A few notes about this week's Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend:
- "Inception" takes our top spot for the third straight week.
- Last week I published this: "How 'Inception' Became the New World Cup (and/or Justin Bieber)." But guess what? Bieber himself is back, baby! Enterprising fans of the 16-year-old pop sensation have been tweeting variations on his name, including Bustin Jieber (which, actually, first appeared on AdAge.com in this column, because I couldn't bring myself to type then then-Twitter-hogging kid's name one more time; then it turned out the Jonas Brothers were calling him that, too). And for the purposes of this chart, we count all those variations as tweets for Brand Bieber. Why the fan subterfuge? Because in the spring, Twitter changed its Trending Topics algorithm to downplay Justin Bieber's Twitter dominance. Twitter claims it made the change to emphasize trends that are surging, rather than constantly trending, which, at this point, seems like nonsense. If that were the case, how could the World Cup take over Twitter for a solid month, and why is "Inception" still omnipresent on Trending Topics? The truth is, Twitter brass got tired of watching their site become synonymous with a floppy-haired Canadian crooner. They didn't want grown-ups -- and grown-up marketers -- to think of Twitter as little more than a tween playground.
- My advice to Twitter: To avoid the perception that you've been singling out Justin Bieber, "tweak" your algorithm so "Inception" drops out of the Top 10. My advice to "Inception" fans: Defy Twitter by tweeting "Ceptioninay."
- I've come to think of Twitter as a sort of global mood ring. How are we all feeling this week? Happy? Cranky? This week, we're mostly happy -- about sports and pop culture. It seems, though Brazilians are mad at that nitwit Sylvester Stallone for some comments he made about their country at Comic-Con: "You can shoot people and blow things up and they say 'Thank you! Take a monkey home with you!' We couldn't have pulled off what we did [somewhere else]. We blew up huge plots of land. It was like, 'Everybody bring [your] hot dogs. We're having a BBQ today. We're gonna blow up this village.'" And Brazilian "Twilight" fans are still cranky about Brazilian video-blogger Felipe Nito, who recently dissed the vampire franchise. (Backstory here.)
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Points||Crowdsourced Description|
|1||Inception (Movie)||1||12,420||"Inception" is a 2010 sci-fi action thriller film written, produced and directed by Christopher Nolan. The film stars Leonardo DiCaprio. "Inception" was released in both conventional and IMAX theaters on July 16, 2010.|
|2||Soccer/Football||1||6,471||Tweets about various teams, players and matches.
Visit whatthetrend.com for a complete list of subtrends.
|3||Sylvester Stallone||1||4,101||While promoting his film "The Expendables" at San Diego Comic-Con, Sylvester Stallone made derogatory comments about the experience of shooting the film in Brazil. Brazilians are taking offense at the comments. "CALA BOCA SYLVESTER STALLONE" is Portuguese for "Shut up, Sylvester Stallone".
Subtrends include: CALA BOCA SYLVESTER STALLONE, Stallone, BOCA SYLVESTER STALLONE, Sylvester
|4||Justin Bieber||1||3,774||BUSTIN JIEBER, etc., are substitute trends that fans of Justin Bieber are trending; @justinbieber is going to reach four million followers soon and his fans, the Beliebers, are talking about it.
Subtrends include: DIUSTIN BIBER, BUSTIN DREW JIEBER, #4millionbeliebers, DIUSTIN, Beliebers
|5||Sinta & Jojo||1||3,684||Keong Racun or "Poisonous Snail" is a dangdut koplo disco song, now popular in Indonesia after two teens named SINTA & JOJO uploaded their lipsync video on YouTube.
Subtrends include: Keong Racun, Keong
|6||Comic-Con||4||3,576||The San Diego Comic-Con, held July 22-25, is a large annual convention for comic books and pop culture in general, featuring panels with the stars and creators of popular movies, TV shows and comic books.
Subtrends include: #sdcc
|7||Felipe Neto||1||3,240||Felipe Neto is a popular Brazilian vlogger. (Vlogger = video blogger). "Cala boca Felipe Neto" is Portuguese for "Shut up, Felipe Neto." Neto spoke out against the "Twilight" series of books and movies, and "Twilight" fans are attacking him on Twitter.
Subtrends incdlue: Fiuk Processou, Mini Felipe Neto
|8||Pretty Little Liars (TV Show)||1||2,823||"Pretty Little Liars" is an ABC Family TV Show that airs on Tuesday nights.
Subtrends include: PLL
|9||Starcraft II||4||2,805||The Starcraft II: Wings of Liberty computer game was released Tuesday, July 27th.|
|10||Edson Celulari-Claudia Raia||1||2,796||Edson Celulari is a Brazilian actor. His 17-year marriage to his wife, the Brazilian actress Claudia Raia, may be ending; they've announced their separation.|
1. WTT tracks the appearance of topics on the Twitter Trending Topics list and each week ranks the brands (broadly defined to include marketers, products and celebrity/entertainment brands) with the most cumulative staying power. Explanations of trends are solicited from WTT users, Wikipedia-style; a community-voting system is designed to highlight the best explanations while burying lame or prank explanations.
2. For the purposes of this chart, we collect and process data until 12 midnight EST on Thursday night before each Friday's publication.
3. We broadly define "brands" to include major marketers (e.g., Apple) and branded products (e.g., iPad), as well as celebrity and entertainment brands (e.g., Lady GaGa, American Idol). Ad Age works with WTT to consolidate multiple threads of brand chatter (e.g., Apple, iPad, iTampon, Apple Tablet) into one position on the chart when it's clear related Twitter conversations are basically all about the same topic, even if they use different keywords.
4. In WTT's proprietary trend-tracking system, points are awarded for both duration and rank in the top 10 trending topics on Twitter. The longer the duration, and the higher the overall rank, the more points are awarded. Measurements are taken in five-minute increments.
5. The crowdsourced trend explanations above are quoted as they appear on WTT, and therefore may have stylistic and grammatical quirks that don't adhere to normal Ad Age editorial standards.
For more information about What the Trend, visit the WTT FAQ. And check out WTT's Week in Review, compiled by its in-house editors and covering an expanded general list of Top 20 trends (including hashtag trends) here.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.