Learn How to Conduct
Social Media Sentiment Analysis

social media sentiment analysis

Do you want to learn how to conduct social media sentiment analysis for your brand? To do this properly, you need to assess both what creators say and how audiences react to what they say for comprehensive sentiment understanding.

Brands are now starting to use sentiment analysis KPIs as a measure of their marketing and branding success with paid influencer campaigns or organic influencer posts as they seek true consumer insights.


Why conduct social media sentiment analysis focused on creator-led content?
Video content is shaping how we understand products and even how we shop. Social platforms are becoming search engines and the place where company find clients. For example, 51% of women now use TikTok to search products instead of Google.

In the beauty industry alone, the perception shaped by creator-led videos is a force in buying motivation. The videos that perform the best and drive the highest positive audience engagement can be replicated for maximum social campaign success that drives real business growth.

A simple example of social media sentiment tracking in action includes discovering whether your organic or paid YouTube, TikTok, or Instagram posts have a positive, negative, or neutral audience reaction in relation to what an influencer says or shows in videos. This type of analysis is only possible with Aggero Video Listening Tool.

The way social audiences and video creators feel about your brand plays an integral role in your brand’s success. Social sentiment analysis is the path to understanding and quantifying audience emotions and perceptions in a way that can better your products. Its rich data is also used to measure the pulse of your customers or potential customers as you learn more about their expectations.


What is social sentiment in social media and how does it tie to influencer marketing?

Social sentiment is the practice of collecting and analyzing information about how creators such as influencers and social audiences talk and feel about your brand. Answering the question of what is social sentiment is similar to answering what your customers think or want from your products with diverse brand benefits (get inspired by our post on the social listening benefits to the gaming industry).



Social sentiment, also referred to as audience sentiment in the creator economy market, helps businesses grow faster based on actual data. Growth objectives are different from one company to another. From understanding and building better brand awareness to maximizing ROI on influencer campaigns, social sentiment analysis is a key that opens many doors. Here’s how your brand can implement it.

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social media sentiment analysis benefits

How to conduct social media sentiment analysis?

Based on natural language processing, social sentiment analysis is typically described as text-based type of insight into social channels. As technologies evolve, so does the definition of sentiment analysis on social media to now include AI and video sentiment analysis based on video insights. Regardless of its name, social sentiment is rooted in rich data that help brands in different ways. Here’s how to conduct your own sentiment analysis.

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Social sentiment analysis uncovers key data, useful understanding the buying journey

1. Gather Data (with the right tool)

While it may seem a hassle, gathering sufficient data that’s also relevant is going to paint a complete picture of audience sentiment. The following section is dedicated to the data your brand needs to understand how to conduct social media sentiment analysis in 2024.

Types of data to analyze for video-specific sentiment analysis

Once only text-based, social sentiment analytics now covers the entire spectrum of data, including video-related key performance indicators. Social media sentiment analysis tools now track new video social listening metrics, putting the entire customer sentiment into perspective. Here’s the type of data to analyze (with Aggero) for a complete picture of social media feedback.

Creators – the number of creators talking about a specific product or service your brand is interested in getting sentiment data on. Complete video content analytics in the social space show how the audience is impacted in regards to what influencers say. 

Engagement rate – AI sentiment analysis on social media with tools such as Aggero shows engagement rate based on specific product-related moments, not on entire videos. You get to learn the actual customer sentiment instead of a perceived customer sentiment which wasn’t previously available in the times when the data couldn’t extract specific product-related reactions from creator-led videos.

Streams – the number of analyzed streams for the sentiment analysis of live streams or videos on streaming platforms such as Twitch. 

Average and total views – both important when contextualizing content, average and total views show the impact of influencer campaigns and the scale of the social sentiment. 

Hours streamed – apart from product-specific sentiment analysis, your data also needs to include the total streamed hours. The more time audiences watch a creator, the more interested they are in what they say.

Comments – total comments are important. But sentiment analytics can also be based on comments alone. These reactions are part of social sentiment analysis.

Top creators – who are the influencers with the highest engagement rate? What’s their reach and why do they captivate audiences more than others? What’s their sentiment towards your product? Uncover this data for better customer understanding.

Top topics – which topics or specific product attributes led to the highest engagement? The most discussed topics can show positive, negative, or neutral audience reactions in areas perceived as important related to a brand, product, or service.

Top moments – go straight to the top moments of interaction to discover where audience engagement and interest peaked.


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2. Analyze Data

Once your data is collected, you can start analyzing it and putting it into perspective. Social sentiment data needs to be put into context. Let’s say you run a paid influencer campaign. In this case, you have a campaign objective such as driving more conversions or simply improving brand awareness.


Analyze data by your objective or by buying journey

One of the best ways to analyze social sentiment is to tie your influencer marketing campaigns to one of the buying journey stages. This way, you can interpret how audiences and creators talk about your brand and products before you launch, as you launch, and after you launch them.



