As the nation’s emotions continue to run high, Brands need to recognize this

By Kirsten Sluggett|02/09/2020

State of the Nation: Using social listening for insights

As emotions continue to run high, brands need to recognise the current state of the nation. Those which show empathy, understanding our current motivations such as mental wellbeing and a sense of community support, are succeeding and are being applauded by the nation.

Brands investing in advertising are right to do so, but as you can see from the chart the nation are still on an emotional roller Covid-coaster. 

We have pulled out some of the brands who are and who aren’t recognising the current situation, being more agile and adapting their marketing approach.  

State of the Nation Emotions Run High Social Listening Sentiment Insights
State of the Nation: Sentiment shows negative covid conversations really outweigh the positive as the nation is goig on an emotional roller-coaster
State of the Nation Emotions Run High Social Listening Emotions Insights
State of the Nation: Share of emotions asscoiated with covid conversations

While Joy continues to be the predominant emotion, anger had the biggest weekly increase. 

Key drivers? Expressing anger though Trafalgar Square Protest and a fear plus anger of Schools reopening – is it too soon?

State of the Nation Emotions Run High Social Listening What works Posts
State of the Nation Emotions Run High Social Listening What doesn't works Posts
So Brands, above all, use Social Listening data to sense check your audiences, their current motivations, barriers and the language that resonates before launching a campaign, communications or ad. 

We use Talkwalker as our social listening tool. To find out more about it or if you want to explore other reports have a look at their comprehensive site 

https://www.talkwalker.com/publications.

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