Using Sentiment Analysis in Your Campaigns

With Primetag’s Sentiment Analysis feature, you can gain a qualitative understanding of the comments on all feed publications within your campaigns.

If you’d like the analysis to take into account the main goal and message of your campaign, make sure to add a detailed Briefing inside the campaign’s Settings section. When the system has more context about the campaign, it can better understand what different types of comments mean.

A well-defined briefing also helps to:

• Distinguish between comments that are truly about the product or campaign
• And those that are generic reactions or focused on the influencer only
  
• If a comment is unclear, too generic, or not related to the campaign, it will not be forced into a specific reaction category.

From there, you don’t need to take any further action. Within 72 hours of each piece of content being published on an influencer’s feed (Instagram Reels, Carousels, TikTok videos), Sentiment Analysis will process the comments and provide insights.

Each analysis includes:

• Contextual analysis – Number of comments analyzed and a text-based summary of the overall tone of interactions.

• Sentiment distribution – Percentage of positive, negative, and neutral comments.

• Reactions distribution – A more detailed breakdown of comments by main topics.

• Most frequently used words (only at Content level) – A keyword analysis of the most repeated terms in the comments.

• Top contents (only at Collaboration & Report levels) - Top publications with the highest number of positive comments.

• Content comments – A highlight of the most positive and most negative comments.

🧠 Understanding how sentiment is classified

The classification follows these general guidelines:

• Negative sentiment is only assigned when there is clear criticism directed at the publication, influencer, brand, product, or service.
• Comments expressing personal frustration, asking for help, or sharing an experience are typically classified as neutral, not negative.
• Reaction categories are designed to be specific, rather than broad or generic, to provide more actionable insights.
• The campaign briefing plays a key role in determining whether a comment is related to the campaign, how well it aligns with it, and how reactions are categorized.

👉 This means that not all comments that may seem negative at first glance are actually classified as negative.

You can access this analysis at different levels:

• Content level – Inside the Content tab.

• Collaboration level – Inside the Collaborations tab.

• Campaign level – Inside the Report tab.

Sentiment Analysis is run once per publication, 72 hours after it is published. If you need the analysis to be reprocessed, either because the post continues to receive engagement or because the campaign briefing was added or updated after the analysis, please reach out to your dedicated Customer Success Manager.

If you have any questions or need further assistance, contact our Support team at support@primetag.com. We’re here to help!