Before giving way to our ranking, if you are a content creator and want to start analyzing your social media campaigns, explore the Atribus tool to make your job easier. That said, let’s move on to our TOP 20!

20. Kylie announces a sibling for Stormi

Kylie Jenner, the world-renowned influencer and entrepreneur, opens this list with the announcement of her second child. This heartwarming video quickly went viral as many users shared the news.

19. The three Spidermans go viral on Instagram

Do you have the well-known Spiderman meme in mind? Here’s how Tom Holland, Tobey Maguire and Andrew Garfield recreated it – and the Instagram community went wild!

18. Zendaya congratulates Tom Holland on his birthday

Zendaya, the successful actress and partner of Tom Holland, decided to congratulate him on his birthday on Instagram with a tender photo and got more than 26 million likes.

17. Pelè always in Messi’s memory

On the day when the ex-footballer Pelè passed away, there were many figures of the sport who shared some memory of him. One of them was Lionel Messi and for that image, he has managed to join the list of the most liked posts on Instagram.

16. Long live the bride and groom!

We talked about Ariana Grande and Dalton Gomez and their post about their wedding day. In it, they shared several pictures about such a special day, they are beautiful!

15. Cristiano Ronaldo celebrating a goal

Everyone knows this soccer star, and besides being a star on the field, he is also a star on social networks. We are not at all surprised to find him in this list of most liked posts on Instagram.

14. Ronaldo and his arrival at his new team

Once again, Cristiano Ronaldo breaks records with his publications. These photos of the celebration of his arrival at the Saudi Arabian soccer club Al Nassr FC got more than 28 million likes.

13. Messi at the 2022 World Cup

It’s all about soccer. Now it’s Lionel Messi’s turn and his publication celebrating a goal against Croatia at the Qatar World Cup 2022.

12. XXXTentation’s last post on Instagram

Rapper XXXTentacion posted this photo before he passed away in June 2018. In fact, it is currently his only photo on this social network and has garnered more than 31 million likes.

11. Ronaldo joins Pelè’s tribute

Like many others, Cristiano Ronaldo decided to pay tribute to Pelè on his Instagram account.

10. Ronaldo and Georgina announce their new pregnancy

Following in the line of soccer, in this list of most liked posts on Instagram we find a photo of Ronaldo and his wife Georgina, announcing their twins. After the loss of one of them during pregnancy, this publication was filled with comments of love and support for the couple.

9. The chess match of the century: Messi vs. Ronaldo

Louis Vuitton’s apotheosic advertising campaign hit the nail on the head when it decided to bring together these two masters of soccer, don’t you think?

8. Cristiano Ronaldo disappointed in Qatar 2022 World Cup

After Portugal’s defeat against the Morocco team, Ronaldo posted a photo of himself on the field and a reflection on what it was like for him to participate in this World Cup and not take the cup. Undoubtedly, he entered headfirst into the TOP 20 most liked posts on Instagram.

7. Messi celebrating the victory

There is no greater achievement for a soccer team than winning the World Cup. This is how Lionel Messi celebrated after Argentina’s victory in 2022.

6. Ronaldo: new signing for Al Nassr FC

This is how Cristiano Ronaldo announced his joining Al Nassr FC. This post got more than 34 million likes.

5. Lionel Messi and the World Cup

This is how Messi posed again with the World Cup after Argentina won the 2022 World Cup in Qatar.

4. Ronaldo, Messi and their chess game

This time the publication was made by Cristiano, who got more than 42 million likes.

3. Messi and the cup; the cup and Messi

Here’s another post of Lionel Messi with the world cup!

2. An egg and more than 60 million likes

This was one of the most liked Instagram posts of all time and it broke all records at the time of its publication. It just consisted of making this photo of an egg break a world record. People went wild and the account went viral.

1. Lionel Messi celebrating the World Cup victory with Argentina

The joy a soccer team can feel when winning a World Cup is indescribable, but with this post of Lionel Messi celebrating the victory, we get the idea. Bravo to Argentina!

The post TOP 20 Most Liked Posts on Instagram appeared first on Atribus.

20. “Señorita” by Shawn Mendes and Camilia Cabello (more than 20 million likes)

The first video with which we open this list, was released in 2019 and was a huge hit on the music scene. In fact, it ranked number 1 on the Billboard Hot 100 in August of the same year the hit was released. It currently has more than 20 million likes.

19. “Girls Like You” by Maroon 5 featuring Cardi B (over 21 million likes)

The next spot is occupied by Cardi B’s music track with the group Maroon 5 that was a hit in 2018. In fact, it took the MTV Video Play Awards and won the international song of the year at the NRJ Music Awards.

18. “Ddu-Du Ddu-Du” by BLACKPINK (more than 22 million likes)

And how could there not be any K-pop group in the list of the most liked videos on YouTube? In this case it is BLACKPINK, which is also one of the most subscribed channels on YouTube. Specifically, this video has more than 22 million likes.

17. “Butter” by BTS (more than 22 million likes)

Let’s go with another K-pop song, in this case with BTS, one of the best known groups in the world, and their song “Butter”. It has more than 22 million likes, have you ever listened to it?

16. “DNA” by BTS (with more than 22 million likes)

Continuing in the line of one of the most representative K-pop groups, BTS once again takes another place in the TOP 20 most liked videos on YouTube with their song DNA.

15. “Baby” by Justin Bieber with Ludacris (23 million likes)

And here goes the oldest video on the list, this music track by American singer, Justin Bieber, was for 120 days in a row the most liked TouTube videos, until the group LMFAO took its place.

