Introduction
Once found the results from the analysis of active and the two major brand for almond milk and coconut milk, the aim is to understand if there are connections and particular influences that the brands may have on users and vice versa.
Chapter 04 - Alternative users
Same #hashtags
Protocol
The hashtags, which appear in the captions of the first 100 pictures of @lovemysilk and of the first 100 pictures of @so_delicious (link al protocollo precedente), are extracted with websta.me and import.io. The result is compared with the users’ list of hashtags, compiled on the basis of the pictures’ captions, extracted in the same way and sorted by amount of repetition.
How to read it
There are four columns of hashtags, the first two are related to the brands and the third and the fourth refers to the users’. The hashtags are arranged in order from the more mentioned to the less one. The corresponding hashtags among the lists are highlighted with different colors to facilitate the detection of the same in the other columns.
Findings
The brands focus their use of hashtags in a really small list of choices, while the users embrace several topics. An obvious conclusion, due to the fact that the amount of the users is higher and they’re different each other, but the main curiosity is that brands and hashtags have a specific word in common, that is vegan, and its declination whatveganseat for Silk and almond milk.
If you consider these and the other underlined hashtags, that are protein, organic and healthy, they’re not just particularly meaningful, but they’re also always in the top-half of the lists, suggesting a mutual influence between brands and users, that are connected in some way to these two types of milk alternatives.
