Baby Sussex Causes Dramatic Social Sentiment Shift

Kimberly Surico |
 05/07/19 |
4 min read

Babies bring out the best in people, and when a royal baby is born, they have the potential to bring out the best worldwide. Baby Sussex’s royal birth announcement offers a lesson in how much online loves to “love” – they just need a bit of encouragement.

Baby Love

Their Royal Highnesses, The Duke and Duchess of Sussex announced the birth of their baby boy in what is now the standard fashion for most things of note – an Instagram post:

And the shift in sentiment toward the couple has seen a dramatic uptick as a result of their bundle of joy’s arrival.

Just last month, Net Sentiment (a measure of positivity or negativity, from -100 to 100) was hovering at around 51%:

Since the baby’s birth announcement – really since Meghan Markle’s labor announcement, sentiment had spiked to 95%. And the day was still young as of this writing.

Why Precision Matters

Understanding the love online – and what drives it – beyond babies, is important. At NetBase, we offer high precision search capabilities that allow brands to focus on primary terms, like “royal baby” and analyze mentions that contain sentiment in direct reference to this primary term, and do so with unmatched accuracy.

Another option involves analyzing mentions of a thing within a topic that brands (or royals) specify to fine tune a search, like a brand name – or, more aptly here (sans the Sussex Baby Boy’s name): “Baby Sussex.”

And not only the words “royal baby,” but associated imagery as well. This is important – essential, really – as there are more than a billion photos uploaded and shared online every day. And visual content is 40x more likely to get shared on social than text. With precise, Next Gen AI-powered image recognition on their side, the royals and the brands that love them, are able to:

  • Identify objects, memes, scenes, faces, and emotions to get the context behind the images
  • Analyze 1000’s of logos from the world’s leading consumer brands

All of this can help brands (and babies) differentiate between the overall category reach and the individual brand/baby reach – as there’s always competition to be curious about. Even when you’re a royal newborn.

Most Awaited Birth . . . Since The Last Royal Birth!

The comparisons to Baby Sussex’s royal cousins are already pouring in – as any royal birth is cause for speculation around every topic imaginable.

Prince George, you’ll recall, is the third in line for the throne. Baby Sussex is seventh, right after his dad, Prince Harry’s position as sixth. And as George was the first born to Harry’s brother Prince William, the comparisons around everything from the birth announcements to the first pictures will be relentless in the coming months.

Building on the positive sentiment online is experiencing and influencers are sharing right now around the birth is smart – though what use does a royal have for promotion?

The Sussex Royal Instagram account is primed and ready to not only ride, but extend that positive vibes wave, and for good reason: the House of Windsor’s charitable works are legendary – made more so by Prince Harry and Williams’ mum, the late Diana, Princess of Wales, to whom the birth announcement gave a distinct nod. The Duke and Duchess and Baby Sussex have big plans in the works, and they’ve launched awareness of the effort via Instagram.

Changing The World

The Sussex Royal Instagram account is attempting to harness the collective kindness of its extensive audience (numbering 6.3 million followers as of this writing) and channel it toward doing good.

This month, ahead of giving birth, the dynamic duo shared a post shining a light on May being Mental Health Awareness Month in the U.S., and Mental Health Awareness Week in the UK by showcasing associated Instagram accounts that are in need to support.

Each month we will honour this same concept and change the accounts we solely follow based on a different theme or cause. Please go to our homepage and click “following” to see each of the select accounts and find out more about their work.

Please note: Images shared are from some of the handles we are now following

Should they plan to focus their efforts toward their audience’s interests, they can explore demographic information around gender, age, interests, professions, ethnicities, bio terms and any number of options to further explore any segment they choose.

Though we’re guessing their efforts will resonate regardless. Not only because mental health awareness has a pretty significant (and positive) impact and following on its own:

But also, fans will flock to the because they’re an adorable couple that wants to change the world for the better. And the fact that they’ll likely have their bubbly baby in tow to at least some of their charity work events couldn’t hurt.

We can also predict that these new parents will focus quite a bit on helping children who are underprivileged, particularly in light of their own exceedingly fortunate circumstances.

But who knows where their charity work will lead them. We do know that sentiment analytics can help them narrow down the limitless options they have for this work, to help them generate maximum impact for their efforts. We’d lend our service to the crown if called upon, by the way!

If your brand would like to explore its own options for creating maximum ROI for your online efforts, we’ll give you a demo free of charge as well! Reach out!

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