14. “Lovely” by Billie Eilish and Khalid (24 million likes)

Billie Eilish is one of the most well-known figures in the pop world for her great voice, attitude and talent. Everything she does is successful. And this song couldn’t not be on this list of the most liked YouTube videos. This collaboration with Khalid has more than 24 million likes.

13.”Kill This Love” by BLACKPINK (over 24 million likes)

Again, BLACKPINK takes another spot on this list with their 2019 hit Kill this love and its over 24 million likes.

12.”How You Like That” by BLACKPINK (with 24 million likes)

For the third time we have on this list, the K-pop group, BLACKPINK, with their 2020 track How you like that accumulating over 24 million likes.

11. “Alone” by Marshmello (over 24 million likes)

Being one of the people with the most subscribers on YouTube, we are not surprised that Marshmello enters this list. This music producer and DJ came out in July 2016 and was on this TOP for a long time.

10. “Make this video the most liked video on YouTube” by MrBeast (25 million likes)

The YouTube account MrBeast in addition to having great reach on his Twitter account, also has the good fortune to be positioned in the TOP 20 videos with more likes on YouTube. Specifically, this video has more than 25 million likes and consists of asking his followers to make the image of an egg viral.

9.”Gangnam Style” by PSY (26 million likes)

Believe it or not, this worldwide viral video came out only 8 years ago and got the whole planet to record themselves performing its dance steps. For that reason, we are not surprised that it occupies the number 9 position in this list with more than 26 million likes.

8. “Faded” by Alan Walker (with more than 26 million likes)

This smash hit released in 2015, by producer and dj Alan Walker, managed to top the charts in several countries around the world and thanks to getting so many likes on YouTube, his career skyrocketed.

7. BTS’s “Boy With Luv” featuring Halsey (27 million likes)

Once again, the K-pop group, BTS, appear again in this TOP 20 most liked videos on YouTube. In this case with one of the best known American pop stars, Halsey.

6. “How Zach King gets away with making Zach King graffiti (over 30 million likes)

We are not surprised that one of the most viral people on social networks occupies some place on this list and is that Zach King, in addition to breaking records on Instagram and Tiktok, also does so on YouTube. In the case of this video, which already accumulates more than 30 million likes, we can see how he manages to escape from a security guard thanks to his graffiti and with a touch of comedy.

5. “Shape of You” by Ed Sheeran (31 million likes)

Who hasn’t listened to an Ed Sheeran song before? It is normal that one of his songs is positioned within the top 5 videos with the most likes on YouTube. Shape of you was released in 2017 and in a short time managed to reach 1 billion views.

4. “Dynamite” by BTS (more than 36 million likes)

We never get tired of saying that BTS is one of the best known K-pop bands on the planet and that is why they manage to enter this list more than once. In this case, with their hit Dynamite, which already has more than 36 million likes.

3. “Baby Shark Dance” by Pinkfong (40 million likes)

Believe it or not, this children’s song has managed to take its place in the top 3 most liked videos on YouTube, as it has accumulated more than 40 million likes. Who could resist this song and its dance?

2. “See You Again” by Wiz Khalifa with Charlie Puth (with more than 40 million likes)

This hit by Wiz Khalifa in collaboration with Charlie Puth, not only ranked number one in the United States, United Kingdom, New Zealand and Australia, but it is also currently the second most liked video on YouTube.

1. “Despacito” by Luis Fonsi with Daddy Yankee (more than 51 million likes)

This is the song with the most likes on YouTube for more than 900 days and the number one on this list. In addition, it is also one of the most viewed videos in the history of YouTube with more than 8138 million views.

The post What are the most liked YouTube videos? appeared first on Atribus.

Bearing in mind that all the data we are going to expose were collected in December 2022, let’s start with the ranking of the TOP 20 most followed accounts on TikTok.

20. @ox_zung – 54.5 million of followers

Who are we talking about? The young Korean Won Jeong, only 27 years old, went from having 0 followers to 38.6 million in just one year. That’s why he is positioned in our list of most followed accounts on TikTok.

19. @justmaiko – 52.1 million of followers

Dancer and content creator on this social media, Michael Le, ranks 19th on our list with more than 52 million followers on his profile.

18. @kyliejenner – 52.3 million of followers

With over 50 million followers, the very famous Kylie Jenner ranks in both the list of most followed accounts on TikTok and Instagram. Have you ever seen a video of her?

17. @lorengray – 54.4 million of followers

The American singer Loren Gray Beech, with the rest of her social networks (Twitter and Instagram), has a total of more than 79.7 million followers.

16. @spencerx – 55.3 million of followers

Are you also one of those who enjoy watching beatboxing videos? Then don’t miss the videos of Spencer Polanco, who has reached more than 55 million followers on his TikTok account thanks to his beatboxing videos.

15. @dixiedamelio – 57.3 million of followers

Dixie D’Amelio is an American singer and social media influencer. Specifically, in her TikTok account we can find her more than 57 million followers.

14. @jasonderulo – 57.7 millions of followers

Who doesn’t know this singer or any of his songs? If you haven’t yet, don’t miss his TikTok videos with which he dazzles his more than 57 million followers.

13. @bts_official_bighit – 58.8 millions of followers

Totaling 172 million followers on their Instagram, TikTok and Twitter accounts, the world’s most famous K-pop band blows away their audience with each of their videos.

12. @domelipa – 65.4 millions of followers

We can talk about a real TikTok star when we talk about Dominik Elizabeth Resendez, the influencer who has more than 65 million followers and more than 4 billion likes on her account.

11. @therock – 69.6 millions of followers

You probably know this one. Dwayne Johnson is no longer just one of Hollywood’s top actors, he’s also a star on TikTok!

10. @cznburak – 70.1 millions of followers

CZN Burak, or Burak Özdemir, is a Turkish chef whose influence is not limited to the kitchen.

