Each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine Kairos and our audience marketing platform audience.ai to instantly gather insights from billions of real-time data points.
Read on to find out what we’re talking about this week (hint: it rhymes with schmi-llenials).
Audiences Networked Insights Style
Depending on the audience we are seeking, our methodology varies. However, for the week ending on the 29th, we explored conversations that the love-to-hate-hate-to-love-group-blamed-for-killing-everything, the rosy-colored-educated-and-lazy millennials.
To determine who fits within this audience, we classified people who self identified in social conversations or in their bios as millennials.
It may sound simple, but scanning and classifying millions of conversations and millions of profiles is a significant task that our artificial intelligence engine Kairos completes in mere seconds (thankfully).
What’s grinding their gears this week?
Millennials sure have had a lot to say! They’ve shared more than 5.2 million posts across all social platforms, surpassing all other groups in our 20-plus syndicated audience list.
That means they’ve had, 2 million more convos than moms; double the amount of convos that dads had and nearly 3 million more online convos than affluent professionals.
So if you’re trying to get ahold of a 80s-born-90s-raised kid? Our data says get online.
When they shared 5 million conversations, 21 percent of them held positive sentiments and 16 percent held negative sentiments. Looking into how they felt about the topics they discussed, 17 percent of their posts are about things they desire or want and 13 percent about people they love. So, overall they’re a chatty and happy bunch.
Specifically, they discussed sports brands more than anything else, which could be indicative of a knowledge in pop culture and current events. Of the 5.2 million posts, 30 percent were related to the NFL, 8 percent related to the NBA and 6 percent related to MLB.
Within such topics, their conversations jumped around from excitement of certain games coming up, to rants about their favorite athletes’ political opinions, which have been making headlines recently.
Professional athletes are spanning more than the sports section because of the #takeaknee/#taketheknee and #boycottnfl/#nflboycott movements and millennials are claiming a significant share of the conversation, regardless of what side of the argument they’re on. We explored this topic here: #TakeAKnee and the Impact of Boycotting Brands.
So what else do Millennials care about?
Using audience.ai, we’re able to step out of the conversation and examine the audience holistically. Studying their conversations as a whole and not per topic, we have created a profile with details about their engagements and preferences and interests. We found that for millennials, music tops the charts.
Specifically, they prefer roots and rock music 1.43 times more than the general consumer. These include artists like, Dawes, Joan Osborne (we’re surprised, too) and Kid Rock.
However, for the greatest unique group of millennials, conversations are mostly about Alternative/Indie Pop Musicians. Specifically artists like, She & Him, Christopher Owens, The Metropole, Orkest, Broods and Relient K are driving significant volumes of conversations.
Finally, their third most valued interest is entertainment web brands like, Edjing, Fandango and Vevo.
For more information about millennials and their interests, check out www.networkedinsights.com.