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Twitter’s Top 6 Trends to Help Brands Stay Ahead



A new report from Twitter lists 6 trends brands need to be ahead of in order to remain relevant to users in the years ahead.

The report aims to educate brands about evolving cultural trends and conversations because, as Twitter puts it, “culturally relevant brands perform the best.”

Twitter’s research shows a +73% correlation between cultural relevance and brand revenue.

Data in Twitter’s 33-page report comes from an analysis of billions of tweets over a 2-year period.

Twitter identified these as the 6 major trends brands need to stay ahead of:

  • Wellbeing: Prioritizing self-care for ourselves and each other.
  • Creator Culture: A new generation of everyday entrepreneurs – the creator class.
  • Everyday Wonder: Staying curious and connected with the world around us.
  • One Planet: Driving toward a sustainable future by holding each other to higher environmental standards.
  • Tech Life: Widespread integration of tech is inspiring new dialogue about the nature of our relationships with it.
  • My Identity: As concepts of identity continue to broaden, people are coming together around shared values to express their sense of self.

Twitter’s report then goes into a detailed analysis of each of these trends.

I went through the report and pulled out all stats so you can quickly familiarize yourself with the trends shaping conversations on Twitter.

Here are the key stats about each of the trends listed in Twitter’s report.


  • 30% growth in conversion around mental health
  • 74% increase in mentions of mental health
  • 250% increase in conversations about grief
  • 25% growth in conversation around physical health
  • 43% increase in conversation about sleep as self-care
  • 68% increase in conversation around caring for one’s community

Creator Culture

  • 32% increase in conversation around becoming a professional creator
  • 121% increase in mentions of “side hustle”
  • 66% increase in conversation around distribution platforms
  • 64% increase in conversation about finding new creative hobbies
  • 66% increase in conversation about nostalgic crafts
  • 135% increase in conversation around virtual experiences
  • 112% increase in mentions of participatory content platforms

Everyday Wonder

  • 43% increase in conversation around spirituality
  • 109% increase in conversation around tarot & psychics
  • 52% increase in conversation around escapism
  • 60% increase in conversation around fantasy in TV
  • 41% increase in conversation around sci-if
  • 41% increase in conversation around astronomy and the stars

One Planet

  • 87% growth in conversation around reusables
  • 51% growth in conversation around plant-based food and packaging
  • 53% increase in conversation around clean corporations
  • 120% increase in conversation around buying local
  • 29% increase in conversation around irresponsible packaging
  • 127% growth in conversation around exploring

Tech Life

  • 96% increase in conversation around social/emotional dependence on tech
  • 173% increase in conversation around online shopping
  • 94% increase in conversation around tech & positive social impact
  • 275% increase in conversation around tech in healthcare
  • 219% increase in conversation around tech bias

My Identity

  • 30% increase in conversation around fandom & identity
  • 121% increase in mentions of “fan art”
  • 75% increase in conversation around LARPing
  • 115% growth in conversation around equality
  • 273% increase in conversation around black rights
  • 222% increase in mentions of human or civil rights
  • 32% increase in conversation around economic inequality

For complete details, you can download Twitter’s full report here.




Google December Product Reviews Update Affects More Than English Language Sites? via @sejournal, @martinibuster



Google’s Product Reviews update was announced to be rolling out to the English language. No mention was made as to if or when it would roll out to other languages. Mueller answered a question as to whether it is rolling out to other languages.

Google December 2021 Product Reviews Update

On December 1, 2021, Google announced on Twitter that a Product Review update would be rolling out that would focus on English language web pages.

The focus of the update was for improving the quality of reviews shown in Google search, specifically targeting review sites.

A Googler tweeted a description of the kinds of sites that would be targeted for demotion in the search rankings:

“Mainly relevant to sites that post articles reviewing products.

Think of sites like “best TVs under $200″.com.

Goal is to improve the quality and usefulness of reviews we show users.”



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Google also published a blog post with more guidance on the product review update that introduced two new best practices that Google’s algorithm would be looking for.

The first best practice was a requirement of evidence that a product was actually handled and reviewed.

The second best practice was to provide links to more than one place that a user could purchase the product.

The Twitter announcement stated that it was rolling out to English language websites. The blog post did not mention what languages it was rolling out to nor did the blog post specify that the product review update was limited to the English language.

Google’s Mueller Thinking About Product Reviews Update

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Screenshot of Google's John Mueller trying to recall if December Product Review Update affects more than the English language

Product Review Update Targets More Languages?

The person asking the question was rightly under the impression that the product review update only affected English language search results.



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But he asserted that he was seeing search volatility in the German language that appears to be related to Google’s December 2021 Product Review Update.

This is his question:

“I was seeing some movements in German search as well.

So I was wondering if there could also be an effect on websites in other languages by this product reviews update… because we had lots of movement and volatility in the last weeks.

…My question is, is it possible that the product reviews update affects other sites as well?”

John Mueller answered:

“I don’t know… like other languages?

My assumption was this was global and and across all languages.

But I don’t know what we announced in the blog post specifically.


But usually we try to push the engineering team to make a decision on that so that we can document it properly in the blog post.

I don’t know if that happened with the product reviews update. I don’t recall the complete blog post.

But it’s… from my point of view it seems like something that we could be doing in multiple languages and wouldn’t be tied to English.

And even if it were English initially, it feels like something that is relevant across the board, and we should try to find ways to roll that out to other languages over time as well.

So I’m not particularly surprised that you see changes in Germany.

But I also don’t know what we actually announced with regards to the locations and languages that are involved.”

Does Product Reviews Update Affect More Languages?

While the tweeted announcement specified that the product reviews update was limited to the English language the official blog post did not mention any such limitations.

Google’s John Mueller offered his opinion that the product reviews update is something that Google could do in multiple languages.


One must wonder if the tweet was meant to communicate that the update was rolling out first in English and subsequently to other languages.

It’s unclear if the product reviews update was rolled out globally to more languages. Hopefully Google will clarify this soon.


Google Blog Post About Product Reviews Update

Product reviews update and your site

Google’s New Product Reviews Guidelines

Write high quality product reviews

John Mueller Discusses If Product Reviews Update Is Global

Watch Mueller answer the question at the 14:00 Minute Mark

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