Twitter Debuts Its Initial Birdseye Report

Twitter debuted its new Birdseye Report Wednesday, in which eight Twitter Official Partners each analyzed conversation on the social network related to a specific industry. Lauren Jenkins, head of the Twitter Official Partner program, said in a blog post Wednesday, “Over the past year, businesses from across every industry have had to alter how they operate. Consumer needs and expectations have changed in many ways, and businesses need to continuously learn how to pivot their strategies to adapt to these changes. Throughout all of this, consumer reaction played out in the public conversation on Twitter.” Highlights from the eight industries featured in the initial Birdseye Report follow: Alcoholic beverages Jenkins wrote, “As bars and restaurants adapt to shifting pandemic restrictions, consumers are thirsty for change. Learn how alcoholic beverage brands can attract customers and adapt to consumers’ evolving tastes.” Partner Black Swan Data found that the low-alcohol and no-alcohol space is experiencing heightened innovation, with new flavors and beneficial additives such as CBD and vitamins. People also want more convenient ways to spice up their drinking experience without compromising on dietary preferences, such as additive-free options and novel cocktails, and they are venturing out of their comfort zones and sampling choices such as European lagers, Mexican spirits and influencer-led brands. Finance Jenkins wrote, “Interest in cryptocurrencies and NFTs has taken off, with little sign of slowing down. Learn how to keep pace with a growing base of invested consumers on Twitter.” Partner Hootsuite noted increased interest in cryptocurrencies such as Bitcoin, Dogecoin and Ethereum, as well as a spike in conversations about NFTs and a surge in popularity for retail investments. Food Jenkins wrote, “Food sustainability continues to be at the forefront of consumers' minds. Unpack what’s needed to drive innovation within this industry.” Partner Talkwalker sees a move to reduce reliance on plastics and meat, with a shift toward compostable packaging and edible straws, as well as looking to insects as an alternative protein source. Talkwalker also noted the focus on reusable takeout containers spurred by more people ordering in during the pandemic, as well as conversation around healthy eating habits such as portion control, reducing carbs and conscious consumption of processed foods. Health Jenkins wrote, “Health continues to be a top priority and focus across the world, especially the usage of telemedicine, mental health discussion and more. Find out how your brand can tap into these priorities in 2022.” Partner Brandwatch cited innovations in telemedicine technology, services and support, as well as the importance of widespread broadband access and keeping the conversation about mental health ongoing, as trends to watch. Media and entertainment Jenkins wrote, “From the big screen, to streaming services, to Asian entertainment, get an inside look into the growing trends driving media and entertainment in 2022.” Partner ListenFirst noted the revival of the film industry, as production companies were able to resume work amid increased demand for their output. Twitter conversation about shows from streaming platforms surged, while there was a drop-off in talk about broadcast and ad-supported cable fare. Content from South Korea saw a popularity boost, driven by K-pop superstars including BTS and Blackpink, as well as Netflix hit Squid Game. Personal care Jenkins wrote, “People are questioning their need for hygiene staples in a post-pandemic world. Get insight into the current consumer demand and personal care product trends that will be essential for 2022.” Partner NetBase Quid found that quarantine led people to try out new personal care products and read and write reviews, adding that once restrictions were eased, many opted for “product detox,” cutting shampoo and deodorant out of their hygiene routines. Conversely, people sought to minimize social anxiety about body odor and bad breath, and they experimented with more products thanks to flexible schedules and more alone time. Sports Jenkins wrote, “Twitter conversation around sports is shifting as athletes champion social causes, the popularity of esports rises and more. Strengthen your strategies and widen your fan base in 2022 with these industry insights.” Partner Meltwater found that the sports world embraced new technologies such as accepting cryptocurrency for payment and NFTs, and conversation about esports and the role of technology in sports was strong. Many brands also celebrated diversity, social justice and inclusion in their campaigns, with authentic partnerships altering the sports sponsorship landscape. Technology Jenkins wrote, “Powerful technology was once only accessible to the largest enterprises. Now, that technology—and that power—is in the hands of consumers. Deep dive the trends that will help define the tech experience for consumers this year.” Partner Sprinklr found that people expect the tech industry to create a more equitable, accessible, sustainable and inclusive way of life, and they also expect agency and transparency as they claim ownership of personal data and intellectual property. Not surprisingly, Web3 and the metaverse were heavy conversation topics, as well.