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State of Social Media 2021 - Part 1: What Social Analytics Can Teach You About Consumer Behavior

By Derek Franks  •  November 30, 2020

   

State of Social Media 2021 - Part 1: What Social Analytics Can Teach You About Consumer Behavior

Posted by: Derek Franks on November 30, 2020

The online conversations that take place across the social media landscape reveal how audiences express themselves in different ways depending on the channel.

 

Think about it: Instagrammers are enthusiastic about sharing lifestyle experiences. Reddit users turn to the forum-based platform to sound off on their heated opinions. Pinterest is for sharing ideas and inspiration, and Facebook is great for finding deals and new promos.

 

Inside the new interactive channel insights report, you can find metrics and data channel-by-channel to show how users interact online and what brands need to know about these varying social media behaviors.

 

By using social listening data to breakdown how consumers talk on different channels, you can learn incredible insights about them on each channel to help your marketing and brand strategy, as well as find juicy new details about various types of customers.

 

Here are 3 big lessons we were able to learn:

 

  • Channel bias means consumers are more positive or negative, depending on channels, proving why you need to analyze channels differently
  • Some channels appeal to different age groups for different reasons, underscoring the importance of analyzing which channels your target audiences use most and why
  • Social media analysis is about more than just likes and shares. Online conversations offer insights on how consumers think and feel, and they express different emotions like love or trust more or less depending on the channel

Let’s take a look at each of those learnings in more detail:

 

Understand Which Channel Leads in Positive Conversation

Because each social media channel offers different uses for users, they also each offer analysts different ways to understand the users.

 

The simplest iteration of this is looking at the percentage of positive, negative and neutral sentiment analysis of each social channel. Social listening analysis allows you to filter your search by channel so you can get to data about how positive or negative conversations are by channel.

 

This can help you:

 

  • Know where to target your social marketing messages and campaigns
  • Better understand product or service feedback
  • Find better insight into where people are talking positively about your brand or products

 

It makes sense that channels like Instagram and Pinterest are the most positive. They are typically where users share positive experiences and inspirational ideas:

 

sentimentdistributionbychannelv5

 

If you’re wanting to get brutally honest feedback about how your new product was received, it might make less sense to analyze these overwhelmingly positive channels and instead look at channels more likely to accumulate a more diverse sentiment.

 

Click here to see the data in our interactive report.

 

Dive into the Channels Gen Z, Millennials, and Other Age Groups Use the Most

In case you’ve been living under a rock in the last few years: Millennials and Gen Z are still the top most sought after audiences for brands to get data on. The reason, as you know, is that these consumers are often viewed as the most unpredictable.

 

But with social listening, you can derive all types of predictions and insights from the data about Gen Z and Millennials and any other age segment because these social listening analytics are rooted in the conversations real people have online.

 

Knowing where certain audiences spend their time online is vital. If you’re targeting Gen Z, you’ll see from our data that it doesn’t make a lot of sense to spend money on Facebook advertising. If you want to reach Millennial Moms, you might be surprised to learn that Instagram might be your best bet.

 

Gen Z’s top social channel? It isn’t TikTok! Who uses Pinterest the most? Check out the insights page to see the fully interactive insights.

 

agebychannel2020v5

Uncover Top Consumer Emotions and Themes on Pinterest, Reddit & more

You’re probably well-versed (too well-versed?) on analyzing social channels for likes, shares, impressions, clicks, video views and re-tweets. But what these data points don’t tell you is how people are talking online about your brand or topics of importance.

 

It takes half a second for someone to double tap on Instagram or to save a pin to a Pinboard. But the conversations online are filled with emotions and themes that you need to know about.

 

Consumers express emotions like Love or Anger and themes such as Purchase Intent or Loyalty all over the web. Looking at how your audiences express themselves on the various social media platforms will add a whole new element to your social media strategy or customer research.

 

Inside the channel insights report, you can see how users express themselves differently based on which channel they are talking. Here is how emotions are expressed on Pinterest as compared to Reddit:

 

emotions analysis for Pinterest and Reddit and other social media channels with social listening

 

The same goes for themes expressed on different channels. When you analyze all of Twitter and all of Facebook posts throughout 2020, you see some stories stand out. The top theme expressed on Twitter is Intent, followed closely by Quality. On Facebook, it’s Promotion that leads the way:

 

Facebook and Twitter analytics with social listening

 

Knowing this, you might use Twitter more to see what people think about the Quality of your products and lean on Facebook to advertise new sales or coupons. However, this will vary depending on who your brand is, so you will want to conduct your own research to see how this plays out for your specific case.

 

 Hop on over to the insights page to see the interactive data for more details.

 

Conclusion:

What more can you learn about the state of social media in 2021 and over the course of a wild 2020?

 

We've reviewed dozens of data points on our Social Insights Page. Take a look to see these other great findings:

  • Sentiment by Social Channel
  • Age Distribution by Social Channel
  • Active Users vs. Total Users
  • Social Listening Data vs. Channel-Provided Data
  • Emotion Distribution by Social Channel
  • Conversational Themes by Social Channel
  •  Sentiment Analysis by Country
  • Top Emotions by US States

 

Click the image below to get instant access to the report:

social media analytics for Instagram, Pinterest Facebook and Reddit in state of social media 2021

Topics: social media, sentiment analysis, social media data, social listening, competitive analysis, social listening data, social media analytics, instagram, instagram analytics, consumer trends

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