September 19, 2024
How do people really feel about brands these days? It’s not just about likes and shares—it’s about the emotions behind those interactions. Whether people are venting frustrations or singing praises, those feelings matter. So, how do different industries stack up, and what can companies do with these insights to better connect with their audiences? We’re about to find out.
Let’s talk about why emotions and sentiments are such a big deal. Emotion analysis digs into the specific feelings people express in posts—things like joy, anger, sadness, and even disgust. Sentiment analysis goes a bit broader, sorting posts into positive, neutral, or negative categories. Think of it as a “vibe check” on public opinion. Understanding these emotions helps brands make smarter decisions and tweak their approach so they can better connect with their audience.
So, what’s the vibe across different sectors? Let’s break down how people feel about brands in a few key industries:
Joy
Entertainment brands are sitting pretty with about 50% of mentions filled with joy. No shocker there—who doesn’t love a good movie or binge-worthy TV show? Retail brands are doing even better, with 54% of their mentions being happy. Awesome deals and great customer service—it’s all working to bring those good vibes.
Anger
Then there’s tech. Tech brands see the highest percentage of angry mentions—around 37% of posts express frustration. Whether it’s a glitchy app or a new gadget that’s not living up to the hype, it seems like tech users aren’t afraid to vent their annoyance.
Disgust
When it comes to food and Consumer Packaged Goods (CPG) brands, about 28-29% of mentions fall into the “disgusted” category. Ouch! It could be anything from a product recall to disappointment with a new launch, but it’s clear that people aren’t always thrilled with what’s on their plates.
Sadness
Energy companies? They’re dealing with a whole lot of sadness (29%) and fear (14%). With rising costs and environmental concerns, people seem to be feeling pretty down about the energy sector.
Beyond just emotions, overall sentiment gives us an even bigger picture. Food and CPG brands are getting the most negative mentions, so it’s clear there’s some work to be done there. Energy brands? Well, they’ve got the smallest share of positive mentions, which means they might need to focus on improving how they’re seen by the public. On the flip side, the entertainment industry is seeing the lowest percentage of negative mentions compared to other industries—they’ve definitely got something figured out.
So, what can brands do with all this information? Understanding emotions and sentiment isn’t just for fun—it’s useful. For example, if a tech brand is facing a lot of anger, it’s a sign that they might need to boost their customer support or fix recurring issues. And if a brand is consistently sparking joy, they should keep doing whatever’s working—and maybe even double down on it.
It’s also important to adjust messaging to match how the audience is feeling. Energy companies, for instance, could talk more about their sustainability efforts to counter the sadness and fear their audience is feeling. Meanwhile, brands can take cues from entertainment and retail by focusing on creating feel-good experiences, whether that’s through fun content, special deals, or top-notch service.
And, of course, keeping an eye on how sentiments change over time is crucial. It helps brands stay nimble, so they can adapt as needed.
While these industry benchmarks give a great starting point, it’s always a good idea to do your own analysis. See how your brand stacks up against your competitors and get tailored insights that are more relevant to your audience. The more specific your data, the more you can act on it.
Knowing how people feel about your brand on social media is a total game-changer. It’s not just about handling negative feedback—it’s about amplifying the good vibes and creating more meaningful connections with your audience. By tapping into emotion and sentiment analysis, brands can build stronger relationships and, ultimately, more loyalty.
So, next time you’re scrolling through comments or mentions, remember—there’s a lot more behind those posts than meets the eye. And if you pay attention, you can use those insights to your advantage.
Don’t just sit on the sidelines—get involved. Engage with your audience, respond to their feedback, and show that you’re listening. And if you’re looking for deeper insights, investing in the right tools will make a world of difference. Oh, and be ready to pivot if the vibes shift—staying flexible is key.
Need help figuring it all out? Get in touch with us, and we’ll help you stay on top of your brand’s vibe!