IPL Social Media Insights 2021: The Changing Social Conversations

Understand the emotions and social conversations of netizens with IPL social media listening for 2021.

We have come up with the IPL Leaderboard based on social media mentions which gives a sneak peek of how well the game is performing. With the 8 participating teams constantly engaging with their fanbase on the internet, the overall social coverage is only increasing. 

Using our digital intelligence software 20/Twenty, we took a deep dive into: 

  • Netizens’ general reaction towards IPL on social media
  • Teams that were most frequently discussed on social media 
  • Netizens’ sentiment towards the different IPL teams 

Before we go into the IPL social media listening insights – let’s do a little flashback on the track record from past years by looking at the winners from 2008 to 2020. Can we find a pattern and predict this year’s IPL winner?

The Indian Premier League so far 

Image: IPL match winners from 2008 – 2020 

IPL Social Media Listening: Conversations In 2021

Over 1.9 million data points across various platforms on the digital landscape were available. The platforms include Twitter, Facebook, Instagram, YouTube, news sources, blogs, and discussion forums. This resulted in an average of 257,000 posts per day between 9 to 26 April from netizens, players, and the teams – which is more than enough data points for brands to leverage on to derive insights and inspiration.

While every team is trying its best to keep their fans engaged, CSK seems to have received the highest total engagement so far with 12.1 million, followed by MI with 5.4 million, and KKR with 3.6 million from their owned assets.  CSK fans are very active when it comes to social media, the team’s key stars like Dhoni also add up to the social media mentions around CSK. Their brand engagement is pretty high mainly due to the fan following.

The table below shows the key social media metrics for owned asset posts by the teams between April 9 -26:

Updated as of April 26 2021

Here’s a graphic that shows how IPL volume of conversation has developed since the beginning of the league: 


CSK has received the most positive mentions (32%) while KKR has received the most negative mentions (13%) amongst the teams so far.

Digging deeper, we found that the sentiments are closely associated with the performance of teams in the specific match. 

The share of voice from organic mentions, shows CSK topping the list, followed by RCB from April 9 -April 26.

Simply put, there’s a lot that goes on during the cricket league. Understanding how netizens are interacting with IPL and the news coverage around it can help brands tap into limitless opportunities! 

While we’ll be keeping a tab on the changing trends during the entire season, here are some highlights from the social media discussion this week: 

  • Sanju Samson’s flying catch to dismiss Shikhar Dhawan during RR Vs DC match gained very good mentions both from social and news
  • Sakariya’s catch during RR Vs PBKS match is the second most spoken about topic online
  • Ben Stokes sitting of the IPL due to a broken finger 
  • Shams Mulani as a short-term COVID-19 replacement for Axar Patel

For more information on how we can derive social media insights for your business, reach out to us at insights@circussocial.com

RuPaul’s Drag Race Season 13: Mid-Season Highlights

Season 13 of RuPaul’s Drag Race has been dubbed the longest in history, with only 6 queens being eliminated in 12 weeks. However, the Circus Social team is certainly not complaining – more episodes mean more content for us to share!

In this post, we used social listening data to bring you highlights from episode 7 to episode 12, analysing:

  • Which queens have the highest social media following
  • Who the most discussed queens are on social media
  • Which country has the most active fanbase

Social Media Follower Leaderboard

RuPaul's Drag Race Season 13: Social Media Leaderboard

Eliminated queens have seen a halt in follower growth, but Tina Burner and Kandy Muse, 2 of the remaining queens, have found themselves at the bottom of the follower leaderboard. In addition to having the smallest social media following, Tina Burner is also one of the least talked-about queens, only accounting for 3% of online mentions. Can social media likability predict their outcome in the competition? Stay tuned to find out.

Social Media Share of Voice

RuPaul's Drag Race Season 13: Social Media Share of Voice

The Share of Voice chart measures which queen is driving the most organic mentions on social media. The higher the share of voice, the more discussed a queen is.

