Global Emotions Report 2020: how do consumers feel about your brand?

#Brands

Understanding the emotions of customers helps brands cater to their needs. What does the emotional landscape look like online? And what industries/brands come out on top? Brandwatch, through the just-released "Global Emotions Report" tells us more about how consumers feel about brands, and why.

As can be read in the report, "when we understand customers’ emotions, we can better serve their needs and become more Consumer Fit". Therefore, how can online data be used? For instance, Emojis are fun to use and add a little flavor to any message, but they also provide a lot of insight on how the writer feels. The Brandwatch experts are able to track how emojis are used online using Brandwatch Consumer Research. Also, Emotions analysis is a good way to track how people are feeling, and Consumer Research is able to automatically segment online mentions by emotion.

Top-used emojis

Emojis can pack a lot of punch. With Brandwatch Consumer Research, experts analyzed public tweets in English back to January 2019. The tweets had to contain at least one emoji, and they searched within the following locations: Australia, France, Germany, Mexico, Singapore, Spain, UK, and USA.

• Top 3 emojis:

• Top 5 emojis from female authors:

• Top 5 emojis from male authors:

Most common emotions online

Encouragingly, over half of the emotion-categorized tweets studied were joyful. These were followed by sad and angry tweets, showing that Twitter really does bring out the full spectrum of emotions.

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Top emotional events of 2019

Every year, there is a handful of events that spark hugely emotional conversations online. In 2019, the Brandwatch experts noticed some standard contenders and some outliers.

Overall, Christmas was the most joyful event of the year as it spread joy steadily over a period of time. However, the day that caused the highest peaks in joyful conversations was Valentine’s Day, followed by Christmas, Thanksgiving, and New Year’s Eve.

The most surprising event was the Champions League semifinal. The surprise was largely due to the fact that in an international tournament, two English teams came out on top.

Sectors and emotions

People feel the most joyful about retail and fashion. For fashion, the highest peak in joyful conversation was caused by the #MyCalvins campaign that included Shawn Mendes and Kendall Jenner.

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