Award-winning actor James Woods posted 125 times about the virus. He clocked in as the third most influential celebrity, reaching an average of 1.9m people per post.
Oprah also generated a lot of conversation with her tweets on the virus. She reached an average of 1m people across her 117 posts about the virus on social media. Reviewing sentiment-segmented conversation, just 31% of public social media mentions about her and Covid-19 were classed as positive. Negative mentions stemmed from a dinner party she held which some people felt shouldn’t have taken place (despite testing).
UK celebrities can be dwarfed by stars across the pond, so we have taken a quick look at UK celebrity conversation separately. Springwatch presenter Chris Packham, businesswoman Deborah Meaden, and writer and TV personality Stephen Fry all reached hundreds of thousands of people with their Covid-19-related posts.
But some celebrities and influencers have been heavily criticized for how they’ve handled their social media platforms throughout the crisis.
The most notable celebrities receiving criticism are the Kardashian family (338k mentions). They found themselves in hot water over their extended family thanksgiving feast which appeared to violate official guidance, and a luxurious vacation to Tahiti which broke non-essential travel advice in the summer. Sentiment-segmented mentions of the family and Covid-19 were 89% negative and some people branded them irresponsible (23k mentions), while many felt that the family did not set a good example (16k mentions).
And, despite Cardi B’s above-mentioned posts that got her a lot of positivity, she was heavily criticized over Thanksgiving weekend for a feast with 37 people. The event triggered a spike in negative mentions.
That’s the problem. While celebrities might make excellent advocates for safety and against misinformation online, the public’s respect for and trust in them can change very quickly.
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Brandwatch React Team