As a self-confessed data nerd I love anything where there is actionable insight from a solid evidence base.
So Brandwatch's Retail in Review webinar suited me down to the ground. Lots of charts, lots of data, lots of great insights about social media trends. The data used was all based on real conversations between brands and social media users.
In the analysis of social media posts that mention Christmas/holiday period, Brandwatch found:
Conversations about Christmas peak on 1st Nov - this is a pattern since 2019
There has been a huge increase in posts over the Christmas period which reference mental health since the pandemic. In 2020-22 there were approx. 2.5 times more posts than in 2019. Stress and loneliness are top topics of discussion and have dramatically increased since pre-pandemic.
Posts referencing cost of living doubled between Christmas 2021 and 2022.
Chocolate is the flavour most referenced in Christmas social posts!
There's also plenty more analysis and data in there about other times of the year, and, while it's obviously an opportunity for Brandwatch to pitch their products to businesses looking for insight tools, there is lots of actionable information in the session given away for free.
Image thanks to erin mckenna on Unsplash