Lucky Charms Data: Measuring the Social Impact of a Retired Marshmallow

Lucky Charms have been around for more than 50 years and are one of the top selling cereals in the US.

A picture of a crying Lucky Charms hourglass marshmallow

Despite their lengthy history and popularity, the brand is no sucker for tradition and times are changing.

It’s a sad time for one cereal veteran.

A staple of the Lucky Charms marshmallow collection for 10 years, the yellow hourglass, is being put into retirement.

Breaking the news

The General Mills brand broke news to cereal aficionados recently and has rubbed salt in the sugary wound with a  brutal Instagram post exclaiming that time is running out for the hourglass.

Lucky Charms fans are encouraged to get to stores fast if they want an hourglass to save, although the stinging irony is that time will inevitably decay the stature of the object that was once its prudent keeper.

The hourglass’s body isn’t yet cold, Lucky Charms.

The announcement that the hourglass, which gives Lucky the Leprechaun the power to control time, was to be retired led to some true heartbreak.

What perhaps makes the reveal most heart breaking is that Lucky Charms tweets about how people should get their hands on the cereal before one of the marshmallows was discontinued got more engagement than the one that revealed it would be the hourglass.

Overall, while some people were outraged, the reaction to the hourglass’s retirement on social media was fairly subtle. We tracked a number of news mentions, but whatever anger and sadness there was wasn’t bubbling into the hundreds of mentions.

RIP hourglass.

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Lucky Charms data: The ‘mallows that matter

This muted reaction to the hourglasses’s departure from cerealdom made us wonder how things could have been had another of the marshmallows been cut from the accomplished squad of lucky sweet treats.

Which of the marshmallows are people most interested in?

While the retirement of the hourglass may be sad, if the rainbow had gone there would have been riots.

A pie chart shows the share of mentions between all the different marshmallow flavors. Rainbow , hourglass, star and pink heart are the top mentioned charms.

You may be surprised to hear that people would even go to the trouble of tweeting about individual marshmallows, and we should note that often they don’t. Many of these mentions included people discussing multiple marshmallow shapes.

Despite that, some seemed more popular than others and it was the majestic rainbow that dominated Lucky Charms conversation. The hourglass, with its general mentions as well as reactions to it’s retirement, came second.

A surprising update:

(Updated 20 February) News just in to the Brandwatch React newsroom – the hourglass has been replaced by none other than a unicorn.

A UNICORN? We published a blog post just last week about sustained online interest in unicorns. We’re glad you’re listening, General Mills.

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Why is any of this even slightly useful?

About half way into writing and researching this post I began to hesitate. What was I thinking writing about a mass produced marshmallow? Why was I putting time into gathering data around its sugary brothers and sisters?

Then I remembered.

I wanted to show that no matter how small the announcement surrounding a popular product, people have opinions.

If you can segment the conversational subtleties between clumsily shaped marshmallows in a cereal box, the importance of listening to customers when it comes to larger scale changes around products (particularly when it comes to those that might affect someone’s likelihood of purchasing the product at all) becomes clearer.

While the hourglass’s retirement is a small change, the colour and design of our food is important for how we perceive and taste it.

While Lucky Charms may not lose sales over switching out one marshmallow type, if they were to replace the whole batch of marshmallows with new charms they could see a more substantial shift in the food’s reception.

Without some serious evidence that this was what their loyal fans were craving – something that could be picked up on using social data as well as traditional research methods – it would be a risky move indeed.

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Finding the Most Romantic Countries: How the Heart Emoji is Used Across the World

What are the most romantic countries in the world?

You might define them by their beautiful scenery, famous proposal spots or flowery language.

You could also, like the Brandwatch React team, take a more data-driven approach.

In celebration of Valentines day, we went in search of the most romantic countries in the world by analyzing global use of the heart emoji.

Where is the love?

Armed with our new emoji analysis skills, we were ready to find the most loved-up nations on Earth.

How did we do it? We started with a 1% sample of every heart emoji tweeted between Jan 2017 and Feb 2018. We didn’t apply any language filters so we were picking up everything.

