Research

Return of #GBBO highlights the food conversation taking place on Twitter

By Gordon Macmillan
Wednesday, 30 August 2017

The return of the Great British Bake Off to our TV screens highlights the huge conversation taking place on Twitter about food. It’s a subject people love to Tweet and search for inspiration about.

There were more than 122.8k Tweets sent during #GBBO last night with a Tweet per minute spike of 2.7k as the show made its debut on @Channel4. Lots of brands got involved in the conversation  sharing humour and food ideas.

 

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There was plenty of buzz on Twitter ahead of the show’s return, and we knew from research that plenty of users would be tuning in. Our research (1) found that over half of Twitter users watch the Great British Bake Off and 1 in 5 follow #GBBO on Twitter as well as watching it on TV.

The story about #GBBO is part of a larger one about food and cooking on Twitter. Our research also found that people on the platform are an extremely foodie bunch. As many as 75% of users say they cook meals from scratch several times a week and 45% like to see inspiration for meals ideas on Twitter.

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Source: 1. Twitter Insiders research community 2017.
You can download our Food On Twitter infographic here

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@gordonmacmillan

Gordon Macmillan

‎@gordonmacmillan‎

Head of Editorial, Twitter EMEA