Social media monitoring platform, Visibrain draws, in his latest study “Inflation, a challenge for brands”, the assessment of the price increase while providing elements of answers to brands who wonder if, yes or no, you have to surf the subject.
Created in 2011, Visibrain aims to be a social media monitoring tool used by communications professionals to manage their brand image issues.. The platform is used today by demanding market players, like Bouygues Télécom, Paris 2024, Christian Dior Couture, Gas Network Distribution France, Carrefour or SNCF. Visibrain notes that in 2022, the major concern represented by rising prices is reflected on social networks by volumes of messages which explode. For his study, Visibrain's methodology consisted of analyzing French posts published on social networks (Twitter, Facebook, Instagram, TikTok and YouTube) about inflation from January 1, 2022 to January 1, 2023. With 3,3 million posts published in 2022, inflation occupies a major place on social networks in France. The subject is thus commented on seven times more than in 2021 and 18 times more than in 2020. Note that it is in the second half of 2022 that interest around inflation increases : almost 70% of conversations focus on this period. Inflation is therefore on track to continue to boost conversations in 2023.
Brands mentioned when talking about inflation
The place of the theme of inflation on social networks is a strong signal which should alert brands, especially since there are many of them cited in discussions. Among the most cited brands in 2022 : TotalEnergies (28 000 mentions) ; EDF (6 400 mentions) ; Carrefour (8 300 mentions) ; Leclerc (8 200 mentions) ; Amazon (5 400 mentions) ; SNCF (4 876 mentions) ; Geodis (3 709 mentions) ; Sanofi (3 700 mentions) ; Gazprom (2 900 mentions) ; Lidl (2 200 mentions). The panel of brands above confirms the trend : energy (TotalEnergies, EDF, Gazprom) and mass distribution (Carrefour, Leclerc, Lidl) are primarily associated with inflation on social networks.
Position yourself on inflation : a handful of brands are taking up the challenge
Still few brands communicate about inflation on social networks. However, it is possible to transform this subject, a source of tension, into an opportunity. Examples from Burger King, Prime Video and Carrefour are proof of this. Burger King France on Twitter generates 5,000 retweets, which is 13 times more than the brand’s average engagement on Twitter. Prime Video France on TikTok generates 8,481 likes, which is 35% more than the average brand engagement on TikTok. Carrefour France speaks out on Instagram : 10 789 likes, which is three times more than the brand’s average engagement on Instagram. Examples to study to find the right words.
Events that relaunch debates
Among the main events that energize discussions around inflation, we find in particular the speeches of Michel-Édouard Leclerc in the media (peaks of 04/05/22 and 01/07/2022), as well as the announcement of the increase in wholesale electricity prices (peak from 08/27/22). The chronology of the posts illustrates the particular place of the energy and mass distribution sectors in terms of inflation, including on social networks. These are the sectors most mentioned by Internet users when they talk about price increases. Electricity prices, gasoline or gas propel energy at the center of inflation discussions (23 % des posts).Regarding mass distribution (16% of posts on inflation), the rise in prices on supermarket shelves is also being blamed. Follows the transport (10% of posts on inflation) : between the increase in fuel costs, tolls and the Navigo pass, moving around also becomes a concern. Real estate should also be mentioned. (5% of posts on inflation) : even if it is to a lesser extent compared to the three previous sectors, the rise in real estate prices worries.
