Programmatic Lunch

Twitter introduces insights to let marketers know what's being said about the holidays

Tyrone Stewart

Twitter #HolidayIsHappeningTwitter is launching a holiday insights campaign to help businesses with an interest in the festive season to keep up with everything that’s going on in real-time.

The microblogging site has teamed up with social media monitoring company Brandwatch and live news network Cheddar to uncover trends and behaviours of Twitter users around the holiday season. Insights will include the most talked about gifts and brands, top tweeted emojis, and most mentioned hashtags across categories such as toys and gadgets, cars, fashion, entertainment, and food & drink.

On top of those insights, Twitter will track what people are saying about the biggest moments over the next two months – like Thanksgiving, Black Friday, and Christmas – in relation to things like gift ideas and meals they plan on making. Working with Brandwatch, Twitter will sort through the holiday-related tweets and focus on the ones that show purchase intent.

“#HolidayIsHappening on Twitter. In fact, there were more than 80m tweets related to the holidays between July 2016 to January 2017,” said Twitter Marketing in a blog post. “From discovering new gift ideas and recipes, to Tweeting about what ugly sweater to wear, to sharing what shows to binge watch while home for the holidays, the conversation is taking place on Twitter.”

To keep up to date with Twitter’s holiday insights, the site has setup a @TwitterMktg #HolidayIsHappening chatbot, which marketers can sign up to receive the latest festive insights direct from the bot sliding into their DMs. In addition, Cheddar is introducing a #HolidayIsHappening news desk on Twitter from 9 November. Every Tuesday and Friday, between 3 and 4pm ET, the news network will highlight what’s going on surrounding the holiday period.

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