Finance, fandom, founders: Three must-know Twitter trends for marketers

Billions of Tweets unfold on Twitter everyday and the public conversation is the  glue that connects the world. When people Tweet, powerful things happen; It is the free exchange of  ideas and information, open for everyone to join and inspire new thoughts, while even making people  LOL. To empower brands to understand what's top of mind for consumers and anticipate the next seismic  cultural shift, Twitter analysed billions of Tweets over a two-year period to find three must-know trends  that will drive culture and reveal the underlying shifts in power, shaping where the consumers are headed  to next. 

The 2022 Twitter Trends India report, based on analysis of billions of Tweets from Jan 2020 - Dec 2021,  found the three biggest movements emerging to the top of conversation: Finance Goes Social, Fan-build  Worlds, and Entrepreneurship Hits Peak Culture.  

With this year's Twitter Trends report, Twitter is diving deep into what’s now, what’s next, and what it's  got its eyes on in the future. These trends are evergreen conversations that will continue to unfold on the  service in the near future. 

Billions of Tweets reveal what brands should know to stay ahead of the curve.

Download the 2022 Twitter Trends India Report and get insights into what people on Twitter are talking about 👇

— Twitter Marketing IN (@TwitterMktgIN) August 30, 2022

Commenting on the Twitter Trends Report, Preetha Athrey, Director – Global Business Marketing,  Twitter APAC, said, “People on Twitter are influential, receptive, and drive results like nowhere else, and Tweets give us signals where the culture is headed or what could be the next big Ah! movements that are shaped by public conversation. Twitter, as a driver of both trends and real-world change, has evolved as a service that not only provides people a space to connect but a window into culture. The Twitter Trends Report captures the themes and interests that are shaping consumer behaviour in the Indian market, and outlines top trends for brands to lean into to become a part of conversations that are happening right now, and will continue to grow.”  

Tweets give us signals where the culture is headed or what could be the next big Ah! movements that are  shaped by public conversation. Twitter, as a driver of both trends and real-world change, has evolved as a  service that not only provides people a space to connect but a window into culture. The Twitter Trends  Report captures the themes and interests that are shaping consumer behaviour in the Indian market, and  outlines top trends for brands to lean into to become a part of conversations that are happening right now,  and will continue to grow.”  

Let’s take a closer look at the three trends:  

1. Finance Goes Social : Money matters  used to be closely held secrets of the few,  but now, everyone wants in on the action. As people discuss and dive deeper into finance, related conversations have  gone up by 62%. Communities of experts and everyday people are joining forces to share knowledge, sparking a 185% increase in financial literacy discussions. Conversations about money have evolved, and concepts like decentralised finance (hello, crypto!) and digital assets have entered pop culture with NFT + Bollywood, Bollycoin, and Beyond Life emerging as topics to  watch out for.  

2. Fan-built Worlds : Fans no longer just follow, they’re now calling the shots. As fan clubs take charge of the conversation to create worlds they want to be a part of, discussions around fandom have gone up by 47%. People are taking ownership of passions like #CricketTwitter (+55%), building complex worlds like #DCFanDome (+35%), and engaging with diverse entertainment conversations like Kollywood (+14) as they converge on Twitter to find their tribe.
3. Entrepreneurship Hits Peak Culture   : India is now the third largest unicorn ecosystem in the world, and enthusiasts are taking to Twitter to talk about all things startups. #StartUpTwitter is growing, and there’s been a 22% increase in discussions around entrepreneurship. Founders are building personal brands, while popular references like #SharkTankIndiaMemes and #PeakBengaluru add humour and fun to the conversation. What’s inspiring is to see a 40%  increase in women joining the conversation, with the talk around female entrepreneurship going up by a whopping 269% — a clear indicator of the narrowing gender gap in the workforce. 

In the months to come, these trends will define how brand-consumer relationships evolve, introducing  new paths that brands will have to navigate to reach consumers where they are – on Twitter.