While a 1% sample might sound small, that’s still more than 3 million individual tweets containing the emoji in the time period.

We then allowed Brandwatch to break down the data by country, downloaded it to Excel and divided the number of emojis we found by the population of each country.

We removed countries that had a population of less than 100k or had less than 200k heart tweets coming from them, as the data was skewing a little towards countries with tiny populations.

Here are the results. Happy Valentines Day.

The most romantic countries, according to emoji

Congratulations to the United States, New Zealand and the United Kingdom.

Map shows the most romantic countries in the world according the emoji use.

Sorry Italy and France – we were really rooting for you.

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Here’s that chart in list form because we’re feeling generous:

Map shows the most romantic countries in the world. 1. United States, 2. New Zealand, 3. UK, 4. Rep of Ireland, 5. Singapore, 6. Canada, 7. Slovenia, 8. Ecuador, 9. Netherlands, 10. Hong Kong

Those of you looking to book a last minute romantic break, you are welcome.

The most romantic states

Finally, we thought we’d zoom in on the states within the heart emoji capital of the world, the USA.

Once again, we divided the number of heart emojis by the population of each place.

Washington, D.C. is the loveliest of America’s states.

State Number of heart emojis Emojis as % of population
Washington, D.C. 340900 52.73%
Texas 3757800 14.21%
Nevada 369600 13.25%
Louisiana 556000 12.02%
Hawaii 156400 11.14%
California 4255300 11.10%
Georgia 1079100 10.80%
New York 2096900 10.67%
Alaska 66300 9.02%
Ohio 1042700 9.01%
Arizona 593500 8.96%

Vermont and Delaware had the lowest % of emojis per member of the population with 0.04% each.

We actually found that Delaware, along with Illinois and Mississippi, were the most negative states according to a separate emoji analysis.

If you’re looking for love, do not go to Delaware.

Feel the love, share the love

We hope our data on global use of the heart emoji has given you fuzzy feelings. Why not share it with your friends?

For more butterflies in your stomach, go ahead and download are emoji report below.

Lots of love x

The Emoji Report

Over 10 billion emojis are sent each day. Find out what you can learn from them 📖

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#PlantBased: An Exploration of Online Vegan Communities and Conversations

I hear more about veganism every day here at Brandwatch, whether it’s another colleague converting to Huel, or discussions of favorite recipes in our #dietary-requirements Slack channel.

Our CMO Will McInnes has got involved too, and we haven’t heard the end of it since. The fact that Will has gone vegan has become so much of a company meme that our CEO bought him a T-Shirt that says “VEGAN AS FUCK.”

My personal sense that interest in veganism is growing may have mainly been inspired by office chat and novelty attire, but there’s far more solid evidence that veganism is growing in popularity, including that we’re more likely now than at any time in the last 12 years to Google the word “vegan”.

Looking at that upward trend, I decided to use a number of the Brandwatch tools I have at my disposal to explore how vegan communities are presenting themselves online.

Brace yourselves for some vegan-heavy data from Twitter, Instagram, Reddit as well as some delicious Image Insights.

Visualization of bio keywords shows "activist", "food", "life", "human", "eco", "writer", "blogger", "civil rights", "animal cruelty" and more as common bio keywords

You are what you eat

For many, veganism is obviously more than a simple decision about what to eat on a given day. It’s a lifestyle, a set of principles, a stance – perhaps even part of their religious beliefs.

We used Brandwatch Audiences to find nearly 86,000 people on Twitter with the word “vegan” in their bio. Yup, it’s definitely popular.

Bar chart shows that 69% of gender-categorised self-identifying vegans on Twitter are female, 31% male

We also found that alongside the word “vegan” many of those in our database had animals, civil rights and the environment as core parts of their biography.

Looking at what they’ve been tweeting about recently, we found a whole lot of anti-animal cruelty stories as well as appeals for dogs who need homes.

The self-identifying vegans we found had more than double the number of female authors than male.

#Vegan #PlantBased #Veganuary #Blessed

We also took a look at mentions of the hashtag #vegan on Instagram since the beginning of the year.

