India Trends – #iconicindianads vs #indiansongs

This article is a little late (and in internet time, well, its positively ANCIENT). I’d use my sisters dream wedding in udaipur as an excuse… yknow what?, it IS my excuse, here’s a pic for proof

Dont they look lovely folks?

Anyway, alibi now laid to rest, lets get to the topic of this post – Indian Trends on twitter.

Following twitter in india has been very interesting, and the people who use twitter are quite interesting too. take @dharmeshg for example. Nowhere near as many followers as say… @juniorbachchan, but would you check out his Klout Score? thats pretty damn sky high innit? and last week, @dharmeshg proved it, with the #iconicindianads discussion list becoming the first i have seen to show up in the Global Trending Topics list on twitter. It even got “mainstream news coverage”

Thats kinda cool. Actually KNOWING who started off a global trending topic, thats kinda sweet.

Yesterday @tinucherian tried to do the same with #indiansongs. and it seems to be catching on too, but i feel its not as “hot” as #iconicindianads

First what is a twitter trend? what is its lifecycle? @megpickard from the guardian posted a really neat infographic showing how a trend starts and ends

courtesy@megpickard

so… yes. now that we know about the lifecycle, i’m sure people who followed the trend can see that this was roughly how it panned out.

So thats nice innit? india, which provides less than 1% of all tweets on twitter creates a trending topic!

Why does something trend and something else not?

I guess each twitter trending topic is a “meme”. these memes compete with each other and the lucky ones survive.

There are three key factors that define survivabilty of a meme  – fecundity, copying fidelity and longevity – ie. how likely someone is to adopt the meme, how faithfully do we copy the meme, and how long that meme lasts.

Now on twitter, as in most digital areas, we dont have to worry about “copying fidelity”. Except for some typos, copying fidelity in digital media is quite high. so its the other two factors we should look at.

Now unlike #nowplaying or #followfriday, both these indian memes had low longevity, so finally we come to the clincher – what made #iconicindianads more “fecund” than #indiansongs?

twitter trending lists can be divided into a few types

a) current topics – eg #googlebuzz, #ipad #haiti, even #justiceforstupidusmaximus – when there is a current topic it obv finds discussion

b) pop culture topics – i guess #nowplaying and #iconicindianads both fall into this area.

c) “fill in the blanks” topics – like #4wordsaftersex , these topics are just humorous ways of interacting on twitter

In each of these cases what a user writes AFTER the hash tag to some extent defines (to a timy little extent) the user – his sense of humor/ his opinion/ his taste…

Maybe thats why #indiansongs isn’t working… maybe its just too… general

In any case as a few tweeters have pointed out, creatting a trending topic out of india requires one MAJOR constant – they only trend in the afternoon (india time) – thats prolly because that s the time the US sleeps, leaving twitter free for lesser mortals!

@tinucherian (creator of #indiansongs) speaks –

Interesting observations on trending topics on Twitter!

Some of the failures of #Indiansongs not making to TT as personally observed by me are
1) Call it sheer luck . All depends on what other topics are and how many tweets coming on each of them.
2) No of contributors .. The total no of contributors at the peak was still just over 300 though the no of tweets on that day was 2000+ . TT is a “controlled” feature, which means less no of contributors may be attributed to hashtag spam. Compare this with #Mynameis making into TT even with less than 800 tweets.
3) Timing : We still need to go full throttle between 11AM – 4PM IST when the US sleeps. If u werent been able to catch enough interest during this time, it may not make it to TT.

@dharmeshg speaks (Creator of #iconicindianads)

Brilliant observation here I must say!

I think the main reason #IconicIndianAds trended globally was due to the reasons below.

– All Indians have been very passionate about advertising since childhood. The feeling of nostalgia that you get by remembering old classics takes the joy to another level.

– Indian Advertising has always boomed and given the country some great jingles and taglines that *everyone* remembers even today.

– When someone is talking about something that you like, you will want to join in and contribute. So with a universal topic like this, everyone joined in and it snowballed to trend globally.


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About Tarun

Joker, smoker, midnight toker. Teacher, writer, general gadabout
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5 Responses to India Trends – #iconicindianads vs #indiansongs

  1. tinucherian says:

    Interesting observations on trending topics on Twitter!

    Some of the failures of #Indiansongs not making to TT as personally observed by me are
    1) Call it sheer luck . All depends on what other topics are and how many tweets coming on each of them.
    2) No of contributors .. The total no of contributors at the peak was still just over 300 though the no of tweets on that day was 2000+ . TT is a “controlled” feature, which means less no of contributors may be attributed to hashtag spam. Compare this with #Mynameis making into TT even with less than 800 tweets.
    3) Timing : We still need to go full throttle between 11AM – 4PM IST when the US sleeps. If u werent been able to catch enough interest during this time, it may not make it to TT.

  2. dharmeshG says:

    Brilliant observation here I must say!

    I think the main reason #IconicIndianAds trended globally was due to the reasons below.

    – All Indians have been very passionate about advertising since childhood. The feeling of nostalgia that you get by remembering old classics takes the joy to another level.

    – Indian Advertising has always boomed and given the country some great jingles and taglines that *everyone* remembers even today.

    – When someone is talking about something that you like, you will want to join in and contribute. So with a universal topic like this, everyone joined in and it snowballed to trend globally.

    Cheers

    dharmeshG

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