Right now, my current interest happens to be my field of work. I am currently working as an intern with Klarna, a company that focuses on promoting “smoooth payments” to its users (yes, that third ‘o’ is intentional!). Essentially, by using Klarna, you can pay for purchases in four interest-free installments, making the financial burden of shopping a bit easier to manage. With this is mind, I wanted to look into how my current job is performing in posts online.
Running a Twitter keyword analysis helped me determine some interesting insights about both Klarna and my fields of work/study. Twitter has not been Klarna’s platform of focus, and by looking into keywords on this channel, I can help provide some recommendations on how to make Twitter a buzzier outlet for the company. My five keywords of choice were ‘Klarna’, ‘Afterpay’, ‘marketing’, ‘fintech’, and ‘public relations’. In order to cover the best range of posts possible, I chose to make my timeframe from January 1, 2020 until the present day. This way, I encompassed my time of employment with Klarna, as well as the information from the beginning of what has been a bigger year for the company. As shown in the graph below, my results came in a breakdown by month, which is actually an optimal layout for seeing how Klarna has performed each quarter. While ‘fintech’ is mentioned a lot, both Klarna and its competitor Afterpay are not mentioned as broadly. This is an area of opportunity for Klarna. By focusing more on its fintech history and highlighting this in posts, Klarna could become associated with this word and rise in popularity on Twitter. In the pie chart breakdown, you can clearly see how much ‘marketing’ dominates the share of volume. One of the things Klarna prides itself on most is its marketing, which I happen to run along with my team. If Klarna put more time into highlighting successful marketing initiatives and influencer campaigns, the brand will reach exposure to new audiences just by using that one simple word.
Looking at the stats by keyword, you can see how many times (on average) a specific word appears in posts. Daily, both Klarna and Afterpay are mentioned in similar frequencies. However, Klarna has a positive growth trend, which differs from Afterpay. Looking into Klarna’s stats even further, the word was used the most on Friday, February 14, 2020. Digging into this, I found out that Klarna was running a campaign with Lady Gaga on this date, which can easily explain the spike in popularity. As mentioned before, Gaga was part of a marketing campaign, and if Klarna ties itself into its marketing efforts even more, that usage should continue to spike.
To change things up a bit, I chose to compare how ‘marketing’ and ‘public relations’ are used on Twitter. As shown by the graph below, marketing is still used more than public relations, which makes sense to me as marketing seems to be a more prominent tactic companies display and promote. It seems that public relations still has a negative connotation to it, which may explain why the word is not used as frequently. No one wants to pull in the PR team unless it is for something successful, and hopefully this perception shifts as people see how PR and marketing can partner together for greatness.
I also wanted to look at just Klarna and Afterpay and how they have stacked up against each other this year. Looking at the graph, you can see how Afterpay has held a decent lead over Klarna in keyword usage, but as Klarna has grown over the year, its exposure has also risen. Afterpay has been more prominent than Klarna in the online shopping space, so it makes sense that the brand would be mentioned more. However, if Klarna continues to dominate the fintech landscape, that graph could shift and show Klarna becoming the more-mentioned brand.
Keyword analysis is a critical aspect to business success. If companies look into what words resonate more with platform users, they can tailor their content to gain more exposure online. If Klarna were to take some of these suggestions and implement them, I suspect the brand would see an uptick in keyword usage heading into the rest of Q4.