Browsing the posts, it was easy to see that on Instagram #vegan is almost just as much about lifestyle as it is about food. People are posting their “before and after” photos from when they began their new diet and exercise is also a key element, with gym selfies and mountain climbing photos tagged with #vegan.

Make up is another big topic with around 50k instances of “make up” or #makeup being mentioned alongside #vegan

Mentions of #Vegan peak on Mondays and around lunch time each day.

Bar chart shows most common times of day for #vegan to appear on Instagram. It's 2pm

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U R/Vegan?

Similarly to our Instagram mentions, mentions on the r/Vegan subreddit peaked on Mondays but tended to peak a little later in the day between lunch and dinner time.

The topics of conversation, however, are slightly different. Mentions of animals (including animal, animal rights etc.) have a far bigger share of voice compared to food, make-up and fitness on Reddit than on Instagram.

2 pie charts show share of conversation surrounding veganism on Instagram through #vegan posts and r/vegan on Reddit. For both food is huge, but on Reddit posts about animals are second most common while on Instagram it's fitness.

Meanwhile, fitness as a topic on r/vegan was not nearly as popular compared to in #vegan posts on Instagram.

Eating with your eyes

We thought we’d also look at the vegan conversation through the lens of one of everyone’s favorite brands – Ben & Jerry’s.

The makers of delicious ice cream have continued to add to their vegan range and are being paid back both in sales and thankful Twitter and Instagram posts containing the company logo.

Using Brandwatch Image Insights, we found 2.5k visual mentions of Ben & Jerry’s that also mentioned the word “vegan” in the text between 15 July 2017 and 6 February 2018. Here are some of them in our Instagram Image Wall:

Screenshot of Ben and Jerry's vegan image wall in Brandwatch Analytics

Throughout all the sources we looked at we found a willingness for vegans to discuss the brands they are in to, creating big opportunities for the food and beverage industry to learn more about this growing customer base and potentially get involved.

A simple search for “Brand*” in r/Vegan came back with a whole bunch of companies and products being discussed by the community there.

Topic cloud shows brands discussed in r/vegan

A scroll through the mentions will reveal reviews, opinions and stories about the brands that community managers and consumer analysts alike ought to be aware of – especially if they’re negative.

That’s a lot of vegan data on your plate

So what can we learn from this whistle-stop tour of online vegan communities and communication?

We should point out that we’ve only touched the surface here both on insights and platforms – you don’t need us to tell you how many places small communities can grow on the internet, from groups surrounding particular accounts on big platforms like Twitter to the harder to find, more niche blogs. Either way, insights from both are accessible with Brandwatch Analytics.

The first thing I’ve found surprising from my brief dive into vegan conversation is the amount of brand and product related conversation I found. You don’t need to be a vegan to realise that options both in stores and restaurants can be limited, which can present problems that online communities come together to discuss. Comparing thoughts on products is just part of that conversation.

Secondly, veganism is so much more of a lifestyle thing than I first imagined. I wouldn’t consider my own vegitarianism as central to my identity, but the number of health and other topics that are related to veganism – particularly on Instagram, but also in Twitter bios – opened my eyes to how others frame their dietary habits.

Finally, there’s so much that community managers in the food and beverage industry can get involve in here. There are opportunities to listen out for gaps in the market in certain areas or product types, enlist the help of vegan influencers, examine the problems vegans face in order to help create better experiences for them in restaurants or stores and learn what content does well in which online platforms and arenas. It’s all there in the data.

Delicious insights

Reactive marketing with the world’s largest baked goods company. 


Falcon Heavy Launch Data: Analyzing 450k Social Media Reactions in 4 Charts

Tuesday 6 February saw SpaceX make history. Your loyal data goblins in the Brandwatch React team have, of course, gathered the Falcon Heavy launch data.

Before we launch into it 🤓 if you’ve not watched the video of the take off (and the reveal of the “Star Man” with the Earth in the background) you should take a look now. It’s definitely a must watch of the week.

Now you’re up to speed, we can begin.

Falcon Heavy launch data: The stats

We tracked 456k mentions of the Falcon Heavy launch across social media on 6 February.

