Depictions of everyday human contact in social media ads drop 30% in the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2020, 9:46 AM UTC

According to Pattern89’s study, this is a “huge outlier”.

A Pattern89 report found a 30% decline in social media ads featuring images or videos of everyday human contact (hugging, kissing, holding hands) since the COVID-19 outbreak in the US. CEO and founder of Pattern89 RJ Talyor states this drop is more “abrupt and pronounced” than the usual fluctuations.

However, imagery focusing on hand-washing increased six-fold, while ads with key travel terms like “airport” and “airplane” were down 8%. Images featuring electronics have also recorded a steady rise with 39% of social media ads featuring at least one device.

This article states the stats indicate the urgency of brand creative teams adjusting to the new socially isolated norms. Talyor predicts the share of social ads featuring video could also drop as production halts due to quarantine concerns.

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