Navigating the world of social media requires adjusting your helm to each new trend, anticipating storms and taking advantage of the best winds. To do it with as much class and ease as Violette Dorange, you have to constantly keep informed.
Between keeping up to date with developments in platforms and algorithms, but also with the changing behavior of consumers, the task is big and arduous. For marketing professionals, this means being an analyst, trend researcher and data engineer all at once. While we don’t underestimate you, that’s a lot for one person.
Over 700 million online mentions analyzed to guide you
Which is why using thebest tools to manage your social networks is essential. Then, there are powerful studies, such as "The Social Media Barometer Brandwatch", offering you an analysis, insights and concrete advice based on the analysis of 718.6 million online mentions, collected between February 1 and July 31, 2024. The data collected concerns 347 brands in eight industries: automotive, retail and consumer packaged goods (CPG), consumer tech, energy, entertainment, financial services, food and retail.
Download the study » The Brandwatch Social Media Barometer «
No matter what sector you are interested in, you will find what you need here to optimize your approach and content strategy on social networks in 2025. Especially since beyond general data, each sector also benefits from a personalized study. Narratives directly shaped by consumers The study highlights that on social networks, accounts held by brands are only responsible for 1.11% of conversations that concern them. This figure is down from the previous year (1.51%) and highlights the difficulty for companies to make themselves heard. This means that it is above all consumers who truly shape the brand narrative. Therefore, it is essential to actively listen to them and interact with them.
Interact intelligently with your audience
Audience engagement levels vary by industry. CPG brands are the ones that consumers tag the most. This is an opportunity to create a lasting conversation. Automotive, food, and consumer technology brands saw the highest volume of responses to their posts. The content they share must therefore particularly resonate with consumers!
Download the study » The Brandwatch Social Media Barometer «
Then it remains to adapt according to the positive and negative publications. Companies in the technology sector are the most subject to angry mentions, with 37% of mentions categorized as angry. On the other hand, the entertainment and retail sectors mainly generate joy, with 56% and 54% of mentions categorized as joyful, respectively.
These findings should push brands to adapt their communication according to their audience's perceptions. It is essential to explore in more detail the reasons for these positive and negative trends in order to make informed decisions. Indeed, it is possible toturn negative comments into opportunities andamplify positive feedback.
Turn negative comments into opportunities
In the case of a video game brand, you may find yourself faced with comments like “Let’s not become parents. Just give the kid a digital entertainment system”. At this point, you can take the opportunity to highlight features such as parental controls and highlight the dangers of digital technology for young people. 400;">Moreover, consumers take advantage of social networks to give their feedback on products and services. In the case of a negative comment, you must start by defusing the bomb, especially with humor, as the SNCF knows how to do so well. Then, community managers must ensure that this feedback reaches the right ears. By working closely with product teams, managers can help build a more customer-centric product in the long term. When it comes to positive feedback, make the most of it by sharing or responding to it to create more joy in your community. In this way, you contribute to a more favorable perception.
Download the study » The Brandwatch Social Media Barometer «
Furthermore, engagement varies according to generations. Baby boomers are engaging more with energy brands, while millennials and Gen Z are primarily focused on entertainment and fashion. This data is essential to consider in order to tailor your language to your audience and better reach specific age groups.
Adapt your strategy to the expectations of your sector
Engagement levels vary by sector. CPG brands are the ones that consumers tag the most. This presents a golden opportunity to learn more about consumers’ preferences and interests. Automotive, food, and consumer technology are the sectors that generate the highest volume of responses to their posts. This suggests that the content they share is resonating with consumers. So, their strategy is the right one!
Many other insights and tips to discover
Do you want to rely on data specific to your sector of activity to adapt and succeed in your social media marketing strategy? Do you want to know the most relevant publication days and times by sector to create engagement around your publications? The solution is simple: download the Brandwatch 2025 report.
Each sector is analyzed through performance indicators. This close-up by industry will give you valuable information specific to each market. You will be able to position yourself in relation to your competitors and refine your strategy accordingly. After reading this, you will have all the keys to exploit emotional data and adapt your publications to the activity of your audience. So don’t hesitate and download the “Brandwatch Social Media Barometer”!
Download the study » The Brandwatch Social Media Barometer «
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