The City of Melbourne is going bananas with its tweeting about the festive season, with Twitter data showing its handle @Thats_Melbourne is the most engaged brand in the Christmas context so far.
Sydney isn’t far behind though with @Sydney_Sider the second most engaged with brand on Twitter in Australia when it comes to Christmas tweeting.
Sales manager at Twitter Australia, Angus Keene, said the cultural and throwback images from both accounts helped drum up the nostalgic factor.
“Cultural moments like Christmas are an opportunity to humanise your brand, let your personality shine and share content that resonates with your audience. Tweets that include rich media perform three to four times better than those without,” he said.
Memory Lane Monday: Christmas decorations hanging across Bourke Street, 1956. Credit: Tony Banda @Library_Vic pic.twitter.com/wRR16guBPE
— that’s melbourne (@thats_melbourne) December 6, 2015
“We also know from recent Twitter research that Christmas shopping shopping-related buzz surges an average of 83 per cent between 8pm to 12am, so make sure you time your Tweets to capitalise on this increase.”
Join us in Martin Place tomorrow night for the lighting of the Christmas tree. #ilovesydney Credit: @CityOfSydney pic.twitter.com/vNzJITXgvW — Sydney.com (@sydney_sider) November 25, 2015
In third place so far is @sonypicturesnz, despite only having one tweet. It was the video content that helped push the brand to the top five.
#TheNightBefore takes the holidays where they’ve never been before. Don’t miss it in cinemas December 3 https://t.co/CSCPq6ma2A
— Sony Pictures NZ (@SonyPicturesNZ) November 16, 2015
Fourth was @ANZStadium…
WE’VE got you covered this Christmas! Check out the sports fans’ ultimate Christmas list: https://t.co/g5Pnv3xj0e pic.twitter.com/7BBx2B540w — ANZ Stadium (@ANZStadium) December 4, 2015
And fifth was @AusPost.
You’re running out of time to write a letter to Santa at the North Pole 9999: https://t.co/ArqOyksRsW pic.twitter.com/Ng8bhS5yoc
— Australia Post (@auspost) December 5, 2015
Being still the first week in December there’s still time for brands to overtake the City of Melbourne as the most engaged with brand.
The most retweeted tweet so far has been from the new Jennifer Lawrence move called Joy.
And the common themes have predictably been about gifts, lights, shopping and family.
Twitter is running the numbers up until Christmas to find out the most engaged with and active brand on the platform, relating to the silly season, so the next figures will be coming soon!
