We explored the online buzz around Halloween. Our analysis focused on conversations from October 24th to 30th to unveil the magical essence of this spooky season and offer brands insights into decision-making.
The Magic Behind 105.6M Impressions
We observed a consistent growth in Halloween-related discussions leading up to the holiday. Engagement heightened as users enthusiastically shared their preparations and creative expressions for the holiday.
Clear Sentiment Divide
The majority of content was about costume ideas and humorous takes on Halloween, reflecting a celebratory spirit. However, some delved into dark themes like zombies and frightening stunts. This content, while attracting attention, often evokes fear or discomfort.
Hashtag Highlights
Many popular hashtags were associated with the Siam Halloween Festival in Thailand. Thai boy group LAZ1 also topped hashtag charts with numerous fan mentions.
Halloween Engagement: East to West
The US, Japan, and Thailand emerged as the countries with the most active engagement. The prevailing themes across the US and Thailand revolved around Halloween costumes and makeup looks. In a unique contrast, Japan displayed an active interest in Genshin Impact, a popular mobile game.
Interactive and Attention-Grabbing Content
Top-engaged posts on costumes and tutorials reflected a strong interest in Halloween dress-up. Meanwhile, news often incorporated attention-grabbing, spooky headlines.
Halloween - A Universal Delight
There was balanced participation among Generation Z and Millennials, as well as between male and female contributors. This suggests that Halloween discussions were a universally engaging and inclusive topic that appealed to a diverse audience.