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Twitter study shows summer optimism

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Twitter study shows summer optimism

Twitter users are “forecasting a sunny outlook” for Summer 2021, according to a new report from the social media site, which sheds some light on the themes brands and marketers might want to address in their social media campaigns.

After a difficult last 18 months for the world, Twitter notes that positive sentiment on the platform is up by 11% compared to a year ago. The study also shows that when comparing March to June this year and the same period in 2020, “joy” is up by 17% and “anger” has fallen by 40%, reflecting a more optimistic spirit as nations begin to look towards a return to normality.

In terms of specific subjects, the main one to experience a boost is movies, where tweet volume has rocketed by 243% compared to last year, with many film releases delayed last year due to the pandemic – perhaps most notably, the new James Bond film ‘No Time to Die’. Sports are also up 79%, perhaps spurred by events like Euro 2020 and Wimbledon, and this is likely to continue over the coming months as the sporting focus moves to Tokyo. Barbecues (71%), fashion (54%), beer/cocktails (46%) and travel (26%) are among the other subjects enjoying more Twitter engagement than in 2020.

These subjects give an idea of what companies could be tweeting about over the summer if they hope to drive engagement, and regarding tone, 70% of Twitter users surveyed want brands to be positive, and 65% ask them to be informative.

Finally, video content is experiencing a boom at the moment. In particular, those who work in cosmetics should note that beauty-related “how to” video view numbers are an incredible 373% higher than this time last year.

Such trends are always worth looking out for on Twitter and other social media sites, and for cutting-edge content that can help you make the most of them, we’re here to help at Engage Web. Speak to us today for advice on your online content and social media campaign.

John Murray

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