The highest spike in mentions didn’t occur during lift off, but during celebrations of success as “Star Man” was discussed by Elon Musk.

Below you’ll see how those live posting about the event on social media took a break as the rocket took off  before celebratory mentions exploded.

The peak at 4pm also saw the impressive simultaneous landing of the booster engines, adding to the social marvel.

A line chart shows minute my minute mentions of the Falcon Heavy launch

It was this tweet from Elon Musk that seem to really get people excited on the day:

75% of gender-categorized Twitter authors were male, 25% were female.

Strangely enough, this is the exact same ratio of people who were presenting SpaceX’s live stream of the launch.

Visualization shows that 75% of gender categorized tweeters talking about the launch were male.

It isn’t the most uplifting of graphs although to be fair we don’t have any significant rocket launches to compare this to. The number of women tweeting about the launch might be higher now than it would have been on previous similar occasions.

Perhaps with the increase in initiatives designed to get women into STEM subjects it’s a number that will continue to rise as more big launches inevitably come. Another variable might be representation – the more women seen presenting and commenting on events like this, the more female engagement we could see.

The top used emoji was, predictably, the rocket.

It was followed by danger signs and stars, although they weren’t all relevant to the launch.

A visualization shows a rocket at the heart of our top used emoji cloud.

Somewhat strangely, tweets about rescuing dogs from being put down which included the hashtag made enough of a mark on the conversation to get the accompanying dog, clock, and syringe emojis into our emoji cloud.

The stars in the emoji cloud might not be what you expect either – the football team Galatasaray got involved in the conversation too, succeeding at getting attention within the busy #FalconHeavy conversation.

The world was watching

The conversation was a truly global one, even though we only searched in the English language for mentions of the launch and associated terms.

The US made up 62% of the global conversation followed by the UK with 7%, Canada with 3% and India with 2%.

A visualization of the volume of Falcon Heavy launch data coming from each country.

If launching something into space wasn’t stressful enough, imagine having to appear on that live stream.

What worldly things could this space-bound miracle of human endeavour be compared to?

Watching the outstanding feat of engineering that is the Falcon Heavy launching into space, I couldn’t help but think it looked like something. I couldn’t quite put my finger on what, so I consulted the mentions in which people said what they thought it resembled.

Hmm, no still can’t think what it might be.

Brandwatch Analytics

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Super Bowl LII Ads: Which Brands Rose to the Top of Online Conversation?

The Philadelphia Eagles may have stomped on the New England Patriots, but which of the Super Bowl LII ads triumphed in getting the most people talking?

The Brandwatch React team have long been fans of crunching Super Bowl data, and this year is no different.

We found 4.2 million mentions of the Super Bowl the day of the game and this year we decided to dive deep into the ad data. Stick around to the end to see how a certain announcement from Kylie Jenner did amid the Super Bowl hype, too.

Super Bowl LII Ads: The Top 5 Biggest Spikes

Considering the number of ads shown throughout the Super Bowl, getting people excited about your own is no easy feat. And with millions being spent on the slots – let alone the ads themselves – the stakes are high.

One way to measure the success of a Super Bowl ad (or any ad for that matter) is measuring how much excitement it gains online. We did just that.

We measured ads that appeared throughout the game and broke them down into two lists: Firstly, those that created the biggest spikes in a single minute, and secondly the most mentioned overall.

Measuring spikes can give you a good idea of which ads created the strongest immediate reaction.

Congratulations to Doritos and Mountain Dew.

The Diet Coke and T-Mobile ads also did very well to create mention spikes in excess of 1.5k in a single minute.

Of course, mention spikes don’t necessarily mean the reaction is sustained. People might be shocked by your advert and express that emotion, but never speak of it again. Arguably a better measure of success is looking at how people continue to talk about your ad. Do they keep discussing it after it’s shown? Do they share it with their friends and get them talking about it?

Super Bowl LII Ads: The Top 5 Most Mentioned

Not all of the brands with the biggest spikes made it into the top 5 most mentioned ads.

In fact, it was Pepsi that got the most mentions.

