The State of Social

Industry spotlights

In this section, we’ll look closely at each industry, revealing valuable insights specific to each market.

We also uncover key takeaways marketers can use to inform their social strategy.

• 01    Automotive
Text copied to clipboard!
Automotive 8 minutes read
We looked at close to 68.3m mentions relating to the automotive industry between February 1 and July 31, 2024. The conversation has remained remarkably flat year-on-year, with 68.26m mentions in the same period in 2023.
However, the number of unique authors (accounts mentioning the industry) increased by 5.2%, from 18.2m between February 1 and July 31, 2023 to 19m authors in the same period in 2024. 
This suggests a trend toward more people joining the conversation, but fewer individuals posting multiple times.
Key topics 
1. Electric vehicles 
Discussions around electric vehicles have remained fairly stable over time, perhaps as the category has become more normalized. But they remain a key topic in conversations about the wider automotive industry. 
Costs, battery life, and charging infrastructure often came up in EV-related discussions.  
Consumers highlighted convenient service stations as well as family-friendly restaurants with EV chargers. Some talked about the satisfaction of owning an electric vehicle, citing sustainability as one of their reasons. 
But not everyone shared the same sentiment. 
This X post gathered over 1.2m views and thousands of likes and reposts. The strong engagement with this post suggests that many consumers who care about the environmental impact of transportation feel that it’s unfair that electric car owners get priority treatment over people using more sustainable transit options. 
In negative conversations, consumers also mentioned challenges with EVs, like finding working charging stations and paying high prices to charge their vehicles.  
Additionally, people shared criticism regarding recent app updates. We found complaints about the removal of useful features, such as the ability to check EV charge percentage, without adequate replacements.  
Lastly, some consumers shared concerns over the practicality and cost-effectiveness of electric vehicles compared to hybrids. Among others, they cited issues like high insurance premiums, long charging times, limited charging stations, and overall higher costs associated with EV ownership.  
2. First car purchases 
“First car” also trended in automotive conversations between February 1 and July 31, 2024. We tracked 195.4k mentions of “first car”, up 7.6% from the same period in 2023.  
Buying a first car is a significant milestone for many individuals, and their first purchasing experience is something they evaluate closely – which includes a lot of online conversation and research. 
In these conversations, consumers discussed their positive and stress-free experiences with first car purchases, praising exceptional service at dealerships and supportive and knowledgeable staff. 
However, some also expressed frustration with the lack of pricing transparency in car-buying discussions, leading to a decline in trust towards car dealers. 
All of this underscores the importance of good customer service in the automotive industry. Not only does it make for happier customers who are more likely to return, but it means less online detraction and (potentially) new enthusiastic advocates. 
3. The price of car insurance 
Lastly, vehicle insurance was a major theme in auto-related discussions.  
Between February 1 and July 31, 2024, "car insurance" was mentioned over 446k times. Overall, the conversation was largely negative, with 38% of the mentions categorized as having negative sentiment. During the same period last year, negative mentions represented 33% of the conversation, suggesting that consumer dissatisfaction with car insurance is growing. 
Car insurance premiums were a source of frustration for many consumers, with complaints ranging from unexpected increases to lack of coverage to difficult cancellation policies and extra fees.  
Many consumers took to social media to discuss their discontent over unexpected insurance changes and charges, often citing they’ve received no adequate explanation from their insurance company.  
Just received our renewal for our families auto insurance. 4 vehicles, my wife, 20 year old daughter, 17 year old son, and myself. Clean driving records for everyone. Last years premium $6200, this next years premium there are wanting $13,200. Anybody else experiencing this also…
— Trucking Czar 🇺🇸 (@truckingczar) April 24, 2024
Just renewed my car insurance. They were asking for £130 increase on last year’s policy. After a 5 minute conversation managed to knock that down by over £80 for the same cover. So only a £50 increase on last year. Why couldn’t they have offered me this in the first?
— Silvana 💙 🐕‍🦺🐈 🇪🇺🌈 (@ilovemypets56) April 29, 2024
And some consumers openly warned others not to do business with the car insurance companies they’ve had negative experiences with.
The rising cost of living and increasing car insurance prices have put significant pressure on consumers, which is reflected in online conversations.
For more consumer insights around electric cars, check out our recently released Automotive Trends report. 
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores.
Porsche 
According to Brandwatch Benchmark, between February 1 and July 31, 2024, Porsche-owned posts often revolved around celebrity collaborations (including with Dua Lipa and André Lotterer) and various Porsche models and accessories, especially the new all-electric and hybrid car models.  
The most used hashtags in these posts were #shorts, #Porsche, #DuaLipa, #electric, and #racing. 
