Twitter’s partnering with Brandwatch and Cheddar to deliver a new series of data insights which will highlight key market trends and consumer behaviors, based on Twitter data, throughout the holiday season.
The new initiative will aim to highlight actionable trends data for marketers, based on the rising tweet conversation – as explained by Twitter:
“We’ll be sharing insights as the conversations are unfolding on Twitter, uncovering trends found on holiday shopping behavior and offering brands ways to hone in on these behaviors for a successful holiday season on Twitter. These insights will include the hottest gifts, the most talked about brands of the week, top Tweeted emojis, and most mentioned hashtags, spanning across various categories, such as gadgets and toys, auto, fashion, entertainment, and food and drink.”
This is a great use of Twitter data, and is something Twitter needs to highlight – I’ve written about this several times in the past, that Twitter has a heap of relevant, actionable data available, but the insights they’ve tended to provide (via their now defunct Data Blog) have been mostly semi-relevant or merely of interest.
These insights, coming on the back of Brandwatch’s recent Twitter data report, which highlighted a range of key consumer trends based on tweet mentions, could help showcase the true value of Twitter’s real-time, public forum, and give brands more incentive to work with that data and tap into such shifts.
For their part, Cheddar will feature a #HolidayIsHappening segment in their program each week, highlighting relevant, in-the-moment insights. “Each segment will feature a different take on the holidays by listening to what’s happening on Twitter”.
The first of their new insight reports looks at the evolving consumer electronics conversation, ahead of Black Saturday/Cyber Monday.
This is a great start to the series – it’s not a huge, comprehensive listing, but it gives you a good idea of the trending conversation, and more insight into what’s happening via tweet.
I’m looking forward to seeing what other trends Brandwatch is able to uncover with Twitter data – especially considering, according to Twitter, they’ll be “sorting through holiday-related Tweets and focus on the ones that show purchase intent”. That could be very valuable insight, indeed.
And an extra note – Twitter’s also published a new, 4-step checklist to help brands prepare for Small Business Saturday.
Worth taking note for your company.