Creative Sentiment. Learn about this Kenshoo Social feature which provides get-at-a-glance analysis of your brand’s sentiment to guide better-informed decisions around creative, inform other channels, and protect your brand.
Most marketers agree that posting regularly on social media is an important part of engaging with customers, as well as building brand loyalty. In fact, according to a recent report by G2 Crowd, 63% of marketers say that social media is useful for building a loyal fanbase.
However, paid social media teams are generally pretty small and advertising multiple ads across several accounts. It can be incredibly difficult to keep up with how well each ad is performing across all campaigns within each channel. Advertisers are often blind to how their customers and prospects react to their creative on a large scale, leaving their brand exposed with little control.
Most advertisers simply don’t have the time to review the likes or comments their ads are receiving because they are usually simultaneously promoting dozens of ads with constantly changing creative.
It’s not just organic social media that can go off the rails…
DaPulse gained an ambassador in its ad comments and had no idea! The commentator mentioned what big of a fan he was of the product and others followed sharing their stories or inquiring for more details. Da Pulse missed a major opportunity to capitalize as they were completely unaware of what was happening in the comments of their ads.
Another all-too-common experience came from Betabrand who was getting bashed in its ad comments. Had the company known, they could have paused the ad to prevent further negative sentiment from brewing. As they have other much better products to promote, a simple swap of creative would have saved them from the disaster that occurred in the comments.
Historically, there haven’t been many tools that not only measure and track an ad’s sentiment but also surface the aggregated sentiment in real-time and provide easy optimization solutions to improve performance.
Kenshoo’s Creative Sentiment tag
With our new Creative Sentiment tag, you can see, at-a-glance, whether your social posts are receiving positive or negative feedback across social media in order to quickly pivot your strategy based on real-time insights.
Here’s how Creative Sentiment tags work: our ad-level tags proactively notify you when an ad has positive or negative sentiment by analyzing the reactions and comments the ad has received.
There are five possible tags for each ad that notify you of the sentiment—“Positive,” “Strong Positive,” ”Negative,” “Strong Negative” or « Mixed.” Hovering over the tag opens a pop up with a synopsis of the sentiment (e.g. “Hooray! Your ad seems to have a positive sentiment.”) and the sum of the positive and negative post reactions and comments.
Creative Sentiment tags make it easy to track social reactions to your ads
When clicking on the tag to dive in for more details, a window pane opens on the right side that includes the total number of each of the six standard Facebook reactions (like, haha, love, angry, sad and wow), a trend graph of the ad’s sentiment over time, as well as recommended solutions to either enhance your positive ads (boost or refresh creative) or mute your negative ones (pause or replace with another image or video).
Marketers can now rely on Creative Sentiment by Kenshoo to turn insight into action!
Interested in making Creative Sentiment a part of your social strategy?
If you are a Kenshoo client, this feature is already waiting for you on Kenshoo Social. If you are not already a Kenshoo client and would like to learn more, please contact us for more information.