The world’s biggest brands: A coverage analysis
2022 was a big year for brand communications. With emerging platforms such as TikTok and news events, brands often had to react at lightning speed to unprecedented occurrences.
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TECH SECTOR DOMINATES COVERAGE
In this report, we looked at three sectors — tech, food & beverage, and the automobile industry — to see which had the highest levels of public interest over 2022 and how it changed over time.
The chart opposite shows just how dominant tech news was over the course of the year, with even the lowest week of engagement to tech stories coming in higher than either of the other two categories that we looked at, not to mention a peak of more than 4x higher than the others.
This was reflected in the total number of engagements too, with the tech category having more than a billion total engagements to coverage about it, in comparison to ~436 million for cars/auto, and around 271 million for food & beverage.
Public interest in different verticals
TikTok and Samsung hit the headlines
Of the three sectors we looked at in 2022, tech was by far the most engaged, seeing more than a billion engagements to articles about tech and tech companies across the course of the year.
Some of this was actually driven by the tech companies themselves, as shown by the chart opposite, which has Samsung’s newsroom appearing several times among the top ten articles mentioning tech brands. Apple also featured thanks to its Apple Music subdivision, while HBO Max sharing the streaming premiere of ‘House of the Dragon’ also saw a huge level of engagement for the streaming platform.
This shows the obvious correlation between tech and culture in 2022, as almost every tech giant now has at least one foot in some kind of entertainment division — from Apple Music to Netflix to Amazon’s Prime Video and Alphabet’s YouTube.
Among the other top articles, TikTok featured prominently, particularly driven by the Johnny Depp and Amber Heard trial, which saw supporters and critics alike taking to the app and seeing huge engagement for their analysis of their very public trial.
In this section, we’re going to spotlight five of the biggest and most written-about tech brands in the world — the group is formerly known as the FAANG stocks of Meta, Amazon, Apple, Netflix, and Google. We’ll also devote a spotlight to TikTok as the new kid on the block.
Top Stories in the Tech Sector
|1||samsung||Samsung Galaxy S22 Ultra | Samsung US||915,342|
|2||dailymail.co.uk||Johnny Depp joins TikTok to thank fans for their support||490,872|
|3||news.samsung.com||Reimagine Unpacked: Samsung Unveils Brand-New Experience Spaces in New York and London for a Brand-New Era||437,179|
|4||music.apple.com||BTS Radio: Past & Present on Apple Music||421,447|
|5||hbomax.com||House of the Dragon | Now Streaming | HBO Max||408,009|
|6||dailywire.com||India Arie Pulling Her Music From Spotify Over Joe Rogan’s Comments On Race | The Daily Wire||404,460|
|7||movieweb.com||Johnny Depp Trial Has Fans Thanking Dior for Always Standing by Him||404,454|
|8||news.samsung.com||[Interview] Next Generation Connected Experiences: Experts Share the Story Behind Tizen’s 10 Year Development||404,228|
|9||breitbart.com||Spotify to Remove Neil Young Music After He Demanded They Cancel Joe Rogan||397,364|
|10||npr.org||Twitter bans Marjorie Taylor Greene's personal account over COVID misinformation||356,933|
Apple’s engagement was remarkably consistent, and it was also one of the most written-about brands we looked at in 2022. It was also one of the only brands to see its highest engagement weeks come towards the end of the year.
This was driven by two key news events in September, with the launch of the new iPhone and Brazil banning sales of iPhones until chargers were included as part of the sale. Elon Musk’s public criticism of Apple in November was the key driver of the November spike in interest.
Apple Music was a driver of engagement too — particularly driven by BTS, who continue to be a force on Twitter even after the group split up.
Public interest in Apple
Food & Bev Coverage
Recipe content dominated coverage of the food and beverage sector in 2022, with many of the top articles receiving significant engagement on Pinterest.
This was led by Eatwell101, a popular recipe website whose content performs especially well on Pinterest. EatWell101 was responsible for six of the top 10 articles about food and beverage and had the most engaged article overall with a baked salmon recipe that earned nearly 2 million engagements.