Bugatti
Bugatti’s social media buzz centered around the unveiling of a new era, highlighting the brand’s design philosophy, timeless craftsmanship, and the launch of the Bugatti Tourbillon. Fans also celebrated the end of the CHIRON era, with special attention to the limited-edition CHIRON Super Sport '55 1 OF 1'.
The most used hashtags in these posts were #Bugatti, #NewEra, #Tourbillon, #Craftsmanship, and #CHIRON. 
Tesla 
Between February 1 and July 31, 2024, Tesla’s social posts focused on topics like solar and Powerwall technology, Cybertruck features, financial results, and innovation in electric vehicles. Other highlights include virtual power plants, Model 3 design, and Tesla-themed events. 
The most used hashtags in these posts were #Tesla, #solarpower, #Cybertruck, #electricvehicles, and #innovation. 
Top performer tactics 
Our six months of social media data shows that Tesla, Porsche, and Bugatti focused on storytelling that highlighted both innovation and heritage. These three brands engaged audiences by celebrating milestones, showcasing new technology, sharing behind-the-scenes content, and offering exclusive experiences, along with brand-specific hashtags. 
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the automotive industry at large:  
• The automotive industry average Instagram post engagement rate is 6.88%.  
• Automotive brands post an average of 64 times per month on X.  
• YouTube videos from automotive brands get an average of 30.5k likes. 
Discover more benchmarks for the automotive industry. 
Takeaways:
• Inadequate customer support contributes to dissatisfaction among car buyers. Brands that focus on effective communication and addressing common industry pain points will significantly boost customer satisfaction.  
• Highlight technical details that can reinforce your brand’s commitment to performance and sustainability.  
• Use your brand’s history to connect more deeply with your audience, inspiring interest in both legacy and new products. 
Consumer Trends in the Automotive Industry
Dive deeper into insights from the automotive industry in our dedicated report.
Read the report
Consumer tech
• 02    Consumer tech
Text copied to clipboard!
Consumer tech 5 minutes read
We looked at close to 211m mentions relating to the consumer tech industry between February 1 and July 31, 2024. Compared to the same period in 2023, the conversation has grown 13.7%. 
Key topics 
1. Play-to-earn gaming 
Gaming was a big topic in discussions, representing close to a quarter of the entire consumer tech conversation with over 48.5m mentions.  
Many people talked about Web3 decentralized gaming and gaming platforms. 
Web3 technology lets players truly own their in-game items and earn money in cryptocurrency by playing. Between February 1 and July 31, 2024, we counted 6.88m mentions relating to Web3, up 607% compared to the same period in 2023, suggesting a rapidly growing interest.  
2. Mixed experiences with tech products  
People shared both positive and negative experiences with tech products.  
Negative discussions centered around device compatibility, slow performance, app functionality, and customer support. Many consumers expressed frustration over frequent app crashes and the inconvenience relating to device connectivity.  
slide 1 of 2
Consumers favored gadget features like reliability, sound quality, performance, and ease of use, often sharing their tested product recommendations with others. 
One consumer shared that they’ve been using their new mobile ‘ePaper’ device much more frequently than their smartphone, noting that this technology fascinates them. This post gathered large volumes of engagement. 
3. Gadgets for everyday life 
Consumers are willing to purchase gadgets that increase their everyday comfort. They praised shopping platforms like Temu for offering a variety of low–cost, functional items – and gadgets they didn't know they needed until they saw them on the website. 
Kitchen gadgets, in particular, seemed to be a popular topic in consumer tech discussions, clocking in over 42k mentions between January and July 2024, up 17% from the same period in 2023.  
Kitchen gadgets are heavens sent. Takes the stress off of cooking
— Ifeatu (@_Chinaza2) February 21, 2024
This trend suggests consumers are willing to invest in items to enhance their daily experience. Some brands are actively listening to consumer demands and come up with products that fly off their shelves fast, like this £6 car fries cup holder.  
Affordable and functional gadgets offer consumers convenient and practical solutions for everyday tasks. However, brands looking to simplify consumers’ lives with their products should ensure the user-friendliness of not just the products, but product manuals as well. 
Isn't it ironic how we call them "easy-to-use" gadgets when they come with manuals thicker than a novel?

BECKY X MAYBELLINE LIVE #REBECCAPINKLOVELIVE
— Xplorer (@Xplorerrrrrr) May 11, 2024
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores. 
Samsung  
According to Benchmark, between February 1 and July 31, 2024, Samsung’s posts on social media discussed topics including new products, events, and other initiatives.   
The hashtags most used in these posts are #Samsung, #GalaxyAI, #SamsungUnpacked, #BespokeAI, and #SolveForTomorrow. 