9. @tiktok – 71.3 millions of followers

Indeed, it is now the turn of TikTok’s own account, which has more than 71 million of followers.

8. @willsmith – 73 millions of followers

One of the great actors of the Hollywood scene also sneaks into the ranking of the 20 accounts with the most followers on TikTok with more than 73 million.

7. @kimberly.loaiza – 73.9 millions of followers

This Mexican singer and TikTok influencer always surprises her more than 73 million followers with her funny and original videos.

6. @zachking – 74.9 millions of followers

I’m sure you’ve come across a Magician Zach video more than once and have been left speechless. If you haven’t had the chance, check out this video.

5. @mrbeast – 80 millions of followers

Known for his witty banter in his videos, Jimmy Donaldson has more than 80 million followers on his TikTok account.

4. @addisonre – 88.8 millions of followers

Currently, this American dancer has accumulated more than 88 million followers and more than 5 billion likes on her TikTok account. A true influencer.

3. @bellapoarch – 92.8 millions of followers

Born in the Philippines, this singer has become a true TikTok promise with her more than 92 million followers.

2. @charlidamelio – 150,4 millions of followers

As you read, this young woman has over 150 million followers on her TikTok account. Would you have imagined it when she started at 16 years old?

1. @khaby.lane – 155.8 millions of followers

And the Guinness World Records goes to… Khabane Lame!
With over 155 million followers, he has become the most followed person on TikTok. Known for his silent mocking of various situations, he is sure to make you laugh even on your less good days.

The post TOP 20 most followed accounts on TikTok appeared first on Atribus.

Today, it has become a media giant in its own right. So yes, if you have seen a video that has gone viral, it is very likely that its origin is from YouTube. And what are the videos with the most views on this platform? We list them for you.

20. “Baa Baa Black Sheep” by Cocomelon – Nursery Rhymes (with 3470 million views)

Undoubtedly, this video is aimed at the children’s audience, its melody and its animated images is one of the keys to its success among the little ones.

19. “Thinking Out Loud” by Ed Sheeran (with 3510 million views)

Over the years this song by English artist, Ed Sheeran, has been accumulating large amounts of views positioning itself in the list of the top 20 most viewed YouTube videos.

18. “Crazy Frog” by Axel F (3550 million views)

Resurfacing from the past, in recent years this song has gained a surge in views that has managed to place it on the list of the top 20 most viewed YouTube videos in history.

17. “Sorry” by Justin Bieber (with 3590 million views)

When we were talking about the artists who took their first steps on this platform, among them was Justin Bieber. This Canadian singer-songwriter rose like wildfire with his song Baby, but it was Sorry that overtook it on the right with the highest number of views.

16. “Counting Stars” by OneRepublic (with 3660 million views)

As you can see, we start the round of music videos. In this case, it’s the turn of OneRepublic’s Counting Stars music video, which has 3660 million views.

15. “Roar” by Katy Perry (with 3764 million views)

This song by artist Katy Perry not only made the charts of the best songs of the moment, but to this day it is still on the list of the top 20 most viewed YouTube videos in history, with more than 3.76 billion views.

14. “Sugar” by Maroon 5 (with 3846 million views)

It is the turn of Maroon 5 and their song Sugar, which has more than 3846 million views. It is no coincidence that it is still in the top 20 most viewed YouTube videos because no matter how many years go by, it will remain a song that makes anyone dance.

13. “Dame tu cosita” by El Chombo, featuring Cutty Ranks (with over 4299 million views)

If we don’t see it, we don’t believe it. What seemed like a parody video, has managed to position itself in the TOP 20 of the most viewed videos on YouTube. Could it be because of its catchy rhythm?

12. “Learning Colors – Colorful Eggs on a Farm” by Miroshka TV (with over 4547 million views)

Another educational video for the little ones at home. This video is an animation that, through the use of eggs, teaches them the colors.

11. “Gangnam Style” by Psy (with 4748 million views)

Who doesn’t remember the choreography of this song? It is possible that almost the entire population has danced to this song at some point in their lives. Gangnam Style is one of the oldest on the list and has 4748 million views.

10. “Masha and the Bear – Recipe for Disaster” by Get Movies (with 4863 million views)

Were we talking about children’s songs? Don’t let it stop because here’s another video for the same audience!

9. “Uptown Funk” by Mark Ronson featuring Bruno Mars (with over 4878 million views)

Believe it or not because this video is from 2017, it’s one of the most recent videos on the list of the top 20 most viewed YouTube videos in history. And that’s because of its more than 4878 million vsiualizations.

8. “Wheels on the Bus” by Cocomelon – Nursery Rhymes (with 5086 million views)

And another nursery rhyme over here! From the same creators of the first video we showed you above, comes Wheels on the Bus with over 5086 million views.

7. “Phonetics song with two words” by ChuChu TV (with 5237 million views)

Unbelievable but true. This educational song for children from 9 years ago, ranks in the top 20 most viewed YouTube videos.

6. “See You Again” by Wiz Khalifa featuring Charlie Puth (with 5840 million views)

If you look back 7 years ago, you’ll remember how this song skyrocketed. Well, to this day it is still among the most viewed videos on YouTube.

5. “Shape of You” by Ed Sheeran (with more than 5959 million views)

The English artist appears again on the list, now with Shape of You, a song that has obtained over the years more than 5959 million views.

4. “Bath Song” by Cocomelon – Nursery Rhymes (with over 6107 million views)

As if that wasn’t enough, here’s another children’s video in the top 20 most viewed YouTube videos ever. What’s it about? About taking a bath with a fun tune and animation.

