Brandwatch’s Twitter research project took place from 2013 to 2014 and targeted 52 English-speaking countries. The company used the feedback to create “happiness ratios” based on whether users spoke about their days (or lives) in a positive or negative way. This data was then broken down into regional and gender-based analysis, and compared with other factors such as tweet context and the day of the week a certain tweet was written. While there are some key limitations to this study—such as its inability to gather data from private messages, video, or other popular features on Twitter, and the fact that it only considered English-speaking users—the data collected remains comprehensive and revealing.
This isn’t the first time emotion has been at the center of Twitter research. In 2014, an Australian research group began work on a live analysis tool that actively filters tweets containing emotional descriptors from around the world. Coca-Cola’s 2015 Super Bowl campaign centered around the hashtag “#MakeItHappy” and encouraged users to flag negative tweets so a program could turn them into more positive images (though it wasn’t long before this automated campaign backfired on them). But for the first time, the stereotype of Twitter as a particularly mood-influenced social platform was backed by research.
Of the extensive data Brandwatch collected, the following key trends appeared:
Overall, the usefulness of these findings will come down to marketers’ abilities to utilize the data in relation to their social media goals. There is no silver bullet for success buried in these graphs, but the insight into audience dispositions could prove to be an advantageous edge for savvy social media gurus.
Want to read more about studies like this one? Become a Content Standard Insider to have the latest in marketing insights sent right to your inbox.