Several billion tweets on 300,000 topics were analyzed. © Twitter
To better understand the different conversation trends in France and around the world on Twitter, we had the opportunity to ask Ikram Al Bouyadi a few questions.#TwitterTrends Study.
Conducted between 2019 and 2021, this study made it possible to analyze several billion tweets on nearly 300,000 different topics, and across 8 countries: France, USA, Canada, UK, Australia, Spain, Brazil and India.
For the first time in France
This is the first time that such a study has been conducted in France, and the second time in the world since the first wave of worldwide analyzes was launched at the end of 2019. It is a good methodological result, which was conducted by Black Swan Data, a data science company, This made it possible to obtain results that can only be proven through human analysis. The feedback is positive, and the study should be repeated in the coming years, as it sparks real interest in the Twitter ecosystem.
Among the main information to be retained from this study, 6 trends common to the eight countries analyzed stand out:
- connected life
Are French trends similar to those in other countries?
Surprisingly yes, the six major trends identified are common to all the markets studied. We have noticed that there are certain themes in all the markets analyzed:
- Mood and emotions: + 88% more conversations on these topics.
- the activities : Great impact in conversations, often backed up by photos and videos.
- Technology in our daily life: + 148% more conversations over two years, which is partly explained by the pandemic and the popularization of remote work.
- Raising awareness and questioning: Twitter acts as a spokesperson to raise awareness, ask questions, or directly challenge brands.
The commonalities we can observe for these common trends in all countries are due to how we feel, how our activities change, and how we live in relation to our beliefs.
What are the notable differences between countries?
Although there are many similarities in trends between different countries, we have noted that the main themes or interpretations are not always the same, and differ according to the cultural context.
Well-being and health
The concept of health in France is not treated in the same way as in the United States or the United Kingdom on Twitter. In the exchanges we observed, French netizens are more likely to talk about physical health, while Anglo-Saxon countries are more likely to talk about mental health (with the term “mental health” in particular exploding). The cultural aspect plays a role as well, given that for the United States, many exchanges on this topic center around health system access and quality.
The arrival of technology in our daily lives is one of the common trends in the eight markets analyzed. Although not all Internet users share the same opinion, there are specific themes that prevail by country.
In France, we talked a lot about technology in health (telemedicine) and education (how to Reimagining homeschooling with digital tools), unlike other countries. We can take Brazil as an example where the talks aimed at finding out how to put technology at the service of the city to create “smart cities”, or even India, which questions the improvement of connectivity thanks to technology, as well as access to technology in general in the country.
Can we expect trends to change in the coming years?
Twitter comes to life in real time, people are posting everything live, and Topics of conversation depend on the macro or minute news of the world. We are sure new trends will appear in the coming years, but it will be difficult for me to try to predict any.
However, it should be noted that these trends Revealing profound changes, and the fact that they resonate in every market clearly shows that there are things that will continue to accelerate for brands in the years to come.
We will likely continue to analyze trends and share study results in the coming years, as they represent important data in terms of decoding brands.
Why is it important for brands to fully understand the conversations driving Twitter?
I think it’s strategic for brands to fully understand these conversations, both for communication reasons and also for business reasons. Cultural significance is the third purchase criterion, after the quality-price ratio and brand reputation and opinion. According to Kontar, there is a strong correlation between conversations about a brand and its revenue (70%). By adapting the way we communicate i.e. by addressing the right people in the right format and using the right tone, brands will be able to make consumers want to approach them.
Any brand wondering about a particular issue, whether it’s a niche or a mainstream topic, can use Twitter to find out where people are standing with advanced search. This data is interesting for marketers, as it allows them to improve the goal they want to reach. Listening costs you nothing, and allows you to regain insights into understanding your market.
What advice would you give to brands looking to improve their relevance to culture?
I have 3 tips for brands looking to improve their relevance to culture:
It’s important that brands know how to listen to trends, through studies like Twitter Trends, but also from their own community, directly using the platform.
There are simple ways to quickly survey users, such as the tool Twitter polls (Surveys) eg. With simple surveys, brands can work in close proximity to their audience, sometimes even imagining communication campaigns. Listening should not be neglected, on the contrary, it is important to incorporate it into your communications, and sometimes even in the development of your product.
Select topics that are relevant to the brand’s audience
Brands use Twitter to launch new products or to associate themselves with news. This is why it is important to understand the topics that are relevant to your audience, and above all to identify the main topic, to take advantage of the right audience groups. By engaging with content related to consumer interest, brands can achieve unprecedented degrees of engagement. Louis Vuitton recently teamed up with K-pop group BTS to promote an online fashion show, and the collaboration ended in success since the ad’s tweet totaled more than two million likes and over a million retweets.
In short, to work out its cultural significance, it may be useful to relate events related to the feelings and interests of its clients.
Exploiting the platform’s potential in terms of solutions
The goal of the brand is to target gPassionate about specific topics aligned with the values you wish to convey.
Twitter allows precise targeting, which can be done on location, period, keywords… Brands can decide to be more or less accurate depending on the campaign. It has to be where the uses are: Videos and short images are among the most consuming content at the moment, so it can be beneficial to take advantage of these formats to appear in users’ timelines.
The platform also offers tools dedicated to brands such as Trend Takeover, located in the Explore tab, which allows you toTo be placed at the center of conversations for 24 hours, on a specific day and in a prominent position at the top of tweets.