ANALYZING CULTURE WITH A CURRENT TREND ON TWITTER- #SareeTwitter

India has been the hub of ethnicity. The country amplifies the use of color and culture, traditionally being portrayed in Cinema, to now making up highly popular Social Media Trends.

Embracing the forever prevailing customs and lifestyles of various ethnicities are not only being considered as the new “millennial cool” but also a trend of engagement on digital mediums.

Twitter as a platform for thought leadership makes up for insights gathered to analyse current and influential topics circling around the globe, to skillfully understand content that can drive your Social Marketing.

And, talking of trends let's follow the pathway of the hashtag #SareeTwitter, that has blown people's twitter timeline within a week.
alt TRACKING INSIGHTS ON THE TRACES OF THE SAREE TWITTER FEVER

Originating on 15th July, the #SareeTwitter trend picked up and peaked on 17th July, after a tweet by Priyanka Gandhi Vadra. This soon caught wildfire and became the most performed Twitter engagement in the mid monsoon week of July 2019.
A majority of the posts were about how people enthusiastically wear sarees to uplift the Indian culture through this clothing attire. Soon, this behavior sparked the same to be modeled and was captured by celebrities and influencers on twitter to show that “sarees are a way of Indian life” and a part of every household.

Gaining momentum, this hashtag gathered 93,586 mentions overall, and engaged 52,297 unique users. With an average of 10,398 mentions a day, at the peak on the 17th this blown up hashtag rose up to a level of 29, 458 mentions.

The core key word of this trend was ‘saree twitter’, where ‘saree’ and ‘saree swag’ followed right behind this in the category of the most used words.
Catching up to the craze the most influential opinions came from media houses and journalists, with major incoming buzz coming from Delhi, India’s capital city.
And when we speak about User generated content, 93,320 posts were from users, setting a benchmark for the kind of communication that people love to participate in.
Images accounted to the most popularly used treatment to this trend, with text / comments in second place and videos ranking third.

Holistically speaking and concluding the channel wise distribution of this trend was-

  • Total mentions on twitter- 93,320
  • The trend received, 9,98,635 ‘likes’
  • There were 2,023 comments on the same
  • The trend was retweeted/ shared 75,990 times
  • The average engagement per post was 11.55%

Android was the most used device marking up to 71.11% of the prolific users, iPhone users following up and twitter web app users as the third preference for engagement.

WHEN IT'S TRENDING ‘SAREES’, WHO WOULD BE THE KEY GENDER WISE ENDORSER?

Surprisingly, sarees being a female clothing choice, should have received a majority of female share of voice, but 69.9% of the engagement was performed by men, and only 30.1% was contributed by female endorsers.

While the women were showing off their elegance in pretty pictures of them in sarees, few men took a comedic take on the same, on how they look when they wear sarees, while some of them were even encouraging Indian culture and appreciating this saree initiative.

NOW, LET'S TALK ABOUT THE MAJOR SENTIMENT BEHIND THIS TWEET AFFAIR

In the Raw form, 88.73% of the engagement was ‘Neutral’, 9.85% ‘Positive’, and 1.41% was ‘negative’ in nature.

Overall, till 23rd of July the hashtag got-
9,220 positive sentiments, 1,327 negative sentiments, 83,039 neutral sentiments.

THE KEY SPOKESPEOPLE OF #SareeTwitter

From the superstars of Bollywood to Indian politicians and international Embassy leaders, the who's who in the industry, posted on this trend. Sonam K Ahuja, Yami Gautam, Priyanka Gandhi Vadra, and Maya Khadosh Deputy Chief of Mission, Israel Embassy, published spotlight pieces of themselves wearing sarees. Even the quirky Ayushmann Khurrana, created a colourful post, of him endorsing the saree for a light-hearted yet memorable feel to this trend.
A major example of a retweet portraying great support to his wife wearing a saree, was by Member of Parliament,Kaliabor Assam,Gaurav Gogoi who said, “Can husbands get on the #SareeTwitter train?” which received a great amount of engagement.

WHICH WERE THE INDIAN CITIES THAT TOOK OVER TWITTER THAT WEEK?

As mentioned above, Delhi generated the highest amount of buzz on this trend have a share of 12.86% followed by Mumbai with 10.20%. Bangalore 3.21%, Pune with 2.64%, Chennai with 2.63% shared the third rank, with Hyderabad having 2.20%, Kolkata having a 1.56% break up and lastly catching up was Lucknow with 1.45%.
1.94% of the total incoming chatter came from Israel, thanks to the Deputy Chief of Mission, Maya Khadosh.

Eventhough, #SareeTwitter has existed on Twitter since 2017, the trend picked up digital interest in mid July of 2019, by Priyanka Gandhi Vadra being one of the key boosters of the same, embracing Indianism and cultural ethnicity, to an all new generation of traditional emancipation.

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