6 Ways To Market Sustainability On Social Media

There’s no question that between the pandemic and elections, the issue of Sustainability has taken a little bit of a backseat in 2020 on social media. For example, between January – November 2020 there were 3,725,592 Tweets mentioning Sustainability which was a decrease of -2% from the number of Tweets mentioning Sustainability between January – November 2019. However with the elections over and COVID-19 vaccines on the way, there’s every indication that Sustainability is going to be more front and center as an issue in 2021, and that brands should be speaking to it in their marketing. For instance, a NYU Stern study found that 50 percent of CPG growth from 2013 to 2018 came directly from sustainability-marketed products  

To provide a leg-up on sustainability related outreach, ListenFirst has identified 6 top ways brands are marketing Sustainability on social media.     

Strategy #1. Share Data About Company Initiatives

https://www.youtube.com/watch?v=xBwo3VliTIc

If your brand has programs relating to sustainability, the results of those should definitely be shared on social media. Successful examples of that strategy include Microsoft generating 33,926 responses on an Instagram gallery post outlining their sustainability efforts including Xbox creating the world’s first carbon-neutral gaming console; while Reformation received 5,768 responses to an Instagram post outlining how much water, CO2, and Waste they saved in 2019 compared to competitors. Meanwhile, Subaru shared a YouTube video talking about how they’re replanting 500,000 trees in areas devastated by wildfires, while Intel Tweeted about restoring 1 billion gallons of water to the environment.  

Strategy #2 Discuss How Your Product Promotes Sustainability

Chipotle Mexican Grill received 6,599 responses on an Instagram post promoting “Chipotle Goods,” an eco-friendly clothing line featuring clothing dyed from their avocado pits; while Autodesk generated 1,505 responses to an Instagram gallery showing how their software helps make connected construction more sustainable. Or how Ralph Lauren received 26,256 responses to an Instagram post explaining exactly how many bottles of water are used to make their Earth Polo shirt. However unique the angle, if your product helps make the planet more sustainable, that’s content worth sharing over social media. 

Strategy #3. Publicly Share Goals 

Even if companies haven’t achieved their sustainability goal yet, those benchmarks are still worth sharing on social media. Madewell generated 7,428 responses on an Instagram gallery discussing objectives such as 100% of their packaging becoming sustainably sourced and free of virgin plastic by 2025. Additionally, SAP received 643 responses to an Instagram post talking about how they want to increase renewable electricity by 50% in the next five years. Making your company publicly accountable for goals is seen by social media audiences as taking action.  

Strategy #4. Be Specific About Making Your Product More Recyclable

Companies have gotten in trouble with authorities for not proving how products they claim are better for the environment actually are. More to the point, spelling out exactly how your products are sustainable will make your posts resonate more with the social media audience. For example, Nestlé received 97,480 responses to a Facebook post linking to a press release announcing how they’ll be sourcing up to 2 million metric tons of food-grade recycled plastics; while Puma generated 1,891 responses to a Facebook post discussing how their PUMA x FIRST MILE collection is made entirely of sustainable materials, and turns plastic waste into a shoe.    

 Strategy #5. Use Sustainability As A Recruitment Talking Point

According to a 2019 Fast Company survey, nearly 40% of Millennials said they’ve chosen a job in the past because the company performed better on sustainability than the alternative. Whether it’s L’Oréal holding a student competition/recruitment initiative on a LinkedIn livestream where finalists pitched their ideas around a plastic-less future of the beauty industry, or Schneider talking about how they’re testing electric trucks as a more sustainable transportation option in a recruitment Tweet; brands are using the issue of sustainability as a carrot on social media to attract potential employees.  

Strategy #6. Selling Used Clothing Is Now A Way For Brands To Show Their Commitment To The Environment

Once upon a time, people primarily bought used clothing out of necessity or when looking for a bargain but, as the issue of sustainability has become more front and center in the fashion industry, more brands are selling old collections used because of environmental issues. For example, GUESS received 21,461 responses to their Instagram post announcing their Certified Vintage Program which is a curated collection of ‘80s and ‘90s denim. The key to making their vintage product posts work is putting just as much effort into promoting those posts as you would a new collection, for instance getting a high profile celebrity like Hailey Bieber to model, as she did in an Instagram post promoting Levi’s SecondHand vintage jeans.  

