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.
Quest Apartment Hotels’ local business owners will take centre stage as the global serviced apartment operator unveils its new brand platform being brought to market with a multi-million-dollar omni-channel campaign. Named “As Local As You Like It” and responding to consumer appetite for authentic local experiences, Quest will invite guests to check in and check […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
My Muscle Chef (MYMC) has announced the appointment of Liam Loan-Lack (main photo) to head of marketing based in Sydney. The company has further appointed two additional senior marketing leaders as part of its growth strategy. Loan-Lack has spent the last decade working in agencies in both Australia and the UK partnering with some of […]
Leading strategic insights consultancy Nature today announced the recruitment of Arletta Turnbull as director in Melbourne, plus a series of new hires in its Melbourne office. Turnbull joins after five years at The Evolved Group, where she was head of insights and consulting, leading a team to deliver strategic research through technology programs. At Nature, […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]
As Cricket fans everywhere will tell you, we’re only weeks away from the start of the 2021/22 Men’s and Women’s Ashes series. To mark the occasion and promote the sport’s greatest rivalry, Cricket Australia has launched their largest fully integrated campaign of the season, via creative and media agency Apparent. The work, under the campaign line […]
The benefits and transformative powers of feeling have long been the subject of research reports and medical studies. The experience of travel is not only beneficial to our wellbeing, but even the act of travel planning makes us happier. These truths are at the heart of the new tourism campaign launched today by the NSW […]
Branding design agency Principals has appointed Rachel Terkelsen to head up creative for its Melbourne office. Terkelsen joins Principals after spending nine years at PUSH Collective. She has been with PUSH since its inception following lengthy stints at both FutureBrand and Interbrand as well as five years running her own practice, Terkelsen Design. An award-winning […]
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]