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1、The Conversation:Twitter Trends 2022We get it!The world feels pretty unpredictable.Despite the uncertainty,you can still find clear patterns if you know where to look.Billions of Tweets reveal tomorrows big movements.The biggest movements start quietly.An idea becomes conversation becomes a seismic
2、cultural shift.And if you want in on whats next,listen to what people on Twitter are saying right now.To help you out,we analyzed1 billions of Tweets over a two-year period to find three must-know trends about to go big.From The Great Restoration to Fan-Built Worlds to Finance Goes Social,the talk o
3、n Twitter reveals the underlying shifts in power shaping where the world is going.1 All statistics and data points in this report are from Pulsar&Canvas8,commissioned by Twitter,The Conversation:Twitter Trends 2022,US,Data period 1/01/20-12/31/21.All year-over-year comparisons reflect changes from t
4、he 12 months ending 12/31/20 to the 12 months ending 12/31/21.The Conversation:Twitter Trends 2022The Great Restoration Healing the planet by healing ourselves.Three big trends.Heard on Twitter.Analyzed by cultural and data experts.And a sneak peek into the movements that will drive culture,no matte
5、r what business youre in.Fan-Built Worlds Digital communities call the shots.Finance Goes Social Investing has entered the chat.TREND 1TREND 2TREND 3The Conversation:Twitter Trends 2022|The Great RestorationMass burnout has driven people to reprioritize wellness over corporate serfdom.Next up,sustai
6、nability.After decades of big business inaction,consumers are tired of carrying the load.The conversations on Twitter show the pandemic shifting perspectives.People are focusing on themselves and expect corporations to take the lead against massive planetary challenges.So,while folks are still talki
7、ng about veganism and recycling,theyre also getting real about impact and accountability,too.Personal and planetary health are intertwined,but a better balance of responsibility is needed.The Great RestorationHealing the planet by healing ourselves.year-over-year increase in terms like“restoring”or“
8、rebalancing”year-over-year mentions of“greenwashing”64%158%TREND 1The Conversation:Twitter Trends 2022|The Great RestorationWhat to Watch:Keeping it realIf you really pay attention,youll find something unthinkable:moderation.People are talking about climate mitigation a more achievable concept focus
9、ing on slowing damage.Theyre also moving to ideas like planet-friendly wellness solutions and cleaner,greener healthcare.Yes,theyll still hold corporations(and themselves)accountable.But people will also talk about collaborating on transparent goals,making the brands co-activists instead of the enem
10、y.KEEP YOUR EYE ON:Climate mitigationRebalancingClean and green healthNaturopathyBrand activismWhats Next:A kinder climate fightLooking closer,we see this movement becoming more kind than militant.People want change,but in a holistic way alternative fuels,fighting waste,healing,metaphysics.(Wait,is
11、this the 70s?)Theres an ethos of appreciation,instead of obsessing with everything wrong with the world.“The planet will restore when we do,”is the attitude shift no one saw coming.RESURGENCE OF FAMILIAR THEMES:Tracking sustainability/ESGs+115%Sustainable growth+53%Decarbonization+56%Fighting waste+
12、109%Existentialism+20%The Great Restoration conversationThe climate conversation continues.But now,corporate call-out culture is in full swing.People on Twitter are talking about decarbonization,emissions,and other big issues that put pressure on companies.People are tired of being the only ones who
13、 care and an underlying“anti-trust”is bubbling over.They need brands to make some real impact.CLIMATE ACTIONELECTRIC CARS#CALLOUT CULTURENATURE PHOTOGRAPHYSHOP LOCALGREEN ENERGYACCOUNTABILITYEMISSIONSBUILD BACK BETTERThe Conversation:Twitter Trends 2022|The Great RestorationAs much as the Great Rest
14、oration is a reset button for society,its also a chance for brands to better show up to connect wellness and sustainability.Stop talking.Lofty promises arent enough.Get out there and do something that makes a difference no matter how small.Publicly show transparency and traceability in your supply c
