Narratives

Overview

Narratives across social media platforms are increasing at an unprecedented rate. Extracting meaningful insights from this vast sea of information poses a significant challenge to brands in making decisions for marketing or campaign strategy.

Sightly's Narratives feature uses advanced data analytics to focus on key narratives and trends, helping brands identify 'hot moments'—opportunities or risks as they emerge in real-time. This allows for swift, informed decision-making that aligns brand messaging with current industry and consumer dynamics, ensuring relevance and resonance in all communications.

• Spot the Hot Moments: Jump into key narratives, keep tabs on what's trending, and sniff out both threats and golden opportunities in real-time.
• Mirror Your Moves: Align your brand’s messaging with the latest industry chatter and consumer vibes, keeping everything on-brand and on-point.
• Insights That Matter: Catch the next big thing before it blows up. Use real-time data to tweak your strategies and nail your targeting.
• All-In-One Dashboard: No more data chaos. Get insights on the top social platforms and top themes across social narratives.
• Big Picture View: Track and visualize how narratives evolve across news and social media, giving you the full scoop.

Creating A Social Narratives Board

Users can access the Narratives feature through Sightly's AI Board creation process. Through this process, two tabs will be created based on a common prompt describing the topics users are interested in tracking: one tab will include news articles, YouTube videos, and keywords; the second tab will focus on narratives and trends on social media

Here is a snapshot of the Narratives board creation process with information on narratives from the previous week, month, and two months

Prompts & Controls
Your Narratives board is configured by providing a prompt, which semantically searches our database and returns highly relevant narratives to preview. During the board preview, additional controls allow you to refine specific words & phrases and provide feedback on the previewed moments.

Prompt: A descriptive phrase or sentence of the type of narratives to display on your board

• Prompts will be most effective if it matches sentences in narratives you would like to see
  • Example: "Consumer interests on new food flavors"
• Providing broad search topics works best as we search on Topics and NOT on individual social posts.

Ideas To Lean Into: Narratives mentioning similar phrases will be prioritized among results.

• Preview narratives before adding. Leverage this control to pull hyper relevant narratives 
• Example: "Home cooking experiments, new flavors in restaurants"

Ideas To Avoid: Narratives mentioning similar phrases will be deprioritized among results.

• Consider using the same language as narratives in the board preview to filter our similar trends

• Example: "In-store or online sales."

Narratives Walkthrough:

• Narratives Identified: Total number of narratives available for the selected date range
• Platform Sources: All social platforms driving the narratives for your prompt
• Top Platforms: Top 3 social platforms driving the narratives for your prompt
• Top Themes: Top 3 themes for the narratives in your prompt (within selected date range)
• What’s Trending: This section highlights the 6 narratives with the highest number of social posts within a selected date range. Click into the narratives to get a detailed overview, summary and breakdown of the social platforms and themes

  • • Growth % : This score represents the increase in volume of narratives within the selected date range.

      • • Example: If the narrative had 2 posts at the beginning of the 2 weeks and ended with 4 posts, then that is 100% growth.

    • Users can hover over the graph to quickly identify the ebbs and flows in the number of posts over time.

• View more: Users can click into ‘View More’ that opens the Overview Panel

View Historical Narratives: Users have the ability to filter and view narratives as current as the last 15 days, but also look back 60 days to analyze trends over a longer period of time. The following date ranges will apply to both Overview and Narratives Feed data.

• 15 Days
• 30 Days
• 60 Days

 

Narrative Feed

This section is a feed of all narratives for the selected time frame. Users can click into each narrative to get an AI generated summary of the social posts within the narrative.

Each tab within the side panel allows you to drill into specific breakdowns of the narrative.

• Overview - AI generated summary with volume of social posts over time
• Posts - View individual social posts across all platforms, by default, with option to filter the posts by social media platform
• Platforms
• Themes

Theme Filter: Users can filter the Narrative feed by different themes to quickly sift through Gen Z or Millennial narratives.

Download: Users have the option to select one or multiple narratives and download the data for further analysis in an excel format. We will be adding more download formats like pdf/png/jpeg as future improvements.

Sorting:

• Ranking - Users have the option to sort the narrative feed based on ranking. This ranking is based on the similarity of the narrative title to your prompt. By default, the feed will be sorted by Ranking.
• Posts - Users have the option to sort the feed by narratives with the most social posts of least number of social posts

Narrative Details

Click on any Narrative within the feed to view more detailed information.

Overview tab: 

• Summary - Quickly understand the context of the social posts with an AI-generated overview
• Sentiment Score - View whether the tone of conversation is trending positive or negative over time
• Posts - Know when conversation volume is decreasing or increasing
• Platforms - Understand where the conversation is taking place online
• Themes - See any tagged Themes for posts

Sentiment tab: 

Deep dive into the sentiment metrics for the Narrative: 

• Sentiment Score 
  • Measures the overall positivity or negativity of the content contained within the Narrative's social posts. Social posts determined to have neutral or no sentiment are not included in the calculation. 
  • Range: -100 (highly negative sentiment) to +100 (highly positive sentiment)
  • Formula: ((# of Positive Posts - # of Negative Posts) / (# of Positives + # of Negatives)) * 100
• Breakdowns by day
  • Post Count - see how many Positive, Neutral, and Negative posts were captured throughout the narrative's lifetime
  • Sentiment Score- view the aggregate Sentiment Score evolving over time
• Sentiment Drivers
  • See the keywords and phrases that appear frequently in the Narrative within positive and negative posts
  • Toggle to view Positive and/or Negative keyword clouds
  • Click on a keyword or phrase to view the social media posts that mentioned it

Posts tab: 

• View every social Post included in the Narrative and their overall sentiment rating.
• Use the Search bar to find matching posts by keyword
• Filter by: 
  • Theme
  • Source Platform
  • Date