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Brief Published: 30 Sep 2015

Bumpn: Emotional Social Media


Canadian start-up Bumpn has launched a social media app that lets users show how much they like a post by applying varying force with their touch.

Launched in September 2015, Bumpn uses the 3D Touch technology in the Apple iPhone 6S to analyse how hard a person is pressing their screen, allowing them to give a picture up to 100 hearts. It is the first social networking app to use Apple's technology in this way. For those with older phones, the feature relies on the length of time a finger is in contact with an image.

Bumpn is an evolution from current platforms, which are restricted by binary "like or dislike" rating systems. "[In social media], technology is going along the lines of expression," chief executive Moe Abbas told news site Financial Post. "It's about this human element in social media that technology is making available through these new interfaces like the 3D Touch."

The app allows users to make connections with others nearby through geolocation and offers 25 filters for photo and video posts. It amassed more than 5,000 users within three weeks of launching.

Young consumers, in particular, are joining social networks where they can engage on a more emotional level. For insight on how brands are heightening emotions with tech, see Raw Human, part of our Get Real Macro Trend.

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