Analytics Company Canvs Brings Its Emotional Measurement Tools To YouTube, Facebook

How do viewers feel after they watch a video? Canvs wants to help its partners answer that question. The analytics company, which is best known for decoding Twitter chatter as it relates to TV shows, has announced integrations with YouTube and Facebook.

Canvs’ signature product tells the company’s partners how their viewers feel about specific pieces of content. After a TV episode airs, for example, Canvs can comb through Twitter and tell how many people are excited, angry, or sad by examining the frequency of specific words and phrases within tweets. As Canvs tells it, that data extremely valuable for marketers. According to a press release from the company, there are “studies showing Emotional Reactions (ERs) are a better qualitative indicator of brand recognition, TV tune-in and intent to purchase.”

On YouTube and Facebook, Canvs will look through

comments to decode the emotional responses generated by the videos of its partners. It will also pay attention to the new “currency” of reactions on Facebook, which let users express emotions beyond the basic “like.” “I’m humbled to see brands and the mass media market embrace emotions as a ratings currency,” said Jared Feldman, co-founder and CEO at Canvs, in the release. “Brands now base important marketing decisions on emotions, and with Canvs they can measure beyond simply defined words and emojis to interpret the full extent of commentary surrounding content and, therefore, get an honest, true, holistic view of people’s emotions across platforms.”

Canvs has already announced one partner for its YouTube-facing platform. It is working with Explore.org, which streams nature video content multiple times per day.