Want even more insights about how to address sustainability on social media? Request a ListenFirst demo today!  

The 5 Things Your Brand Needs To Know About Parler

Unquestionably mainstream social media platforms have become more proactive in flagging posts by politicians that contain disputed information; for example, between November 4-12, 2020, about 40 of President Trump’s Tweets were tagged with a warning label. This has increased the appetite by some conservatives for a social network where there are less restrictions on what they can say. Post-election, it increasingly looks like Parler is going to be the app to fill that niche; as within the last week alone, Parler went from having 4.5 million users to having more than 8 million users. 

To help clarify what Parler is and to what extent it should factor into your brand’s social media strategy, ListenFirst has identified the following 5 facts you need to know about the platform. 

Fact #1. Parler Is Essentially A Twitter Clone 

In terms of how Parler works, it offers the same basic functionality as Twitter with some small variations. You can upload posts that are text, have images, or video. Unlike Twitter where there is a 280-character limit, posts on Parler can be up to 1,000 characters long. Instead of Tweets, users share “Parleys” that have ‘echoes” as opposed to Retweets. Content can be searched either by People or by hashtags. You can even get verified without being famous on Parler, though it involves sharing your driver’s license or other ID card through your webcam. 

Parler is primarily a stripped down version of Twitter as opposed to a different product; with the differentiation being that conservative users are being offered a forum where they don’t have to worry about their political content being censored or annotated. 

Fact #2. Parler Offers Free Speech Within Limit

While it’s true that Parler isn’t going to restrict access to a post because they label it fake news; there’s quite a lot of types of content they ban, some of which is actually allowed on Twitter. For instance, Parler’s community guidelines prohibits spam, obscenity, pornography, threatening violence, and defamation. Spam and cursing are examples of speech that is permitted on Twitter. 

Fact #3. Structurally, Parler Is Welcoming Mainly To Conservatives 

Parler founder John Matze has said he doesn’t want the site to become an echo chamber for conversative voices and he actually offered a $20,000 “progressive bounty” for any liberal pundit with at least 50,000 followers on Twitter or Facebook to open up a Parler account (no one took him up on the offer). However, conservative commentator Dan Bongino is the current owner of the site, and when you open up an account on Parler all of the suggested users to follow are conservative figures like Ted Cruz, Sean Hannity, and Mark Levin; along with rightwing-leaning media publications. 

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The user experience is optimized for conservatives, and unless your brand wants to use social media to share content speaking to rightwing issues; it doesn’t make sense to have a brand presence on Parler at this time. The site is too politicized to try to reach out to conservatives with non-political related messaging. 

Fact #4. The Increase Of Social Conversation About Parler Corresponds To Joe Biden Winning The Election 

While the election was November 3, it wasn’t really clear until November 5 that Joe Biden was winning in the vote counting, and that corresponds directly to an increase in real-time conversation about Parler on Twitter. Between November 5-17, 2020, there were 2,716,570 Tweets mentioning Parler, a 182% increase from the 964,300 Tweets than mentioned Parler between October 23 – November 4, 2020. The conversation was mostly around Republican leaders and convervative media personalities asking people to follow them on Parler. For instance, Ivanka Trump received 105,782 responses on a Tweet asking for Parler follows; Senator Rand Paul generated 103,591 responses for a Tweet warning people should follow him on Parler before Twitter silences debate, and Fox News anchor Lou Dobbs saw 48,755 responses on a Tweet announcing his show was now on Parler.    

Fact #5. Parler Is Associated With Free Speech, But Also Hate Speech 

Parler prides itself on being a platform for Free Speech, and the Twitter conversation around the app confirms that messaging is resonating, as between October 17 – November 17, 2020, there were 130,769 tweets mentioning both Parler and Free Speech. However, often that Free Speech is being seen as an excuse to express opinions that are either controversial or in some cases inarguably negative. For example, in the same time period, there were 9,920 Tweets that mentioned Parler and a Conspiracy; 5,025 Tweets mentioning Parler and QAnon; 1,712 Tweets mentioning Parler and Racism; 1,288 tweets bringing up Parler and Hate Speech; and 906 Tweets mentioning Parler and Antisemitism. 

What more insight into emerging social media platforms? Request a ListenFirst Demo Today! 