As seen above, Denali and Gottmik have consistently achieved the highest share of voice, and are seemingly this season’s fan favourites in Asia Pacific. Queens Rose and Symone also saw a spike in online mentions due to their positive performance in several episodes.

RuPaul's Drag Race Season 13: Social Media Share of Voice 2

With Denali consistently ranking as one of the most popular queens online, you would likely presume that she is this season’s top contender. However, Denali was surprisingly eliminated in episode 10, causing a stir online and leading to #DragRace becoming a trending Twitter hashtag worldwide.

Based on social listening data, Denali seemed to be a guaranteed shoo-in, while Tina Burner was due for elimination. This certainly made us wonder if the noise we hear on social media is an accurate representation of reality.

Social Media Mentions Per Country

RuPaul's Drag Race Season 13: Social Media Mentions Per Country

Towering over the rest of Asia Pacific is the Philippines, which accounted for the majority of online mentions around RuPaul’s Drag Race. In comparison, countries such as Vietnam and Singapore appear to have significantly smaller fanbases.

Despite 8 queens remaining in the contest, online mentions were largely driven by fan-favourites Denali and Gottmik, followed by Symone and Rose.

Do we think that social media insights can predict the winner for season 13 of RuPaul’s Drag Race? Maybe not. For season 12, Circus Social analysed online conversations around Southeast Asia to uncover who the most discussed queens were, pitting them as season 12’s likely winners. Unfortunately, none of these queens were crowned as the champion.

RuPaul's Drag Race Season 12: Top Contenders

We’ll be back in a month to share more insights into Season 13, and hopefully provide a proxy as to which queen will reign the next drag superstar!

Singapore Budget 2021: Highlights From Social Media

Last year, Circus Social brought you the highlights from the Singapore Budget 2020, and we’re now back with Budget 2021!

At the Singapore Budget 2021 speech on 16th February, Deputy Prime Minister and Finance Minister Heng Swee Keat announced a suite of initiatives to help Singapore emerge stronger from the COVID-19 pandemic.

Using our digital intelligence software 20/Twenty, Circus Social took a deep dive into social media data in Singapore, uncovering netizens’ opinions about the newly-announced initiatives.

Can Money Buy Happiness?

According to the reactions from Singaporeans towards the Household Support Package, not quite. While some were pleased that lower-income families would receive an increase in financial assistance, others in higher income brackets were unhappy about being left out.

Bye Bye, Online Shopping?

The announcement of an increase in GST for imported goods drew the highest volume of negative reactions. Online shoppers were unhappy with the prospect of needing to pay additional GST on top of their shopping and shipping expenses.

Recognising Our Frontliners

The enhancement of salaries for nurses and healthcare workers was met with positivity, as many felt that frontline workers deserved a more tangible show of gratitude.

Infographic: Circus Social's coverage of SG Budget 202

RuPaul’s Drag Race Season 13: Episode 1-6 Highlights

RuPaul's Drag Race Season 13: Episode 1-6 Highlight Banner

Being the massive RuPaul fans we are, Circus Social has been tracking the social media buzz around season 13 in Southeast Asia to uncover which queens are the fan favourites, who has the biggest social media following, and what viewers are saying about each episode.

In this post, we’ll bring you the highlights from the first 6 episodes of season 13!

Social Media Follower Leaderboard

RuPaul's Drag Race Episode 1-6 Social Media Follower Leaderboard

If you’ve been following RuPaul for some time, you’ll notice that season 13 is a little special. In a surprise twist, the first episode saw half the cast immediately “eliminated” (well, sort of) and grouped into the Pork Chop Queens. The “eliminated” queens were not really given the ax, but instead, given another chance to showcase their talents separate from the first group of queens who won the challenge in episode 1.

Interestingly, queens who were eliminated saw significant growth in their follower count post-elimination, even surpassing some of the remaining competitors on the leaderboard, as seen by Kahmora, Joey Jay, & Tamisha Iman’s placement in W4, W5 and W6 respectively.

Social Media Share of Voice

RuPaul's Drag Race Episode 1-6 Social Media Share of Voice

The Share of Voice chart measures which queen is driving the most organic mentions on social media. The higher the share of voice, the more mentions a queen has amassed.