3. “Johny Johny Yes Papa” by LooLoo Kids (with 6677 million views)

It’s the turn of this animated video that is set to an old nursery rhyme, which managed to go viral on Twitter thanks to its surreal nature.

2. “Despacito” by Luis Fonsi with Daddy Yankee (with 8123 million views)

How could we not talk about this smash hit. This song was positioned in the first position for 1186 days. It currently has 8123 million views.

1. “Baby Shark Dance” by Pinkfong Kids’ Songs & Stories (with over 12 billion views)

What better way to close this list than with a kids’ music video? The perfect combo. It’s very likely that its more than 12 billion views are due to its catchy melody. Which made it go viral in a very short time.

The post The 20 most viewed YouTube videos appeared first on Atribus.

What is sentiment analysis? Basically it is the process of determining the emotional tone behind a set of words. It is used to understand the attitudes, opinions and emotions expressed in online conversations. It is also known under the terminology opinion mining.

What are the uses of sentiment analysis?

The usefulness of sentiment analysis in social media monitoring is huge because it gives you the opportunity to get an overview of what public opinion is saying about specific topics. There are social media platform monitoring tools such as Atribus that make it easy for you and allow you to do sentiment analysis in real time.

It has been shown that changes in sentiment on social media platforms go hand in hand with changes in the stock market. There are many companies that include this process in their marketing strategies because of the great advantages it offers. It is a very useful tool to find out what your consumers think about your products or services, as well as what your competitors are offering.

It is no longer only companies that use this practice for their market research, but political parties also make use of it. With sentiment analysis it is possible to measure the public’s perception of an electoral campaign or a political proposal of any kind, as well as to know the population’s opinion about a political candidacy.

Making use of this type of analysis makes it possible to react to generalized opinions in the most optimal way possible. A clear example is that of Expedia Canada, which detected a large number of negative comments about the soundtrack used in an advertisement. Thanks to social media, it was identified that the vast majority of users agreed that the music was very irritating after several reproductions. The solution that the brand decided to adopt was to create a new version of the advert by crushing the offending violin.

Interpretation of social data

It should be clear from the outset that sentiment analysis is not a perfect practice. This is because human language is complex for a machine, as it has to be taught to analyze the nuances of grammar, ironies and even misspellings that often occur in social media comments.

For this reason, it is essential to teach the machine to contextualize textual language, so that it can correctly analyze both positive and negative sentiments, even when playing with sarcastic tone.

How we do sentiment analysis with Atribus

As we have just explained, human language is complex and is constantly changing and growing every day. At Atribus we use rules to make our software able to better understand the ways in which the context and tonality of conversations can affect sentiment.

Basically, we collect all mentions – words and phrases – that carry negative and positive sentiment and put in place the necessary rules so that our tool is aware that context can influence the tonality of content. In addition, we have a more detailed sentiment analysis that identifies each of the emotions observed in online conversations.

To have more control over your brand, our tool analyzes the percentage of positive and negative sentiment and groups it by online and offline platforms. In this way, companies can check in real time whether the strategies they are following in each of the social media are working as expected or not.

What will the future of sentiment analysis look like?

Without falling into the complex of the crystal ball that predicts the future, it is true that we would like to expose the existing general assumption about sentiment analysis. This is that sentiment analysis must go beyond the basic positive and negative scale, since there are so many different sentiments that it is difficult to include them in a single yardstick. Likewise, this type of analysis will grow and encompass a new spectrum of emotions in textual language.

Given this fact, many companies will decide to include sentiment analysis in their marketing strategies and the proliferation of artificial intelligence tools to help them in their decision making. Because if anything will become clear in the coming years, it is the wide range of information that this process offers to brands, so efforts will focus on how to make the extracted data interpretable and actionable.

The post What is sentiment analysis and why is it used? appeared first on Atribus.

What is share of voice

It is very common to read that the share of voice calculation consists of determining how big is the advertising share of a company compared to the competition. This definition of share of voice is totally true, however, we could expand it as it is necessary to talk about organic search, PPC and social media platforms.

In fact, there are those who think that social media are the only way in which share of voice really happens, why? Well, basically because that’s where customers communicate. In the case of organic search and PPC there are those who refer to them as market share.

Whichever area of marketing you are focusing on, the calculation involves some variations of the original share of voice formula. We explain.

Advertising of your brand/Total market advertising = Share of Voice

Looking back, calculating share of voice was almost mission impossible because it was so imprecise. Spending had to be estimated and competing companies’ ads were overlooked.

However, with the advent of SEO, social media and PPC, the way to calculate it is much more accurate. In addition, there are tools that will take care of the cumbersome part and you can regularly check for changes in your share of voice.

SOV for organic search

If you don’t have the budget to hire a tool, you can calculate the share of voice (SOV) for organic search manually.

The first step is to make a list of keywords and competition, we recommend that you record the rankings in a spreadsheet. SEO platforms will be necessary for this case and save you time by making your job easier. In fact, some will show you the voice quota.

Your share of voice for a particular keyword will be the click-through rate (CTR). Although it should be clear that the CTR is difficult to determine precisely as it depends on several aspects, such as the results you are competing with, where a website that has greater recognition and is in the first position, will get a higher CTR than one with little recognition. Also, this rate can be influenced by Google’s recognition.

Anyway, you can get a rough idea with the Advance Web Ranking study. With it you can find the CTR of positions 1 to 20 and it also adjusts ads, intent and branding. When you include new data, it is automatically updated.

To calculate the share of voice for all keywords, you multiply the CTR with the average monthly search volume (the latter is taken from Google Analytics) for each of the keywords. And what is this good for? The data you get from this calculation will give you an idea of how much traffic your company can expect during the month for that keyword.