Opera
GX Social media conversations about Opera GX discussed gaming-related topics like video game exclusives, predictions about upcoming games, good and useless software, and game soundtracks.   
The most used hashtags in these posts were #Top100GameOSTs, #SaveTF2, #PrideMonth, #NintendoDirect, and #EA. 
Bethesda 
Benchmark content analysis revealed that Bethesda's social media posts mainly focused on the upcoming QuakeCon gaming event, giveaways, tournaments, prizes, and announcements for various livestreams.  
The most used hashtags in these posts were #QuakeCon, #IndianaJones, #ESO10, #FalloutShelter, and #XboxShowcase. 
Top performer tactics  
Overall, in their content on social, Samsung, Opera GX, and Bethesda focused on product launches, events, and industry-specific conversations. They often leveraged event-driven content and used unique, brand-specific hashtags to increase visibility and create buzz around their campaigns. 
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the consumer tech industry at large:  
• The consumer tech industry average Instagram post engagement rate is 9.01%  
• Consumer tech brands post an average of 57 times per month on X  
• YouTube videos from consumer tech brands get an average of 167k likes.  
Discover more benchmarks for the consumer tech industry.
Takeaways: 
Ease of use and performance are among the top priorities for tech consumers. Brands should keep an eye on what features people value the most, so they can tailor their products, messaging, and marketing strategies to better meet current demands and preferences. 
CPG
• 03    CPG
Text copied to clipboard!
CPG 5 minutes read
We looked at 39m mentions relating to the CPG industry between February 1 and July 31, 2024, up 1.5% compared to the same period in 2023.  
5% more unique authors (also known as users or accounts) discussed industry topics between February 1 and July 31, 2024, with 13.4m compared to 12.6 during the same period in 2023. 
Key topics 
1. Higher grocery bills are changing how consumers shop and feel 
Concerns about increasing prices are affecting how consumers feel about their financial well-being. In one example, a consumer shared on X: “When I was a kid I wanted to be rich so I could buy a Lamborghini. Now I want to be rich to buy a brisket from the grocery store.” Groceries were mentioned 3m times in CPG-related conversations between February 1 and July 31, 2024. 40% of that conversation was negative. 
2. Brand collaborations and limited editions 
Strategic collaborations and partnerships can play an important role in helping CPG brands expand their market reach and tap into niche audiences. Our analysis showed that consumers actively discussed brand partnerships and special-edition products and looked for those items in stores.  
I went to two grocery stores to track down the new limited edition coconut Dr. Pepper. https://t.co/BGsPGlqoZA
— Lakyn Thee Stylist (@OgLakyn) May 27, 2024
In these discussions we spotted mentions of a limited-edition bubble gum in collaboration with South Korean singer Sunmi and a Bites of Tang snack in partnership with Pzazz and Dollar Store. There were also conversations about limited-edition merchandise and clothing tied to specific events, like co-branded scented bath bombs and soap bars. 
Limited- and special-edition products clocked in close to 13k mentions between February and July 2024. Meanwhile, discussions around partnerships and collaborations tracked close to 73k mentions. 
3. Opinions on customer experience 
CPG brands were often mentioned in conversations around in-store and online purchasing experiences, including topics like shelf management, out-of-stock items, lack of substitutes, and expired products. In fact, mentions of expired items exceeded 25k in our analysis.  
Greater oversight over product presentation could give CPG brands more influence when it comes to evaluating and negotiating with retailers.  
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores. 
Sephora 
Sephora’s social media posts included topics like makeup tutorials, perfume recommendations, lipstick deals, beauty product launches, charity support, and beauty event announcements.  
The most used hashtags in these posts were #SephoraSquad, #NationalLipstickDay, #Sephoria, #TracedOut, and #WhereBeautyMeetsGame. 
Pepsi 
Pepsi’s social media posts focused on building positive brand associations by promoting summer activities and grilling. They also discussed cash-back promotions, recipes, food pairings, and giveaways for Pepsi merchandise and grilling tools. 
The most used hashtags in these posts were #BetterWithPepsi, #PepsiGrillsNightOut, #Grilling, #MejorConPepsi, and #Recipe. 
Dunkin’ 
Dunkin is a multi-faceted organization with a strong social presence that can boost business for both their famous donut shops and their 'Dunkin at home' range.  
Dunkin’s posts on social media discussed new product launches, celebrity collaborations and brand partnerships, promotions, merchandise drops, and branded and coffee-related national holidays, including Dunkin' Iced Coffee Day and National Donut Day.  
