When it comes to being awash with heartfelt and praising mentions, entertainment, retail, and fashion brands are way out in front with joyful posts making up over 60% of their emotion-categorized mentions.
If blistering rage is more your thing, you’ll want a role at a consumer tech or telecoms company. Consumer tech’s numbers here again tally with the love/hate relationship we noted before, with the sector getting a good chunk of joyful mentions too.
Our other emotion leaders are:
- Fear: Pharma (18%) and energy (11%)
- Disgust: CPG (28%) and food services (27%)
- Surprise: Pharma (1.2%) and telecoms (1.1%)
- Sadness: Pharma (25%) and energy (23%)
We’ve gone into lots of detail on the reasons behind these numbers in our customer experience report but, because the Brandwatch Bulletin is a generous resource, we’ve picked out a few examples below.
What sparks joy for the financial services sector?
Digital wallet brands like Venmo, GCash, and PayPal received the highest percentage of positive mentions in conversations compared to other brands in our financial services group. Some people discussed projects they worked on and mentioned that they accept digital payments, while others mentioned these brands in conversations about raising funds and accepting donations.
These brands also use their social media channels to provide prompt customer service. PayPal, for instance, has a dedicated Twitter handle (@AskPayPal) to provide support to its users.
It’s critical for brands in the financial services industry to have a low average reply time (ART), and PayPal looks to be doing well. The brand’s ART in the second half of 2021 was 7 hrs, 19 mins, 25 secs.