A Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, reveals data about audience behavior regarding the 2024 year-end celebrations. With over 600,000 mapped niches and real-time analyses, the platform provides fundamental insights for brands and companies, showing the relevance of the ‘Year-End’ theme starting from late September.
The main platforms for videos about Christmas and New Year include YouTube and Instagram, which stand out in this scenario. Over the past 12 months, across all platforms, around 88,000 creators produced approximately 241,000 pieces of content related to these dates. Each video, considering the total, averaged 257,000 engagements and 3 million views, reinforcing the enormous potential of the season for brands and creators.
In addition to festive content, year-end videos also attracted audiences interested in themes 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 resolutions and iconic moments of the turn. And of course, festive mishaps, which are almost a cultural ritual of this time, remain a phenomenon in their own right, authentically translating the chaos and joy that mark these celebrations,” emphasizes Pedro Drable, Head of Strategy at Winnin.
This data highlights how the year-end period is strategic for brands looking to maximize their cultural relevance and audience engagement. The holiday season goes far beyond traditional celebrations, encompassing a diversity of interests that authentically connect audiences and brands during 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 during a time of great collective attention.
