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Airbnb dominates in search sentiment report

airbnb search sentiment report

Airbnb is the leading advertiser in search sentiment, closely trailed by Viacom and Netflix, according to a new analysis of 100 top advertisers.

Why we care. Looking at search sentiment can help marketers better understand how consumers feel about them in real-time and what contributes to brand loyalty and sustainability. AirBnB made a significant shift from search marketing to brand marketing. As they have taken the lead in this search sentiment report, it will pique the curiosity of other advertisers to go down the same path to improve their customer sentiment ranking.

The big picture. The findings illustrate what it takes to have strong customer sentiment for an extended period. 

Share of Time when monthly Sentiment matches Long Term<br />
73% - Brands with Positive Sentiment<br />
61% Brands with Negative Sentiment

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Volume and sentiment. There is no direct correlation between search volume and sentiment. However, search volume can enhance sentiment, serving as an amplifier, which advertisers should consider in their strategies. 

correlation between search volume and sentiment.

Top 10 advertisers by search activity. Airbnb, ViacomCBS and Netflix were the top three ranked brands. The others were:

Top advertisers by industry. These were the top advertisers across 10 categories analyzed in the report: 

About the data. The analysis was conducted by Captify (registration required), which collects data from over 1 billion searches on 3 million websites across 2 billion devices daily.

Courtesy of Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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