Social media analytics company Crimson Hexagon has analysed the Twitter conversation around the 2017 Baftas ceremony that took place on February 12^th. Highlights include:

• There were more than 62,000 conversations using the phrase Bafta, Baftas or Bafta 2017
• Discussion peaked at 9-10pm
• Outside the awards themselves, the highest portion of the conversation centred around director Ken Loach – largely due to his acceptance speech for ‘Outstanding British Film’ for I, Daniel Blake
• The brand which ‘won’ the Baftas on social was Lancome, with @LancomeUK receiving the most mentions and #lancomelovesbafta amongst the most-used hashtags. #eebaftas was also amongst the most-used hashtags
• Emma Stone was one of the most talked about celebrities
• Sentiment analysis showed one in ten Bafta Tweets was negative
• Emotional sentiment analysis revealed that 43 per cent of Tweets were identified as having an emotion attached. Of these, 34 per cent or more than 3 in 10 posts were categorised as conveying either Sadness, Anger or Disgust
• After London, most conversations took place in Manchester, Birmingham, Liverpool, and Newcastle
• 55 per cent of the online conversation came from women; and most were 35 years or above

Justin Khaksar, Managing Director of EMEA and APAC for Crimson Hexagon said:  “Events like the Baftas seem to be less about the awards and more of an opportunity for celebrities, industry, and the general public to amplify their emotions about the current state of affairs. The power of Crimson Hexagon is that it shows not just who is saying what, but how they feel. This is an incredibly powerful insight for brands and businesses into their audience.”

Categories: Articles, Consumer Behaviour, Research, Social Media