Staying On Trend: How Marketers Can Leverage Twitter’s New Trends Report

Staying On Trend: How Marketers Can Leverage Twitter’s New Trends Report
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With millions of users discussing anything and everything around the clock, there is arguably no greater cultural barometer than Twitter.

Often referred to as the ‘world’s largest focus group’, Twitter provides a window into contemporary culture, as well as showcasing emerging and future trends. In fact, the number one reason why people log on to Twitter is to see what’s happening in relation to their interests and talk to people who share those interests.  

As a result, Twitter has recently launched the Twitter Trends report – a global project designed to look into the conversations happening on the platform and the emerging trends that come from them. 

Speaking to B&T upon the launch of the report, Twitter Australia’s acting managing director, Angus Keene, shared insights into what life looks like across Australia, based on the real-time conversations that take place on Twitter.

“We’re not just looking at trending conversation patterns by counting the number of Tweets or hashtags, we’re going deeper in this report to understand the ‘why’ behind these conversations – and what that might mean for brands,” Keene said.

“We find that people have more freedom to be their true self on Twitter – so, we are in the unique position of being able to unearth authentic insight into people’s lives – and this report is really an encapsulation of what that looks like here in Australia.”

The trends that matter

While identifying trends on a social media platform is always going to be a complex process, after analysing over one million Tweets as part of the research, Twitter was able to identify six key trends;

  • Wellbeing: Prioritising self-care for ourselves and each other  
  • Creator Culture: More making in the hands of many
  • Everyday Wonder: Fascination with our world and beyond
  • One Planet: Driving towards a sustainable future
  • Tech Life: Inspiring a better-connected life
  • My identity: Empowering a true expression of self 

Each trend provides insight into emerging conversations and the cultural events that are driving them.. However, Keene pointed to the trends he expects will continue to dominate conversation in the years to come.

“I think that the trends around identity, and the environment are really important,” he said. 

“They really are conversations with no endpoint, as we continually discuss how we can have a better understanding of ourselves, each other and the world around us.”

In regards to the identity piece, Keene revealed that conversations about injustice and marginalisation had lifted by 90 per cent.

“Our differences are bringing us closer together as diversity and representation is encouraging more people to embrace their unique identity,” he said.

“The conversation around identity has really shown that people are willing to stand up for values that drive their choices and reflect their identities – and reject those that don’t.” 

“In parallel to this, people are not holding back when it comes to standing up for something they deeply believe in, specifically against injustice suffered by marginalised communities.”

Trends for brands

For brands and advertisers constantly on the lookout for new ways to stay connected with their customers, Twitter Trends provides unrivalled insight.

With Twitter’s research showing 48 per cent of consumers are wanting their favourite brands to take an active role in conversations they care about, advertisers should be looking for ways they can connect their messaging with what customers are talking about.

“Brands can actively participate in conversations and connect with their audience. They can build their strategies around what matters most and stay relevant in their messaging,” Keene said. 

“By designing content around topics that matter to consumers, brands can speak more authentically, and build deeper relationships with their audience.”

Keene suggested brands take note of the trends and think about how they might relate to their customer base.

“Brands are on Twitter to see the conversations happening and evolving in real-time, giving them more context and a deeper understanding of their consumer beyond what an excel spreadsheet or pie chart is going to tell them,” Keene said.

“Leaning into and learning from Twitter communities, brands can harness Twitter as a way to grow awareness, communicate in a manner that is sensitive to the consumer needs, and strengthen or build brand loyalty.”

At the same time, Keene warned against jumping into conversations that aren’t relevant and don’t align with a brand’s values. 

“It’s important to keep in mind that brands should stay truthful and consistent across their messaging and output and not jump into conversations that don’t align with their brand values,” he said.

Want to learn more about the conversations happening on Twitter? Download your copy of the Twitter Trends report today.

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