Social Bake Off is all shares, memes, emotions and women

Latest report, on GBBO social data, gives insight to brands looking to benefit from this year’s series

Analysis of social data for Great British Bake Off shows a large tight knit community of consumers that love to talk bakes, bakers and banter. Conversations are packed full of innuendos and memes and almost a third are filled with joyful expressions. In fact, emotions are a strong part of why 57% of posts contain emojis. The data also reveals that over 40% of posts are shared and the majority of authors (63%) are women.

The latest immediate future report, Showstopper Social for GBBO, using Brandwatch Analytics, looks at last year’s social data to identify common trends, triggers and motivations that will help brands make the most impact from GBBO 2019.

Katy Howell, CEO at immediate future says: “Now in its 10th year, The Great British Bake Off is a permanent fixture as we head into autumn each year. And on social we get the interesting phenomenon of a temporary, but tight knit, community of consumers, obsessed with everything from bakes to contestant.”

She continues: “Whilst 57% of conversation take place Tuesday 8-9.30 pm, the chatter continues through the week. The opportunity for brands to get involved goes beyond just reaching active audiences, it allows companies to build affinities and rapport with relatable content. In fact, it allows brands the unique opportunity to develop personality.”

Whilst over two-thirds of social authors are women, the report identifies that it is the men on the show that are discussed the most. Ongoing analysis of this year’s GBBO confirms the same: the chat is about the men – from Noel and Paul to bakers Jamie, Michael and Henry. Of course, Bake Off wouldn’t be Bake Off if it also didn’t have an innuendo or two. And it’s the jokes, teasing and slightly (or sometimes very) rude banter that get shared the most. The analysis reveals more about how this community uses ‘insider jokes’ to bond – and it accounts for why on average authors post at least 3 times on the topic.

Tactical ideas and support are also identified in this insight-packed report. In particular the use of a long tail of hashtags. Useful for brands wanting to target this audience with paid. Most of the community will use a variation on #BakeOff or #GBBO (and there are lots of variation), but there are weekly tags, such as #cakeweek and generic ones such as #bake or #instagood.

Delving into the details, immediate future also looked at the successful brand activities. There are those that become part of the banter, that create a deep brand connection with consumers. There are brands that push sales with links who fare less well. Competitions abound, and the report reveals what type of competition mechanic can work best with this unique audience.

The report can be downloaded (for free) at: http://po.st/BakeOff19



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*Want juicy insights, news and more info*
Give Katy Howell a call on 020 8547 1830 or katy.howell@immediatefuture.co.uk – oh! And of course, on Twitter @katyhowell

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*About Brandwatch*
Brandwatch is the world’s pioneering digital consumer intelligence suite, helping over 2,000 of the world’s most admired brands and agencies including Unilever, Walmart and Dell to make insightful, data-driven business decisions.
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