How time affects how angry we are with brands on social networks

In the daily life of consumers, a pattern of behavior has been established in recent years, linked to the popularization of social networks. As they have become more and more popular, consumers have begun to internalize a mechanism. If a brand makes a mistake or if the customer service they receive is not adequate, they open their profiles on social networks and publish a review. If the brand is not solving the problem, they expect their community manager to do so.

But are we at all times equally sensitive to brand failures? Or are there times when our threshold of patience is much lower and when we are more willing to jump in with criticism and negative comments?

Different studies have been analyzing how time impacts on our behavior as consumers. Bad weather or good weather changes how we react to online advertisements, how we shop online and offline, or what we consider most important on our shopping list. It also changes how and how much we get angry on social networks and, therefore, our complaints about brands in social media.

Outside the network, hot days are those that increase people’s aggressiveness. Some studies have established links between hot days and aggressive crime data, for example. However, online, as a study has just shown, the opposite is true. Hot days do not make us become more aggressive on social networks, but rather the opposite.

As temperatures rise, aggressive and angry tweets also drop. On the contrary, when it is colder is when this type of content increases. On average, peaks of angry tweets are usually recorded when the temperature is below 15 degrees.

When the thermometer is positioned between 25 and 30 degrees Celsius is when least negative and angry comments are published. Of course, if the thermometer goes above 35 degrees, there is a slight rise in angry content on social networks.

The reasons for the change

Why does this happen? From the outset, the good weather pushes citizens to leave the house and do things like socializing, walking or going out on terraces. While doing all of that, they cut down on your network exposure time. Just as good weather tends to make us buy more from stores and less on the net, the same goes for publishing content.

Later, the researchers add that environmental temperatures affect our bodies, both in how we sleep, how we produce hormones or how much oxygen it carries to our brain. In more extreme time, more extreme will be the reactions.

The study, which has also determined that Mondays are the days with the highest incidence of angry tweets, has started from an Australian sample and has measured the general aggressiveness of citizens on Twitter, although its data is also relevant for companies and for your social media marketing strategy.

This reinforces another idea, which is that we use social media to release our frustration.