Black Lives Matter Movement - How Companies are taking Action

Multicultural Analysis

Overview & Contents

Overview

OYE! listens to consumers in their own space online and delivers insight on what multicultural consumers have to say about your brand and/or industry. Understanding consumer attitudes towards brands, their products and their marketing efforts provides our clients insights that inform their multicultural marketing strategy.

Actionable Insights

OYE! is a language neutral social listening software that analyzes conversation in all languages to derive meaning from unstructured social conversation among multicultural consumers. OYE!’s natural language processing solution is designed not only to identify African American and Hispanic consumers of all levels of acculturation, but to also derive insights marketers can use in campaign strategy, messaging and targeting.

The Solution

Insights derived from social conversation by OYE! provide key details into multicultural consumers through their own statements about brands. OYE! analyzes that conversation to allow brands to understand better ways to interact with these groups. OYE! also provides insights on how to create campaigns tailored to these multicultural consumers.

The Value

Leveraging insights from OYE! allows clients to produce content for multicultural consumers most influential over purchasing decisions for your brand where they want it, when they want it and how they want it. The result: Better conversion, lift and engagement.

Methodology

This analysis was extrapolated from a data set of 273,488 conversations on Twitter, of which 33,439 were from verified Hispanics and 16,981 were from verified African Americans. All the data was gathered from 06/01/2020 – 06/07/2020.

Contents

Volume & Language Analysis | Hispanicity & Age Generation | Gender Analysis | Location Analysis | Word Clouds

Volume & Language Analysis

Volume by Ethnicity

  • Overall, across all 8 brands that discussed the movement, Hispanics made up 12.2% of overall conversations. This figure was nearly twice as much compared to the percentage of conversations generated by African Americans at 6.2%.
  • The company with the largest percentage of Hispanic conversation is Nike (13.8%), followed by Ben & Jerry's (13.4%), Netflix (12.6%) and YouTube (12.5%).
  • The companies with the highest African American percentages were Nike (7.9%), followed by Starbucks (7.6%), Ben & Jerry's (7%) and Netflix (6.1%).
  • Based on the overall volume, YouTube was talked about the most during this time period among all ethnicities, followed by Ben and Jerry's.
  • YouTube's volume was especially high not just because of what the brand stated in support of the movement, but the fact that many people mentioned specific YouTube channels as being platforms where monetary support could be shown for the community.
  • Hispanic Language Analysis

  • Among the eight companies, Netflix (4%) had the most conversations in Spanish followed by YouTube (2.8%) , TikTok (2%), and Nike (1.7%).
  • The companies who had the most bilingual conversations were Target (4%), followed by Netflix (3.5%), YouTube (1.9%), and TikTok (1.7%).
  • An example Spanish post is from Maria linking a YouTube video which donates its proceeds to different organizations which are in need right now.
  • Andrea provides a bilingual post suggesting the series, "When They See Us" from Netflix
  • Hispanicity & Age Generation


    Hispanicity Analysis

  • The Hispanicity analysis from Claritas is a way to segment identified Hispanics by a number of factors including country-of-origin, life stage, media consumption and more
  • The Hispanicity level that made up the majority of online conversations was L3 (39% - 45.5%) followed closely by L1 (26.1%-36.2%), then L2 (23%-29.9%)
  • There were very few identified L4 and L5 Hispanics during the analysis
  • Comparing the percentages to the standard industry Hispanicity percentages (see graph above), L1 and L3 are over-indexed.
  • Meanwhile, L4 and L5 are both under-indexed by a significant portion compared to the national average.
  • Overall, the data indicates that acculturated Hispanics are the ones who are posting and engaging the most with Black Lives Matter brand content whereas, un-acculturated Hispanics are not sharing similar content as much.
  • Generation Analysis - Hispanic

  • Note: The age data obtained via facial recognition in the graph above was obtained from a sample of 700+ U.S. Hispanics that discussed how companies are taking action to support the Black Lives Matter movement.
  • During the time range of analysis, 18-24 year-old Hispanics led in online conversation across all brands, with the second most active group across all brands being in the 35-44 year-old range.
  • The age groups with the lowest amount of people discussing brands efforts towards Black Lives Matter were the 55-64 year-old group and those Under 12 years old.
  • Out of all brands, Starbucks (56.7%) had the highest percentage of 18-24 year old's, followed by Ben & Jerry's (52%), YouTube (51.7%), and Nike (48.8%).
  • Here Luis, an 18-24 year-old Hispanic, shares his disgust about Starbucks not allowing workers to wear Black Lives Matter pins or shirts.

