Study: how the holidays impacted digital trends and how companies can achieve opportunities

A Winnin, a platform using proprietary AI to map cultural trends based on online video consumption, reveals data on audience behavior regarding the 2024 year-end holidays. With over 600,000 mapped niches and real-time analysis, the platform offers crucial insights for brands and companies, showing the relevance of the "Year-End" theme starting at the end of September.

The main platforms for videos about Christmas and New Year's include YouTube and Instagram, which stand out in this scenario. In the last 12 months, across all platforms, approximately 88,000 creators produced roughly 241,000 pieces of content related to these holidays. Each video, considering the total, obtained an average of 257,000 engagements and 3 million views, reinforcing the enormous potential of the season for brands and creators.

Besides festive content, year-end videos also attracted audiences interested in topics such as religion and esotericism, viral humor, relationships, clothing, fashion, sweets and desserts, food and restaurants, and politics.

In the Christmas universe, themes like decorations, festive looks, Christmas dinner vlogs, and gift unboxings continue to attract attention. But the narrative goes beyond that, exploring the transition from the old to the new year, with New Year's promises and iconic New Year's Eve moments. And of course, the festive mishaps, which are almost a cultural ritual of this time, remain a separate phenomenon, authentically translating the chaos and joy that mark these celebrations," highlights Pedro Drable, Head of Strategy at Winnin.

This data highlights how the year-end period is a strategic time 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 throughout 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 significant collective attention.