In Creator Marketing, engagement metrics like ‘likes’, ‘shares’, and ‘comments’ are used to determine whether audiences… liked a piece of content. While not as powerful as Earned Media Value, or the performance metrics available when boosting content in paid, engagement is an easy way to discover content that actively increases brand perception.
After all, not all likes are created equal.
People might like content about a great deal you're offering (good for their bank account) or because your offsets just made you carbon-neutral (good for the world). These likes carry different weights and can be hard to segregate.
But, it’s important to get an understanding because a lot of branded content misses the mark entirely. 24% of branded TikTok videos trigger strong, extreme, negative emotions like anxiety, fear, discomfort, disgust, and shame. And, branded TikTok content was 9% less likely to generate intense positive emotions than the global average.
At TRIBE, we’ve always been big believers that (the right) creators significantly improve your brand perception. And now, with our latest product release, you can start narrowing down on how.
Introducing: Sentiment Analysis
In the words of our dynamo Product Manager, Pulkit Dabas: “Sentiment analysis is the process of analyzing digital text and determining if the emotional tone of the message is positive, negative, or neutral. In our case, we’re analysing all commentary on published posts through the TRIBE platform.”
You heard the man, exciting times. No more guessing if audiences like a post, really like it.. or straight-up dislike it. You can see it all.
Here are three ways to make the most of Sentiment Analysis using real campaign data from some of our brand partners.
1. IDENTIFY YOUR TOP CREATORS
We capture Sentiment Analysis in different ways, including per individual post. This makes it really easy to see individual creators who outperform not just in the volume of comments, but how positive those comments are.
In the data shown above, the creator; @marielhiggs has two outstanding posts across two different campaigns for Zenni Optical. While you don’t always know how audiences will react to content until it’s published, being able to identify high engagement AND mass positivity is vital for making future decisions.
Decisions like which creators to partner with and how to optimize your briefs to generate more content like theirs. Or in this case, we’d recommend adding someone like Marie to your Brand-Fans and keep her coming back on all briefs!
2. WHAT TYPE OF CONTENT WORKS FOR YOU
We also capture Sentiment Analysis per submission type so you can spot trends across different formats.
In the data above, sentiment is overall positive or neutral across video vs. standard in-feed posts, while also bringing sliiightly more negative comments. That could mean video content isn’t quite hitting the mark, or perhaps the extra positivity outweighs the (still low) negativity. Or maybe standard posts are perfect for your brand. These insights are here to help you as you grow and produce content at scale.
3. VALUABLE INSIGHTS INTO YOUR PRODUCTS
Think of Sentiment Analysis as a focus group. One that can capture feedback in real-time and help define your strategy for new product launches, in particular.
As an example, let's look at these three posts for LG each focusing on a different product benefit.
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We can look at this data to see which product benefit resonated most positively - giving LG instant insight to inform their broader marketing strategy and future Creator Marketing campaigns. In this case, all 3 Reels brought very little negative sentiment, but @lewplustwo's Reel focusing on LG's Dual Battery functionality was the clear crowd favourite.
This is an incredibly cost-efficient marketing hack to learn about your product range before committing to larger production or media dollars.
Unlocking positive or negative sentiment on your content is a major advantage. Understanding how people feel about types of content, who made it and what it’s about allows YOU to be far more efficient and accurate in the future when optimizing your briefs for the TRIBE community.
How to access Sentiment Analysis
Sentiment Analysis is captured via our API which delivers the data to our back-end system. Our product team is working hard to bring that data into the platform so you’re able to access it at any time. Right now your Customer Success Manager is on hand to share the data, and their insights, directly with you in your post-campaign reports and QBRs.
Want to see Sentiment Analysis on your past TRIBE Campaigns? Your CSM or Campaign Manager will happily gather the numbers.
Or, if you’re new to TRIBE and want to learn more, get in touch today. Our TRIBE experts are on hand to talk all things Sentiment Analysis and our powerful platform & creator community.
