TECHNOLOGY

Want to bond with millennials? Use this social platform

BY Dan Berthiaume

Retailers seeking to build an intimate connection with Millennial shoppers should reach out through a specific social network.

YouTube ranked the most intimate brand among Millennials for the first time, climbing up from third last year, according to MBLM’s Brand Intimacy 2019 Study. MBLM defines brand intimacy as a new paradigm that leverages and strengthens the emotional bonds between a person and a brand.

Apple and Netflix ranked as the second and third most intimate brands for Millennials. Comparatively, in MBLM’s 2018 study, Apple placed first with consumers from this generation, followed by Disney and YouTube.

The other brands that rounded out the top 10 among Millennials were Disney, Nike, Target, Xbox, PlayStation, Google and Walmart. Millennial men selected Xbox, PlayStation and Spotify as their top three and Millennial women selected Target, Amazon and Disney.

“YouTube ranked 10th with millennials just two short years ago and has steadily made its way to the top,” said Mario Natarelli, managing partner, MBLM. “The brand has demonstrated an ability to entertain a diverse Millennial audience through its extensive content. It is also continuing its expansion of services, including the launch of YouTube Music in 2018, as it finds new ways to connect with consumers. Millennials in particular bond strongly with the media and entertainment industry, and YouTube is doing a good job at building a brand that caters to the wants and needs of this audience.”

The Brand Intimacy 2019 Study ranks brands based on emotion, analyzing the responses of 6,200 consumers and 56,000 brand evaluations across 15 industries in the U.S., Mexico and UAE.

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