Pepsi accounted for 14% of all brand mentions.

Doritos and Dodge accounted for 9% a piece, as well.

Here’s the biggest ad. Remember, Pepsi, a Super Bowl ad might cost millions but a share on the Brandwatch blog is priceless.

Kylie Jenner

Last time we mentioned the words Jenner and Pepsi in a blog post the tone wasn’t so positive – but let’s move on from ads to a very different piece of Super Bowl day research.

In a twist of events for entertainment journalists who thought they were going to spend the day eating junk food and watching the game, Kylie Jenner released a surprise video in which she revealed “a glimpse of the last nine months.”

The announcement garnered an enormous social media response – especially since no one really knew what was going on with the celebrity for the last nine months.

We found an astonishing 700k mentions of Jenner on 4 Feb (Super Bowl day) leading us naturally to checking how her announcement looked in relation to a full day of Super Bowl hype.

2 boxes show relative size of Kylie Jenner conversation and Super Bowl conversation.

Jenner’s big announcement didn’t quite upstage the Super Bowl, although 17% of 4.2 million mentions isn’t bad – she certainly made a mark.

Are you a journalist looking to cover our data? Drop us an email at for more information.

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The Five Most Talked About Transfers in The 2018 January EPL Transfer Window

So the English Premier League’s transfer window just slammed shut. And what a month it has been. Plenty of rumours and fake news, complemented by a large number of high-profile signings from clubs – all encapsulated in 31 days.

Just in case you’ve missed all the gossip and news and you’re too lazy to scroll through a month’s worth of transfer articles online, Brandwatch Analytics is here to summarise them all for you with the help of some social data.

A quick look at our topic cloud from January gives us a good idea which clubs and players have been heavily involved in the transfer window.

Topic cloud shows top terms surrounding transfer window on social media

Evidently there’s plenty of traction for Liverpool, who are mentioned a lot throughout the transfer window period with their acquisition of Virgil van Dijk, now the world’s most expensive defender, and their sale of superstar Philippe Coutinho to Barcelona. Alexis Sanchez had a ton of mentions too, with the Chilean sealing a move to Manchester United. However, his transfer wasn’t quite so straightforward as his final destination was a big question through this period. Was he going to Manchester City? Or was he going to Manchester United?

Line chart shows people talking about Sanchez going to Man City and Sanchez going to Man Utd. Man City mentions occur earlier in the month and less frequently.

The line chart tells us that at a certain point, it did seem like Sanchez was heading to Manchester City, with lots of buzz and rumours surrounding him sealing a deal with Manchester City on the 9th. However, during mid-January it seemed like rivals Manchester United had the upper hand in negotiations, and they finally announced the signing on 22 January. Perhaps Sanchez felt red looked better on him.

The biggest transfers

Other than Sanchez being a major transfer, there were other high-profile moves during this transfer window. 

We are able to look at the historical mentions for these major transfers across the last month. Mentions for respective transfers tend to peak either on the day of transfer or a day before when the player passes a medical. We also observe that although Aubameyang had the highest spike in volume coming close to the end of the transfer window, Sanchez had the overall lead in conversation throughout this entire period, as seen in the pie chart below.

Pie chart shows the top five most mentioned players in relation to the transfer window

The top 5 most talked about transfers:

Player name Transferring to
Alexis Sanchez Manchester United
Pierre-Emerick Aubyameyang Arsenal
Philippe Coutinho Barcelona
Henrikh Mkhitaryan Arsenal
Olivier Giroud Chelsea


Another aspect we’re able to inspect closer was how people felt about the various transfers.

Bar chart shows sentiment surrounding some of the biggest transfers

An interesting way to look at this chart is that popular players (highly skilled and valued players from clubs with huge fan bases) tend to have a fairly even amount of positive and negative sentiment revolving around their transfers, while transfers for fringe players such as Walcott or Lucas Moura were better received. While this data set was built on mentions coming from the UK, further insights can be drawn from audience segmentation based on club supporters – which can be done using Brandwatch Audiences.

Finally, there was a transfer that went under the radar but was ultimately impressive.

