Understanding Sentiment Analysis Of Instagram Audiences

sentiment analysis on instagram

Social media sentiment analysis is the method of analyzing conversations on social media platforms like Instagram using natural language processing (NLP). By doing social media sentiment analysis, you get to know the deeper context behind a tweet, status, post, comment, and reply.

In this guide, we’ll take you through the process of Instagram sentiment analysis. Additionally, we’ll help you understand how you should use sentiment analysis to capitalize on your presence on Instagram.

What is Sentiment Analysis?

The practice of identifying the feelings of the viewers can be termed sentiment analysis. Every post of yours may have some tonality to it which decides its emotion. Measuring this emotion is doing sentiment analysis! Here you are trying to crack what the audience feels about your content.

Sentiment analysis takes into account the shares, comments, mentions, and hashtags that say something about the content you’ve posted. These interactions allow you to examine feelings generated by your audience. Further, it tells you the ways people are perceiving your brand on social media.

How Many Kinds of Sentiments Are There?

Feelings can’t be categorized clearly but in sentiment analysis, sentiments can be categorized broadly. All brand mentions and conversations usually wear a particular sentiment. It might be a positive, negative or neutral sentiment. Further, a content post may make them happy, sad, or disappointed. Tracking it will allow you to gauge whether your brand is being perceived in the right manner.

Social media sentiment analysis is the measurement of the sentiment that is being portrayed around your brand.

What is the Goal of Sentiment Analysis?

The idea behind social media sentiment analysis is to capture the overall sentiment associated with your brand. So far, you have been measuring the total quantity of mentions and conversations related to your brand.

With sentiment tracking, you will get a clearer picture. Social media sentiment analysis lets you get a qualitative measurement of every mention and conversation. Every conversation around your brand unveils essential user sentiments that can directly feed into your overall business strategy.

We now have already established how essential online sentiment analysis is, it is necessary to know how accurate sentiment analysis is.

Analyzing sentiments is not possible for a machine! However, after considering a number of metrics it is possible to know what kind of sentiment your content is generating. This analysis will also help you determine the content that is generating negative sentiment towards your brand.

Well, this brings us to what is a great sentiment score?

Sentiment analysis tools take into account several metrics before giving you a brand score. Right from impressions, reach to retweets, relying on the platform, instruments measure every metric and provide brands a sentiment score. This score tells you whether the conversation around your brand is positive, negative, or neutral.

Why Do We Need Social Media Sentiment Analysis?

When checking how our content is performing on social media platforms, we normally look at the fixed set of metrics to track. However, that won’t tell you the whole story.

Brands push content on social media platforms to generate a response. Each picture, text, or video that goes on a brand’s page is for connecting with the target audience and generating a reaction.

Almost every content piece carries an emotional tone to it but whether that sentiment is rightly passed on to the consumer or not is the question. Many times, brands post content that backfires which can hamper the brand image. Hence, it’s essential to take a look at online sentiment analysis.

With social media reports from a third party, you might be tracking the essential metrics to check how well your content has performed. By including data from social media sentiment analysis in your reports, you are able to do much more. As your brand grows, there will be more and more users talking about it online. You’ll start getting an overview of how customers are feeling about your brand. With that, you will also change your social media content methods, as and when you are directly engaging with your customers.

As a marketer, brand manager, or analyst, one should use sentiment analysis to understand how users feel about the content posted on social media. This provides a great picture of how customers are also feeling about the brand, your competitors, and the overall industry they are in.

Are followers reacting positively to your posts?

Is the customer pleased with the new update on your platform?

Is he or she disappointed with a new product?

Does the consumer plan to buy your services?

You’ll be able to gauge the answers to all such questions if you analyze the sentiments of the audience online.

What Insights Can You Get Through Sentiment Analysis?

Every audience conversation has something valuable to offer and with the help of social media sentiment analysis, you’ll be able to put every mention and conversation into context. Sentiment analysis gauges the emotion that your content and your brand are provoking. Let’s take a look at the different ways in which social media sentiment analysis can feed into your brand and social strategy. This can broadly allow you to understand how sentiment analysis is done.

 1. Capture Audience Painpoints

So far, you would take a look at your engagement levels and reach on social platforms to gauge the response to your content. With sentiment analysis, you’ll be able to dig deeper into all the interactions associated with your content.

In this method, social media sentiment analysis feeds directly into your social media strategy. Sentiment analysis classifies conversations into positive, negative, and neutral. Based on this sentiment analysis, you’ll be able to determine what drives your audience.

 2. Monitor Brand Perception 

With social media sentiment analysis, you’ll be able to monitor the overall sentiment associated with your brand. Simply being present on social media isn’t going to cut the deal for your brand. You need to know the consumer sentiment too.

After all, your brand image can either allow you to expand your audience base or do the opposite. With access to the insights on your online sentiment analysis, you’re well equipped to steer conversations in favor of your brand.

  • Steer Clear of PR Crises 

Sentiment analysis divides conversations into positive, negative, and neutral. Point out red flags by using sentiment analysis. In this sense, sentiment analysis can save you from PR crises and debacles.

Sentiment analysis tools can signal any negative conversation (s). Identifying such negative conversations might help you prevent such conversations from turning into huge crises. It is easier to deal with such a crisis-like situation before things get blown completely out of proportion. Likewise, there are lots of sentiment analysis tools that can help enhance your content strategies.

  • Communicate Effectively With Customers

Sentiment analysis can play an important role in helping you deal with communications with your customers. In an ocean of conversations happening around your brand, social sentiment analysis comes in handy in identifying not just compliments, but complaints and feedback.

Quickly spot complaints and queries to deal with them at the right time and create a delightful experience for your customers. Here’s a sentiment analysis instance!

Sentiment analysis example - Jet Blue Twitter chat

How to Conduct Social Media Sentiment Analysis and Instagram Sentiment Analysis

Now that you’ve got a great understanding of what social media sentiment analysis is, let’s discuss how to conduct sentiment analysis that may provide data-driven insights for your brand.

Before we dive into this, it is important to know where your audience is online. Depending on the nature of your business, it’s essential to conduct sentiment analysis in several ways. For instance, in case you are an e-commerce website, the reviews you’re getting on Amazon are equally or more essential than those you are getting on social media platforms. This also consists of Google reviews, third-party review websites, and so on.

Sentiment Analysis Applications and Examples

Coca Cola Twitter sentiment analysis

The above tweet by Coca-Cola smartly highlights how a consumer loves the new Cherry Coke. This means that the brand now knows that its experiment on the new flavor mashup is being liked by its target audience. Additionally, this also helps in building a community wherein the brand loyal know that their opinions are being taken seriously.

Swiggy Twitter Sentiment analysis

The lockdown did have an effect on lots of businesses but Swiggy amazingly launched a new function that would help people with instant pick and drop of groceries! The Swiggy Genie has been receiving applause on social media which has surely generated a positive sentiment around the brand. With the help of those tweets, brands can even inspire passive users to rely on the brands.


Tracking important social media KPIs such as engagement, reach, follower growth, and CTRs is essential for planning your social media strategy. However, it’s also essential to monitor brand sentiment. Social media sentiment analysis helps you gain useful insights into how your audience feels about your brand. With the help of a reliable social listening tool, you’ll be able to derive the viewer’s sentiment for your brand and generate actionable insights.

So, start listening to your audience and generate Instagram sentiment analysis for your brand now.

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