  • Generation Analysis - African American

  • Note: The age data obtained via facial recognition in the graph above was obtained from a sample of 1,200 African Americans that discussed How companies are taking action on the Black Lives Matter movement.
  • Similar to Hispanic conversations, Airbnb (67.9%), Starbucks (58.2%), Ben & Jerry's (53.3%), YouTube (43.7%), TikTok (43%), and Nike (42.3%) have a higher percentage of 18-24 year-old than any other age group.
  • Target(44.9%) and Netflix (42.3%) both have a higher percentage of African American conversation coming from the 35-44 year-old age range.
  • Here you can see Airbnb's tweet about how the company supports the Black Lives Matter foundation, retweeted by a young African American girl.
  • Gender Analysis

    Hispanic Gender Analysis

  • Target (57.1%) had the most male engagement, followed by Nike (55.5%) and then TikTok (54.5%).
  • The companies with the most female engagement were YouTube (63.8%), followed by Ben & Jerry's (57.9%), Starbucks (53.3%), Netflix (50.6 %), and Airbnb (50.3%).
  • An example of a tweet by a Hispanic male is from Luis asking for, "...all $100+ Billion companies in the US to speak up."
  • Becca, along with many others, retweeted the fact that "The Help just became Netflix's most watched movie amid Black Lives Matter protest."
  • African American Gender Analysis

  • Across all brands, more of the conversations came from African American males as opposed to African American females.
  • TikTok (64.3%) had the most male engagement, followed by Nike (63.5%), Target (62.6%), and YouTube (56.8%)
  • The brand with the highest percentage of female conversations was Airbnb (46.6%), followed by Starbucks (46.2%), Ben & Jerry's (46.1%), and Netflix (45.9%)
  • An example of a tweet by an African American female is from Adoria, regarding Airbnb's $500,000 Donation.

  • Location Analysis

    Hispanic Location Analysis

  • The highest volume of Hispanic Twitter users conversing about the brands came from Los Angeles, CA (16.1%), followed by New York City, NY (8.8%) and Chicago, IL (7.7%).
  • There were many tweets coming from Los Angeles promoting Zoe Amira's video on YouTube with the goal of creating revenue for African American Artist.
  • Here we see Julia Martinez, an online user from Chicago, praising Ben & Jerry's statement regarding their position in the movement.
  • African American Location Analysis

  • The highest volume of African American Twitter users conversing about brand involvement in the Black Lives Matter movement came from Washington D.C. (24.9%), followed by Atlanta, GA (21.3%) and New Orleans, LA (9.8%).
  • A YouTuber from Washington D.C. used twitter to advertise his YouTube Series about Being Black in America.
  • Here we can see a Twitter user from New Orleans shutting down a rumor that the owners of Ben and Jerry's got arrested for protesting.
  • Word Clouds

    Most Popular Words - Hispanic

  • Understandably, the top occurring words correspond with the name of the movement, Black (15,487), followed by BLM (12,786), Lives (10,912), and Matter (10,759).
  • The words Ben and Jerry's are also among the top mentioned meaning Ben & Jerry's was mentioned by name more than the other brands due to the tweet (see link below) being retweeted so often.
  • What is interesting is the most common use for the term KKK was in this popular tweet parodying Ben & Jerry's Statement.
  • Most Popular Words - African American


  • The most common words used among African Americans are Black (7,281), followed by BLM (6,021), Ben (5,282), and Matter (5,010).
  • When compared to the most common words used by Hispanics, there are many words shared on both lists, however not exactly in the same order
  • The word Ben was more popular among African Americans than it was with Hispanics, and is surprisingly used more often than the word Matters.
  • This viral tweet contains five of the words listed which may explain their position near each other on the chart above, "How to donate to BLM when you have no money! a black woman named Zoe Amira posted a video on YouTube. This video is an hour long and filled with art and music from black creators. "
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