Despite Symone’s high follower count on Instagram, her relatively low share of voice of 4% indicates that she may not be a fan favourite in Southeast Asia. The most discussed queens on social media in the past 4 weeks were

  1. Denali: 28% of all social mentions
  2. Tamisha Iman: 13% of all social mentions
  3. Gottmik: 12% of all social mentions

With the help of WordClouds, a visualisation of the most frequently mentioned keywords, we’ll uncover what kind of conversations are happening on social media in relation to the queens.

Denali’s WordCloud

Denali Episode 1-6 WordCloud

Words like flip, lipsync, legendary split, and assassin are a testament to Denali’s showmanship and her branding as a fierce and captivating performer. Social media mentions about Denali typically peak after her performances on the show, as well as from her now-viral ice-skating video on Twitter.

Denali and Kahmora Hall’s lipsync battle in episode 4 also created buzz on social media, given her close bond with the fellow Chicagoan. 

Tamisha Iman’s WordCloud

Tamisha Episode 1-6 WordCloud

Tamisha Iman’s extensive experience as a drag queen has seen the emergence of fan hashtags such as #imandynasty and #imanpower. While she is known for her motherly presence, viewers caught a glimpse of her not-so-nice side during a heated argument with Kandy Muse in episode 5.

In the episode, Tamisha accused Kandy of being arrogant, which caused a clash not just between the 2, but also divided the entire group of queens to take sides. Her departure from the show in episode 6 was an emotional exit for many viewers.

Gottmik’s WordCloud

Gottmik Episode 1-6 WordCloud

From winning the Ball challenge wearing outfits constructed using just bags, to the iconic Train Runway look which incorporated the colours of the Trans flag, Gottmiks’ outfits are a popular topic of discussion among viewers. The outcome of episode 5 was also a huge subject of contention, with fans hoping for both Utica and Gottmik to win.

Bee sneaking also appeared in the WordCloud because of the hilarious bee scene in episode 5, where a bee interrupted the friend group’s discussion outdoors, causing them to break out in hysterical laughter.

We are only ⅓ through the competition at this point, and we’ll be sharing more RPDR updates in the coming months. Keep your eyes peeled and check our Instagram page every Monday for weekly updates!

#2020Wrapped: A Year In Review

2020…. What a year, am I right?

With the year coming to a close, we hopped on the Spotify #2020Wrapped bandwagon to bring you Circus Social’s very own 2020 Wrap-Up.

From launching fresh features in 20/Twenty to brand new product offerings, check out some of our highlights and most memorable moments below:

Infographic: Circus Social's 2020 Wrap Up

Missed out on any of our infographics or reports? Fret not! Visit our website to download our free reports, or scroll through our blog to view our infographics.

Phase 3: Infographic Banner

PHASE 3: Too Soon, or a Long Time Coming?

Christmas and New Years’ may be around the corner, but something else has been causing a stir on social media: Phase 3 of Singapore’s reopening.

Despite recording little to no community cases in recent months, Singapore has continued to enforce restrictions on social gatherings, adopting a phased approach to returning to pre-COVID.

Prime Minister Lee Hsien Loong recently announced the highly-anticipated Phase 3, which drew a mixed bag of reactions from netizens – similar to what we found on social media during Phase 2.

Using social media data captured by our social listening tool, 20/Twenty, we uncovered the top reactions and sentiments of netizens towards Phase 3. Although the easing of restrictions brought about feelings of excitement and gratitude, netizens also raised concerns about the welfare of migrant workers, who continue to be under tight restrictions.

Read on to find out what else netizens had to say:

Phase 3 Infographic: Social Media Buzz & Sentiment

[Infographic] Mental Health In Singapore Amidst COVID-19

The stigma surrounding mental health has been especially prevalent among Asian communities, where conversations are typically not approached and are considered taboo. In a 2020 study conducted by the Institute of Mental Health, some of the causes of stigma were identified as negative portrayals in the media, a lack of understanding, as well as cultural influences.