Brand Traffic/Total Market Traffic = Share of Voice

This is the data you have to calculate if you are looking to get an estimate of the total number of keywords. As we have explained above, there are tools that avoid this calculation to be done manually and give you the advantage of saving time. In addition, they have the advantage of working with data that comes from millions of keywords, which will allow you to get more insight into the organic search landscape.

You can also analyze how your keywords rank in comparison to others. Although it is true that you have to keep in mind that not all of your competitors have to focus on SEO, so as far as SEO is concerned, they will no longer be your competition.

Measure share of voice for PPC

What is PPC share of voice? Google AdWords offers the PPC equivalent of share of voice. This is the percentage of impressions and indicates the percentage of times your ads have been shown to users, compared to the number of times they could have been shown, depending on the keyword and campaign settings you have made.

To find out the percentage of impressions, you have to log in to your AdWords account and click on the campaigns tab. Once there, click on the columns option and choose “Modify columns” from the menu. Then click on Competitive Metrics and add the impression percentage columns you want to track. Take a look at this image to get a better grasp of it.

Calculate the SOV for social media

In order to calculate the share of voice on social media it’s necessary to collect the voice of the customer with the help of a social media analysis tool, such as the Atribus tool.

At this point it is very important to focus on the customer to measure the results of what they have invested in advertising and how visible they are being on search engines, specifically Google. Moreover, focusing on the customer gives you the opportunity to dig deeper and get useful information about the consumer, beyond analyzing the competition and brand tracking. With the help of this social listening tool, you can easily search on any mention of their company or product and competitor brands.

To find out how well recognized your brand is and how much it is talked about compared to the competition, you can start by doing a calculation on share of voice. In this study you’ll get a direct overview of which company appears in most online conversations.

When you go to calculate the SOV in online conversations, these tools allow you to differentiate by categories to automate the process and monitor everything that happens in social media.

Tracking the share of voice over the long term gives you the opportunity to learn a lot of information about the efforts your company has made with its marketing strategy. The initial analysis you do will provide you with information about the current moment, but if over a period of time you continue monitoring, you will be able to make an analysis of the performance of your campaigns.

With the help of the analysis of the peaks of conversation about your brand and the competition, you will be able to get an idea of how the campaign is going.

By compiling the information from the voice of the customer analysis, you can make various categorizations. For example, making a geographic segmentation where you can identify from where people talk about your brand or product.

In addition, you can collect such information about your consumers as their gender, age or profession, which will help you build an optimal strategy.

With active listening tools, it is possible to make a breakdown of the share of voice by differentiating channels. This fact can be an extra advantage to analyze the quality of the strategy being carried out in each of them.

Doing a SOV analysis on social media can provide you with a wealth of information about your brand and how consumers are perceiving it. In fact, by comparing sentiment you can see it more clearly. The tonality of online conversations gives you a clue as to how your strategy is working.

As we have seen throughout this post, measuring the share of voice of social media gives brands a unique opportunity to know at all times what and how people are talking about their company or the products it offers. As well as all the necessary data to be able to target your ideal customer.

The post How to measure share of voice for SEO, social media and PPC appeared first on Atribus.

What is brand affinity?

The definition of brand affinity consists of the relationship established between the company and the consumer. In other words, it is the set of values that they have in common and that help customers to fully trust the brand.

While we know that the path a consumer takes before making a purchase involves reasoning, emotionality and behavior, this affinity ensures that the customer is carried away by his most emotional side and finally buys our product or service.

What is the difference between brand affinity and brand loyalty?

It is very likely that at some point we have seen the terms brand loyalty and brand affinity used in the same way. We cannot deny that both are similar, but it is true that they do have some differences.

Without going any further, a person can be loyal to a brand because it sells the best product or service, but not feel a brand affinity. As we can see, brand loyalty does not require a high connection at a personal level that creates the company-consumer link, it may simply be perceiving that the company provides some added value. And this value is above pricing or competitive strategies. Customers who are loyal to a brand will remain so because they believe it provides the best experience and quality than the rest of the industry.

This is the main difference with brand affinity. With loyalty, a more rational decision is made. Many companies implement customer loyalty strategies to encourage this loyal buying behavior. While it is true that trying to encourage loyalty with special offers does not increase actual customer loyalty.

On the other hand, affinity with the brand is the highest level of quality and duration, since the relationship between both parties is real.

Brand personality: what it is

Brand personality is a set of human aspects that customers attribute to a company. It is what makes a brand more or less identifiable in the eyes of consumers.

The vast majority of these traits is the one that is able to attract a specific market segment and increase the value and brand affinity. So it brings qualitative values and tangible benefits.

Several studies agree that the more the brand personality resembles the customer’s personality, the stronger the connection will be. We can distinguish between these types of brand personality: sincerity, sophistication, robustness, excitement and competence. Obviously, these groups include other emotions such as carefree or youthful attitudes.

How to increase brand affinity

You are probably wondering how to increase brand affinity. Simply understand your consumers and the traits they associate with your company. Once you’re clear on that, all that’s left is to make sure that each part of the strategy intensifies the message of your brand personality.

Step 1: Know your customers well

The first and one of the most important steps in building brand personality and affinity is to know your audience in detail. To do this, we recommend you to collect data to create a more accurate picture. You can get this data from reviews, surveys, sales and CRM data, and even your employees’ anecdotes.

Social data can be helpful because it allows you to do consumer research before they become your customers. Find out what their tastes and preferences are, what language they use, what they do for a living, and even which media outlets they find reliable sources of information. You know, the more you know about your audience, the more effective your brand strategy will be.

Step 2: Know your brand’s associations.

One tool that can help you gather more information about how your audience is engaging with your brand is social intelligence. Atribus’ social media active listening platform helps you identify and analyze everything that is being said about your company.

