Social Listening: Fashion and Beauty
Social listening is one of the growing metrics that are becoming popularized by data analysts. Social listening allows you to track your social media platforms' share of voice, or how many people are talking about your brand. Using Sprout Social and my personal Twitter account, I used their social listening feature to search keywords related to my future career interests throughout the past thirty days.
No matter what industry or career path you choose, it is important to stay a lifetime learner and continue to expand your knowledge in your niche industry. My future career interests encompass both graphic design and public relations while being in either the beauty or fashion industry. Keeping in mind my long term goals and the work I have done in my undergraduate years, the keywords I decided to track were public relations, graphic design, fashion industry, and beauty industry. Tracking these terms will not only help me stay informed within my career goals but help me further develop professionally as I have a blog dedicated to all things beauty.
The overall share of volume for my keywords is 376.2k, with graphic design making up 49% of the volume. The data suggests that the keyword graphic design has a 2% increase in its growth trend compared to the beauty industry that is currently down by 50%. Sprout Social lists the highest activity for the beauty industry on August 11th when Jackie Aina, a Nigerian-American beauty vlogger from YouTube announced that she would be executive producing a documentary called “Social Beauty.” Jackie Aina is very popular within the beauty industry collecting 3.52 million subscribers, and partnerships with some of the biggest brands such as Anastasia Beverly Hills, e.l.f., Too Faced, Sephora, and Sigma Beauty. Jackie Aina is a prevalent figure within the beauty community and is always making comments for the greater good such as raising awareness for black-owned beauty brands and exposing racists. The increase in numbers on August 11th for the keyword beauty industry does not surprise me because of her rise to fame and a dedicated subscriber base.
Making up 18% of the total volume share with 65.5k, the keyword fashion industry is up 35%. The fashion industry as a whole is a very fast-paced and competitive area, when looking at stats by keywords, it is no surprise to me that the term had spikes in more than one day. The term fashion industry was most used on Sunday, August 30th, when a TikTok was posted, shaming designers. The TikTok made people aware of the biggest differences between regular and plus-sized clothing articles and how they should remain the same. Causing a design controversy, it is topics like this that catch my attention.
Analyzing keywords is important to use as a brand feature because it allows you to see how your brand is being perceived. It is important to note that while these keywords are giving us great results on Twitter they could be completely different on Instagram. Twitter is primarily text-based where these keywords would work best. Using keywords allows brands to see what hashtags and words are trending and how they could incorporate their brand into the trend. Keywords are the most powerful when they apply to a certain audience that engages with them.