Twitter has taken hits for its slow reaction to Terms of Service violations, lack of profit and slacking growth. Still, the platform is a valuable source of real-time trends and data.
The social network’s Happening Now module changed its approach in recent marketing efforts. But, even with this new philosophy, many still fail to grasp the value of Twitter data in finding trends before they make it big.
While Twitter’s 330 million users dwarf to Facebook’s more than 2 billion users, it can still spot significant trends. The open nature of tweets allows anyone to improve advertising and marketing effectiveness.
Market analyst Brandwatch has worked with Twitter to show the social network’s efficiency. It analyzed billions of tweets to show key trends in Twitter data for businesses to tap into. This report reinforces how valuable Twitter still is for companies.
Some real-world trend examples include those of misspelled names on Starbucks coffee cups. Deliberate or not, it has generated mentions of the popular brand’s name.
News Outlets and Fast Food
Another example is the amount of people who follow both the major news outlets and fast food brands in the US.
While it generates more interest than its impact, it shows how Twitter data correlations provide insight. It can help marketers and advertisers change their approach on the platform.
Here’s an example for people who work in the automotive industry, covering conversations of major auto brands in the US market.
With billions of tweets taken into consideration, these trends indicate noteworthy patterns on which brands generate the most mentions and leads.
Another example focuses on workout trends on Twitter. Gyms and fitness instructors may have to change strategies when they see this.
Cat and Dog Lovers
Brandwatch made sure to include the common interests of cat and dog lovers with this next example.
Enough with the textual mentions. Brandwatch also analyzed how many times the Heineken logo appeared in tweets using visual or optical recognition.
It means many companies are missing opportunities to collaborate with influencers and expose their brand names on Twitter.
Game of Thrones
If this next example is any clue, more Twitter users bent their knees to the Mother of Dragons.
Those mentioned above are but a few examples from Brandwatch’s full report here. A worthy read to have a good grasp on the possibilities of interpreting Twitter data. It makes you deliberate how you can apply the findings to your own campaign.
Twitter provides a full stack of insights without having to pay much. You can gather data and track the latest trends with only a little time and effort. But to get the best interpretation, you need the entire tweet archive. And it comes with a price.
Although as shown above, Twitter data is worth your investment. It shows trends, correlations, key searches and notes that will polish your Twitter advertising targets. It can also indicate similar trends across your online and offline campaigns.
Not all platforms provide easy access to their full dataset. Now is the time to take Twitter trends seriously and stay ahead of the competition.