There were no mainstream publishers among the top articles, as the other four to make the list came from different food blogs, with The Nibble and Detoxinista’s articles also seeing more than 1 million engagements.
Top Stories in the food and Bev sector
|1||eatwell101.com||Baked Salmon in Foil with Asparagus and Lemon Garlic Butter Sauce||1,928,766|
|2||blog.thenibble.com||Dark Chocolate Peppermint Cookies: A Super Treat From Levain||1,426,524|
|3||detoxinista.com||Apple Cider Vinaigrette||1,146,388|
|4||eatwell101.com||Creamy Chicken Soup with Pasta and Spinach||869,805|
|5||eatwell101.com||Crock Pot Lemon Garlic Butter Chicken Thighs||849,501|
|6||thebestideasforkids.com||Homemade Gummy Bear Recipe||598,191|
|7||lowcarbspark.com||Best fudgy keto brownies - Only 2g net carbs||541,862|
|8||eatwell101.com||Salsa Fresca Chicken Bake||512,159|
|9||eatwell101.com||Instant Pot Keto Tuscan Soup||498,624|
|10||eatwell101.com||Meal Prep Garlic Butter Chicken Meatballs with Cauliflower Rice||319,954|
Burger King made headlines in a big way last year when the chain was dragged into a crisis involving a retirement gift given to an employee back in June.
The crisis for Burger King began when the company was accused of not appreciating its employees after giving a man a goodie bag after 27 years of work. As a result, the public raised hundreds of thousands of dollars for the employee, which the media quickly reported on.
All of the top five articles about Burger King were about the retirement faux pas, and you can see a huge spike in public interest in the graph opposite as it eclipsed all other news.
Public interest in Burger King
Cars receive broader coverage
Brands didn’t appear in the top coverage about cars in the same way they did with other sectors, with many articles simply being about a car being tangentially involved in a major story like crashes or the infamous trucker convoy.
This is unsurprising, especially given how cars are an essential part of everyday life for most Americans. Some coverage did mention specific brands when talking about the news, whereas sometimes cars were just mentioned as part of a broader narrative — often about gas prices or things happening while people were driving.
Even with this lack of brand coverage when writing about cars, interest in cars and trucks was far lower when compared to tech, which truly dominated the public’s interest this year.
Top Stories in the Auto Sector
|1||dailywire.com||AOC Wants To Sell Her Tesla After Elon Musk Teased Her Online | The Daily Wire||273,978|
|2||theblaze.com||16-year-old hero jumps into river to save 3 teen girls as their car sinks. He also rescues cop who swam out to help girls but started to struggle.||270,828|
|3||torontosun.com||WARMINGTON: 'Freedom' truckers may form world's longest convoy||268,901|
|4||dailywire.com||Shark Tank’s Kevin O’Leary Boosts Elon Musk Bid, Slams Twitter Censorship, Says ‘Fire’ Board Members | The Daily Wire||263,589|
|5||dailywire.com||Massive Truck Convoy Crosses Canada To Protest Vaccine Mandates. It May Be Longest Truck Convoy Ever Recorded. | The Daily Wire||262,638|
|6||westernjournal.com||Elon Musk Switches to GOP for First Time in His Life - Here's What That Means||226,524|
|7||foxnews.com||Canadian 'freedom' truckers massive vaccine mandate protest convoy may smash world record||225,425|
|8||cbssports.com||Dwayne Haskins dies at 24: Steelers quarterback, Ohio State standout hit by vehicle in South Florida||219,260|
|9||southernliving.com||North Carolina Woman Celebrates 100th Birthday with Car Parade||216,306|
|10||cnbc.com||Tesla will pay Ukrainian employees for up to 3 months if they are conscripted to fight||216,209|
The theme for Tesla this year was that it was impossible to escape from the Elon Musk show, as the top news of the year consistently tied the brand to the CEO, with Musk’s actions or comments driving four of the top five stories.
This interest peaked in April when rumors of Musk taking over Twitter first hit the headlines, and Tesla was linked to Musk’s actions repeatedly over the course of the next several months.
There was then a political narrative that took place once Musk officially took over, with some criticizing Tesla while Musk made Twitter-based headlines after taking over in Q4 this year.
Public interest in Tesla
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