With the onset of COVID-19, many experienced unforeseen challenges that have gradually led to a better understanding and awareness of mental health in Singapore. During this time, Samaritans of Singapore noted an uptake in calls to their support hotline, with many seeking help for issues stemming from unemployment and isolation.

In light of this, Circus Social wanted to uncover online conversations and sentiments around mental wellbeing in Singapore. Using 20/Twenty, our social listening and monitoring solution, we analysed social media conversations to answer the following questions:

  • What types of mental health issues are discussed on social media?
  • Where are conversations about mental wellbeing typically discussed?
  • What do people identify as the key factors and triggers of their issues?
  • How different are the issues discussed by men and women?

Check out the infographic below to learn about the key findings from Circus Social’s newest report: Uncovering Mental Health In Singapore.

Infographic: Uncovering Mental Health

Interested in reading more? Visit our website to download your complimentary report. If you have any questions, feel free to reach out to Circus Social’s Insights team at insights@circussocial.com.

If you or someone you know needs support, here are a few helplines that you may reach out to:

Samaritans of Singapore: 1800 221 444

Institute of Mental Health: 6389 2222

Singapore Association of Mental Health: 6389 2222

For a more extensive list of helplines, please visit https://www.gov.sg/article/call-these-helplines-if-you-need-emotional-or-psychological-support

3 Reasons Why Social Listening Is A MUST For Marketers

Whether you’re a digital marketer tracking the launch of a new product or a content creator looking to up your game, the primary goal of any marketer remains the same – to promote a product or service to a target audience with the ultimate goal of driving awareness and sales.

To do this, marketers previously needed to invest in costly tracking tools and research programs. However, the advent of social listening has made it possible for marketers to monitor campaign performance, get consumer insights, source new influencers, and much more – simply by tracking mentions of a particular topic of interest on the internet.

Read on to find out how the role of a marketer can be made more manageable with the help of social listening.

Campaign Tracking & Reporting

Digital marketers who run marketing campaigns understand the importance of tracking conversions, CPCs, CTRs, and other quantitative metrics – but how sure are you that these are the right metrics to measure success? While generating traffic or making sales are great performance outcomes, it’s important to dig deep into the organic conversations as well.

Social listening provides marketers with an insight into:

  • Key conversation themes being discussed: What kind of conversations is your campaign driving among audiences?
  • Overall sentiment: Are there any aspects of your campaign, brand, or product that may be receiving negative sentiment? What are these negative sentiments in relation to?
  • Campaign share of voice: How much more or less is my campaign being talked about online in comparison to my competitors’ campaigns?
20/Twenty Social Listening Tool: Sentiment Charts

At the end of a marketing campaign, having a combination of qualitative and quantitative insights will provide more holistic learnings that can be integrated into future marketing campaign strategies.

Content Marketing

Gone are the days when marketers could rely solely on their sixth-sense and gut feeling to direct their content strategies. Given the time and resources it takes to develop content, why wouldn’t you want to ensure that it’s engaging and relevant to your brand’s audience?

Social listening offers content marketers a wealth of data to get inspiration and ideas from, such as user-generated content and viral content.

User-Generated Content

Coming up with fresh content can be a daunting and lengthy task, especially if you’re feeling uninspired. What could be a better way to promote your brand or product, besides leveraging on existing content created by your own consumers? By using social listening to track what consumers are sharing about your brand or product, you’re bound to find high-quality photos, videos, or reviews that can be re-shared on your brand’s social pages.

Trending & Viral Content

Once upon a time, memes and viral videos were only circulated on social media by the average person. Brands have since recognised the engagement and interest driven by these memes, hijacking them and creating marketable content out of it.

Take the 10 Year Challenge for instance – what started as a challenge for individuals to share side-by-side photos of themselves 10 years apart, became an avenue for brands to show how they have evolved (the glow up of the Xbox controller), or remained the same (like Lego).