The most used hashtags in these posts were #WeGotNow, #RoadToParis2024, #Paris2024, and #ShoheiOhtani. 
Top performer tactics 
Sephora centered their social media activities on sharing beauty tutorials and product launches. Pepsi used seasonal marketing and promoted summer activities to create positive brand associations. Meanwhile, Dunkin’ often discussed exciting brand partnerships and leveraged national coffee holidays to build more visibility.  
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the CPG industry at large:  
• The CPG industry average Instagram post engagement rate is 4.1%.
• CPG brands post an average of 27 times per month on X.
• YouTube videos from CPG brands get an average of 403 likes.  
Discover more industry benchmarks. 
Takeaways: 
• IRL appearance: CPG brands should pay attention to how their products appear in store, and social media mentions that reference what's happening on the shelf can help them do that. 
• Leverage celebrity or influencer collaborations: Partnering with popular figures can boost brand visibility beyond your current audience and the hype generated here can help improve sales.  
• Use seasonality and holidays to boost engagement: Similarly to Pepsi’s summer grilling promotions and Dunkin’s national coffee holidays, other CPG brands can work on tying their brand to specific seasons or events that can create positive associations and drive higher engagement.  
Energy
• 04    Energy
Text copied to clipboard!
Energy 6 minutes read
We looked at over 68.6m mentions relating to the energy industry between February 1 and July 31, 2024. Compared to the same period in 2023, the energy conversation has grown 5.5%.  
Key topics 
1. Prices at gas stations 
People are concerned over fluctuating gas prices, with many noticing significant price discrepancies between gas stations.  
Some people used social media to warn others about gas stations with prices higher than average. Others noted that prices at the pump were sometimes higher than what was advertised online. One customer’s review of a gas station read, "Check your bill at the end of the day and make sure they didn’t charge extra." 
Between February 1 and July 31, 2024, we tracked 1.28m mentions of gas and filling stations.  
2. Rising interest in cost-saving options for buying gas  
We spotted positive mentions of cost-saving apps offering cashback rewards and other money-saving opportunities for gas, with some people naming specific convenience store chains and banks that provide these benefits. 
Mentions of cash back in gas-related conversations clocked in at 19.16k between February 1 and July 31, 2024, up 16.3% from the same period in 2023. 
3. Rising electricity costs 
Escalating energy bills are putting a financial strain on consumers and their wallets. Some people shared hesitation to put on the heating to avoid high electric bills. Others added they were afraid of getting their power cut off if they didn’t pay their bills.   
One consumer wrote about their supplier: “rates are very high. And if you don’t pay the bill, they will cut your power and gas off, they don’t care how cold or hot are the temperatures.” 
We tracked over 333.25k mentions relating to electricity bills between February 1 and July 31, 2024.  
At the same time, discussions around renewable and sustainable energy sources remained high between February 1 and July 31, 2024 with 1.4m mentions compared to 1.41m mentions during the same period in 2023.  
While some consumers recognize the potential benefits of sustainable energy, others remain skeptical, noting that they saw electricity bill increases with solar panels in place.  
As one consumer wrote, “Every time our electric company installs more solar panels and windmills, the more our electricity bills go up!” 
Brands to watch
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success.
Below are three brand examples from across the globe that surfaced due to their high engagement scores. 
NNPC Limited 
This X post highlights a major milestone in oil production for NNPC while reinforcing the brand’s commitment to responsible and community-focused operations. It has over 200k views at the time of writing. 
NNPC’s social media posts highlighted job opportunities, NNPC’s "Energy and YOU!" YouTube channel, updates on fuel supply, and collaborations with stakeholders. There was also a focus on initiatives to address crude oil theft.  
The most used hashtags in these posts were #EnergyForToday, #EnergyForTomorrow, and #WarOnCrudeOilTheft. 
Shell Motorsport  
Shell Motorsports's social media posts centered on various motorsport events and spotlighting partnerships with different teams. Many posts emphasized innovation, engine protection, and performance with Shell products.  
The most used hashtags in these posts were #ShellMotorsport, #F1, #Formula1, #FormulaOne, and #ScuderiaFerrari. 
Indian Oil Corporation Ltd 
Based on our Benchmark analysis, Indian Oil's social media focused on promoting employee achievements, fuel products, and sustainability initiatives.  
They highlighted their commitment to employee wellness and excellence, using hashtags like #IndianOil, #TheGloryisOurs, and #JazbaeIndianOil. 
Top performer tactics 
Overall, these three brands – NNPC, Shell, and Indian Oil – focused their social media strategies on promoting partnerships, innovation, and company achievements. They also showcased the impact of their products and highlighted the successes of their team.  
