Trenders Inc. analyzes consumer insight trends seen on Twitter and Instagram using the company’s developed analysis tool “SNS Trend Finder.” We have published the results of an analysis of what changes have occurred in the insights of each generation due to the impact of the new coronavirus infection.
The survey covered the period from March to August 2020, and extracted hashtags posted on Twitter and Instagram with “#home time.” We analyze changes in insights by month and year.
Reference article:
[Analysis of SNS user insights during the coronavirus pandemic] Express your individuality with the unique “#Home〇〇”…Young people tend to emphasize “connections” and the child-rearing generation tends to emphasize “quality of life” (Trenders Inc. )
“Monthly” post analysis on Twitter
According to the company’s analysis, the hashtag “#stayhome” has appeared since April when the state of emergency was declared, and that this has stimulated communication unique to the stay-at-home period. He also pointed out that from May onwards, there was a rapid increase in corporate promotions using the phrase “#hometime,” and the company remained at the top of the hashtag trends until August. Furthermore, as an impressive consumer insight, in response to the #questionbox trending in July, “users who want to have more conversations on Twitter even though they can’t continue to meet people easily.” The analysis reveals the following insights.
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Analysis of posts by age group on Twitter
An analysis of hashtags posted along with “#hometime” by age group showed that among teens, hashtags for recruiting hobby friends, such as “#I want to connect with people who like second-hand clothes,” were at the top of the list. . Among those in their 20s, it seems that they are enjoying communicating on Twitter, such as “#Let’s throw marshmallows at each other.” In addition, people in their 30s were divided into hashtags that reminded them of self-improvement and hashtags that reminded them of family life, and people in their 40s showed a preference for eating delicious food at home, such as “#homecooking.” analysis.
Overall, it was pointed out that while young people in their teens and 20s place importance on “connections,” those in their 30s and 40s tend to place importance on “quality of life.” .
Monthly post analysis on Instagram
It was analyzed that April, under the state of emergency, was characterized by stay-at-home communication posts such as “#Let’s spend time at home”, similar to Twitter. In June, hashtags such as “#I want to connect with people who love cooking” increased, indicating an insight that people want to share ideas to enrich their time at home.
On the other hand, while the trend for August on Twitter was “#Summer Festival” and “#Summer Festival,” on Instagram, “#Summer Vacation” and “#Obon Vacation” were trending. They expressed their views on the characteristics of each, such as “posts that have a certain feel to them” are more likely to spread, and on Instagram, “posts that have a sense of everyday life” are more likely to spread.
Post analysis by age group on Instagram
Among teenagers, hashtags such as “#likeback” and “#l4l” (abbreviation for like for like, meaning “I’ll return the like”) are top of the list, indicating that they want to communicate with their peers. It is said that this insight can be seen.
On the other hand, he pointed out that people in their 20s seem to want to connect with others based on their hobbies and preferences, regardless of their age. Compared to Twitter, people in their 30s see more hashtags that focus on “me” rather than “family,” and people in their 40s want to enjoy delicious food at home, such as “#panstagram.” He pointed out that this intention was strongly expressed.
Regarding trends in each age group, the company points out that compared to Twitter, hashtags seeking connection are used by a wider range of generations on Instagram, and that the content differs depending on the life stage.
Based on this survey, Trenders Co., Ltd. points out that “#home time” on SNS currently does not simply mean explaining the situation. He suggested that the meaning of “#home time” has changed to express “being yourself in the new normal.”
It is expected that the user insight that people want to share their own ingenuity and creativity as a result of “#home time” will continue for some time to come.
In response to this trend, the authors point out that when it comes to SNS promotions for companies, the key points are to provide content that allows users to express their individuality and to stimulate users’ creativity.