These were followed by sad and angry tweets, showing that Twitter really does bring out the full spectrum of emotions.
When it came to the joyful conversations, phrases like ‘love’, ‘happy’, and ‘good’ were used most frequently, often with people mentioning others to wish them a happy birthday or to compliment them on a job well done. Overall, the people most associated with positive tweets were family and friends. Somewhat unsurprisingly, Christmas was the most joyful event in the Twitter world 🎄.
Work is often mentioned in an angry context, which brings up an important point about employee advocacy. When people see employees disgruntled with their company, it can affect consumer’s perception of the brand as a whole.
Sad conversations are usually about missing loved ones or public figures that are acting in a way that elicits sorrow.
When it comes to fear, we hear a lot about ‘tomorrow’, whether that’s in the context of an upcoming exam or a job interview.
Emotions by demographics and location
Emotions aren’t one-size-fits-all. You can get a quick glimpse at how this is by using demographics analysis.
Typically, female authors showcase more joy and sadness online than their male counterparts. Men tend to express more surprise than women. Surprise is also more prevalent in people that like sports as they comment on shocking victories and moves during games.
IT professionals showcase a bit more anger and fear than other professions, while students show more sadness. Legal professionals show more disgust, and teachers are the most likely to express joy.
There are some interesting emotional differences based on region as well. We found that:
- The most joyful audience is in Germany.
- The most negative audience is in the US.
- Singapore has the highest percentage of angry and disgusted tweets.
- The UK audience has the most fear-based conversation.