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Interactive Insights for
Instagram, Pinterest, TikTok and More

See how conversations across social media played out in a roller coaster year according to insights provided by social listening.

Sentiment by Social Channel

Instagram and Pinterest Lead with the Most Positivity

  • Instagram and Pinterest conversations are the most positive when all channels are compared.
    Twitter & Reddit lead other channels with the most negative conversations.
    The newest up and coming channel, TikTok, has the highest amount of neutral content.
"Researchers need to understand the inherent bias of sentiment on each channel and take that into account in their overall analysis."
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YOY sentiment change by channel

Instagram and Pinterest Lead with the Most Positivity

  • Over time, some channels see a shift in positive or negative sentiment.
    Pinterest moves up two spots from 2019 to 2020 to lead with the most posts with positive sentiment.
    Twitter remains the most negative of all platforms.
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age distribution by channel

Older Millennials are Most Engaged on Traditional Channels

  • Well-established platforms, like Facebook, Instagram, and Pinterest have the highest share of older millennials (35-44).
    TikTok isn’t just for kids: 48% of users fall in the 19-24 or 25-34 age range.
    VK, a growing channel based out of Russia, has a high share of the 55-64 segment.
    Blog style platforms (blogs, microblogs, Twitter, Tumblr and Weibo) get the highest share of the 19-24 age group.
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Social Listening Data vs. Channel-Provided Data

Engaged User Data Differs from Stated Social Data

  • Instagram’s percentage of engaged users differs significantly from the number of total users reported by Instagram itself. This is true of other channels as well.
    Many people have accounts that they don’t use often. But there is a large segment of users who are active on their respective channels, and these are the people who you actually want data on.
    This is proof as to why measuring overall channel engagement matters more than just followers and individual post likes.
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Emotion distribution by channel

Love Dominates Other Emotions Expressed Online

  • Emotions analysis reveals audiences express emotions in different ways based on the channel where their conversations take place.
    Love leads across social platforms and is the most expressed emotion on Twitter, Weibo, VK, Tumblr, TikTok, Microblogs and Blogs.
    Joy is by far the top emotion expressed on Instagram and Pinterest. Reddit and Facebook uniquely have high percentages of posts expressing Anticipation and Trust respectively.
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theme distribution by channel

Promotion, Quality, and Intent Are the Top Conversational Themes Online

  • Consumers express various themes in their online conversations. This can help you identify how consumer attitudes could lead to certain behaviors.
    Overall, the top themes expressed on social channels are Promotion, Quality, and Intent. Facebook and Instagram have a significantly higher number of posts expressing Promotion.
    Quality is big for Tiktok, Tumblr, Pinterest, and Blogs.
    Intent dominates Vk, Twitter, Microblogs, and Reddit.
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theme distribution by gender

Social Conversations Show Different Themes Expressed Depending on Gender

  • Both males and females express high amounts of Intent -- meaning they both discuss potential actions they are planning to take, such as purchases, at a high rate. Intent also includes markers for loyalty and churn.
    Women tend to talk about Quality more than men.
    Men tend to mention Promotion more than women.
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Social Listening Data vs. Channel-Provided Data

European Countries Lead in Positivity

  • Globally, Italy had the highest percentage of positive posts, while the US had the lowest percentage.
    Online conversations in the U.S. are overwhelmingly negative in 2020.
    In general, European countries had more positive posts than North America.
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emotions state-by-state

Love is the Most Expressed Emotion State-by-State

  • Love is all you need. Conversations expressing the emotion of Love dominate as the leading emotion online.
    The emotion of Fear typically appears the least.
    Notable outliers are U.S. states Vermont and New Hampshire, where Joy and Sadness rank highest and lowest respectively.
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