Clicks show reach and comments give feedback, but sentiment reveals what truly lands. In a landscape shaped by algorithm shifts, audience fatigue and cultural volatility, raw engagement isn’t enough. As E.L.F.’s 2025 partnership with comedian Matt Rife showed, cultural context can flip a “perfect fit” into a miss. This session shows how to track, benchmark and apply sentiment data to sharpen both storytelling and strategy.
- Tools and tactics: Explore sentiment platforms, manual coding and AI tools that capture tone and nuance.
- Context cues: Learn to interpret emojis, tone shifts and platform behaviors to spot real signals.
- Benchmarking emotion: Build dashboards that track joy, anger, fear, surprise and more across time and campaigns.
- Reality check: Understand why sentiment can’t stand alone and how to stress-test talent and campaigns.
- Making the case: Use emotional data to shape creative, guide tone decisions and defend strategy.