In addition, you can segment your audience, such as by gender or location. Not only that, but you can also track your brand’s reputation, helping you manage potential future crises.

Step 3: Create a message aligned with your brand’s personality

After you have done the research to get to know your audience in detail, you can understand how closely the perceived image of your brand matches the reality. During the strategy you can work out all the details so that everything fits with the message you want to convey.

It must be clear that to generate affinity with the brand, it is necessary to have a brand personality that is aligned with the company. That is to say, it must be reflected in every communication platform with the client.

In addition, the higher the brand affinity, the more likely customers are to share content on their social networks. In fact, according to a New York Times study , 68% of users share content on their profiles to give others a better idea of who they are and what they like.

One marketing practice that continues to work over the years is word of mouth. And the more you emphasize your brand’s personality, the more aligned it will be with your audience and the more your content will be shared on social networks. So make sure your brand stands for something that is well defined and communicates that message well.

The post How to increase your brand affinity and discover your brand’s personality appeared first on Atribus.

In this post we will explain what you need to build a complete influencer strategy.

What is Influencer Marketing?

The first thing we need to be clear about is what influencer marketing is. It is a type of social media marketing that focuses on the union between brand-influencers and carries sponsorships. These personalities on whom the campaign revolves are people who have a large community and high engagement on their social profiles.

Generally, influencers are experts on a particular topic and that is why their followers turn to their favorite figures for advice and extra information about a product or service. In the case of brands, they sponsor and reward influencers through payments or benefits, such as free products or big discounts.

The power of influencers for your marketing strategy

Due to the great fragmentation that now exists on social media, it is increasingly difficult for brands to capture the attention of consumers, enhance brand sentiment or directly, get new customers.

In fact, the results of a study conducted by Oracle, point out that 37% of consumers trust social media influencers more than brands. In addition, 80% of consumers have purchased products as a direct response to relevant content they consumed on their social profiles. This leads us to conclude that ultimately, consumers put their vote of confidence in these figures because they see them as credible and trustworthy. We understand why the influencer marketing industry is estimated at over $16 billion and continues to grow exponentially.

What is the state of the influencer marketing industry like?

Back in late 2013 and early 2014, when Instagram started launching ads for the first time, it was enough to stand out from the competition with quality images and little else. It is true that influencers still focus their efforts on the aesthetics of their advertising pieces to increase their audience, even so, the influencer marketing industry has grown so much that there are many personalities who have wanted to take advantage of their social followers for their sponsorships.

And why is this happening? As we have explained above, consumers are currently highly influenced by what they see and hear on social media. In fact, several studies claim that 49% of consumers trust the recommendations of influencers, which confirms that there is no better time than now to develop an effective influencer marketing strategy.

Far from this type of marketing being a fad, 89% of companies conclude that the ROI of influencer marketing is comparable to or better than other channels. In addition, 51% of marketers say these personalities help get more quality customers.

We are witnessing that, with the help of great content possibilities and more technology, influencer marketing allows brands to expand their reach and achieve quality results thanks to curated content that speaks directly to their target audience.

What is an influencer marketing strategy?

An influencer marketing strategy is one that takes advantage of digital content creators who have great influence in specific sectors or target audiences when making purchasing decisions. With an optimal strategy, you can work hand in hand with these personalities to promote brands, products or services.

What are the advantages?

There are several benefits of developing campaigns through influencer marketing, we will list several of them. Firstly, with these people it is easier to connect with your audience as they generate greater trust and credibility. In addition, it is a useful tool to enhance the feeling of your brand as they can serve as speakers of your company’s story. Another aspect to highlight is that, through the constant creation of content, in addition to completing the timing of publications, you can reach audience members who were previously interested in your product or service.

Build a solid influencer marketing plan by following 5 key steps

It is clear that before promoting your brand with these personalities, it is necessary to develop a strategy to optimize the performance of your campaign and allow you to track progress at each point in the process.

Step 1. Define your budget and goals

It is essential to establish from the beginning what are the objectives you want to achieve and what is the quarterly or annual budget you have so that your strategy remains constant during the campaign. Some objectives may be: increase sales; increase brand awareness and brand identity; improve engagement; improve your web positioning in the main search engines.

As for the budget you have to allocate to this type of influencer campaigns, it will depend on the personality you want to count on: it does not cost the same to make an influencer marketing campaign with an account of 500k followers, than with one of 2M followers.

To give you an idea, macro-influencers usually earn from $5,000 to $10,000 per publication. However, microinfluencers earn between $100 and $500 per content. Keeping this in mind and depending on what the objectives of your strategy are going to be, you will make the decision to hire one personality or another.

Step 2. Choose what the main message of your campaign will be

The next step to follow is to establish what type of campaign you are going to build and what message it will revolve around. It is important that the influencer marketing strategy we are going to develop inspires your followers and gets them to interact with your brand. Some typical campaigns that brands usually do are: sweepstakes, sponsored content, mentions, discount codes or guest posts.

However, it is also effective to use a conversational message that aligns with the brand’s values. By using target keywords that are trending in your industry, you can attract your target audience.

Step 3. Find the perfect influencer for your campaign

No matter what the industry, you can always find someone who can influence your audience’s buying decision. Whether it’s social media influencers, opinion leaders or B2B experts, you have a wide range of options for finding the perfect figure.

In order to evaluate influencers, you can ask questions such as whether that person publishes content that might interest your audience; whether they are a credible figure; or whether their personal style fits your brand’s values and guidelines.

Once you have established which influencers you want to campaign with, it’s time to contact them. Depending on whether they are a macro or micro-influencer, you can contact them through their social media, website or email address.

Step 4. Manage the influencer campaign

Once you have contacted the influencer, you will need to define the campaign requirements, content calendar and reporting activities. In other words, you will have to manage the details of the campaign.

If there is one thing to be careful with is not to confuse influencers with your employees, these personalities are ambassadors of your brand who are working with you to help you build a community of future customers. With that in mind, you can meet with the influencer to provide styling guidelines ahead of time to ensure you meet expectations. As well as explain how you usually work with brands, including monetary compensation, discounts or free products.

It should be clear that managing these personalities is critical to the success of your campaign.

Step 5. Track your results exhaustively

As with any marketing strategy, it is necessary to monitor the results in order to improve the campaign. Keeping in mind the objectives that were set at the beginning, you will only need to measure and analyze the data.

Identify if the content is generating interaction among your audience or if there has been a high conversion rate. It is important to study all the variables of the campaign to be able to generate better results in the next one.

Boost your brand with influencer marketing

Once the influencer marketing strategy has been planned and developed, the only thing left to do is to test campaigns and generate commercial results. The most successful strategies are constantly evolving. Companies need to establish theirs in a solid way that will enhance the long-term future of the brand no matter how much the industry is constantly changing.

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This often also includes looking at the actions behind these metrics. This means that companies can seek to define “best practices” for specific metrics and compare them to their own methods. This is also an important step in benchmarking analysis.

The benefits are clearly obvious.

Not only will you get an organized overview of your company and how you are doing at different levels, but you will also be able to remain competitive. Benchmarking means you can easily detect when your competitors are doing well or when they are starting to struggle, which are the best times to evaluate your own strategy.

Competitive benchmarks can be tailored to your business and your industries, and can be as broad or granular as you like. There is no set way. It all comes down to achieving your goals and what areas are important to you.

Choosing your competitive benchmark

With so many variables to include, how do you choose your ideal benchmarking?

Of course, your pre-existing KPIs are a good start, but this could be an opportunity to expand. First ask yourself what you are looking for. Make an assessment of which metrics can be indicators of scalable results over time.

For example, if your SEO is dropping and your competitors are in first place, it means it’s time to dig into the problem. Either you have a problem or your competitors have a virtue. Whatever it is, you need to figure it out anyway.

How to choose a competitor as a benchmark

There are many different approaches. Competitors and your relationship with them can vary widely, so who you can include depends on what you need from them.

One option is to compare it to the closest competitor. Probably those that are most similar to you in size and success. This gives you a clear picture of the companies you compete with directly and who are most likely to follow.

This is an excellent option for planning and taking advantage of immediate short and medium term opportunities. You can see that the SEO performance of your main competitors has been on a downward trend in recent months. This could mean planning your own SEO efforts to compensate for the loss of traffic and ensure that the same thing doesn’t happen to you.

Of course, it’s possible that you have ambitions to go beyond your closest or smallest competitors and are looking to resemble a larger one.

In this case, comparing them can give you an idea of how to achieve their success. We know these numbers may seem depressing at first, but with the necessary research, you’ll see common approaches among great companies, or areas where you’re particularly weak compared to them.

Obviously, it’s not as simple as simply mimicking the aspects they do better than you, but it can give you valuable insight into how they operate. It also gives you an idea of how they lay the groundwork for future work and projects.

Another way is to look down the table. There are always smaller companies. In an era of disruption of entire industries, it would be a mistake not to focus on the little guys.

Benchmarking the smaller ‘players’ on the board can pay off. It means you can see who is doing well and how well they are doing. That way, you’ll be ready when they are more successful and catch up. This should help you avoid being caught off guard.

Ultimately, the purpose of the benchmarking will determine who is included. Remember that lumping everyone together, big or small, will cause your report to lose focus. Segment your competitors into separate reports to suit your expected results.

How to measure your comparative metrics within the benchmark

Here we have a problem. You have access to all your information, but what about other companies? Some data is easier to access than others.

SEO metrics are easy to get. There are tons of tools that can tell you how a website is performing. This data is all public, so there is no problem with accessibility with minimal knowledge on the subject.

Continuing with public data, share of voice can be measured through online channels and social media metrics. This is where Atribus comes in. Our platform allows you to track a large number of KPI’s, both your own and competitors’, on any topic you are interested in.

Private data is more difficult to obtain. Companies can be very cautious about the data they publish. Obviously, you can’t just call your competitors and ask them for all the data you want.

That doesn’t mean you can’t get some. Do your research. Check sales reports, news articles and press releases for company information (you can also use Atribus). If you can find publications, you probably have something to use for your benchmarks. There are also companies like Nielsen that conduct research for benchmarking and research purposes.

Another option is to conduct your own market research and benchamrk from this. A competitive intelligence tool like Atribus allows you to do one-click market research in a simple and automatic way.

The post Competitive Benchmarking: what is it and how to do it? appeared first on Atribus.

Conversations on the Internet generate massive amounts of unstructured data. For this reason, it’s important to understand what a company is trying to achieve with a social media listening program. Depending on your goals, the right tool can be a set of free Google Alerts or an expensive software suite that includes ad hoc analysis and full integration with legacy CRM (customer relationship management) applications.

Both social media and in-person gathering of information have value, but social listening is fast becoming an important customer intelligence tool. The many ways to use social media to gain insight are as follows:

• monitor online customer support forums;
• Use software tools to collect comments from social networks such as Facebook and Twitter; and
• Customers are encouraged to recommend new product features and vote on their favorites.

Social media monitoring tools can search for text for specific keywords on social networking sites, blogs and forums, and other social media. Monitoring software converts specific words or phrases in unstructured data into numerical values ​​associated with structured data in a database. This allows the data to be analyzed using traditional data mining techniques.

