Twitter in a report has shared six trends that dominate conversations namely wellbeing, Creator Culture, Everyday Wonder, One Planet, Tech Life and My Identity.
According to Twitter, to dive deep into what’s on the consumer’s mind, millions of Tweets from Jan 2020 – June 2021 were studied and compared them to Tweets from the previous 18 months (July 2018 to Dec 2019) to learn more about what conversations people were having on the platform.
“Conversations are core to Twitter, with moments driving engagement on a range of topics in real-time. It is no wonder then that brands choose to launch new products or services and connect with consumers on Twitter across a number of key verticals, including technology, auto, media, entertainment, and fashion. These top six trends are on the rise and continue to have a profound impact on the way brands reach consumers and to stay ahead, businesses must lean into these trends”, said the report.
Twitter is excited to share the six trends that shaped consumer conversations and culture globally. Here is a closer look at the six trends:
Wellbeing: Within the Wellbeing umbrella, three interesting sub-trends to emerge are Self-Care (+55%), care in the communities (+68%), and Mental Health Matters (+74%). #SelfLove, #LoveYourSelf, #GoodHealth and #MentalHealthMatters are some of the popular hashtags used to drive these conversations. Brands should lean into this trend by approaching it with honesty, sharing their perspectives and always encouraging people to take steps to be better — no matter how small.
Check out how Nyaho Clinic is promoting wellbeing from this Tweet
In matters of health, whom you talk to can make a huge difference. Our advice? Choose a General Practitioner (GP). GPs are reliable first points of contact for anyone with physical or mental health problems. pic.twitter.com/0F0l09XEBt
— Nyaho Medical Centre (@NyahoMedical) September 16, 2021
Creator Culture: There’s been a 77% growth in conversations around ‘my creation’ with a notable increase in mentions of ‘side hustle’. The percentage is as follows: Career Creators (+32%), Aspiring Content Creators (+22%) with a significant uplift in mentions around new creative hobbies (+64%) and Conversational Entertainment (+44%) and shared virtual experiences are the top sub-trends in the creator culture conversations. “Some of the popular hashtags used are #Illustration, #Streamer #Baking, #Handmade, #Podcast. Brands can champion creativity and empower creators by amplifying their voices — and by hiring them to represent these conversations to their consumers with authenticity”, the report revealed.
Everyday Wonder: Emerging sub-trends include DIY Spirituality (+43%), Imaginative escapism (+52%) and Infinite horizons (+23%). Some of the popular hashtags used are #Gratitude, #MeTime #FanArt, #SciFi, #Astronomy, #AwesomeEarth. Consumers are seeking an escape, and brands can bring that sense of joy and wonder to conversations. Brands can dial up the ways their new service or product can bring small moments of joy and positivity in people’s daily lives.
One Planet conversations have risen by 32% and although conversation around climate change and sustainability initially declined when the pandemic hit, it is increasing again and has become more urgent and action-oriented. #ClimateChange, #GoGreen and #SaveThePlanet are some of the prominent hashtags. Brands can lead the fight for a brighter future and host an open dialogue on how they’re making a difference — from eco-conscious innovation to corporate accountability.
Find out how Newmont Ghana is promoting #GoGreen with this Tweet
— Newmont Ghana (@Newmont_Ghana) August 26, 2021
Tech life conversations (+35%) are driven by the sub-themes of Smarter Living (+38%) and Tech for Good (+17%) and #FutureOfWork, #SmartTech, #VideoChat and #TechForGood are some of the noteworthy hashtags. As the pandemic continues to keep people at home, conversations around technology and its impact on lives are growing. Brands can help people envision and adapt to this by showing how their new products/services make lives easier. Here is an example of GIZ-Ghana promoting #TechForGood in a Tweet
— GIZ Ghana (@giz_ghana) December 14, 2018
My Identity: People are feeling more supported and celebrate living out loud. As notions of identity continue to broaden, people are coming together on Twitter to define and express who they are while encouraging others to do the same. Conversations around identity have increased by 61%, with Fan Power (+30%), Represent Me (+115%) and Ethics in Action (+33%) being top sub-themes, and #PrideMonth, #FanArmy, #WomenInSTEM some of the hashtags driving these conversations. Brands can find meaningful ways to nurture and inspire different perspectives, putting peoples’ values at the centre of everything they do. Check the Tweet from MTN Ghana supporting #WomenInICT
On Twitter, where brand-consumer relationships are formed and nurtured, these trends will enable brands to launch new products or services and connect with consumers through conversations that they care about.
The report presents an opportunity for brands and marketers to be well informed about evolving consumer conversation and behaviour which will enable them to foster lasting consumer relationships by driving relevance and fast adoption.