This natural momentum can be accelerated when public figures, activists, influencers, and major brands, many of whom have millions of followers, mention the trending topic or hashtag in their tweets.įake hashtags, on the other hand, trend inorganically: their growth is driven by either bot nets (automated accounts) or spam nets (manually controlled accounts), and may originate internally or externally from a variety of actors. When discussions on a particular subject converge and multiply, this subject will likely appear on Twitter’s trending list, ranked by popularity – that is, the frequency in which the phrase or hashtag is mentioned. Most of the time, phrases and hashtags trend organically when commentary on a particular subject converges in a natural way, by following the usual social pathways. In this article, journalists will learn how to assess and verify accounts involved in the dissemination of false hashtags and Twitter trends, and learn how to further verify accounts which share and retweet these false hashtags by using Hoaxy – a social media analysis tool developed by the Observatory on Social Media at Indiana University.īefore we start using this technology to verify trending topics, we need to know the difference between real trends and fake trends, whether hashtags or keywords. A 2018 BBC investigation even found that companies, including some in the Kingdom of Saudi Arabia, offer content manipulation services on platforms like Twitter for as low as $150, allowing various spammy hashtags and phrases to trend at the behest of automated accounts and concerted spam efforts. Many parties, including non-state actors, so-called “electronic armies” of ideological influencers, and even governments themselves, have an interest in manipulating content online. Trends on Twitter are not always accurate, however, and sometimes include false hashtags which may lead to false or misleading news reports as information disseminates at a rapid pace within the modern newsroom. Many journalists use Twitter to make editorial determinations, catering their coverage to what is perceived as popular – and analysis of “semantic similarity” between news reports has even revealed a link between what reporters see on their own Twitter feeds, and what coverage ultimately makes it to air or print. Twitter: number of monthly active U.S.At first glance, the Trending list on Twitter seems to be a major criterion for the most important topics in circulation. In recent years, Twitter almost tripled its advertising expenditure, boosting ad spending from 56 million U.S. Overall, almost a quarter of global marketers said they planned to increase their spending on Twitter in 2022, whilst the majority said they did not plan to change their expenditure on the platform. dollars in total, with the vast majority of revenue coming from advertising. In 2021, Twitter’s annual revenue increased steeply, generating more than five billion U.S. In 2021, Generation Z Twitter users in the United States spent more time on other major social networks, such as TikTok, YouTube, and Instagram than they did on Twitter. Moreover, one-fifth of users worldwide were between the ages of 35 and 49, indicating that the platform is not so popular amonst younger audiences. Users between the ages of 25 and 34, who accounted for 38.5 percent of Twitter's global audience, made up the largest audience share. In addition, monetizable daily active users in the United States also increased, and throughout June and July 2022, Twitter Blue rolled out an increase in the cost of its membership for new subscribers.Īs of the beginning of 2022, men made up 56.4 percent of all Twitter users worldwide. Overall, this is an increase in mDAU of over 15 percent when compared to the same quarter of the previous year. In the last reported quarter, the number of global monetizable daily active users (mDAU) on Twitter amounted to 237.8 million users, up from 229 million mDAU in the previous quarter. Nevertheless, user numbers have continued to rise. Twitter has experienced a turbulent year since Elon Musk came close to purchasing the company, which has in turn raised concerns about the number of bots on the platform.
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