15、hain.Start helping customers repair old products to keep them useful.Embrace slow food and slow fashion,even if it costs you in the short-term.Show em some love.When was the last time you connected with your customer without selling them something?Focus on their wellness and find out what makes them
16、 feel whole then deliver.Take the baton.Your customers cant create systemic change,but you can.Find out what causes your fans care about mental health,climate change,anything.Then work with them to use your corporate muscle to make a difference.Build a team of rivals.Collaborate with your biggest co
17、mpetitors to take on sustainability together.What immediate change can you make?Can you use blockchain tech to keep each other accountable and on track?What this means for youThe Conversation:Twitter Trends 2022|Fan-Built WorldsFan-Built WorldsTREND 2The tables have turned.Fans no longer just follow
18、,theyre calling the shots,while making the rules,and creating worlds they want to be part of.With a 51%decrease in the use of the term“stanning,”this is an epic shift in power.In thousands of niche communities on Twitter,fans are building and creating collaborating with artists and each other.Even m
19、ore game-changing?Shared ownership.Fans having a genuine stake in what theyve made.And getting paid for it.Lets goooo!Digital communities call the shots.year-over-year increase in mentions of“fan tokens”Tweet replies in the fandom space YoY994%2X The Conversation:Twitter Trends 2022|Fan-Built Worlds
20、What to Watch:Welcome to my(virtual)worldThe whispers point to even bigger shifts.And it wont start where youd expect,but rather in new metaverse worlds like Decentraland and The Sandbox.Fans are looking to spend their time and money in niche virtual destinations with unique avatars,digital fashion
21、drops,and endless expression.Gaming was first in,musics coming in fast.But look out for“core”aesthetics entire worlds designed around shared passions like flowers or steampunk.Our basic need for belonging has come full-circle.TRACK THESE TOPICS:Opulous music platform Virtual gigs in virtual worlds F
22、an tokens Trading in virtual worlds Whats Next:Show me the moneyZooming in,you see fans using their power to create value for themselves and each other.Its still about the tribe,but theyre talking about a new era of currency-driven membership,gamified marketplaces,and NFT collabs connecting across f
23、andoms.Theyre also lighting up the VR/AR conversation,staking claim in new metaverse communities.Taking their real-world swagger into the virtual.+320%GROWTH IN TOPICS LIKEPassive incomeNFT collaborationsFashion&collectiblesNFT avatarsCrypto gamingThe Fan-Built Worlds conversationFans come to Twitte
24、r to talk.And looking at the conversation shows these empowering fandoms are now more purposeful.Theyre tearing down the wall between idol and fan,for more immersive experiences while creating art and ideas for themselves and their communities.People are talking about building complex worlds through
25、 cosplay,role-playing games,and virtual marketplaces leaving the superficial in search of real connection.WEVERSEPATREONDIGITAL/NFT ARTAO3FAN EMPOWERMENTAVATARSFAN MARKETPLACESLARPWORLD BUILDINGFAN ART&FAN FICTIONThe Conversation:Twitter Trends 2022|Fan-Built WorldsWhether youve got fans,followers,o
26、r customers,this trend of Fan-Built Worlds presents lots of opportunities.Fans over brands.Embrace the fact you no longer own your brand your fans do.And thats a good thing!Celebrate the people and communities who love you and find new ways to build them up and bring them close.Support fan spaces.Re
27、spect their spaces and the need to cultivate their culture.Help where you can.And if you see they dont have a place,create one with them.For example,Friends with Benefits and crypto marketplaces like ZORA are intersecting with art houses,luxury brands,and music labels,creating new social communities
28、.Reward with access in physical and virtual worlds.Its not a new idea to treat your best fans special.But now,you have more ways to do it.Learn what your fans love and find virtual ways to surprise and delight.What if you dropped your new product exclusively in their game,with a real-world follow up