Chelsea’s long wait for a burly striker has finally ended. Bargain.

25 questions answered using Twitter data

Number five will astound you 😛

Read the report

UK Student Debt Data: Blending Search and Social Insights

Student debt is something that I try not to think about too much.

I was among the first students in the UK to be charged £9k a year for my university tuition, and as an 18-year-old it didn’t seem like real money. Now when I check my yearly student debt statement I can’t help but feel a sense of dread when I see what’s left to pay and the interest that keeps piling up.

So, when I read Brandwatch and Pi Datametrics’ recent Personal Debt Report, I was particularly interested in the insights relating to how post-higher education debt was discussed and searched for.

I’ll run through some of them here, but if you’re interested in how people discuss their finances online I’d highly recommend taking a look at the full report – it goes way beyond student debt.

How we talk about and search for student debt

Firstly, the report found that student debt searches and conversations are more closely correlated than any of the other categories the team researched.

The relationship between discussion and searches was especially strong in July 2017, when authors shared opinions and related their own student finance issues to the debate on a UK Labour Party policy.

Line chart shows searches and discussion surrounding student debt from September 2013 to August 2017

This example shows how strongly linked current affairs are to people’s understanding of and interest in their student debt.

It certainly rings true for me – I tend to push my student debt worries out of my mind until something external prompts me to take any online action surrounding it.

Big city students

The chart below shows the category breakdown for debt searches and debt conversation in three huge UK cities.

The researchers found that while mortgage debt dominated searches, student debt was the biggest driver of debt-related conversation in each city.

This suggests that consumers in these cities may be inclined to seek peer support for student debt, but do their own research regarding mortgage debt.

Bar chart shows share of voice of different debt categories both in search and conversation in London, Manchester and Edinburgh

UK data collected in the English language between 1 Sep 2013 and 1 Sep 2017

In terms of conversation on social, London over-indexed for student debt conversation.

As one of the most expensive cities to live in in the world, being a student on a limited budget here is not easy and the knowledge that your debt is creeping up is not going to make you feel any better about your financial situation.


This map shows the most over indexed categories across UK regions for social media discussion. Data collected in the English language between 1 Sep 2013 and 1 Sep 2017

This map shows the most over indexed categories across UK regions for social media discussion.

Our researchers found that big parts of the London student debt conversation were expressing frustrations around Jeremy Corbyn’s alleged write-off promise and the amount of debt they had accrued

Income changes how you talk about student debt

Our personal debt research also looked at discussion of debt across high, medium and low income areas.

UK data collected in the English language between 1 Sep 2013 and 1 Sep 2017. Conversation about debt in low income areas

UK data collected in the English language between 1 Sep 2013 and 1 Sep 2017. Conversation about debt in medium income areas

UK data collected in the English language between 1 Sep 2013 and 1 Sep 2017. Conversation about debt in high income areas

UK data collected in the English language between 1 Sep 2013 and 1 Sep 2017

Emotive terms were most prominent within conversation from lower income areas, while terms around family were more prominent from high and medium income areas.

This reflects that authors from higher income areas were more inclined to discuss the student debts of their children, while those in lower income areas were more inclined to discuss their own student debt.

It makes sense – if you’re a student from a low income area you’re more likely to be responsible for supporting yourself financially.

Anyone who’s in that position has full license to have a moan on Twitter, in my opinion.

Brandwatch and Pi Datametrics:

Using integrated data to learn how people talk about debt online


Amazon Go Data: How is the Internet Reacting to the Store of the Future?

The unstoppable tide of automation has sent forth a prescient wave of cash-less, cashier-less, cash register-less, (but not entirely employee-less) wonder in the shape of a grocery store.

Naturally, the Brandwatch React team has the social Amazon Go data.

The future is here

It’s been a year since Amazon first posted this still crazy vision of a future where you just walk in to a store, pick up what you want and walk out while technological sorcery works silently in the background to make sure you’re paying what you owe.

And today this mind blowing futuristic scene becomes a reality. In Seattle.

Amazon Go data: The top line stats

We decided to take a dive into mentions of Amazon Go the day before the opening of the first store and, of course, we found a whole lot of hype.

