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These are the trends shaping Twitter conversations right now
Rebecca Appleton • 24 February 2021
Insights from billions of Tweets to help you stay relevant
Twitter has issued a new trends report which reveals the results of an exhaustive deep dive into the billions of Tweets shared around the world over the last two years. The social media platform has drilled down through layers of content in order to indentify the topics and themes shaping the conversations conducted on its platform.
Its analysis has revealed that the brands which are “most culturally relevant” are the ones which thrive on the platform; meaning it’s well worth digesting what’s trending and considering how you can authentically integrate those themes into the content you share.
Wellbeing
One of the biggest trends to emerge, and a recurring theme in billions of conversations across the last 24 months, is that of wellbeing. The platform says, “COVID-19 brought conversations about health front and centre. The ongoing pursuit of personal wellness has motivated an increase in mentions of “self-care.”
The number of Tweets mentioning mental health have increased by 74% - this is a broad topic of conversation of course and could span content related both to the pandemic but also issues such as anxiety, overwhelm, productivity and being able to switch off when remote working.
Everyday Wonder
Perhaps unsurprisingly, another key trend to have emerged is the subject of everyday wonder – with more people forced to stay at home and curtail their usual hobbies and travel, content which focuses on positivity and escapism also increased. Twitter says that this content often reflects a search for deeper meaning and understanding, with posts also focused on spirituality and space trending.
Creativity
With more and more of us working from home, the lines between work and off duty are blurred. So too is the line between work and play, with many Tweets focused on being creative and finding creative outlets.
Twitter says, “Increasingly, creativity is becoming an essential part of people’s everyday lives… Creative expression feeds the soul. It also deepens our sense of self, offers an escape, builds social connection, and provides new sources of income.”
This trend also has an entrepreneurial aspect, with phrases such as side hustle growing 121%, while content referencing activities such as cooking, crafts and writing have increased by 64%.
As part and parcel of this, immersive and interactive content such as live streaming and collaboration platforms have also soared in popularity – something which brands can tap into to become closer to their audience and foster a sense of togetherness.
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