29、?What this means for youReimagine your collaborations.Creators from your own fandom always have more cred with your followers.So,support them with new projects fan designs,virtual products,and more.If McDonalds can make a meal with the hottest musicians,what is the next big thing?The Conversation:Tw
30、itter Trends 2022|Finance Goes Social Finance Goes SocialTREND 3Money matters used to be closely held secrets of the few.But these days,a new crowds getting in on the action and having fun.Communities of experts and everyday people are joining forces,freely sharing knowledge for all to see.With Twee
31、ts about finance among non-pro/non-enthusiasts up 78%YoY.This trend is more than viral stock picks,though.The finance conversation has become part entertainment,part gaming,unapologetically social,and more open than ever before.With 75%growth,#FinTwit is driving a new cultural dialogue across Twitte
32、r.Investing has entered the chat.more Tweets about NFTs than WFH in 2021YoY increase in the use of emojis in financial conversations17X492%The Conversation:Twitter Trends 2022|Finance Goes Social CARDANOALTCOINRIPPLEETHEREUMCOINBASEBITCOINBINANCELITECOINDEFIWhat to Watch:Power to the peopleIts not j
33、ust about money,but empowerment.Emerging talk of entry-level products may make the average person comfortable investing.Cryptocurrency could help the unbanked.And the fast acclimation to NFTs looks to have people thinking of them like stocks.Then theres the increasing talk about cryptos environmenta
34、l impact.And overall reliability.So,as this conversation grows,keep an eye on sustainability and trust.EMERGING TOPICS:Bitcoin ATMsNFT stocksCrowd loansZCash/Privacy protectedCypherpunk movementWhats Next:All aboardDiving deeper,its about participation:huge increases in talk about NFTs,decentralized
35、 exchanges,and ways to put user-empowered communities to work.Fast-growing conversation suggests the rise of people-centric DAOs(Decentralized Autonomous Orgs),safer investments powered by stablecoins,and fun,passionate communities entering this space(hello streetwear and gaming!)will attract even m
36、ore everyday people.+242%GROWTH ACROSS TOPICS LIKE:StablecoinNFT marketplacesDAppsToken economyDecentralized exchangesThe Finance Goes Social ConversationIts no surprise the hottest financial conversation on Twitter is cryptocurrency.From learning the basics to championing Bitcoin and Ethereum,folks
37、 want to be part of this new frontier but this is just the start.Talk of#DeFi decentralized finance tells us this is part of the larger power-shift away from institutions.And looking closer,we see the next trends already starting to form.The Conversation:Twitter Trends 2022|Finance Goes Social Finan
38、ce Goes Social is a big shift with insights and behaviors applying to brands in any category.Make it fun and accessible.A historically closed-off,snooze-inducing topic like finance became fun,with the help of open-minded brands.What can you do to make your brand more entertaining,more exciting,and m
39、ore inclusive than anything in your category?Be part of your customers world.Dont blindly jump on the NFT bandwagon create something thats meaningful to your community.For example,a sportswear brand didnt just drop a logo NFT,they put their gear on the hottest NFT avatars to connect two passions the
40、ir fans care about.Decentralize your launch.When youre looking to launch something new,look for ways to redistribute power from brand to people.How can you give them ownership and value?Where can they control their experience?What this means for youYou can learn a lot from the talk on Twitter,but th
41、is isnt just about counting Tweets.First,we discovered,exploring broadly across Twitter to let themes surface.Then,we validated,filtering by long-term YoY growth,to find the specific topics going somewhere.Finally,we forecasted,analyzing historical data patterns,recent growth and conversation stabil
42、ity/volatility to predict what will gain traction in the near future.The result is more than just another trend report its what people are actually talking about,revealing the behaviors shaping whats coming.Its all crucial to understand,no matter what business youre in.The Conversation:Twitter Trends 2022 So,how did we do this?Want more?Follow TwitterMktg for the latest marketing insights from Twitter.