Financial literacy discussions increased 185% on Twitter in 2021: Twitter Trends India report

There has been a 185% increase in financial literacy discussions on Twitter in 2021, as compared to a year ago, as per the 2022 Twitter Trends India report.

The report also reveals multiple other insights for brands and marketers which can help them understand what the consumers are thinking and talking about.

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The microblogging platform said that it analysed billions of tweets over a two-year period to find three must-know trends that will drive culture and reveal the underlying shifts in power, shaping where the consumers are headed to next.

The 2022 Twitter Trends India report, based on analysis of billions of Tweets from Jan 2020 - Dec 2021, found the three biggest movements emerging to the top of conversation: Finance Goes Social, Fan-build Worlds, and Entrepreneurship Hits Peak Culture. 

Here’s a closer look at the top three trends as revealed by the report:

1. Finance goes social: Money matters used to be closely held secrets of the few, but now, everyone wants in on the action. As people discuss and dive deeper into finance, related conversations have gone up by 62%. Communities of experts and everyday people are joining forces to share knowledge, sparking a 185% increase in financial literacy discussions. Conversations about money have evolved, and concepts like decentralised finance (hello, crypto!) and digital assets have entered pop culture with NFT + Bollywood, Bollycoin, and Beyond Life emerging as topics to watch out for.

2. Fan-built worlds: Fans no longer just follow, they’re now calling the shots. As fan clubs take charge of the conversation to create worlds they want to be a part of, discussions around fandom have gone up by 47%. People are taking ownership of passions like #CricketTwitter (+55%), building complex worlds like #DCFanDome (+35%), and engaging with diverse entertainment conversations like Kollywood (+14) as they converge on Twitter to find their tribe. 

3. Entrepreneurship hits peak culture: India is now the third largest unicorn ecosystem in the world and enthusiasts are taking to Twitter to talk about all things start-ups. #StartUpTwitter is growing, and there’s been a 22% increase in discussions around entrepreneurship. Founders are building personal brands, while popular references like #SharkTankIndiaMemes and #PeakBengaluru add humour and fun to the conversation. What’s inspiring is to see a 40% increase in women joining the conversation, with the talk around female entrepreneurship going up by a whopping 269% — a clear indicator of the narrowing gender gap in the workforce. 

Preetha Athrey, Director – Global Business Marketing, Twitter APAC, said, “People on Twitter are influential, receptive, and drive results like nowhere else, and Tweets give us signals where the culture is headed or what could be the next big Ah! movements that are shaped by public conversation. Twitter, as a driver of both trends and real-world change, has evolved as a service that not only provides people a space to connect but a window into culture. The Twitter Trends Report captures the themes and interests that are shaping consumer behaviour in the Indian market, and outlines top trends for brands to lean into to become a part of conversations that are happening right now, and will continue to grow.”  

To learn more about these trends, readers can download the Twitter Trends Report 2022 – India, by clicking here. 

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