What’s your next move when the marketing playbook gets thrown out the window? We noticed there’s always one constant. When all else fails. When there’s no clear path. When you’re staring at your computer thinking what in the heck is happening… Brand love should be your focus.
Talkwalker is showing us how to express this four-letter word in our marketing and the Key Performance Indicators (KPI) to keep you on track.
Let’s start with those KPIs. See Talkwalker measured the success and maintenance of brand love using two metrics:
- Average Sentiment (AS), or an analysis of language, content, and context of a comment or mention to determine a positive or negative reaction. Aka, how folks feel about your brand.
- Average Engagement Rate (AER), or the total engagement divided by total mentions. With this metric, the bigger the better. A high rate says your content is spreading to a wider audience.
After their industry analysis of over 700 brands, Talkwalker found a pattern. The more followers you gain and the higher engagement rises, the more your overall sentiment drops. After all, you can’t make everyone happy.
Alright, we’re keeping this love train moving. Next stop, a few quick, industry-specific examples, plus the strategies you should be taking advantage of!
Starting with retail, Talkwalker looked into 50 brands that resulted in an average sentiment of 54.8% (low) and an average engagement rate of 10.20 (high).
- Strategy: Let your community guide your content by tackling their issues.
When it comes to the 25+ hospitality brands, the analysis showed an average sentiment of 73.2% (high) and an average engagement rate of 13.49 (high).
- Strategy: Throw all efforts on the experience your brand is offering and how that impacts people’s lives.
Talkwalker analyzed 18 other industries on brand love. Smash the button to learn more!