Archive's AI-powered Sentiment Analysis feature automatically watches and classifies the sentiment of user-generated content (UGC) for your brand. This intelligent system analyzes videos, images, captions, and transcripts to provide contextual understanding of how your audience feels about your brand.
Available on: Custom, Growth and Enterprise Plans
Not available on: Startup Plan
How Sentiment Analysis Works
Archive’s AI reviews each piece of UGC and classifies its overall emotional tone into one of five categories:
Mixed – Content containing both positive and negative signals
Negative – Content expressing criticism, frustration, or dissatisfaction
Neutral – Informational or factual content without evident emotion
Not Applicable – Content where emotional sentiment isn’t relevant or detectable
Positive – Content expressing favorable opinions, enthusiasm, or satisfaction
What sets Archive apart is its contextual understanding. The AI is trained to interpret sentiment through a brand-specific lens, meaning phrases like “this workout was brutal” can be correctly identified as positive for a fitness brand rather than misclassified as negative.
Where to Find Sentiment Analysis
Sentiment insights appear seamlessly throughout the product:
Individual Content View
When viewing a single piece of UGC in Social Listening, you’ll see a sentiment label applied to the content.
Content Filtering
On the Social Listening content page, you can filter by any sentiment type—or combinations of sentiments—to quickly surface the content most relevant to your needs, whether that’s positive posts for ads or negative posts that need attention.
Reporting Dashboard
The Reports section includes a sentiment analysis chart showing a 100% distribution of sentiment over time. Use the toggle controls to compare sentiment types and track how audience perception shifts after launches, campaigns, or brand moments.
Key Benefits
Sentiment Analysis helps teams move faster and make better decisions without manual review.
Solve Content Overwhelm
Brands receive thousands of tagged posts every day. Sentiment analysis makes it possible to understand overall community mood without reviewing every post individually.Efficient Content Discovery
Quickly surface highly positive content for paid ads, campaigns, and organic marketing—while also identifying negative content that may signal product issues or emerging crises.Track Brand Perception Over Time
Monitor sentiment trends historically to understand how campaigns, product launches, or messaging changes impact audience perception.Support Smarter Decisions
Use real audience emotion—not guesswork—to inform marketing strategy, product development, and customer support priorities.
Common Use Cases
Crisis Management: Spot negative sentiment spikes immediately and respond in minutes instead of hours
Ad Content Selection: Filter for positive sentiment to identify top-performing UGC for paid campaigns
Brand Health Monitoring: Track long-term sentiment trends without manual analysis
Influencer Performance: See which creators consistently drive positive audience reactions
What to Know About Current Limitations
Sentiment Analysis is actively evolving. At this time:
Sentiment is calculated at the individual content level; campaign-level aggregation is not yet available
The system does not yet distinguish whether sentiment is directed at the brand vs. an influencer
Historical sentiment processing for older content is available upon request, not automatic
Sentiment Analysis currently supports Instagram and TikTok content only
How to Use Sentiment Analysis Effectively
Check sentiment filters regularly to surface high-value content for ads and marketing
Monitor sentiment trends weekly to catch early shifts in audience perception
Review negative and mixed sentiment content during launches to identify friction points quickly
Pair sentiment insights with content context—sentiment reflects emotional tone, not intent or purchase readiness
Sentiment Analysis runs automatically in the background with no configuration required, giving Custom Plan customers immediate access to brand-aware emotional insights across their UGC. As Archive continues to expand the feature, additional platforms and reporting capabilities will be added over time.