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the energy industry at large: 
• The energy industry average Instagram post engagement rate is 3.83%  
• Energy brands post an average of 31 times per month on X.  
• YouTube videos from energy brands get an average of 97 likes.  
Takeaways:
• Consumers have a lot of concerns about energy companies. To build credibility and trust, energy brands should focus on transparency and making timely updates on social media can help. Of course, investors and consumers will often prefer different messages when it comes to external comms, so it’s worth keeping that in mind when it comes to social strategy. 
• Consumers always welcome cost-saving opportunities, and given an increased interest in rewards programs, this may be the angle to further explore for brands looking to retain customers. 
Entertainment
• 05    Entertainment
Text copied to clipboard!
Entertainment 5 minutes read
We found over 125.3m mentions around the entertainment industry between February 1 and July 31, 2024. While the conversation has declined 14% compared to the same period in 2023, the number of unique authors (also known as users or accounts) discussing entertainment increased 9%.
This suggests that more people are joining the conversation, with fewer individuals posting multiple times.  
Key topics 
1. K-pop domination 
The influence of K-pop across all industries, including entertainment, is strong. People discussed BTS’ Jimin, who set a new record for the biggest debut by a K-pop artist on one of the world’s largest music streaming platforms, earning 6.62 million streams with “Smeraldo Garden Marching Band.” In April, Jimin also made history with his solo debut song, setting a record for the fastest Korean-language song to surpass 1 billion streams on the platform. 
Meanwhile, another BTS member, RM, surpassed 100m streams on the same global music streaming service, sending his name trending on social media. 
2. Entertainment apps 
Many people are expressing their frustration with entertainment apps, citing reasons like frequent ads interrupting good parts of shows or podcasts, crashes and black screen during movie playback, and technical glitches.  
We tracked 13.4k mentions of a “black screen” in consumer conversations about watching TV and shows.  
App glitches and crashes were mentioned over 23k times. 
3. Streaming TV content 
Viewers enjoy diverse content offerings and platforms providing a wide range of movies, TV shows, and other entertainment options. Lack of content on some platforms caused people to discuss giving up their subscriptions. 
Paying more for 💩 shows like human vs. hamster 😡 That’s why I canceled my subscription! #DontStreamOnMax #FireDavidZaslav pic.twitter.com/kg8f8lquLT
— Fabi #LongLiveOFMD (@love4ofmd) June 4, 2024
Some viewers also expressed disappointment with TV shows that deviated from original storylines or portrayed characters in ways to evoke strong emotions, such as a character's death for shock value.  
4. Subscriptions and premiums  
In negative conversations, consumers expressed frustration with their subscription services over unexpected charges, mandatory ads even for paying users, limited features for non-premium accounts, and poor customer service.
Some technical issues have noticeably reduced the usability of many apps, particularly free versions, leading to an overall decrease in satisfaction with the app. 
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores. 
Peacock TV   
Peacock TV’s social media posts focused on building excitement and support for Team USA at the Summer Games, celebrating athlete achievements, sportsmanship, and spotlighting athletes.  
The most used hashtags in these posts included #GoldZone, #USAGym, #WatchWithAlexCooper, and #USARugby. 
Fox 
Fox focused on sharing TV show recommendations and building excitement for game shows. Celebrity interactions and upcoming show premieres were also popular topics.
The most used hashtags in these posts included #RescueHISurf, #NameThatTune, #The1PercentClub, #FoodStars, and #BeatShazam.  
ESPN 
ESPN’s social media highlighted major sports updates and achievements, personal stories of athletes overcoming obstacles, and events such as the 2024 Summer Games.  
One of the most used hashtags in these posts was #TeamUSA. 
Top performer tactics  
Overall, these three brands focused their social strategy on building excitement around sports games, upcoming major events, and entertainment content. They also celebrated athletes by sharing their stories and specific performances, encouraging fan interactions. 
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the entertainment industry at large:  
• The entertainment industry average Instagram post engagement rate is 35.28%.
• Entertainment brands post an average of 142 times per month on X.  
• YouTube videos from entertainment brands get an average of 814k likes.  
Discover more benchmarks for the entertainment industry. 
Takeaways: 
• Negative user experiences were a big theme in discussions, which could lead to diminished trust and subscription cancellations. Brands here should prioritize optimizing the performance of their apps and services to minimize interruptions and quickly communicate outages or known issues to their users. 
• Monitoring consumer discussions about what they like and dislike to watch and listen to can help brands address viewer preferences more effectively, and create more engaging online content. 
Financial services
• 06    Financial services
Text copied to clipboard!
Financial services 6 minutes read
We looked at over 55m mentions relating to finance between February 1 and July 31, 2024.  