We tracked more than 24,000 mentions of Amazon Go across social media on Sunday 21st January.

On Twitter, the majority of those mentions came from men.

Twitter Amazon Go data shows that men are out-tweeting women about the new stores

If there’s a mention for everyone who’s going to show up for the opening of the store, expect to be waiting in line as if Apple just surprise-released an iPhone X2.

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What are people most buzzed about?

Within the mentions we took a look at how the various features of the store were being discussed.

Were people most interested in the fact that there are no lines, or that they no longer have to speak to cashiers?

It appears that the cashier-less element is the most hyped aspect of the Amazon Go store, although if you’re heading there in hope of avoiding all aspects of human interaction you should know that there will be some employees in the store preparing food, stocking shelves and helping when you get confused about how this crazy new world works. You’ll also probably be surrounded by customers keen to give the new store a try and document the experience on Snapchat and Instagram and Facebook and Twitter.

If you’re looking for a store that fulfils your need for food and toilet paper and complements your solipsistic mood you may need to wait a few months before the hype dies down. Or, you know, order online.

What’s the internet saying?

Using the topic cloud component in Brandwatch Analytics we surfaced some of the most common words and phrases surrounding the new stores.

There’s an app for that

I was surprised at the popularity of this tweet in the conversation, especially when most of the retweets that happened on Sunday did not come from Seattle.

Regardless of whether all the retweeters from outside Seattle have downloaded the app and are making a journey down to the store, expect a line. People are literally going to get in line for a store that is designed to get rid of lines.

Store of the future

“Future” is an enormous part of the conversation, and there’s no doubt that the opening of Amazon’s pioneering new store marks a turning point in the retail world.


The technology that’s been developed for the stores no doubt comes at a high price.

Assuming the store is popular, other retailers will need to invest fast in keeping up, or Amazon’s rapid expansion could spell trouble for their competitors.

That said, whether people will actually enjoy the experience remains to be seen. My guess is that while we’ll see an uptick in rage tweets on job loss and think pieces on these stores being the scissors ready to cut up the already torn fabric of society, consumers will quickly adapt to the experience of seamless purchasing – whether it’s good for their bank balance or not.

Are you a journalist looking to cover our data? Email for more information.

The Emoji Report

Over 10 billion emojis are sent each day. Find out what you can learn from them 📖

Get the report

The Happiest Places On Earth (According To Emojis)

Where are the happiest places on earth?

Which state is most content?

Where will you find the most cheerful population?

Historically there’s been no easy way to find out. However, Brandwatch’s new emoji analysis functionality allowed us to finally shed some light on these important questions.

How to find the happiest places on Earth

We analyzed 6 billion tweets published on Twitter over the last two years. Every one of these tweets contained at least one emoji.

We then segmented these tweets into two buckets using Unicode’s official classifications:

  1. Positive (e.g. 😀 😁 😂 😆 see full list here)
  2. Negative (e.g 🙁 😖 😞 😡 see full list here)

Next, we segmented this data by location and analyzed which regions generated the highest percentage of positive and negative emojis.

The results

United States 🇺🇸

  • The most positive states are Utah, Maine, and Wyoming

Heat map reveals happiest places in the US

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South America 🌎

  • The most positive countries are Paraguay, Argentina, and Uruguay

Heat map reveals happiest places in South America

Europe 🇪🇺

  • The most positive countries/areas are Montenegro, Monaco, and Gibraltar

Heat map reveals happiest places in South America

That’s states and countries, but how about cities?

We looked at some of the world’s most populous countries and discovered the most positive cities within them:

Spain 🇪🇸

Barcelona – 82.12% positive

United Kingdom 🇬🇧

Shrewsbury, England – 82.55% positive

France 🇫🇷

Le Mans – 83.59% positive

United States 🇺🇸

Laguna – 84.64% positive

Germany 🇩🇪

München – 84.71% positive

Russia 🇷🇺

Moscow – 84.81% positive

Indonesia 🇮🇩

Medan – 84.97% positive

Brazil 🇧🇷

Laguna – 85.37% positive

Turkey 🇹🇷

Ankara – 85.82% positive

Italy 🇮🇹

Turin – 86.45% positive

India 🇮🇳

Chennai- 93.08% positive (the most positive place!)

