Airbnb has emerged as the top performer in a recent search sentiment report, solidifying its position as a leading advertiser. The report, which analyzed the sentiments of 100 top advertisers, revealed that Airbnb was closely followed by Viacom and Netflix in terms of search sentiment.
Understanding search sentiment is crucial for marketers as it provides real-time insights into how consumers feel about a brand and what contributes to brand loyalty and sustainability. Airbnb’s success in search sentiment can be attributed to its significant shift from search marketing to brand marketing. This strategic move has clearly paid off, sparking curiosity among other advertisers to follow a similar path in order to improve their own customer sentiment ranking.
The findings of the report shed light on what it takes for brands to maintain strong customer sentiment over an extended period of time. Positive sentiment is likely to be maintained over 15 months, while the same applies to negative sentiment. Long-term perception plays a major role in sentiment, emphasizing the importance of consistency over time for building long-term brand loyalty.
Interestingly, the report also highlighted that there is no direct correlation between search volume and sentiment. However, search volume can serve as an amplifier for sentiment, meaning that advertisers should consider it as they develop their strategies. For example, if a company has positive sentiment but low search volume, focusing on campaigns to increase volume would be beneficial. On the other hand, launching ads to counter negativity and promote a positive message could be effective for those with negative sentiments but high volume.
In terms of the top advertisers by search activity, Airbnb, ViacomCBS, and Netflix took the lead. Other notable brands in the top 10 included Compagnie Financiere Richemont, NBA, Inspire Brands, Sony Group Corp., P&G, Apple, and Walt Disney Co.
The report also categorized the top advertisers by industry. Airbnb emerged as the top advertiser in the travel category, while Compagnie Financiere Richemont topped the retail category. Procter and Gamble led in consumer packaged goods, American Express in financial services, Inspire Brands in restaurants, ViacomCBS in entertainment and media, Volkswagen in automotive, T-Mobile in telecom, Apple in consumer technology, and AbInBev in alcohol.
The analysis was conducted by Captify, a company that collects data from over 1 billion searches on 3 million websites across 2 billion devices daily. This extensive data collection ensures that the findings are comprehensive and representative of the current advertising landscape.
Overall, the search sentiment report highlights the importance of understanding consumer sentiment and leveraging it to build brand loyalty and sustainability. Airbnb’s success in this area serves as an inspiration for other advertisers to follow suit and prioritize brand marketing over search marketing. By consistently delivering positive messages and engaging with consumers, brands can cultivate strong sentiment that lasts over time.