While the volume of mentions declined 3.5% compared to the same period in 2023, the number of unique authors (also known as users or accounts) discussing finance online grew 7.3%, from 16.5m in 2023 to 17.7m in 2024.  
This means that there are more people joining discussions, but fewer are posting multiple times. 
Key topics 
We spotted several themes in conversations where consumers shared their personal experiences with the financial services sector. 
1. Payment methods  
We found lots of consumers reporting their negative personal experiences with online payment platforms, such as transaction errors and issues with adding, verifying, or changing payment details.  
We tracked 38.6k mentions of ‘checkout' – and 29% of them were negative. 
Consumers are willing to abandon their carts and will go elsewhere if the checkout process is too complicated and inconvenient.  
These consumer reviews speak for themselves: 
While some people praised apps for being quick, reliable, and easy to use, others brought up more serious issues, like frozen accounts and customer support being unable to come up with a resolution.  
In the six months between February and July 2024, we spotted over 6.8k mentions of frozen bank accounts. 
2. Financial pressure  
Personal financial challenges and salary issues were prominent topics in discussions, with concerns including delayed payments, taxation, low wages, and income inequality.   
Many people compared prices of goods and services today to what they were just a few years back, with today’s prices being considerably higher.  
Yall talking about poor money management like a bag of chips isn’t $5. The same bag we was paying 25 cents as kids 😭
— Rico (@_Rico21) May 7, 2024
In 2022, the average new car payment was $700.

In 2012, my first house payment was $725.

How are people surviving?!
— Lauren | Adulting Is Easy (@AdultingIsEasy) June 29, 2024
As a result, many people shared their savings strategies, highlighting the importance of effective budgeting to better navigate economic uncertainties. 
Mentions around saving money and budgeting clocked in at over 971k between February 1 and July 31, 2024. 
3. Consumers desire financial freedom 
As costs continue to mount, consumers are becoming more interested in achieving financial security and independence.  
Conversations around this include looking into crypto, finding passive income streams, or using mobile banking apps that offer good interest on savings.  
Consumers are also looking to up their financial literacy. Mentions of “personal finance” saw a slight increase of 1.5% in 2024 compared to the same period in 2023.  
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores.  
Citi   
Citi’s social media highlighted their involvement in community service through initiatives like Global Community Day, supporting Summer Games para-athletes, and promoting diversity and inclusion. Citi also discussed their investment in AI technology and various partnerships.  
The most used hashtags in Citi’s posts were #TeamCiti, #DMS24, #AiFinance, #CrossBorderPayments, and #DigitalAssets.  
JP Morgan  
JP Morgan’s social posts covered topics like their milestones, market trends and analysis, awards, and events and conferences. They also featured a series highlighting a day in the life of their interns and employees.  
The most used hashtags in JP Morgan’s posts were #JPMorgan, #SummerGames, #InternDay, #tech, and #running.   
DBS    
According to Benchmark, between February 1 and July 31, 2024, DBS’s posts discussed topics like promotions and deals for DBS cards, community and card safety initiatives, such as #rhymesagainstcrimes, and tips on financial planning.   
The most used hashtags in DBS’s posts were #rhymesagainstcrimes, #throwbackthursday, #PayNow, #TransitionFinancing, and #Sustainability. 
Top performer tactics  
Citi, JP Morgan, and DBS all shared community-focused content, including financial planning tips and other initiatives, while also promoting diversity and inclusion. This combination of community- and education-focused content helped these brands create notable engagement with their social media communities. 
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the financial services industry at large:  
• The financial services industry average Instagram post engagement rate is 6.64%. 
• Finance brands post an average of 54 times per month on X.  
• YouTube videos from financial services brands get an average of 26k likes.  
Discover more benchmarks for the financial services industry. 
Takeaways: 
• Failed purchases and abandoned carts can cost brands valuable business. When it comes to making purchases, consumers prioritize convenience and ease. Brands should ensure their payment processes are user-friendly and error-free to reduce friction, cart abandonment, and negative reviews which can affect their reputation and business in the long run. 
• Consumers are interested in learning about managing their finances more effectively. Organizations can leverage this trend and engage with consumers interested in improving their financial literacy by offering educational content and resources on budgeting and saving. That said, brands should be careful not to insult or patronize those struggling with the cost of living. 
Food
• 07    Food
Text copied to clipboard!
Food 5 minutes read
We looked at close to 58.5m mentions relating to the food industry between January 1 and July 31, 2024 – up 3.2% compared to the same period in 2023.  
Key topics 
We found several themes in conversations about the food industry.  
1. Peer-to-peer recommendations 
Recommendations trended in food-related conversations.  
