Events

Twitter New Year - bigger than Easter and Halloween

By ‎@james_quilter‎
Monday, 16 December 2019

Christmas might be one of the most significant events of the year, but when it comes to Tweets, the New Year is not far behind. 

Top of the list is conversation about the sales, getting fit, and talking about the new tech we acquired over Christmas.

Promises to self for 2020

One of the largest topics, when it comes to connecting around New Year-related conversation, is New Year's resolutions. 

These could range from taking up mindfulness or becoming vegan, to just becoming generally fitter and healthier.

But when it comes to making a positive change to their lives at New Year, people go to Twitter to share their plans. And they are likely discuss their friends resolutions too. 

How big are New Year's Resolutions on Twitter? 

According to Twitter internal data, 12% of New Year's resolution conversation happens on 1 January 2017 (1). 

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This also stretches into January as people Tweet updates on how they are faring or failing with their New Year commitments.

#Newyearnewme and accountability

One of the reasons people Tweet New Year’s resolutions is that it offers accountability. It also stretches across all types of people. 

Those making New Years’ resolutions range from the man or woman in the street to the internationally famous, or infamous. 

Here are three examples that received lots of engagement from people in the UK. This one showed New Year's resolutions can sometimes be achieved.

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While some people resolve to stay just the way they are. 

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Another suggestion was this classically-aligned Tweet.

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New Years Resolutions on Twitter

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Twitter internal research found New Year’s resolution Tweets can be broken down into several topics. 

The most specific of these relates to quitting drinking alcohol or smoking. But the greatest proportion of New Year's resolutions were based around becoming a better person. 

Tweeting through January

Throughout January, people continue to Tweet about how they are faring with these life goals. While some Tweet how they’ve already fallen into old habits. 

For example, in 2017, Twitter internal data uncovered a sudden surge in Tweets from people announcing their first drink of the year. 

It was on 9 January. The first Saturday night following the Christmas period.

Food and a healthy diet is likely to be a big focus

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Once the Christmas excess is out of the way, people often look to redress the balance with a shift to healthy eating habits. 

According to research from YouGov, 68% of people on Twitter in the UK believe they eat unhealthily compared to 65% of the online population (2).

Expect some great premium content on Twitter as a result.  

Twitter New Year sponsorship opportunities

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There are opportunities to target these people with sponsored premium content. 

In the New Year, @RunnersWorld is publishing an exclusive set of videos on Twitter to target the running community. While @UKWomensHealth is bringing out a series of step-by-step exercise videos, challenges and healthy food advice. 

Outside of content another opportunity is app installs. There tends to be an increase in these after people acquire new phones at Christmas.

New Year is a great opportunity to connect with people looking to improve themselves

There will be some fantastic events coming up in 2020. To name just a few, Euro 2020, the Olympics, and, of course, #LoveIsland

But in terms of engagement, the New Year is more Tweeted about than Easter and Valentines Day. 

And after the tumult of Christmas, it presents an opportunity to connect with the many people who are looking to share their New Year’s resolutions or encourage others to keep up with their own.

Source - 1 Twitter internal, UK Tweets, January 2017 ±14 days, retrieved November 2017,  2 YouGov, 12 May 2019 Dataset, UK, Twitter MAUQ:Do you think of yourself as a healthy eater? n=8838

 

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