Apple's recent release of an event-planning app exposes an opportunity for brands and marketers to engage with social consumers.
What's happening: Last month, Apple unexpectedly released a new social planning app called Invites.
- The app allows users to create and send event invitations, as well as collaborate on Apple Music playlists. While anyone can access invitations and RSVP to them, only subscribers to iCloud+ can create invites.
- In a release, Apple said the app "helps users create custom invitations to gather friends and family for any occasion."
The big picture: There has been a general post-pandemic push for more in-person social and work-related events, particularly from Gen Z.
- Searches for "dinner parties" on online invitation site Evite increased 148% last year, according to data the online invitation company shared with Axios.
- 85.8% of Gen Zers said they have exceeded their budget when attending events, with excitement and the event atmosphere impacting their experience, according to a September 2024 report from Merge.
- 86% of Gen Zers believe attending in-person events is an important part of professional employees’ career development, according to September 2024 data from Freeman and the Harris Poll.
"A theme that I think we are going to see surge in 2025 is more in-person events and activations that include your average consumer, not just influencers," said Ivy Everitt, supervisor of social at VML Connections. "Word-of-mouth is still the top converter. Creating experiences that people want to brag to their friends about or tell their family they got an invite to will be a powerful strategy for brands to stand out in 2025."
Between the lines: For years, Facebook stood as the de facto online hub for event planning. It offered dedicated spaces for groups and made it easy to send invites to a Friends list.
- Over time, algorithm changes, reduced time spent on the service, and the younger generations' lack of interest in Facebook have created more opportunity for event-planning competition.
- Time spent on Facebook has declined across most age groups since 2021, according to our January forecast.
- This year, we forecast Facebook users aged 24 and under will spend less than half the time on the social network as users aged 35-64.
The state of play: While Facebook remains relevant with its gargantuan user base, Invites' main competition for cultural cachet is the upstart app Partiful.
- Launched in 2020, the stylish and colorful event-planning app initially dubbed itself “Facebook events for hot people."
- Since then, Partiful has grown into a darling of Gen Z, inspiring millions of TikTok videos and making headlines. Last fall, it started a viral trend by hosting a Timothée Chalamet lookalike contest in collaboration with creator Anthpo.
- The Google Play Store named Partiful the Best App of 2024.
The bottom line: The event-planning space provides a wealth of emerging opportunities for marketers to aid in brand recognition and building trust.
- Partnering with up-and-coming event planning apps can give detailed insights into consumer habits, social trends, and how to optimize messaging for unique segments.
- Evidenced by Partiful's lookalike creator collab, integrating event planning with influencer marketing can create awareness for wide audiences.
- 95% of attendees trust brands more after an in-person event, per a new report from Freeman and the Harris Poll.
"Live events create powerful opportunities for meaningful connection," Janet Dell, CEO of Freeman, said in a release. "As brands look for ways to build stronger relationships with their audiences, our research clearly shows that face-to-face interactions are the most effective means of building lasting trust and driving business results."
This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.