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The Conversation:

Twitter Trends

The world is changing. Fast. But how fast? And where is it all going? Discover how the talk on Twitter can tell us what's on people's minds and how brands can stay ahead of what's happening.

Tweet about Twitter being the world's stream of consciousness from @M_K_Reynolds

Billions of Tweets.
Limitless insight.

Data tells us that the most culturally relevant brands perform the best. So we analysed billions of Tweets from the last two years to get a better understanding of the evolving cultural trends and conversations shaping our future. It wasn’t a job for the faint of heart. But read on and we think you’ll agree, it was worth it.

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Conversation Highlights

Preview the big trends below and discover how they can help your brand stay ahead of what's happening.

Wellbeing

Embrace vulnerability and empower people on their journey of self-care.
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Image of person swimming to showcase "wellbeing"

Everyday Wonder

Lead with positivity to help escape or elevate the everyday.
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Image of person rock climbing and staring into the distance to showcase "Everyday Wonder"

Creator Culture

Champion creativity by uplifting the ideas and voices shaping it. 
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Image of person creating art to showcase "Creator Culture"

One Planet

Support a more sustainable future with a desire to do better, together.
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Image of person and sunflowers to showcase "One Planet"

Tech Life

Share your vision for the future to inspire a more connected way of life.
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Image of person working on a laptop to showcase "Tech Life"

My Identity

Empower people to speak their truth and stand up for their values.
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Image of diverse individual to showcase "My Identity"

Ready to connect with what’s happening?

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Source: Black Swan Data and CrowdDNA, commissioned by Twitter, The Conversation: Twitter Trends, Data period: Dec 2018 through Nov 2020, USA; Growth stats calculated from a linear trend line of monthly Tweet volumes.

Disclaimer: During this same period, overall Tweet volume has increased, and could be considered a contributing factor to the volume increases for topics cited throughout the report.

*Source: Kantar, commissioned by Twitter, Cultural Relevance Research, Dec 2019, USA, Base = 100 US brands tested. Methodology: Correlation analysis, which shows the strength of the relationship for overall brand cultural relevance scores (NatRep) and Q3/Q4 brand revenue (source: Google Finance & secondary sources).

Definitions:

Cultural relevance: as scored by our survey — cultural relevance is aligning well with what people have defined as culture: events, trends, and social issues that benefit everyone.

Brand revenue: financial records from Google Finance for the 100 brands we tested.

Correlation coefficient: the measure of the strength of the relationship between the two sets of variables.