How to Do TikTok Sentiment Analysis? Example & Guide

Gisou, the Tik-Tok viral haircare brand, has been mentioned 6,811 times in the past 30 days. Just on TikTok 2,507 times, reaching nearly 8 MILLION people. The TikTok sentiment of this brand is overwhelmingly positive – only 1% of conversations are negative. Considering all platforms, the most negativity comes from X (Twitter) – 12% of mentions are critical.

TikTok sentiment analysis identifies whether mentions on TikTok are positive, negative, or neutral. It’s a fast and effective way to understand what people think about your brand, company, competitors, and other topics. Most importantly, it lets you detect potential issues before they grow into bigger problems.

Want to learn more about TikTok sentiment analysis?

You’re in the right place – read this article till the end!

What is TikTok sentiment analysis?

TikTok sentiment analysis determines whether TikTok videos (more precisely, video descriptions) and comments mentioning a specific brand, product, hashtag, or topic are positive, negative, or neutral.

But that’s not all!

It also lets you identify the exact emotions behind these mentions, such as happiness, sadness, anger, and more.

Sentiment analysis applies Natural Language Processing (NLP) and Machine Learning (ML) technologies to interpret and classify emotions expressed in text data.

Why is TikTok sentiment analysis important?

• TikTok users are honest, so you know how they truly feel about your brand and products.
• They are very vocal about negative experiences; potential issues can be easily detected before they escalate into a PR crisis.
• You get customer feedback, so you know what’s wrong and should be fixed.
• Responding to positive mentions on TikTok is the best opportunity to deepen customer relationships.
• You can see your competitors’ strengths and weaknesses.
• People use TikTok to discover products and decide what to buy; keeping sentiment under control ensures that you don’t lose potential customers.

How to do TikTok sentiment analysis?

You probably expected it, but… DO NOT analyze TikTok sentiment manually.

It’s not just inefficient – it’s impossible:

• You can’t find every mention: TikTok notifies you when someone tags your brand, but many discussions happen without it. Also, the products themselves can’t be tagged.

• The volume of data is too high: Imagine reviewing hundreds or even thousands of TikTok mentions, determining whether they’re positive, negative, or neutral, and then creating reports – all by hand.

Brands like Gisou are mentioned on TikTok approximately 100 times daily, while larger brands like Nike receive over 1,000 daily mentions.

The only reliable way to determine TikTok sentiment is to use specifically designed AI-powered tools called sentiment analysis tools.

Of course, such tools also have disadvantages – for example, they:

• Struggle to interpret sarcasm correctly.
• Find slang, idioms, and cultural differences tricky to understand.
• Sometimes, have difficulty accurately interpreting the context of emojis.

TikTok sentiment analysis example

Now you know that performing sentiment analysis on TikTok requires the right tool.

I’ll show you how to do it with Brand24, using the Gisou brand as an example.

FYI: Gisou is a haircare brand founded by influencer Negin Mirsaleh.

Step 1: Set up the monitoring project and collect data

The first step is to set up the monitoring project with your brand’s name and choose the language of the mentions.

You can also track products’ names, competitors, hashtags, industry names, campaigns, or any other keyword you desire.

In our case, the keyword is “Gisou”, and let’s track mentions in all languages.

Once your project is set up, give the tool some time to collect all the mentions from TikTok and other platforms.

To get only TikTok analysis, you should select TikTok as the source in the filter section (it’s located on the right side of the dashboard).

The mentions can be further narrowed using sentiment, location, importance, and more filters.

Step 2: Check the sentiment breakdown

Next, check your brand sentiment on TikTok. There are two ways to do this:

1. Use the sentiment chart and manually compare the number of negative mentions vs. positive ones:

2. Check the sentiment breakdown. It calculates percentage values for positive, negative, and neutral mentions. For a clearer view, you can exclude neutral mentions:

As you can see in the sentiment breakdown, 99% of Gisou’s mentions are positive, and only 1% are negative.

Step 3: Discover the exact emotions

Brand24 is also an emotion detection software. It identifies the specific emotions your target audience feels:

• Positive emotions: admiration and joy
• Negative emotions: sadness, anger, disgust, and fear

Step 4: Check the emojis

Emojis are an integral part of online communication, especially on TikTok.

They give you an idea of what emotions accompany the people who use them.

Brand24 analyzes all your mentions and extracts all emojis from them:

TikTok users mentioning Gisou most often used the sparkles emoji – as many as 600 times!

That’s good – this emoji indicates positive sentiment.

Step 5: Dive into topics

Another cool thing is that you can see exactly which topics come up in conversations about your brand and what emotions they evoke.

Let’s analyze the most discussed topic for Gisou, which is “beauty product recommendations”:

• This topic generated 471 mentions on TikTok and reached 1.5 MILLION people.
• Its Share of Voice accounts for 20.05% of all discussions about Gisou on this platform.
• The sentiment breakdown shows that 68% of mentions are positive, 31% are neutral, and only 1% are negative.

Step 6: Track the sentiment over time

The sentiment around your brand or product can change in the blink of an eye.

Sometimes, it’s one negative video from a big influencer. Other times, it’s a wave of TikTok reviews and comments from many users building up over time.

Both can seriously harm your brand reputation!

By constantly monitoring your sentiment on TikTok, you can:

• Spot drama before it spirals.
• Respond promptly to positive mentions to build a strong community.
• Turn customer feedback into actionable insights in real-time.

Week by week, the number of Gisou’s positive mentions continues to grow.

There’s also a slight increase in negative mentions. The number remains relatively small – not yet a cause for concern.

However, I would recommend keeping a close eye on the situation.

Conclusion

People use TikTok more than any other platform to discover new products and check recommendations.

What TikTok users say about you can directly influence the decisions of your potential customers.

This alone is reason enough to care about the sentiment of your brand and products on TikTok.

Final thoughts:

• Sentiment analysis identifies text, so a mention must be included in the video description or comments to be detected. Spoken mentions aren’t captured.
• Manual sentiment analysis is not an option; you must use AI sentiment analysis tools.
• With the right tool, such as Brand24, sentiment analysis is a piece of cake.

Analyzing sentiment has never been easier – try Brand24 for free!