A Winnin, platform that uses proprietary AI to map cultural trends based on internet video consumption, discloses data on audience behavior towards the end of year parties in 2024. With over 600 thousand niches mapped and real-time analyses, the platform provides essential insights for brands and companies, demonstrating the relevance of the theme ‘End of Year’ starting from the end of September.
The main platforms for videos about Christmas and New Year include YouTube and Instagram, which stand out in this scenario. In the last 12 months, across all platforms, about 88 thousand creators produced approximately 241 thousand contents related to these dates. Each video, considering the total, obtained an average of 257 thousand engagements and 3 million views, reinforcing the enormous potential of the season for brands and creators.
In addition to festive content, videos related to the holiday season also attract audiences interested in topics such as religions and esotericism, viral humor, relationships, clothing, fashion, sweets and desserts, food and restaurants, and politics.
‘In the Christmas universe, themes like decoration, festive looks, dinner vlogs, and gift unboxings continue to attract attention. But the narrative goes beyond, exploring the transition from the old to the new year, with New Year’s promises and iconic moments of the countdown. And of course, the festive mishaps, which are almost a cultural ritual of this time, continue as a separate phenomenon, authentically translating the chaos and joy that mark these celebrations,’ emphasizes Pedro Drable, head of strategy at Winnin.
This data highlights how the end of the year is a strategic period for brands wishing to maximize their cultural relevance and engagement with the audience. The holiday season goes far beyond traditional celebrations, encompassing a variety of interests that connect audiences and brands in an authentic way during the months of November, December, and January. Leveraging these trends allows brands to stand out, creating relevant content that not only engages but also strengthens their cultural presence in a moment of high collective attention.