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How influencers Impact the buying journey

Creator-led content is impacting the buying journey more than ever before. Social video-sharing platforms such as TikTok now have their eyes on e-commerce.

Regardless if you plan to better drive awareness or to drive more conversions based on social listening data, you can optimize influencer campaign strategy along the buying journey with data you collect when you learn how to conduct social media sentiment analysis as well. 


Influencers with large followings are ideal for driving higher brand awareness. With considerable followings, they can work with brands that want to promote either the brand itself or its products and services. 

How do you know which influencers drive awareness and which influencers do it the best? Tune into your video social listening summaries to find out how influencers talk about your brand, their audience engagement rate, and the positive, negative, or neutral tone they have while discussing your brand with a video social listening tool such as Aggero instead of unrealistically listening to hundreds or thousands of influencers and what they say.


The consideration stage can also benefit by partnering with the right influencer, something social sentiment analysis can uncover in terms of true audience engagement. 


At this stage, customers may be interested in product comparisons or product demonstrations. The right influencers build trust with their audiences over time and their audiences are more likely to tune into their recommendations with a purchasing decision. 

How do you know which audiences and creators are potentially interested in making a purchase? How to conduct social sentiment analysis to uncover purchasing consideration? Tap into your social listening tool data for information on which creators engaged audiences the most with product demonstrations and comparisons.


Ready to make a purchase? Influencers can help as well. For example, you can choose the influencers with high engagement rate video social listening metrics to work with on discount codes or exclusive promotions only available through a single influencer.  

But how do you know which the right influencer is for your purchase stage partnership? Tune into your video social sentiment data to discover the influencers with an engaged audience in your brand or industry.

Retention and advocacy

Once the purchase has been made, influencers can further shape retention rate and customer advocacy. They can answer specific questions and comments, making customers feel like they’re part of a real community which is more likely to turn them into brand advocates. 

How do you know if influencers engage the community after a conversion? Check your social listening results to tune into the comments.

3. Put Your Results Into Perspective With Industry Benchmarking

The final results of your social listening campaign aren’t the end of your data collection. True business growth-driven data is interpreted in correlation. Aggero allows you to benchmark your findings to see how your customers feel in comparison to your competitors. Here are 3 ways to benchmark your social media listening data and to conclude your analysis.


  • Between brands – compare video social sentiment data with your closest competitors. Uncover what creators and audiences say related to your competing brands and replace other more expensive and time-consuming market research strategies.
  • Between products – compare social sentiment data between your own products. Find out which product was best received by influencers and which product had the highest customer satisfaction rate. Use this data to improve your future products or services.
  • In different time periods – discover how creators and audiences feel about your brand in different periods throughout the year. They might be excited before a product is launched and disappointed after the launch. Keep track of customer sentiment fluctuations with real-time data. 

How to categorize social media sentiment tracking data

From Twitch stream analytics to YouTube stream analytics, collected sentiment data needs to be categorized either manually  or automatically by your tool for correct interpretation. Here’s how to do it.

By influencer – only target influencers of the creator economy market to learn true social sentiment data on those that shape the social sphere more than others. Aggero does this automatically for you as it only analyzes influencers and their audiences within videos and the reaction to these videos.

By news media – you can also segment your social sentiment by news. As opposed to creator-led data, focusing on mainstream media as a sentiment analysis tool comes with limitations, especially since growing audiences such as the Generation Z are more likely to get their news from alternative sources, right from social networks.

Aggero's Conclusion on How to Conduct Social Media Sentiment Analysis

You conduct social media sentiment analysis by gathering the right type of data relevant to your brand. This data is then analyzed and visualized before you put the results into perspective with benchmarking against your own products, a different time of the year, or against your competitors. 

Aggero offers complete ‘listening’ capabilities as it understands what creators say in videos! It ties this data to audience reactions for a complete creator-audience sentiment picture. Have you tried our tool yet? 

FAQ on How to Conduct Social Media Sentiment Analysis on Video Platforms

Start with looking for brand mentions, keywords, or hashtags as a base for your social media sentiment analysis. Use Aggero to track creator-led videos and reels to replace your text-only social sentiment tool and your reel analytics tool with creator-led analytics that uncovers what creators say and how audiences react to what they say.

Analyze what creators say and show in TikTok videos with Aggero. Discover the most engaged TikTok videos related to your brand and the creators with the most engaging videos. Define your social sentiment report objectives with keywords and hashtags to discover audience perceptions of your brand and competing brands.

Use Aggero to define your social sentiment keywords or hashtags. Find out what creators and audiences say about your brand in detailed reports with filters for the most engaging videos and the most engaging creators. You can also track real-time audience sentiment and engagement with YouTube stream analytics with Aggero.

Stream analytics are met with positive, negative, or neutral audience reactions. Find out what the most discussed topics around your game are and what creators dive the highest engagement on Twitch for your brand. Understand Twitch game analytics, audience perceptions on new games or game updates with Aggero and discover unique Twitch statistics by country.