If you are active on social media platforms especially Instagram, you may have realized the increasing usage of emojis – not only in post caption but also comments and stories. It’s not difficult to see why emojis are gaining such popularity, they help us express ourselves, our views, our thoughts, and feelings better behind the keyboards.
“This is so funny LOL” –> “??????”
“You’re so gorgeous” –> “???”
“Your photo is horrible” –> “????”
“Merry Christmas!” –> “????”
“Oh no I’m so sorry, this is such bad news” –> “????”
“Don’t give up, you’ve got this” –> “????”
“You’re so fake” –> “???????”
A picture (emoji) speaks a thousand words, true enough. As users on social media are increasingly visual, not many of us have that attention span for long captions or comments hence, emojis are the perfect substitute to express what we feel in the easiest way possible. Just look at all the emojis in the comment section of these influencers!
Here are just some examples of emojis in comments of Instagram posts, where followers express their own excitement, happiness, and opinions with their favorite personality on social media. Emojis are a such a big deal that they even have their own celebration day on 17th July! ?
However, as with many things, emojis can be misused to convey hate and insult. One example is the snake and chicken emoji which used to mean nothing more than just the usual animal but has now become a symbol of hate and insult. The whole episode actually started off with users spamming Taylor Swift’s Instagram posts with a series of snake emojis. Read more about how it began here!
FIRST EVER INSTAGRAM EMOJI COMMENT ANALYSIS
As more brands start working with influencers, monetary investment aside, it is crucial for brands to understand if the content created with their influencers are being well received. Afterall, by having these influencers talk about the brands on social media puts them as part of the brand image – an ambassador.
Hence, Popular Chips developed the sentiment analysis report function on its platform that allows brands to truly and fully understand how Instagram audiences are reacting to their influencer marketing content.
Here is an example of the comment sentiment analysis on an Instagram post. For every post, Popular Chips‘s software would conduct analysis on each and every single comment to identify if it’s a positive, negative or neutral remark.
The report starts off by giving a brief overview of the post’s sentiment in a pie chart form, showing the percentages of positive, neutral, negative, author and spam comments. The first three are intuitive, a large percentage of negative comments on an endorsed post would be a cause of concern for brands who may wish to investigate the source of unhappiness and reconsider the fit of the influencer.
Author comment is an interesting statistic as it shows how many times the author (or creator of the post) has replied in the comment section. While this is something rare among large influencers/ celebrities, many mid-tier and micro influencers actually make the effort and take the time to reply to comments from their followers. Thus, a high percentage in this area would suggest that an influencer’s level of personal engagement with his/ her followers is high, and that they have established a stronger relationship.
Moving on, the report shows key performance statistics of the post comments with total comments, comment KPI, and unique mentions. Comment KPI refers to how well this particular post performed as compared to the influencer’s average number of comments per post. For example, in this case, this post garnered 477 comments which are 239.30% more than the influencers’ average number of comments.
It is common to see followers tagging their friends in the comment section to share the post content and unique mentions here shows how many unique accounts are mentioned in the comments. This is important for brands to understand how well the post has spread among followers network and especially for giveaway posts, this helps brands understand how many users have been reached.
Comment search allows brands to search for any keyword that has been mentioned in the comment section. For example, brands can use this to identify all the users/comments that talked about the brand or product introduced by the influencer.
The second half of the report goes into detail to show all the top comments. One key highlight in this section is “TOP EMOJI ” used. Popular Chips is the first to provide such analysis.
This analysis shows all the top emojis used, the total number and the unique number. This gives a visual representation of the overall emotions towards the post. In most cases, the top emoji would include facial expressions and hearts which indicates a positive opinion.
However, in some cases like this one above, we see that one of the top emojis is actually the snake emoji. In this case, brands who co-created the post with the influencer should take note as the snake emoji has been associated with negative opinions.
TOP POSITIVE AND NEGATIVE COMMENTS
In addition to the emoji analysis, text comments are also analyzed to display the general sentiment of a post. Top positive and negative comments are shown in the report for brands to understand what are people talking about. If the post consists of a significant percentage of negative comments, what are people unhappy about? Is the influencer herself engaged in certain scandals or are the followers unhappy about the brand collaboration?
COMMENTS WITH ACCOUNT MENTIONS
Over here, brands can see all the top comments where other accounts are tagged to see what users are sharing with their friends.
SPAM COMMENTS OVERVIEW
The total number of comments may be misleading at times especially in certain markets where spam is common. Together with the earlier pie chart, brands can see how many comments are genuine and how many are actually spam from users who simply want to promote themselves or other accounts.
The importance of sentiment analysis should not be overlooked – it gives brands first-hand insights towards the opinion and thoughts of social media users consuming their influencer content. As brands associate themselves with the influencers they work with, knowing what users are talking about in a collaborated post, be it about brand content or the influencer him/herself, is imperative in assessing the success of an influencer marketing effort.
In the current digital space where netizens are quick to react in extreme manners, content sentiment is even more critical for brands to respond in a timely manner!