Xbos & Lego's 10 Year Challenge

But how can you stay on top of trends? And more importantly, how do you know if a trend is worth riding on? The 20/Twenty social listening platform offers some useful features to determine if a trend may go viral:

  • Impact Score™: Circus Social’s proprietary algorithm that assigns scores to online content depending on the volume and type of engagement received. The higher the Impact Score, the more engaging the content is.
  • Virality™: A predictive feature that uses advanced machine learning technology to identify content that is already viral, as well as content that is likely to go viral. If you spot content that is likely to go viral, it may be worth leveraging on it.

In addition to the above metrics, our Trendspotting Checklist is another great way to assess if, and when, your brand should hop on a social media trend.

Influencer Identification

With the rise of social media, celebrities are not the only ones brands are engaging for endorsement. Consumers are now looking to online influencers for product information, and these advocates definitely help nudge purchase decisions. Despite numerous studies supporting the impact of these online personalities in driving conversions, most brands lack a data-driven approach in the selection of their influencer community.

There are many layers to consider when qualifying an influencer, and since most of their content is on social media, social listening comes in handy for marketers who wish to discover and track their online performance. If your brand is just starting to leverage influencer marketing, your team will likely find themselves asking “Who should I engage?” and “Where can I find them”?

Step 1: Quantitative Analysis

The first step is to explore the digital ecosystem and narrow down who are the main personalities driving conversations in your industry, what their persona is, and if it fits your brand proposition. Metrics to consider include:

  • Impact Score™: A proprietary algorithm that assigns scores to online content depending on the volume and type of engagement received. The higher the Impact Score, the more engaging the content is.
  • Engagement scores (likes, shares, comments, views): Influencers with high engagement metrics such as likes are great, but individuals with more comments and shares are indicative of a stronger engagement with their followers.
  • Overall post sentiment: If your influencer is driving more negative sentiments than positive, they may not be the best fit for your brand or product.
20/Twenty Social Listening Tool: Influencer Identification Chart

Step 2: Qualitative Assessment

Once you have qualified prospective influencers based on digital metrics, the next step will be to deep-dive into their posts and conduct a qualitative analysis on their page personality, content, and overall alignment with your campaign objectives. Even if you are only engaging the influencer for a short period of time, their profile and identity outside of your campaign will shape consumers’ perception of your brand. 

If you have any questions or are interested in finding out more about how marketing teams can leverage on social listening, drop us an email at insights@circussocial.com and we’ll be in touch!

Crisis Management – A Solution for Tomorrow’s Problems

CM bannerThere comes a point in time where your brand or business will be faced with a crisis, in some way, shape or form, and this no doubt is the same for all businesses alike. News headlines often revolve around companies dealing with the fallout from a crisis, and it shows how real, and at times inevitable, such problems are – and unfortunately in today’s digital ecosystem, how quickly they can spread.

A common misconception is that crisis only strikes the ‘big-guys’, but don’t be mistaken, crisis scenarios can happen to small firms too. No matter the size, most companies are often unprepared with no crisis management and response plan in place. My question to you then – is your company prepared and are you proactively listening to what is going on?

At Circus Social, we see Crisis Management as a crucial business activity to take charge of before matters spiral out of control – as discussed in a segment of our recent Webinar.

To elaborate, here are 3 fundamentals steps to constructing & executing a crisis management plan.

REAL-TIME MONITORING – Know it when it happens

Not all problems can be anticipated, but early warning signals are normally present if you are listening to what is happening. Consistently tracking the critical aspects of your business, sentiments around these issues, and sensitive topics related to your brand are important measures to help you identify and tackle impending issues and set benchmarks before they begin to escalate out of hand.


ReportsBy setting alerts and reports for triggers such as a spike in negative sentiment, impact, and keywords, your team can keep abreast of growing threats and address emerging issues promptly.

KEY CHANNELS – Target your efforts

To effectively focus your crisis response efforts, it is essential to know what platforms your brand is often discussed on. That is where Share of Voice Metrics can be utilized to understand the breakdown of mentions across your various channels (i.e. Facebook, Instagram, Twitter, News Publications, etc.

