Another year has come to a close, bring a lot of changes in the world of social media. 2016 was an interesting year for Twitter in the UK because it was mostly dominated by music, with one group in particular outperforming the rest. News sources also had a successful year, being the most active and mentioned profile category. To get this info, we analysed reach, engagement, customer service, and content on Twitter in 11 integral industries. The biggest pages remained that big for the majority of the year, as there weren’t many new comers in the ranking. The 3 biggest pages this year were One Direction (more on them in a bit), Harry Styles, and BBC Breaking News. Music profiles rounded out the rest of the ranking. Music was clearly the biggest player on Twitter this year, knowing how to engage fans and offer a unique experience. For more information, visit our blog: https://www.sotrender.com/blog/2017/01/twitter-uk-summary-2016/

1. Twitter Trends in the UK – 2016
Top Performers Summary
1

2. • One Direction
• Harry Styles
• BBC Breaking News
• Adele
• Emma Watson
• Liam
• Louis Tomlinson
• Zayn
• Coldplay
• The Economist
The Biggest Profiles
2
The biggest Profiles in the UK in 2016 (Jan. 1 – Dec. 31) by # of followers
More on our Blog

3. The Growers
3
• One Direction
• Zayn
• Emma Watson
• Gareth Bale
• Harry Styles
We looked at the highest follower growth in the UK
Twitter Profiles in 2016, here are the top performers

4. The Engagers
4
• Zayn
• Dan Howell
• Louis Tomlinson
• Harry Styles
• Manchester United
Having a large fanbase is important but engaging these fans is even more important
The Importance of Engagement

5. The Most Mentioned
5
The amount and content of mentions of a Profile can be a good indicator of performance
• The Guardian
• Sky News
• The Telegraph
• Coldplay
• BBC Sport

6. • Guardian
• British Vogue
• Kesbutters
• BBCSport
• DailyMirror
The Most Active
6
Brands can benefit from posting more content, depending on their target audience.
It’s clear that news and sports agencies are the most active posters below
Is there such a thing as posting too much? Read about it in our blog posts regarding Posting Habits

7. 7
The Hashtags
• #FridayFeeling
• #Monday-Motivation
• #BlackFriday
• #Christmas
• #Rio2016
Hashtags can be very important for audience targeting and
especially in real-time marketing scenarios
Find out how you can use Hashtags on Twitter

8. The Best Posts
8
The best posts in terms of likes, comments and interactions

9. For more, visit Sotrender’s blog!
9