5 Social Media Facts About This Thanksgiving

With more than 85,000 coronavirus patients hospitalized nationwide, Thanksgiving this year has been transformed from a beloved holiday into a potentially super-spreading event; turning what already is a public health crisis into an even worse situation. To help get a better picture of how the social media audience is feeling about the holiday this year, here are 5 social media facts you need to know about Thanksgiving in 2020.  

Fact #1. The Social Audience Is Talking A Lot More About Thanksgiving Travel This Year 

Between November 1-22, 2020 there were 134,950 Tweets that mentioned both Thanksgiving and Travel, which was a 842% increase from the 14,320 Tweets mentioning both Thanksgiving and Travel together between November 1-22, 2019. Sentiment around the Tweets that mentioned both Thanksgiving and Travel between November 1-22, 2020 was 46% Negative and 12% Positive with many of the Tweets complaining about people still planning to Travel this Thanksgiving. For example, comedian Rachel McCartney got 194,927 responses to a Tweet complaining that 47% of Americans still plan to travel this Thanksgiving. 

Fact #2. Thanksgiving Dinner Has Always Been About Crowd Size, That Just Has A Different Connotation Now 

Between November 1-22, 2019; the most popular Tweet discussing Thanksgiving Dinner generated 140,782 responses and talked about how someone’s family is so big that the dinner spills over into the backyard and the street. This year, there are even more Tweets talking about the size of Thanksgiving Dinner, it’s just around the opposite extreme. For instance, a Manhattan podcaster received 5,529 responses to a Tweet announcing this Thanksgiving he’ll be defying a New York state restriction on indoor gathering of more than 10 people. Meanwhile, a Tweet accusing California Governor Gavin Newsom of being hypocritical about his guideline that no more than two households celebrate Thanksgiving dinner together received 5,471 responses while a Tweet saying people can do Thanksgiving dinner via Zoom received 3,796 responses.

Overall, there were 444,885 Tweets mentioning Thanksgiving and either the word Food, Meal, or Dinner between November 1-22, 2020 which was a 78% increase from Tweets with those same terms between November 1-22, 2019. In both years, the pre-Thanksgiving conversation was more around the guest list than around the actual food people would be having. 

Fact #3. Zoom May Become The Brand Most Associated With Thanksgiving This Year 

https://twitter.com/nataliemorales/status/1330614316978958336

Largely around Zoom’s announcement that they’d lift their 40 minute call limit on free calls for Thanksgiving, between November 1-22, 2020, there have been 77,818 Tweets mentioning both Thanksgiving and Zoom. Along those lines, there have been a lot of “a Zoom Thanksgiving is better than…” Tweets leading into the holiday, for example saying it’s better than an ICU Christmas, better than a Zoom family funeral,and better than a RIP on Christmas.

Fact #4. Most Businesses Will Be Closed This Thanksgiving 

Between November 1-22, 2020, there were 15,996 Tweets talking about being Closed on Thanksgiving up from 7,752 Tweets mentioning being Closed on Thanksgiving between November 1-22, 2019. Given that brick and mortar stores are for the most part not even attempting to compete amid social distancing considerations; expect more people than ever to spend Thanksgiving on their computer, shopping for holiday sales.  

Fact #5. Getting A COVID Test Has Become Part Of The Thanksgiving Ritual 

Between November 1-22, 2020, there were 16,075 Tweets mentioning a COVID Test and Thanksgiving, with the number going way up the closer we get to the holiday. The Tweets range from warning people to get a Covid Test before leaving campus so you don’t kill your grandmother, reminders that a negative coronavirus test doesn’t make it safe to gather in person on Thanksgiving, and someone worrying that her mom who tested positive will still try to host Thanksgiving dinner. This holiday season, getting tested before headed home and the debate on if you should be around people regardless of what the test results are, is a big part of the Thanksgiving conversation on social media. 

Does your brand want even more social media insights about holidays during the age of the coronavirus? Request a ListenFirst demo today! 

5 Social Insights Marketers Need To Know About Holiday Movie Season

With Wonder Woman 1984 the only major new release with a possibility of being released into theaters in 2020, it’s safe to say that the holiday movie season is looking unrecognizable compared to past years. Almost every big budget film has either been pushed into next year or is debuting on a streaming service, and the social media conversation around movies is evolving as well. To help film marketers navigate the new normal, here are 5 social media facts you need to know.

