Research

The Conversation:

It’s beginning to look

a lot like fall on Twitter

People on Twitter are looking forward to the fall season.

It’s time for a change of scenery (or more accurately, seasons). Although we’re still soaking in that summer sun, people on Twitter are already looking forward to crisp fall days ahead and important events like back to school and fall sports. Let’s explore the talk on Twitter and uncover what’s top of mind for people this upcoming season.

Tweets about fall are filled with excitement.

People can’t wait for fall, and their anticipation is palpable. In the past month, there’s been a huge increase in “can’t wait for fall” Tweets (+112% in July 2021 vs. June 2021).1 And for the most part, the growth in Tweets of excitement comes along with a rise in positive sentiment compared to last year.

And of course, back-to-school conversations.

There’s a surge in back-to-school conversations happening on Twitter. In July, there were 2.3x more back-to-school mentions than the 2021 average.2 And despite the evolving conversation, people are feeling good about this topic. In fact, compared to last year, there’s a +76% increase in feelings of joy (YoY).3

Parents are gearing up for in-class learning.

Compared to last year, topics like clothing and hair have grown within the back-to-school conversation, while others like homeschooling have seen a dip in popularity. Based on these trends, it seems parents are preparing for in-class learning in September.

But it’s not only about school. It’s back to the office, too.

After a long period of working from home for many, a possible return to the office is something people are thinking (and Tweeting) about. Conversations around returning to the office are growing.4

With work comes play … and the return of fall sports.

Taking a step out of the home office and towards a popular pastime, autumn also brings the return of some major sports. There was an +80% increase in Tweets (YoY) related to "football anticipation."5  Meanwhile, subtopics within the football conversation are growing as well.

People on Twitter are looking ahead to fall. Is your brand ready?

@OG_Jereny: summers been cool but i'm ready for fall

People are looking forward to football season and to cozying up with plaid once again. While they’re wrapped up in conversations about back to school and a possible return to the office, is your brand listening for new ways to connect?

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1Source: Twitter Internal Data. Comparing Tweets from June 1st, 2021 - June 30th, 2021 to July 1st, 2021 - July 31st, 2021. US Only. 

2Source: Twitter Internal Data. Tweets from January 1st, 2021 - July 31st, 2021. US Only. 

3Source: Brandwatch. Emotions (like Joy) are assigned to Tweets automatically by Brandwatch using a custom statistical classifier. Comparing Tweets that are classified as “Joy” from June 1st, 2020 - July 31st, 2020 to to June 1st, 2021 - July 31st, 2021. US Only. 

4Source: Twitter Internal Data. Comparing Tweets from June 1st, 2020 - July 31st, 2020 to June 1st, 2021 - July 31st, 2021. US Only. 

5Source: Twitter Internal Data. Comparing Tweets from June 1st, 2020 - July 31st, 2020 to June 1st, 2021- July 31st, 2021. US Only.

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