Cultural relevance important on Twitter

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 24, 2021, 2:15 AM UTC

Twitter assessed tweets over two years and identified trends brands must be mindful of.

Trends identified by Twitter can be categorised into “Wellbeing”, “Creator Culture”, “Everyday Wonder”, “One Planet”, “Tech Life”, and “My Identity”. According to the report, there was an over 73% correlation between a brand’s cultural relevance and its revenue.

Detailed analysis of trends revealed, conversations about mental health, grief and mentions of mental health grew 30%, 250% and 74% respectively in the Wellbeing category. In the Creator Culture category, conversations around virtual experiences spiked to 135%, followed by mentions for “side hustle” (121%) and participatory content platforms (112%).

Everyday Wonder trends saw increased conversations around tarot and psychics at 109%, while black right conversations surged to 273% in My Identity. Conversations about buying local (120%), reusables (87%) increased in the One Planet category, while online shopping grew 173% in Tech Life.

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