Differing consumer emotions between business sectors, and how to leverage them in your ad strategy

  • 11 April 2022
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Differing consumer emotions between business sectors, and how to leverage them in your ad strategy
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In the spotlight today: 

Customer experience.


The news: 

A Brandwatch research revealed that the top three sectors consumers positively talk about on social media are 1) fashion, 2) entertainment, and 3) hotels; and the three least positively mentioned ones are 1) pharma, 2) energy, and 3) health. (Source)


The details: 

The research studied the second half of last year, between July 1st and December 31st, 2021, and analyzed 140 million public brand mentions on Twitter, Reddit, Instagram, Facebook, and some review sites. Brandwatch made sentiment and emotion analyses to better understand customer experiences in 14 different sectors. The investigated sectors were airlines, automotive, consumer tech, CPG, energy, entertainment, fashion, financial services, food services, health, hotels, pharma, retail, and telecoms.


The sentiment analysis gave insights into how the different sectors performed in terms of publicly shared user and customer experiences. While fashion and entertainment significantly led this competition, interestingly, consumer packaged goods were only midfield players. 


The emotion analysis provided a closer look at consumers' emotions on the scale of joy, anger, fear, disgust, surprise, and sadness. On one hand, the top performers of this list were entertainment, retail, and fashion; all pretty much head-to-head. On the other hand, the angriest user comments appeared in the sectors of consumer tech, telecoms, and airlines


The study listed some drivers of great and poor customer experiences across the 14 sectors. For example, in the case of CPG, positive social mentions occurred with expressions like “great product” and “works great”, indicating that a product was worth buying. On the flip side, consumers expressed anger when conversing about product prices and features, saying that the financial investment wasn’t worth it. In many cases, consumers recommended competitor products, encouraging people to shop from other brands. In the CPG sector, voluntary user testimonials appeared frequently.


In retail, the main driver for positive customer experiences was the topic of gifts, especially “custom” and “handmade” gifts. What often made people angry was inconvenience. For instance, unavailable payment methods, or constant “out of stock” stamps.


Here’s how to #WorkSmartly: 

Wanna take your performance marketing strategy to the next level? If so, we recommend continuously monitoring your brand’s and products’ reputation on social media and incorporating positive reinforcements in your ad messaging. Below are four simple steps you can take to achieve improved results.

  • Step 1: Leverage social listening to understand the current state of social media discussions about your brand and products.
  • Step 2: Know precisely what sparks joy and what makes people angry about your brand and products.
  • Step 3: Include facts in your ads that are proven to result in happy consumers, and consider running review-style ads.
  • Step 4: Collaborate with relevant stakeholders and aim for improving your products and services to turn angry consumers into happy ones.


In your business sector, what are the most dominant emotions or most common customer experiences you see on social media? 

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