Twitter’s over-reliance on negativity, controversy may threaten its popularity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2022, 2:07 PM GMT+0

75% of consumers feel uplifting and positive online videos will become a popular source of entertainment, marking a 14% YoY increase from 2020.

Research released by TheSoul Publishing found that only 3% of the respondents believe Twitter would remain popular in 2026. The platform’s over-reliance on negative news and controversy does not resonate with consumers who are increasingly leaning towards positive, feel-good content now.

Similarly, 32% of respondents believe TikTok will be the most popular platform in the next four years. YouTube (14%), Instagram (13%) and Facebook (12%) follow TikTok. YouTube is the most preferred platform for 40% of respondents, in their hunt for positive video content.

“With an intense news cycle, positive escapism has brought a welcome relief to many. It’s no surprise that the likes of TikTok and Pinterest, which surface a lot of feel-good content, have seen record growth,” says Victor Potrel, vice president of platform partnerships, TheSoul Publishing.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

Read the original article

[2 minute read]

Explore more data & articles