Inflation boom in social networks in France
Rising prices in 2022 have become a major concern in the daily lives of the French. This trend is also evident in social networks, where the volume of messages is increasing.
Visibrain, a social media tracking tool, presents its latest study, “Inflation, a challenge for brands,” which takes into account price increases and gives brands a yes or no answer to the question.
Methodology : Visibrain analyzed French posts about inflation published on social networks (Twitter, Facebook, Instagram, TikTok and YouTube) from January 1, 2022 to January 1, 2023.
Inflation, which is a raging topic in social networks
With 3.3 million posts published in 2022, inflation in France dominates social networks. Thus, the topic was commented 7 times more than in 2021 and 18 times more than in 2020.
It should be noted that interest in inflation increases in the second half of 2022: about 70% of conversations are focused on this period. So inflation will continue to fuel negotiations in 2023.
Events rekindling the inflation debate on social media
Among the main events driving the debate around inflation, we find in particular the media appearances of Michel-Edouard Leclerc (peaks on 22.04.05 and 01.07.2022) as well as the announcement of the increase in wholesale electricity. prices (peak 08/22/27).
The graph of the posts shows the special place of the energy and retail sector in terms of inflation, including social networks.
Energy, mass distribution, transport and real estate: the sectors most associated with inflation on social networks
Among the sectors most mentioned by Internet users when talking about price increases, we see:
- Energy (23% of inflation-related posts): the price of electricity, gasoline, or gas drives energy to the center of inflation-related discussions.
- Large retailers (16% of inflation posts): price increases on supermarket shelves are also noted
- Transport (10% of inflation-related posts): rising fuel costs, tolls and commuting between the Navigo pass are also big concerns.
- Real estate (5% of inflation-related posts): the French are less concerned about rising real estate prices than the other 3 sectors.
What brands are mentioned when talking about inflation?
The democratization of inflation in social networks is a strong signal that brands should be aware of, especially since many of them are quoted on stock exchanges.
Among the most cited brands in 2022, we find the following:
TotalEnergies: 28,000 records
- EDF: 16,400 records
- Crossroads: 8,300 records
- Leclerc: 8200 records
- Amazon: 5,400 records
- SNCF: 4,876 entries
- Geodis: 3,709 records
- Sanofi: 3,700 records
- Gazprom: 2900 records
- Lidl: 2,200 entries
The panel of brands above confirms the trend: energy (TotalEnergies, EDF, Gazprom) and mass distribution (Carrefour, Leclerc, Lidl) are primarily associated with inflation on social networks.
Position yourself above inflation: a challenge recognized by a handful of brands
Still, few brands report inflation on social networks. However, it is possible to turn this crisisogenic topic into an opportunity. Examples of Burger King, Prime Video and Carrefour are proof of this.
- Burger King France on Twitter: 5,000 retweets, 13 times the brand’s average engagement on Twitter
- Prime Video France on TikTok: 8,481 likes, 35% more than the brand’s average engagement on TikTok
- Carrefour France on Instagram: 10,789 likes, 3 times more than the brand’s average engagement on Instagram
Visibrain is a social media monitoring platform used by communication professionals to manage brand image challenges. Founded in 2011, Visibrain is today used by the most demanding market leaders such as Bouygues Télécom, Paris 2024, Christian Dior Couture, GRDF, Carrefour and SNCF.