Section 1

Introduction, key learnings, and methodology

How can brands navigate the social media world in 2024?

Looking into the dynamic landscape of social media in 2024, brands face an ever-expanding array of platforms, constant algorithm updates, and the evolving digital footprint left by the tech giants. These challenges make it increasingly complex for social media marketers to effectively connect with their audience.

Our comprehensive analysis of 347 brands across eight industries shows that brands initiate only a fraction of the entire brand-related conversation: 1.51%. This reveals untapped potential for brands to do more to influence the narrative.

Consumers are steering the course of brand-related discussions online, leaving brands no choice but to listen and learn from their consumers. In this report, we surface the most important consumer insights across eight sectors. Our goal is to empower marketers and insights professionals to build viable business strategies for the year ahead.

Key findings from the report

01Share of voice

On average, brands contribute a mere 1.51% of all discussions related to their own brands on X (formerly Twitter).

02 Peak mention days

The highest volume of consumer mentions related to brands occurs on Wednesdays and Thursdays.

03 Gender insights

Men, on average, tend to discuss brands more than women on X. Interestingly, the retail and entertainment sectors saw higher percentages of women engaging in conversations compared to other sectors.

04 Sentiment shifts

Among the eight sectors examined, food services brands experienced the most significant increase in negative sentiment, while the automotive sector saw minimal fluctuations in sentiment.

05 Generational insights

Baby boomers tend to be the most vocal about energy brands, while Gen Z contributes the highest percentage of mentions in conversations related to the entertainment sector.

Our methodology

We analyzed hundreds of millions of data points across eight industries from January 1 to June 30, 2023, using Brandwatch Consumer Research.

The eight industries we examine:

  • Automotive
  • CPG
  • Consumer tech
  • Energy
  • Entertainment
  • Retail
  • Food
  • Financial services

The report offers a comprehensive analysis of 347 brand queries, resulting in a thorough understanding of insights and trends.

Notably, we surface numerous brands that went viral during this period. To determine the factors that contributed to their viral status, we used Brandwatch’s AI assistant, Iris.

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