Halloween Talk Starts Early on Tumblr Amid the Pandemic

Total engagement for the #Halloween hashtag soared 891% on July 1 versus June 1

October is #Hauntober on Tumblr, as the platform provides a different topic on each day of the month Tumblr

Covid-19 is ensuring that this Halloween will be very different, but that didn’t stop Tumblr users from thinking about Oct. 31 as early as July 1.

Tumblr said total engagement (posts, reblogs and likes) for posts with the #Halloween hashtag soared 891% on July 1 compared with June 1, while that rise was 478% for the #October hashtag over the same time period.

October is #Hauntober on Tumblr, as the platform provides a different topic on each day of the month for users to share related content.

The tag Skeleton War saw engagements skyrocket 1,980% from June 23 through July 23. It refers to an annual event in which users post content related to a fictional skeleton conflict leading up to Halloween, including art, memes and pictures.

And the tag Autumn saw a 508% increase in overall engagements from Sept. 1 through Oct. 1. Tumblr attributed that to the Autumn Cozy Aesthetic, saying that it evolved from the Cottagecore trend spawned at the beginning of the pandemic, and adding that the focus is on finding peace and calm in cooler weather.

Topics being shared include cozy house décor, outdoor activities and scenery with orange leaves.


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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