That’s a lot of positivity.

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The Most Negative Places On Earth (According To Emojis)

Read the Article

Here are some more emojilicious findings:

  • Most cities are very positive. Even the most negative city (Paterson, New Jersey) still generated 61% positive emoji tweets 😊
  • However, the 🇺🇸  is very negative. The top 20 most negative cities are all in the states 😠
  • In contrast 🇮🇳 is very positive. The top 15 most positive cities are all in India ❤️

It’s no surprise that there’s so much positivity in the air. Joyful emojis are actually our favorite emojis 😂

Pie chart reveals that 'joy' and 'disgust' are our favorite types of emojis to use.

So now you know the happiest places on earth according to emojis, but emojis can reveal so much more. If you’re interested in discovering:

  • How men and women use emojis
  • What the most popular emojis are
  • If we used negative emojis more in the evening
  • And which brands are hated most (according to emojis)

Download our free emoji report.

The Emoji Report

Over 10 billion emojis are sent each day. Find out what you can learn from them 📖

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The Most Hotly Anticipated Superhero Movies 2018

The Brandwatch React team is ready to share the most hyped superhero movies 2018 – it’s the third year running we’ve made these calculations with most hyped superhero movie of 2017.

Which movie will top the list this year? Who’s talking about the biggest superhero movies of 2018?

Prepare yourself for data.


We’ve studied the conversation surrounding the following movies set to come out this year:

  • Marvel’s Black Panther
  • Fox’s New Mutants
  • Marvel’s Avengers: Infinity War
  • Fox’s Deadpool 2
  • Pixar’s Incredibles 2
  • Marvel’s Ant-Man & the Wasp
  • Sony’s Venom
  • Fox’s X-Men: Dark Phoenix
  • Sony’s animated Spider-Man: Into the Spider-Verse
  • Warner Bro’s Aquaman

Mentions were gathered from Twitter between 1 June 2017 and 10th January 2018.

We removed mentions of “trailer” or “officialtrailer” or “in theaters” to try to remove some of the advantages a trailer coming out in the time we studied, but it should be noted that just because mentions don’t include the word “trailer” doesn’t mean there aren’t spikes when trailers are released. We also removed the terms “Justice League” or “justiceleague” so as not to give Aquaman an unfair advantage after appearing in the 2017 movie within the time period we studied.

We found more than 10 million tweets about the upcoming movies (without trailer and Justice League mentions) in total.

Which movies are men and women tweeting about?

If you think superhero movies are just for boys you’re very wrong.

We found that the breakdown of gender-categorized tweeters discussing superhero movies coming out in 2018 was incredibly balanced.

Chart shows that 52% of gender categorized authors tweeting about superhero movies 2018 are men, 48% women.

But what movies were these tweeters talking about?

Well, we can confirm that women are more likely than men to tweet about the Incredibles 2, while men are far more likely than women to tweet about the upcoming animated movie Spider-Man: Into the Spider-Verse.

Aquaman isn’t getting nearly the amount of love from the ladies as he is from the guys, while X-Men: Dark Phoenix could be more of a hit with women than men.

Bar chart shows the breakdown of gender-categorized authors' tweets about 2018's superhero movies.

Avengers: Infinity War and New Mutants appear to be the most balanced.

The most hyped superhero movies 2018

So which movies triumphed when it came to hype on Twitter?

Here are the top five, including our winner – Black Panther 🎉

Bar chart shows Black Panther, Avengers Infinity War and The Incredibles 2 the most hyped superhero movies 2018

Black Panther will be in theaters this Feburary.

We weren’t particularly surprised to see Avengers: Infinity War in the top 3. The movie’s coming in May and it looks like it could tear up the box office.

We certainly weren’t expecting to see Incredibles 2 so high. The movie will be out in June, nearly 14 years after the first.

What superhero film are you most looking forward to in 2018?

Learn more about social data analysis

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