Discover how your brand is performing on Instagram, TikTok, Facebook—learn about the sentiment surrounding your brand, then take it a step further by diving into the exact posts and comments driving that sentiment.

Important:

• Sentiment (Brand Health) is currently available for Instagram business and creator profiles, TikTok Business Accounts, Facebook Pages.
• Social Listening is currently only available on desktop (not on mobile)
• Social Listening data is updated hourly

Access Sentiment (Brand Health)

1. From Later for desktop, select Social Listening from the left sidebar > Sentiment
2. Select the » (double chevron) icon to choose between your connected Instagram, TikTok and Facebook Pages:
   

From here, you can toggle between the Brand Mentions and Brand Health (Sentiment) sections:

About Sentiment (Brand Health)

Sentiment Snapshot

Sentiment is ranked on a proprietary scale, developed by our team of data scientists, from -1 (negative) to +1 (positive). Your brand's sentiment for the past 90 days (or since the date your topic was created) is plotted on the Sentiment Over Time graph using our proprietary scale, with red representing negative sentiment, blue representing neutral, and green representing positive. You can also hover over any date to show that day's exact sentiment score:

In addition, the Top Sentiment Drivers section below the graph displays the posts that have the highest impact on your sentiment score. Select any post to see how many likes and comments it has received; from there, you can also select See Detailed Post Performance to view its dedicated 2-week performance in a new tab.

Comment Monitoring

The Comment Sentiment section breaks down the sentiment of comments on your posts from the last 90 days. Same as above, the sentiment of a comment will be rated as positive (green), neutral (blue), or negative (red) based on our machine-learning model, and plotted in the pie chart accordingly.

Next to it, the Impactful Comments section contains comments on your posts from within the last 7 days that our data model identified as having the greatest impact on your sentiment score:

Performance Benchmarking

Benchmarking takes your profile's past performance and uses that data to predict its future performance. In addition, your actual performance (shown in blue) is then benchmarked against this prediction (shown in red):

Performance can be measured by any of the metrics contained in the dropdown menu, which includes:

• Reach: Unique accounts that viewed your posts
• Website Clicks: Unique accounts that clicked your Instagram bio link
• Profile Views: Times your profile has been viewed
• New Followers: Followers gained or lost

Frequently Asked Questions

How is sentiment measured?

Sentiment scoring is based on proprietary machine-learning models constructed by our dedicated team of data scientists. Sentiment is measured on a unique scale from -1 (negative) to +1 (positive), with neutral scores near the middle, specifically: