WHAT INDUSTRIES ARE CREATING THE MOST POSITIVE EXPERIENCES?

Every minute internet users send over 500k tweets and 510k Facebook posts, with many of the comments containing insights on what customers think about products, brands and services that they use. The importance of positive and negative opinions is huge as they can have a strong impact on a brand’s reputation. According to recent data, about 40% of buyers make up their minds about a brand after reading 1-3 online reviews. 

In today’s blog, we will discuss the recent Brandwatch report to understand what drives sentiment and what are the sentiment benchmarks by industry . The report analyses more than 140 million public mentions of nearly 550 top brands, including sentiment trends by different industries and sectors.

According to the Brandwatch sentiment-based data, certain industries, such as food, fashion, and entertainment, were more likely to generate positive mentions. The positive sentiment was mainly driven by influencers and celebrities popping up with Lil Nas X being named Taco Bell’s chief impact officer and Chick-Fil-A naming a drink in honour of NBA star Giannis Antetokounmpo. Consumers also enjoyed discussing the news about brands that align with their social or political views. 

On the other hand, sectors such as energy, airlines, and pharma tend to generate more negative comments. “Side effects”, “supply”, and “vaccine rollouts” driven the negative discussion around pharma brands. 

In these conversations, people frequently shared their opinions and experiences related to COVID and vaccines. COVID was the biggest driver of negativity in discussions around airline brands too. The typical complaints included cancelled flights, lack of communication, poor customer service and staffing shortages caused by the pandemic.

Emotion-categorised Conversations.

Entertainment, fashion, and retail brands were sparking joy, with 62%, 61%, and 62% of emotion-categorised mentions, respectively, identified as joyful.

Pharma had the largest proportion of fearful mentions, together with the energy, CPG and food Services. Food Services had the largest share of disgusted mentions.

Consumer Tech and Telecom Brands were the ones that sparked anger (45%). This was driven by complaints about connectivity and service.

The data shows that there is no one size fits all approach when it comes to Sentiment and Brand Health tracking. Every industry has different sentiment drivers and overall level of satisfaction, so you need to be careful when benchmarking your brand performance. Contact Immediate Future today if you want to get the most from social listening and always stay ahead of trends.

Latest Posts

AI is accelerating. Reels are rising. And your content plan deserves better than guesswork. I know you’re busy. You’re juggling campaign deadlines before summer, trying to keep pace with platform changes, and just when you thought you had the hang of it – eek! Social moves…
Read More
If you’re creating social media content regularly, you know how chaotic things can get. Endless campaigns, shifting priorities, last-minute changes… It’s a lot. That’s why design templates are more than a convenience; they’re a strategic foundation for marketing on social. Done right, they can boost consistency, save hours, and improve…
Read More
Right, so TikTok’s gone and done it again, haven’t they? Just when you thought the whole “will they, won’t they get banned” saga was getting a bit boring, they’ve decided to spice things up with a completely separate app just for our American mates. Because apparently, one TikTok wasn’t complicated…
Read More