Twitter on Tuesday revealed, after analyzing billions of tweets in India over a two-year period, how three key trends are behind an underlying shift in consumer behaviour in the country.
The ‘2022 Twitter Trends India’ report found three biggest trends emerging to the top of conversation: ‘Finance Goes Social’, ‘Fan-build Worlds’, and ‘Entrepreneurship Hits Peak Culture’.
“The report captures the themes and interests that are shaping consumer behaviour in the Indian market, and outlines top trends for brands to lean into to become a part of conversations that are happening right now, and will continue to grow,” said Preetha Athrey, Director, Global Business Marketing, Twitter APAC.
The three trends were observed based on analysis of billions of tweets from January 1 2020-December 31 2021.
‘Finance Goes Social’ means that as people discuss and dive deeper into finance, related conversations have gone up by 62 per cent in India.
“Communities of experts and everyday people are joining forces to share knowledge, sparking a 185 per cent increase in financial literacy discussions,” said Twitter.
Conversations about money have evolved, and concepts like decentralized finance (DeFi and crypto) and digital assets have entered pop culture with NFT+Bollywood, Bollycoin, and Beyond Life emerging as hot topics.
In the second trend, Twitter observed that fans no longer just follow, they’re now calling the shots.
As fan clubs take charge of the conversation to create worlds they want to be a part of, discussions around fandom have gone up by 47 per cent.
There has been a 22 per cent increase in discussions around entrepreneurship.
Founders are building personal brands, while popular references like #SharkTankIndiaMemes and #PeakBengaluru add humour and fun to the conversation, the report found.
“What’s inspiring is to see a 40 per cent increase in women joining the conversation, with the talk around female entrepreneurship going up by a whopping 269 per cent,” said Twitter.
