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Introducing Kolsquare’s new sentiment analysis feature: understand how people really feel about your campaigns
Understand the emotional impact of your content in real time and make smarter decisions with confidence.
Kolsquare dashboard mockup showing influencer marketing analytics: audience sentiment score of 75/100 based on campaign comments, sentiment breakdown icons
In influencer marketing, tracking likes and comments is just the tip of the iceberg. But while these metrics are easy to measure, they often fail to reflect the true impact of your campaign. In today’s increasingly competitive environment, marketers are looking for more and deeper insights to inform their strategies. They want to know how audiences really feel about a brand, product, campaign, or content. Which is where Kolsquare’s latest feature comes into play: sentiment analysis.
The problem: engagement metrics can’t explain emotion
For many marketers, the main goal is to understand the emotional response to their campaign. Does the audience love the content, or are they indifferent? Or worse, do they dislike it? But despite the abundance of comments on social media, this kind of insight is often buried in qualitative feedback, and sifting through it manually can be time-consuming and subjective. You need to go beyond engagement metrics to prove campaign ROI effectively and take actionable steps to improve performance.
At Kolsquare, we’ve learned that while engagement metrics like engagement volume and rate are helpful, they don’t capture the full picture.
With sentiment analysis, we can now automatically categorise comments into positive, neutral, and negative categories, helping you see the emotional tone of your audience’s reactions.
Whether you’re tracking a single post or monitoring an entire campaign, this feature lets you know if your content resonates with the audience or if adjustments need to be made.
We know that marketers want more than just quantitative metrics; they need the "why" behind those numbers. By providing a deeper understanding of audience sentiment, we’re empowering you to make informed decisions faster and with greater confidence.
Here’s how it works: real-time insights with sentiment scoring
Our sentiment analysis tool operates seamlessly across Instagram Posts and Reels, YouTube, and TikTok. Here's how it works:
- Scoring system: Each comment is categorised into one of three sentiment buckets:
- Negative: 0 – 34
- Neutral: 35 – 64
- Positive: 65 – 100
- Negative: 0 – 34
- Campaign-level analysis: At the campaign level, you can see an overall sentiment score based on a weighted average of the content’s sentiment.
- Clear data: We analyse comments (excluding replies) to calculate the sentiment distribution across your content, providing a percentage score: positive, neutral, negative.
For instance, if a post receives a high percentage of negative comments, you can pinpoint potential areas for improvement, adjust your messaging, and re-engage with your audience.
What does this mean for you? Sentiment analysis that strengthens your strategy
With Kolsquare’s sentiment analysis feature, you now have the power to:
- Understand audience reactions: Get a clear picture of how your audience feels about the content, helping you better align your messaging with their preferences.
- Refine campaigns in real-time: Make quicker, more informed adjustments to optimise content based on audience sentiment.
- Boost ROI: By linking sentiment with performance metrics like earned media value (EMV) and share of voice (SOV), you can justify campaign results with precision — great for reporting to finance teams and stakeholders.
- Prove impact: With this additional layer of insight, you can more effectively demonstrate how influencer campaigns are driving engagement, loyalty, and conversions.
- Refresh functionality: Refresh sentiment data for specific posts, ensuring that the analysis stays up to date with new comments and engagement throughout the course of the campaign.
How to get started with sentiment analysis
Getting started with the sentiment analysis feature is simple:
- Launch your campaign: A content must have a minimum of 20 comments to make it eligible for sentiment analysis.
- Trigger the analysis: You can manually trigger the sentiment analysis directly from your Kolsquare dashboard.
- View the results: As soon as the results are available, view the sentiment scores for each piece of content, which are rated as positive, neutral, and negative.
- Act on insights: Use the sentiment insights to adjust your campaign strategy and improve your next steps.
What’s next: updates and improvements
We're continuously working on refining and enhancing the sentiment analysis feature. Here’s what you can expect in the near future:
- Heavy lifting capacity: We're optimising the system to handle larger campaigns more efficiently, especially when dealing with campaigns containing over 500 posts.
Stay tuned as we continue to roll out improvements to give you more precise, actionable insights from your influencer campaigns.
About Kolsquare
Kolsquare is Europe’s leading Influencer Marketing platform, offering a data-driven solution that empowers brands to scale their KOL (Key Opinion Leader) marketing strategies through authentic partnerships with top creators.