Insight #1. There Is More Social Media Interest Around Film During The Pandemic

Even with most scheduled new releases delayed, the social media conversation around movies has actually increased during the Fall. There have been 69,152,194 Tweets mentioning Movie or Film between September 1- November 15, 2020, a 31% increase from the 52,680,727 Tweets that mentioned Movie or Film during September 1- November 15, 2019. Just because the audience has been dealing with the pandemic, the elections, and isn’t currently comfortable physically going into movie theaters, doesn’t mean they’re any less interested in watching or talking about movies.

Insight #2. The Real Time Conversation Around Movies On Streamers Is Way Up This Fall  

Between September 1 – November 15, 2020, there were 1,471,989 Tweets that mentioned Netflix and either the word Movie or Film, a 160% increase from the volume of such Tweets between September 1 – November 15, 2019. Similarly in the same time period, there were 111,449 Tweets mentioning Hulu and the word either Movie or Film, a 361% increase; while there were 85,394 Tweets mentioning Amazon Prime Video and either Movie or Film, a 160% increase compared to September 1 – November 15, 2019.  With people’s entertainment options more limited during the pandemic, movies on major streaming services are getting a lot more social media attention. 

Insight #3. Gently Used Content On Netflix A Conversation Starter On Social 

Between November 1-15, 2020, Knock Knock had a ListenFirst Interest score of 655,997 (Wikipedia page views and hashtag & handle mentions on Twitter), the most of any movie during that time period. Knock Knock is a low budget Keanu Reeves horror movie that originally was released in 2015 but is finding a new audience after being released on Netflix. With major new releases, either in theaters or on streaming, few and far between during the pandemic, “new to me on Netflix” is as big a conversation driver on social media as anything else. 

Insight #4. Netflix Is The Streaming Platform With The Most Rewatch Conversation On Social… But With A Catch

There were 22,978 Tweets that mentioned both Netflix and a Rewatch between September 1- November 15, 2020; which by far was the most Rewatch social media conversation around a streaming site. In comparison during the same time period, Disney+ was mentioned in 3,282 Rewatch related Tweets and HBO Max was mentioned in 2,877 Rewatch related Tweets.  However, the Rewatch conversation around streamers is primarily on the television side. For example of the 50 Netflix Tweets mentioning a Rewatch that generated the most responses, only 9 of them mentioned movies, with far more often the Tweet being about a TV series.  

Insight #5. Streaming Movies Can Still Provide Moments That Go Viral On Social Media 

https://twitter.com/SeanPenn/status/1320911354203570179

While films that debut on streaming platforms don’t traditionally have the marketing budget of tentpole theatrical releases, streaming first movies are still creating water cooler discussions on social media. For example, between October 21-27, 2020, there were 294,584 Tweets mentioning both Borat and Rudy Giuliani around the climatic scene in Amazon Prime Video’s movie, Borat Subsequent Moviefilm; including celebrities such as as Mark Hamill, Ice T, and Sean Penn weighing in. As more high profile projects begin to debut on streaming services, expect the social media conversation around film to increase as well.

Want more insights into how ListenFirst can help navigate the social media conversation around movies? Request a demo today! 

Industry Study: Social Media Analytics For The TV Industry

How can the TV industry see the most success on social media?

A recent study conducted by the independent research firm of Hobson & Company identified what aspects of social media research and analytics are most valuable to the TV industry, and why.

This case study highlights the findings of the study with ListenFirst customers, providing ways in which the TV industry can quantify the business value of social media, including:

  • Improved access to social data and insights
  • Smarter spending across media and creative
  • Informed strategic decision-making
  • Proactive brand protection
  • Industry and data expertise thought leadership

Industry Study: Social Media Analytics For The Retail Industry

How can Retail marketers see the most success on social media?

A recent study conducted by the independent research firm of Hobson & Company identified what aspects of social media research and analytics are most valuable to the retail industry, and why.

This case study highlights the findings of the study with ListenFirst customers, providing ways in which retail marketers can quantify the business value of social media, including:

  • Improved access to social data and insights
  • Smarter spending across media and creative
  • Informed strategic decision-making
  • Proactive brand protection
  • Industry and data expertise thought leadership