Fan-made worlds, social finance, and “great resets” are the three main Twitter trends that have emerged in the past two years.
Twitter analyzed billions of tweets over two years to spot trends and share some lessons for the brand.
The Great Reset has to do with healing ourselves on the planet, especially when it comes to closures. The fan-made world includes a digital community that connects like-minded people around core “aesthetics” such as steampunk, NFT, eSports, and other trends. Social finance involves cryptocurrencies, NFTs and other virtual assets.
Twitter UK Managing Director Dara Nasr highlighted the Great Reset as a good example, saying brands need to better understand user sentiment when connecting with consumers online.
“When it comes to personal well-being, we see an 86% increase in mentions of the term ‘doom scrolling’ through timelines where people absorb negative news.
Second, he said, references to ‘greenwashing’ increased by 253%.
“This is important for businesses because people now expect brands to take it to the next level and they have to take responsibility if they say one thing but do another.”
In the second topic of the fan-made world, Nasr stated that the use of the term “stan” or “stanning” has decreased by 57%. Not just the fans who admire them, but the football clubs they support.
“The fans are calling the shots, setting the rules, and it’s all about immersion and experience,” Nasr added. “With NFTs, fan tokens and many other concepts, we are moving into a fan-created virtual world. There is real cooperation. It’s not just about spending money or getting huge. Fans are building these brands, so why not create an environment where fans can engage?”
There is a lot of talk about cryptocurrencies, NFTs and other digital currency assets that are more attractive to the younger generation in terms of social finance.
“In 2021, we will see 11 times more tweets about the NFT than about working from home,” Nasr said. “Finance was a fairly dry topic involving a middle-aged white male in a tight-fitting suit. But now it’s been embraced by generations, making it even more interesting. As a result, the use of emoticons in financial conversations increased by 149% year-over-year.”
So what does this mean for brands?
“It’s important for brands not only to be aware of the pressures people are going through, but also how conscious they are of what’s going on in the world for what people need,” Nasr said.
“People recognize lies very easily. If you have nothing to say, it is better to say something you do not say. The message to the brand is that everything you do is purposeful and supportive. But if you can’t walk, don’t talk.”
Another aspect that is important for advertisers, especially when it comes to digital communities, is that the rules of engagement are changing.
“Advertising has always been a monologue. What I mean is that the advertiser wants to say something and the consumer will buy the product. In fact, where there is a lot of value is the conversation.”
The lesson for advertisers is to listen to what consumers have to say about your brand, take risks and ignore their views and concerns.
a fan-made world