are separated physically due to the pandemic, using digital means for communication and support has become a critical support mechanism.
We can’t talk about friendship in today’s society without talking about the massive impact that Covid-19 has on every part of our lives. Our research found that, although friendships are now “maintained” differently, 67% say their friendships have not been negatively affected. In fact, many people felt closer than ever to their friends. This could be in part because of the old adage that “distance makes the heart grow fonder” and forced separation reminds us how much we value our relationships. In addition, the increased stress of today’s world means that support systems are needed more than ever.
Overall, individuals are becoming more and more digitally connected as we are forced to do fewer things in person. This includes using social media platforms to keep up relationships with others. According to our research in The Friendship Report 2020, “Two-thirds of friends say they are using online channels to communicate more than they would have before Covid-19 (66%) and for many, those conversations have been deeper (49%), rather than focusing on surface-level topics.”
Digital tools have, in fact, become vital parts of friendships. In today’s world, they provide the platforms we need for emotional connections and support. Without them, loneliness — which two-thirds of our respondents reported feeling — would have taken a more severe toll.
MORE FOR YOU
Moving a friendship online takes a bit of “translation.” While reaching out online is easy enough, friends must find a platform that works for them both. It can also sometimes be difficult to convey complex messages or emotions, so a library of GIFs, emojis, memes and more can help avoid misunderstandings. The report advises that “even small gestures like sending a bitmoji or a quick check-in can help keep you close.”
So what does it all mean for brands?
Our traditional support networks have been disrupted, and we’re finding new ways to navigate our lives. The need for connection persists, and many are turning to digital means in order to build a community and maintain friendships. As with any change, this comes with its fair share of anxiety and uncertainty — sentiments our original research has found are on the rise across a wide range of metrics. Brands should consider how these emotions impact behavior.
Ultimately, brands that understand the new ways in which people are building connections when it comes to something as essential as friendship will have a better chance at connecting with their own audiences. Remind customers why they value your brand by exploring new ways to communicate; boost your digital presence and give a voice to your unique offering. Reassure them and nurture confidence through clear, frequent communication that illustrates how you are connecting — with them, with the community and with greater trends that acknowledge and adapt to today’s reality.
As people remain stuck in the pandemic’s uncomfortable, forced environment, they will continue to have unmet needs when it comes to relationships. Technology and digital platforms are filling the gap, and successful brands will use these tools to help achieve the sense of community that people are seeking right now.
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
Go to Source
Author: Rebecca Brooks, Forbes Councils Member
