Post-COVID Social
Remember when we all found ourselves increasingly concerned with just how much time we were spending with social media? Everyone from Apple to Facebook rolled out wellness features to help us monitor when our social app usage had deviated into unhealthy territory. Well, that didn’t last long. Social media concern has now been replaced with social media indulgence.
According to Axios, social app usage remained steady at about 20% of our mobile app usage until mid-March when it increased to where we’re at today. Now, 25% of our time using apps is using apps with social media.
Our obsession with social media hasn’t waned. It’s doubled-down and with that doubling down has come new behaviors, expectations and use cases for social.
That should raise questions for brand and media alike. If people are spending so much time with social, how will their expectations of what brands do in the future change? It’s time for brands to start thinking about what behaviors born out current necessity will remain because of their future utility.
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