The Conversation:

Twitter Trends in Australia

The Conversation:

Twitter Trends in Australia

Change happens quickly, Twitter timelines move quicker. That’s because when people care about something, they talk about it on Twitter. Twitter is what's happening and what people are talking about right now.

Change happens quickly, Twitter timelines move quicker. That’s because when people care about something, they talk about it on Twitter. Twitter is what's happening and what people are talking about right now.

Billions of Tweets. Limitless insight.

Culturally relevant brands cut through the noise and connect better with consumers. We analysed over a million Tweets from real people over two years to get a better understanding of the evolving cultural trends and conversations shaping our future. It wasn’t a job for the faint of heart. But read on and we think you’ll agree, it was worth it.




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Conversation
Highlights

Check out the trends shaping conversations on Twitter and discover how this insight can help your brand stay ahead of what’s happening and focus on what matters to people most.

  • Wellbeing
  • Creator Culture
  • Everyday Wonder
  • One Planet
  • Tech Life
  • My Identity

Wellbeing

Every aspect of our lives are influenced by our state of wellbeing. Wellbeing is strongly linked to happiness and life satisfaction.

Australians have become more vocal on Twitter about their mental and emotional states, rather than just physical wellness.

 

 

 

 

48%

growth in conversation about Mental Wellness and Self-Care

Awareness of mental health issues and strategies to combat them.

The Luxury of Sleep

Importance of sleep, the lack of and insomniac frustrations.

 

 

 

 

 

 

 

 

 

 

 

Social Empathy

Impact on personal emotions from awareness of the misfortunes of others.

Creator Culture

The world is full of creativity with more and more people encouraging others to embrace their interpretation of artistry and expression.

Twitter is helping to grow the creator community by providing a platform for peer support and learning.

 

 

 

 

 

 

48%

growth in conversation about Creator Community

Safe space to share thoughts and experiences with one another.

Audience Interaction

Audience support, previews, hype and influence towards user-generated content.

 



 

 

 

 

 

 

 

 

Aspiring Content Creators

Creating at home and inviting audiences to be part of the process.

Everyday Wonder

Fascinated with what’s beyond our own world, people are increasingly searching for deeper meaning on Twitter. 



People are sharing their desire to escape and explore. This renewed curiosity is prompting us to pause, look up and question beyond the known

 

 

 

 

 

36%

growth in conversation about Astrology

Tracking the skies for their influence on human affairs and the natural world.

Spirituality
Exploration

Understand what it means to be human and our interaction with other beings.

Exploring 
Beyond

Curiosity and debates around the unexplained events and phenomenon.

 

 

 

 

 

 

 

 

 

Exploring 
Beyond

Curiosity and debates around the unexplained events and phenomenon.

Spirituality
Exploration

Understand what it means to be human and our interaction with other beings.

One
 Planet

How people talk about our world on Twitter is changing. Conversations about sustainable living and ‘greener’ solutions are on the rise. 



How we think about our connection to the earth is evolving. More than ever, people are aware of how individual choices add up and impact our planet.

 

 

 

 

 

 

 

27%

growth in conversation about Environmental Urgency

Action and accountability for our impact on the earth.

Inclusive Sustainability

Corporate and government responsibility for sustainable living.
Beyond

 

 

 

 

 

 

 

 

 

 

Educating For
Change

Technical awareness on the science and
policies dominating news and politics.

Tech Life

Millions of conversations on Twitter are powering a new dialogue about the way we live and work. Our relationship with technology is complex and shifting. Inspiring more conversations about it helps to promote and decipher the many aspects of our lives that are moving online.

 

 

 

 

 

 

16%

growth in conversation about Online Etiquette

New expectations for digital interactions and the rise of online ethics.

Tech x Life

Technology playing an integral role in our day-to-day.

 

 

 

 

 

 

 



 

 

 

 

Daily Escapes

Convenient access to tech enabling escapes from normality.

My Identity

Culturally, we’re becoming more open, active and engaged on Twitter.

Conversations about representation and equality are bringing us together to share values, uplift others and demand a better future for all.

 

 

 

 

 

 

45%

growth in conversation about representation

Defending individual representation and the broad spectrum of identity communities.

Stand For Something

Standing up for wrongs and discrimination faced by marginalised communities.

 

 

 

 

Value Driven Choices

Person values need to be reflected in people's choice of workplace, brands, and social circle.

Ready to connect with what’s happening?

Source: Circus Social, commissioned by Twitter, The Conversation: Twitter Trends. Data period: Jan 2019 through Dec 2020, Australia

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