Kolsquare’s advanced technology helps marketing professionals seamlessly identify the best content creators by filtering their content and audience, while also enabling them to build, manage, and optimize campaigns from start to finish. This includes measuring results and benchmarking performance against competitors.
With a thriving global community of influencer marketing experts, Kolsquare serves hundreds of customers—including Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, Lush, and Hermès—by leveraging the latest Big Data, AI, and Machine Learning technologies. Our platform taps into an extensive network of KOLs with more than 5,000 followers across 180 countries on Instagram, TikTok, X (Twitter), Facebook, YouTube, and Snapchat.
As a Certified B Corporation, Kolsquare leads the way in promoting Responsible Influence, championing transparency, ethical practices, and meaningful collaborations that inspire positive change.
Since October 2024, Kolsquare has become part of the Team.Blue group, one of the largest private tech companies in Europe, and a leading digital enabler for businesses and entrepreneurs across Europe. Team.Blue brings together over 60 successful brands in web hosting, domains, e-commerce, online compliance, lead generation, application solutions, and social media.
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FAQ
How can I see Kolsquare in action?
The best way to understand how Kolsquare can transform your influencer marketing workflow is to see it live. During a personalised demo, our team walks you through the platform’s main features, from influencer discovery and campaign management to analytics and reporting.
Each demo is tailored to your objectives so you can see exactly how Kolsquare fits into your existing workflow. Whether you are a brand or an agency, you will quickly see how much time you can save while improving campaign performance and collaboration.
At Kolsquare, we believe influencer marketing can be a force for good. Our platform and community empower responsible, data-driven partnerships that benefit brands, creators and audiences alike.
Experience the power of Kolsquare first-hand. Book your demo today.
Experience the power of Kolsquare first-hand. Chat with our expert team and see the platform in action.
What can I achieve with Kolsquare?
With Kolsquare, you can make influencer marketing more strategic, measurable and efficient. The platform helps you move from intuition to data-driven decision-making, ensuring that every collaboration contributes to your marketing goals.
You can identify creators that genuinely match your brand, manage partnerships with full transparency and monitor real-time results to evaluate ROI. Kolsquare brings together data, content validation and performance reporting in one intuitive interface, making your campaigns not just creative but results oriented.
For marketing and communications teams, it is an opportunity to professionalise influencer marketing processes, save hours of manual work and focus on strategic thinking instead of operational tasks. Whether your objective is awareness, engagement or conversions, Kolsquare helps you optimise every stage and scale success across markets.
Learn how data-driven influencer marketing can transform your results — explore Kolsquare’s capabilities.
Who is Kolsquare for?
Kolsquare is built for marketing, communication and social media professionals who already run influencer campaigns and want to scale their operations with better organisation and insight. Whether you work for a brand, an agency or a group managing several markets, Kolsquare offers a collaborative space that connects all teams and stakeholders.
Brands use Kolsquare to identify authentic creators who align with their values and audiences, while agencies rely on the platform to manage multiple clients, optimise reporting and centralise data. From fashion and beauty to tech, travel or FMCG, Kolsquare supports influencer marketing strategies across industries.
The platform adapts to different levels of maturity, whether you are launching your first structured programme or optimising a complex, multi-market strategy. In every case, Kolsquare helps you save time, make informed decisions and elevate your influencer marketing performance.
See how Kolsquare supports brands and agencies across industries — discover our client stories.
What is Kolsquare?
Kolsquare is an all-in-one influencer marketing platform that enables brands and agencies to plan, manage and measure their collaborations with creators in one place. Instead of juggling multiple tools or spreadsheets, Kolsquare centralises influencer discovery, campaign management and reporting in a single, intuitive workspace.
The platform gives users access to millions of influencer profiles across Instagram, TikTok, YouTube and other major platforms. With advanced filters and AI-powered search, you can identify creators who match your brand’s values, audience and objectives. Whether you are running awareness campaigns or performance-driven activations, Kolsquare helps you select creators strategically, track their impact and report measurable results to stakeholders.
As an official Meta Business Partner, Kolsquare provides verified data directly from Instagram, ensuring accuracy and transparency in every collaboration. Trusted by over 1,000 brands across Europe, it combines powerful technology with a responsible vision of influence that helps marketers make smarter, data-driven decisions.
Explore the features of the Kolsquare influencer marketing platform and see how it simplifies every step of your creator collaborations.
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