Given everything people are dealing with right now (a pandemic, widespread social unrest and political uncertainty), it may be more challenging to connect with consumers. But by understanding the wide range of people’s reactions to 2020’s emotional rollercoaster, many brands are striking the right tone.
New data from Twitter tracks the use of emotional words and emojis on the platform. It shows the ten most-popular emojis dealing with emotions all saw at least double-digit usage increases between April and July. Laura Pearce, head of marketing at Twitter Canada, says “people’s feelings are oscillating wildly, brands need to listen and adapt their tone and language to reflect the changing situation. But there are great opportunities out there.”
Pearce says the data reveals that while negative feelings have clearly (and understandably) increased on the platform, positive feelings have also grown, and there is still an obvious appetite for entertainment and emotional engagement. …