Why is social listening important?

Social listening helps businesses understand the conversations surrounding their brand and the products and services they offer. It provides valuable consumer data that companies can use to measure brand awareness and improve their products and services.

Companies benefit from the following benefits through social listening:

• Campaign analytics provide feedback on how specific marketing campaigns resonate with social media audiences.
• Competitive analysis provides insight into competitor performance based on social media conversations.
• Event monitoring allows companies to see in real time how audiences are reacting to specific events, eg. B. Virtual Meeting Response.
• Industry trends emerge when companies listen to discussions that mention their industry and use social features like hashtags.

Businesses can use the conversational data they collect through social listening to change the way they approach these things. For example, if the conversation about a particular marketing campaign is negative, the company may change the current campaign to address the issue. It can also use this information to create better campaigns in the future.

If the social conversation about a company’s competitor is positive, it can mimic the competitor’s behavior. Gathering social intelligence from social media conversations is a great way to gauge real audience sentiment and reactions.

Social listening and social monitoring

Social surveillance explains what people say on social media. Social listening explains why people say what they say. Monitoring is tactical, while listening focuses on long-term strategic decisions.

Each example is as follows:

Social supervision. A restaurant monitors Twitter for mentions of its new product — a hamburger with cream cheese on the bun. Once identified, the company may or may not respond to mentions. Monitoring focuses on gathering information. There is not necessarily an appropriate strategy. The company can see all the different ways their hamburgers get people talking online.

Social listening. The same restaurant monitors social media for mentions of its new burger and aggregates the data for sentiment analysis of what people are saying. Restaurants use the information collected to develop broader marketing strategies. Using sentiment analysis, it can determine:

• whether people like burgers;
• what they like;
• what they like to eat;
• how long hamburgers remain on the menu; and
• New ideas for the next featured product.

In the audio samples, the company is not involved in every mention of the product. No attempt is made to influence conversation or change people’s perception of the product. Instead, it’s designed to read emotions and gain insight with the goal of developing strategies to improve emotions in the future.

Social listening and social monitoring are not mutually exclusive. The social listening strategy goes one step further to better understand brand-centric conversations on social networks.

How does social listening work?

The goal of social media listening is to monitor relevant conversations on social media platforms, understand underlying emotions or emotions, and respond with marketing strategies that positively impact the emotions. The social listening process consists of three main steps:

• Monitor. This includes monitoring multiple social media channels for mentions of brand names, topics, competitors, keywords and products in social conversations. Companies can do this type of brand monitoring manually by checking social media sites on a daily or more frequent basis, or they can use tools to automate the process.
• Analyze. This is the step that differentiates social listening from monitoring. Businesses analyze the information collected during monitoring to find out what customers like and dislike about a product or service, and look for patterns and trends. There are various customer sentiment analysis tools that use automated software to give businesses insight into the sentiment behind texts written or spoken by customers.
• Reply. The company can then decide on an answer. This can be as small a response as an online customer communication, or it can be a repositioning of an entire brand strategy.

Businesses may use information collected through social listening for other purposes, including:

• Identify potential customers and dissatisfied existing customers;
• Measure the quality of customer experience (CX); and
• Gather information that can be used for ROI monitoring or A/B testing different versions of campaigns to compare their performance.

Social listening skills

Best practices for effective social listening include the following:

• Know your audience. Learn which buyer personas appeal to brands and their products and services. Learn how to target your audience on the platform of your choice.
• Determine what you want to hear. There will be tons of data from which insights can be drawn. It’s important to have a clear understanding of what your company wants to learn from data. This helps companies ignore noise in the dataset.
• Find data using keywords. Keywords are a great way to filter conversations on social media. They can be related to a company, its brands, products and services, or to a larger industry.
• Use social listening tools. Tools to collect unstructured social data can help extract insights from the collected data.
• Develop a strategy. After analyzing social data, it is important to use the results to develop strategies. If businesses find social conversations to be positive, they should find out what customers like about it. When a company finds that customers are unhappy, it should investigate the problem and look for ways to change. This could mean a change in product description, price or functionality. Or it could mean using other marketing tactics to better explain their product, such as: B. Optimizing data-driven content creation.

Social listening tool

Atribus, and another social listening tool, can be used as stand-alone social listening tools. In some cases, they can be integrated with enterprise CRM systems. As part of a CRM platform, these tools allow companies to collect CX data from multiple channels and organize it in one place for analysis. Some provenance tools collect information from Facebook, Twitter, TripAdvisor, and Booking.com.

Some social tools allow users to create custom listening templates that track specific keywords and topics. You can also provide business intelligence dashboards. Another common feature is identifying and tracking influencers in related industries. Users can track key performance indicators and metrics about their key influencers, such as: B. The number of interactions with their posts and how often they post on a topic.

How to start listening with social media

Before purchasing a social listening tool, companies should know what they want to achieve with social listening. If a paid enterprise software product doesn’t seem like it, there are plenty of free social listening options out there.

Examples of free tools are TweetDeck and Google Alerts. Like paid options, these tools allow users to monitor social conversations for simple topics and keywords, and schedule automatic postings. These free tools have the following disadvantages:

• They will hear a lot of noise.
• They have limited or no analytical skills.
• You do data visualization

Businesses can also use sentiment analysis tools and APIs to help them with social listening.

Free tools like Tweet Deck and Google Alerts usually only work with one social platform. Businesses looking to develop tools for an omnichannel marketing strategy should consider paid tools with more data visualization and analytics capabilities. Some providers offer social listening services for specific industries.

Gathering social media data is an important part of creating a customer experience strategy. Learn how companies develop great customer experience strategies.

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