This Week on Twitter: One Direction Drama Leads to a Total Trend Takeover

HootSuite's Twitter Week in Review, August 17-23

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Our Twitter Week in Review chart uses data collected and parsed for Ad Age by the What the Trend (WTT) unit of HootSuite, the social-media management dashboard with more than four million users. (Last week's chart is right over here.) We're back today with Volume 21. Scroll down below the infographic for some context -- and watch for a fresh edition of our Twitter Week in Review each Friday.

  • British boy band One Direction occupies no fewer than six of the top 10 Twitter trends this week, thanks to hordes of hyperactive fans and a few splashy tabloid headlines. While rumors swirled that band member Zayn Malik, 19, had cheated on his girlfriend, singer Perrie Edwards, the perennially-maligned celebrity blogger Perez Hilton posted a blurry peep-hole video that allegedly showed Malik attempting to hook up with a female fan in a hotel hallway. Naturally, this invoked the ire of the band's legions of fans, which only propelled Hilton's name to the No. 1 trend of the week. Before the video was even posted, though, Malik had deleted his Twitter account, explaining the move as a reaction to "useless opinions and hate." Fans organized to campaign for his return (see trend No. 9) and within 48 hours, they were successful. Malik reactivated his account, saying he didn't want to let his fans down. And all was right with the world again.
  • Quick clarification on the other otherwise-puzzling One Direction trends: "RIP Quentin" refers to a friend of band member Niall Horam, Quentin Reilly, who died in a car accident in Ireland last weekend. "Zayn MontanaRusaDeLaVida Malik" translates to "Zayn 'Rollercoaster of Life' Malik," which is a reference to his new Twitter bio, while "Liam 'ToySoltera' Payne" means "Liam 'I'm Single' Payne," another One Direction member. And, according to WTT's users, "#WorldRecordAttemptByTurkishDirectioners" is an effort to leverage the band's Turkish fans to have an item trend for a record three days.

  • The suicide of "Top Gun" and "Enemy of the State" director Tony Scott caused several items to trend remarkably high on the chart this week. Aside from his name, the director's 1993 sleeper film "True Romance" rose to the No. 4 position. Though not Scott's most well-known movie, its dark, drug-fuelled plot made it a cult hit, and many fans remembered it as a favorite among Scott's work.
  • For explanations of trends and memes not covered above, visit HootSuite's What the Trend.

Help HootSuite's What the Trend define trends by following WTT: Define Now (@whatthetrend). And stay up to date on the latest HootSuite product-update details and company news by following @hootsuite.

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