Has B2B content had its day on Twitter?

We stumbled across two inverse trends this month:

1. B2B content shares declined by -72% on Twitter over the last five years. We analyzed Twitter shares for a bunch of marketing related B2B keywords and discovered a sharp -72% decline (2016 vs 2020) in articles published and engagement over the last five years.
2. Political content shares grew by 326% on Twitter over the last five years. The other, perhaps less surprising trend showed the drastic 326% growth (2016 vs 2020) of political content across those same metrics, over the same date range. This trend was first spotted by the machine learning analysis that formed the basis of our content engagement report last year.

It seems we’re moving away from Twitter as a business platform, and replacing the marketing content we share with political content.

How Much Engagement Does It Take To Raise $1bn?

Everyone’s talking about GameStop, the retro video game store that managed to grow its share value by 2,400% and leave Wall Street trembling in its wake.

Robinhood, the trading platform that facilitated these investments, has subsequently managed to raise $1bn from investors. Not bad for a week’s work.

As you can see above, social engagement has been growing as far back as January 2020, so could this all have been predicted?

Using BuzzSumo and Brandwatch, we looked at how much social engagement Robinhood accrued up until the point of raising $1bn, with some pretty interesting results…