Consumers shared their positive dining experiences and recommendations for various restaurants, highlighting factors like exceptional service, delicious food, and atmosphere.  
Many consumers reviewed specific dishes and talked about the “experience” of dining. In our recent blog on travel trends, we wrote about consumers traveling for the experiences they deem as worth it, and restaurants are a big reason to make a trip. 
Recommendations relating to vegetarian food clocked in over 17k mentions. In their reviews, many of these consumers specifically acknowledged clear labeling of vegetarian dishes on the menu, helping them make informed choices.  
2. Tasting new things  
We’ve already talked about the consumer drive for experiences, and food lovers are especially excited about trying something for the first time.  
We found people sharing a range of experiences with food, whether they were exploring new restaurants or taking on a culinary adventure elsewhere.  
For the first time in my life, I have the honor to eat a real #Kotlet!

Many thanks to my Iranian friends! pic.twitter.com/GPkVrQwD9i
— Omar Abu Layla (@OALD24) June 3, 2024
First Time Eating Filipino Street Food with Melanie Reacts and ECLYPSE

🔗 https://t.co/1buZ0SmOfS#ECLYPSE #MelanieReacts #PPOP @melaniereactsyt pic.twitter.com/UKsDfXuUyK
— ECLYPSE (@eclypse_ph) July 18, 2024
Between February 1 and July 31, 2024, we tracked over 238.2k mentions of tasting something for the first time, up 70.4% compared to the same period in 2023.  
3. Weight management discussions 
Weight loss and weight management also trended in food-related discussions between February 1 and July 31, 2024. 
Consumers often shared their personal journeys with weight loss, including both the struggles and successes.  
Many referenced popular weight management apps and programs and ready-made meal brands like Factor 75, while also exploring the myths and realities of weight loss strategies like fasting and calorie deficits.  
Overall, many consumers acknowledged the importance of sustainable habits to minimize weight gain, such as balanced diets and mindful eating. 
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores. 
Truvia 
Truvia’s posts focused on introducing new products, sharing recipes using Truvia products, and hosting giveaways.  
The most used hashtags in these posts included #Truvia, #SippableSweepstakes, #MadeWithTruvia, #TruviaSweetPhrases, and #Mornings.   
GrabFood PH  
GrabFood mainly focused on posting fun food delivery-related memes as well as food discounts and menu promotions. They also launched several raffles for a chance to win vouchers.  
The most used hashtags in these posts were #SarisaringSarap, #GrabFood, #GrabPatrol, #GrabUnliDeals, and #Payday. 
Texas Roadhouse  
According to Benchmark, Texas Roadhouse’s posts focused on takeout promotions, fundraising for different initiatives, and special deals. They also employed humor when talking about popular menu items.  
The most used hashtags in these posts were #TexasRoadhouse, #HomesForOurTroops, #fundraising, #giftcard, and #dadjokes. 
Top performer tactics  
Overall, to engage their audiences more effectively, Truvia highlighted new products (feeding into the trend of people trying new food), recipes, and giveaways. Texas Roadhouse and GrabFood often incorporated humor in their posts and promoted takeout deals, fundraising initiatives, and menu specials.  
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the food industry at large:  
• The food industry average Instagram post engagement rate is 6.61%. 
• Food brands post an average of 10 times per month on X.  
• YouTube videos from food brands get an average of 620,602 likes.  
Discover more benchmarks for the food industry. 
Takeaways: 
• Consumers trust honest recommendations from their peers. Brands looking to attract new business should encourage happy customers to share their positive experiences and highlight specific things that made them memorable.   
• Consumers are looking for more excitement. Brands can capitalize on first- or limited-time-only experiences, such as unusual dishes or innovative menu items, to engage adventurous eaters and drive interest. 
• Lastly, labeling dishes on menus had a positive reaction from consumers. Food brands and restaurants can offer clear labeling for dietary options to better resonate with consumers focused on balanced eating and healthy lifestyles. This is of course especially important for foods containing allergens. 
Food and Beverage Trends Report
Discover more insights into consumer behaviors in the food and beverages sector in our dedicated report.
Read the report
Retail
• 08    Retail
Text copied to clipboard!
Retail 6 minutes read
We looked at close to 24.5m mentions relating to retail between February 1 and July 31, 2024, down 21.6% compared to the previous year. 16% more unique authors (also known as users or accounts) discussed retail in the 2024 period, up from 6.22m unique authors in 2023. 
This means that more people are joining retail-related discussions, but fewer are posting multiple times.  
