Irritated Academy Award watchers took to social media in droves last night to express their frustrations that their favorites failed to take home the coveted statue.
But on a positive note, the Academy Awards proved to be a more social event than ever before, with more than 5.6 million social mentions. In addition, show host Ellen Degeneres’ star-filled selfie broke retweet records.
Adobe Digital Index (ADI) has analyzed 8.2 million social mentions since the day of Academy Award nominations. Leonardo DiCaprio (nominated for “Best Actor”) and Jennifer Lawrence (nominated for “Best Supporting Actress”), who were both heavy social buzz favorites going into the event, were less popular on social by the end of the show, according to ADI.
Sentiment analysis allows Adobe customers to rank social mentions from 1 (negative) to 10 (positive), with 5 being neutral, in order to track the effectiveness of their social marketing efforts. Sentiment of Oscar-related tweets of DiCaprio dropped nearly 25% from the beginning of the show to the end. Lawrence saw a similar drop after her loss.
Still, some Academy picks aligned with prior social buzz for “Best Supporting Actor,” “Best Picture,” and “Best Actress.” Jared Leto, “12 Years a Slave,” and Cate Blanchett were all leading social buzz in their respective categories when the Oscars started on Sunday. Leto, in fact, produced the largest social buzz margin of victory, with 22x more social buzz than any other nominee.
Use Social Buzz To Your Advantage
It’s not uncommon for the Academy to deviate from popular opinion, so last night’s negative buzz is likely to fall on deaf ears. For marketers, however, analysis of social mentions and sentiment remains a valuable tool. A recent analysis of Super Bowl advertisers, for example, showed the power of tracking social media mentions to understand marketing audiences.
Indeed, events such as the Academy Awards and Super Bowl bring large audiences together at a specific time, causing viewers to massively increase their use of mobile browsing and social media to continue the pop-culture conversation.
About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
Receive email updates on the latest Adobe Digital Insights Research.