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January on social media

Every day Populus tracks the biggest British hashtags or trends on Twitter, the most watched video on YouTube, and the most searched for term on Google. We keep a regular eye too on major trends on Facebook, Instagram and elsewhere.

The result is insight into what the country is talking about, watching, and searching for.

Title Race Drama

As well as the on pitch excitement of this year’s close Premier League title race, the Premier League and its clubs have dominated conversation on social media and online in January.

Liverpool, Arsenal, Chelsea, Manchester United, and Everton are just some of the clubs to top Google’s search list as fans look for the latest scores, injury news, and club gossip. Everton’s dominant 4-0 win over Manchester City was the most tweeted story of its day, and Hull City player Ryan Mason’s hospitalisation with a fractured skull playing against Chelsea was another big social media story.

Fondly Remembered

Social media serves as a way for people to come together to mark the passing of celebrities, actors, activists, and sportspeople and remember their life. January began with James Corden reflecting on the life and music of George Michael and how he inspired the TV and viral hit Carpool Karaoke. The death of former England manager Graham Taylor and ‘Allo ‘Allo! actor Gorden Kaye both prompted the widespread sharing of memories, stories and videos on social media. Jill Saward, high profile campaigner against sexual violence, was another whose work and bravery was marked on social media. Her family and friends are fundraising to continue her work.

Despite Trump and Brexit…

In the established media, debate and development over the progress of Brexit and the inauguration of President Trump have dominated much of January’s news. These stories are reflected, to an extent, on social media with Stephen Colbert’s monologue about President Trump and the Bad Lip Reading version of the new Commander-in-Chief’s inauguration both trending. But for much of January both Brexit and Donald Trump, while discussed on social media, weren’t the top trends.

… Social Media Continues as Usual

Instead, many of the big viral videos, hashtags and stories on social media have been ‘business as usual’. From marking important occasions like #NationalPopcornDay and #OscarNoms, to sharing celebrity gossip about Eva Mendes and Alex Jones, to the usual cat clips (Sledding with my cat has 2 million plus views already and rising), Minecraft hacks, and live cover versions, much of what has trended in January continues trends from 2016 and earlier.

It seems neither Making America Great Again nor Brexit can stop the nation enjoying its life hacks, celebrity gossip, and animal videos.


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