Key topics 
1. Consumers monitoring prices 
Shoppers frequently discussed prices of products and services, highlighting issues like discrepancies between online and in-store prices, hidden fees, and misleading discounts that didn't match final checkout prices.  We tracked over 105.1k mentions relating to price changes and increases.  
When talking about a large retail chain store one consumer said: “I just made my weekly delivery order last night and the price changes from last week are eye-watering.”  
Savvy shoppers also actively monitored prices for groceries across different retailers, and they didn’t hesitate to advise others on where it is cheaper to shop. 
Between February 1 and July 31, 2024, we tracked over 170k mentions of “cheaper than” and “for less” in retail-related conversations.  
Mentions of grocery stores and grocery shopping in relation to retailers clocked in at 332.13k between February and July 2024.  
2. Customer service  
Customer experience discussions highlighted that the quality of service is essential to maintaining customer satisfaction.  
Common issues like long wait times, rude staff, and problems with orders – both online and in-store – impacted customer decisions to return.  
Online shopping platforms faced challenges with fulfilling orders, pricing discrepancies, and inefficient order processing, while brick-and-mortar retailers saw negative comments around slow service, lack of assistance, and overcrowded spaces. 
3. Airport shopping 
Food and shopping at airports also came up in broader retail conversations. Some travelers, confined to the airport space, complained about limited options for food and souvenirs at certain airports, adding that stores were often closed or displayed empty shelves.  
Other people discussed a general lack of things to do at airports during their long layovers 
On the other hand, consumers praised airports for offering unique shopping experiences, such as limited-edition items or pop-up stores available only at specific airport locations.  
ANYONE GOING TO HANEDA AIRPORT PLEASE BUY ME STUFF FROM SAMURAI JAPAN POP UP STORE AHHHHH
— CHASE YOUR DREAMS !!! ✊ (@do_sarang) February 22, 2023
I still think about this amazing painting I seen in the Costa Rica airport on my way home years ago. I debated buying it but didn’t solely bc I didn’t want to deal with it on the plane. That was 2015. Will never forget u 🖼️
— lindsay (@lindsayruby) May 27, 2023
We wrote about airports becoming travel destinations in themselves for shopping and dining in our recent blog on luxury travel.
Brands to watch 
To identify brands to watch, we used a mix of Brandwatch's Engagement Score to identify top performing brand posts and Brandwatch Benchmark to dive deeper into what's driving their social success. Below are three brand examples that surfaced due to their high Engagement Scores.  
Etsy   
Etsy’s social media posts shared stories about how different artists create handmade items, unique finds on Etsy, and social media takeovers by Etsy sellers. They also highlighted small businesses and other initiatives.  
The most common hashtags used in these posts are #etsy, #etsyseller, #etsyfinds, #shorts, and #pride. 
Shoppers Stop  
The brand’s social media posts focused on promotions and discounts, seasonal sales events, and spotlighting discounts on top brands.  
The most used hashtags in these posts were #ShoppersStop, #EOSS, and #TheBigFabSale. 
Uniqlo  
Uniqlo’s social media posts mainly discussed the launch and promotion of new products, collaboration collections, new partnerships, and the introduction of LifeWear Diaries featuring influencers.  
The most used hashtags in these posts are #UNIQLO, #UNIQLOUSA, #LifeWearDiaries, #ONEPIECE, and #mofusand. 
Top performer tactics  
Etsy, Shoppers Stop, and Uniqlo all focused their social media content on promoting unique products, offering discounts, or launching new collections. They also used targeted campaigns and popular hashtags to engage their audience and boost brand visibility.   
Engagement benchmarks 
We used Brandwatch Benchmark to find interesting benchmarks for the retail industry at large:  
• The retail industry average Instagram post engagement rate is 6.40%.
• Retail brands post an average of 14 times per month on X.  
• YouTube videos from retail brands get an average of 46,6k likes.  
Discover more benchmarks for the retail industry. 
Takeaways: 
• Pricing is a sensitive topic for consumers, especially for those on a budget. To retain customers, brands should ensure transparency by clearly communicating prices and avoiding hidden fees. Brands should also look into addressing pricing discrepancies where they can. 
• Consumers always look for “better” deals regardless of what they’re buying. To stay competitive, brands should keep an eye on competitor pricing and consumer price perceptions. As we’ve seen from our brands to watch, promoting discounts can be a great way to generate interest. 
• Many consumers express frustration over promotions and discounts that are “online only,” exclusive to one shopping channel, or have strict redemption clauses in the fine print. Maintaining consistent prices between online and in-store can help reduce disappointment and enhance customer satisfaction and brand loyalty.  
The Top 5 Global Trends Affecting Retail Brands
Discover more trends transforming the retail industry in our new Retail Trends report.
Read the report