Channel AnalysisShare of Voice News With your key channels clearly outlined, you can focus your resources and efforts more efficiently to where it matters most – whether it’s key media, opinion leaders, and influencers, or blogs and forums on social.


Now that you are aware of the crisis and you know the channels to target, what you are left with is to track how effective your response efforts have been. The easiest way to do so is by analyzing changes in sentiment over time. This will show you how fast your crisis management efforts were in achieving a positive sentiment uptick.


Charting how quickly you can attain a positive sentiment change can also help serve as a useful metric for your intervention efforts and to help evaluate if your current approach needs to be tweaked for a more effective crisis communication strategy.

With this framework as a reference, you can now develop your own crisis management plan and leverage on social & digital intelligence tools such as 20/Twenty to empower your team with actionable insights and real-time monitoring, should a crisis ever strike.

Automated Topic Detection & Clustering: Identify What Matters In A Glance

We’ve just added Topic Clustering to our ever and fast-growing list of powerful features in 20/Twenty – our comprehensive social listening and monitoring solution.

With this all-new Top Topics and clustering feature, you can now identify the key conversation topics across huge datasets in an instant. Simply define your filters and hit ‘Apply’ to see the top topics of the day (or a custom duration) unravel!

Discover top topics in an instant, with the power of clustering with Circus Social's 20/Twenty social listening and monitoring tool

Identify Top Topics With Auto-Categorization

Powered by 20/Twenty’s intelligent clustering algorithm built using powerful AI, you can now view conversations auto-grouped into relevant categories as part of our robust social listening.

Eliminating the need for you to trawl manually through thousands of posts, you can reach data insights much faster and cut down your research time in half. With intelligently surfaced topics, you can quickly identify the top areas of online conversation that need your attention.

Deep-dive into each auto-surfaced topic cluster to discover the top keywords behind each cluster and right-click to view the actual conversations behind these topic groups.

Access powerful topic clustering with social listening via 20/Twenty

Identify Topic Sentiments In A Glance

Detect top negative or positive sentiment topics quickly and deep dive to discover more topic groups or keywords behind these. Right-click to view raw posts.

Identify top sentiments from topic clustering powered by 20/Twenty AI and machine learning
Identify top sentiments from topic clustering powered by 20/Twenty AI and machine learning

Using this nifty and uber-powerful feature, you can quickly isolate problem, concern or issue areas associated with your brands or products and address these points via optimized communication or communications and product strategy to your customers. Perfect for those PR or crisis management moments.

How Does This Work?

20/Twenty utilizes huge and continuously growing datasets comprising of posts, conversations and data points across all supported social media and data sources to train it’s machine learning algorithms and power our AI.

All the data that streams into our platform is intelligently classified by our Natural Language Processing (NLP) Engine, into more than 180 clusters across multiple industries, based on the content in the post. This map of clusters can be visualized at multiple levels in order to get a quick overview of the different themes of conversations with their overall sentiment, impact and traction. Each of these clusters can also be explored in detail, to see the individual conversations that fall under it.

Access powerful topic clustering with social listening via 20/Twenty

Topic Clustering Hierarchy

More Filters = More Power

These topics are automatically generated based on your filter settings. This is based on 20/Twenty’s advanced clustering algorithm. Top 10 topics along with sentiments are displayed. You can deep-dive into each parent topic to identify the top 10 keywords and phrases driving these topics. Right-click on any topic to view the actual conversations behind these topics.

You can further sort these via built-in performance metrics on 20/Twenty such as impact, traction, and post volume to get to the most impactful conversation clusters in an instant.

Topic Clustering In Action

Here are some auto-topic clusters identified across various industries –

Singapore Government



There’s more where that came from! Stay tuned and keep an eye out for more cool updates soon to come.

If you’ve got any questions or would like to find out how Topic Clustering and how 20/Twenty’s machine learning and AI prowess can help you and your business, reach out to us at insights@circussocial.com or contact us here and we’ll be in touch!

If you’re a 20/Twenty user, visit our Help & Support Hub to find out more about topic clustering.