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

THE Winnin, platform that uses proprietary AI to map cultural trends from the consumption of videos on the internet, reveals data on audience behavior on the holidays of 2024. With more than 600 thousand niches mapped and real-time analysis, the platform offers fundamental insights for brands and companies, and shows the relevance of the theme“End of Year” 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, on all platforms, about 88 thousand creators produced approximately 241 thousand content related to these dates. Each video, considering the total, obtained, on average, 257 thousand engagements and 3 million views, reinforcing the huge potential of the season for brands and creators.

In addition to festive content, the holiday-related videos also attracted 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 such as 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 promises and iconic turning points. Of course, the festive perrengues, which are almost a cultural ritual of this time, follow as a separate phenomenon, authentically translating the chaos and joy that mark these celebrations”, emphasizes Pedro Drable, head of strategy of Winnin.

This data highlights how the end of the year is a strategic period for brands that want to maximize their cultural relevance and engagement with the public. The holiday period goes far beyond traditional celebrations, encompassing a diversity of interests that connect audiences and brands in an authentic way during the months of November, December and January. Taking advantage of these trends allows brands to stand out, creating relevant content that not only engages, but also strengthens their cultural presence in a time of great collective attention.