Sometimes it's pretty easy to guess what will make our weekly Top 10 Most Tweeted Brands chart, a collaboration between Advertising Age and What the Trend -- and not just the No. 1 spot (occupied again this week by the omnipresent pop star Justin Bieber, fresh off of his "Saturday Night Live" gig and People magazine cover). The Twitterverse loves talking about Twitter, and given that Twitter made a major announcement about its business model at the Ad Age Digital Conference (my colleague Michael Learmonth broke the news) and the Library of Congress announced that it will be "acquiring" all tweets for its collection, well, of course Twitter hit the Top 10. And entertainment brands like "Glee" (back on Fox after a long hiatus) and Conan O' Brien (who is getting a show on TBS)? No brainers.
But when I do my weekly deep dive into the What the Trend Pro data to generate this chart, I'm always surprised by something -- lots of somethings. Like rapper Wiz Khalifa: Who knew he was big enough, all of a sudden, to actually overpower "Glee" as a Twitter trending topic? And that, 16 years after his death, Kurt Cobain would have Twitter abuzz because of a rumor, started by a British tabloid (and later debunked), that "Twilight" star Robert Pattinson has been cast to play him in an upcoming biopic?
One thing that doesn't surprise me, though, now that I've been doing this charticle awhile: The Twitterverse is seriously obsessive-compulsive. This week's winner in the Twitter OCD sweepstakes: Canadian rapper Drake, who hit our Top 10 with a big assist from the hashtag trend #DrakesEyebrows. His prominent, carefully shaped brows continue to be a plaything for all the wiseacres on Twitter, who insist that Drake's eyebrows will be releasing their own mixtape, will star on Sesame Street (as Burt's eyebrows), etc. By the way, I'm planning on tweeting a rumor I heard: #DrakesEyebrows have been cast to play Kurt Cobain in a new biopic.
But don't take my word for it. Just ask the Library of Congress.
P.S. Other brands that loomed large on Twitter this week but didn't quite crack our Top 10: Microsoft (thanks to its announced new Kin smartphones), Kelis, Opera (the web browser that came to the iPhone this week), VH1's new series "A Family Business," Tiger Woods and U-Kiss (a Korean boy band).
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Justin Bieber||1||1||9,316||04/10: Musical Guest on SNL (Saturday Night Live) USA. The young Canadian R&B/pop singer has a lot of fans who like to tweet about him.
Subtrends include: Justin Bieber, #justinbiebersucks, #WeLoveYouJustin, SNL, Justin Bieber Sucks, Justin Bieber World, Beliebers, #stillthesamejustin, #WeLoveJustin, #ilovejustinbieber, #ibieberdream, Bieber, #TwiszzyfBieber, #proudofbieber, #itsbiebersworld, People Magazine, #bieberbabes, My World 2, bieberarmy, #xrawrbieber, Bieber Fever, Bieberfact, #prayforcaitlin, #BiebSwift, U Smile, That Should Be Me
|2||Wiz Khalifa||1||New||1,937||Rapper Wiz Khalifa is dropping his mixtape titled "Kush and Orange Juice" on 4/14; people are tweeting in support.
Subtrends include: #kushandorangejuice
|3||Glee||2||10||1,675||Glee is a comedy-drama-musical series on Fox which returned on April 13 after a long hiatus.
Subtrends include: Glee, Vogue, Madonna, Addictive iPhone, Jane Lynch , Idina Menzel, Sue Sylvester, Jonathan Groff, Watching Glee, Rachel
|4||2||New||1,195||The Library of Congress will be acquiring every public tweet since March 2006. Since users can't access their older Tweets, people are very curious about this development. Chirp is the Twitter developer conference taking place April 14-15. Twitter announced sponsored tweets.
Subtrends include: Congress, Tweetie, #chirp, Twitter Acquires, ENTIRE Twitter, Promoted Tweets, Official Twitter App, #WhyPeopleOnTwitter, Blackberry, Library, Twitter Promoted, Adding 300K A Day, Whose Twitter, Twitter Announces, Twitter's "Huge, SNEAK PEEK, Platform Is Now Live, #tt, Twitter's Ad, Twitter's Platform, Preserve Tweets, #infolimit, Tie Tweets
|5||Super Junior||2||New||878||TwELFs (Twitter ELFs), a community dedicated to bringing the latest news about the Korean boyband Super Junior, celebrates as it gathers over 10,000 followers and ELFs in the Twitterverse.
Subtrends include: #TwELFs, #ss2philippines, #donghaesemangat, #poppinhyuk, Super Junior SS2
|6||Adam Lambert||2||4||751||Last season's runner-up, Adam Lambert, mentored this season's contestants on American Idol. He also performed on the results show.
Subtrends include: Adam
|7||Drizzy Drake||1||New||715||People are tweeting about the eyebrows of Canadian rapper Drake
Subtrends include: #DrakesEyebrows, #DrakeOnUstream
|8||Kurt Cobain||4||New||714||An article is claiming Twilight's Robert Pattinson will play the late Nirvana frontman Kurt Cobain in a new film.
Subtrends include: Robert Pattinson
|9||Conan O' Brien||1||New||706||Conan O' Brien will host late night show on TBS slated to begin in November.
Subtrends include: TBS
|10||TVXQ||2||New||647||SM Entertainment (Korean record label) decided to file a lawsuit against Jaejoong, Yoochun, and Junsu of Korean boyband TVXQ. Controversy sparks among fans, many talked over it on twitter. Sunanare is a new drama featuring Jaejoong of TVXQ. Park Sung Soo is his character's name in the drama.
Subtrends include: SM Entertainment, #sunanare, #ParkSung
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.