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Does the rise in demand for constructive content material threaten Twitter? New analysis thinks it may | What’s New in Publishing


New analysis launched by TheSoul Publishing has discovered that solely 3% of respondents consider Twitter will nonetheless be standard in 2026. The rationale? Twitter’s over-reliance on destructive information and controversy.

The identical analysis, which occurred earlier this 12 months within the UK, discovered that 32% of respondents consider TikTok would be the hottest platform in 4 years’ time, adopted by YouTube (14%), Instagram (13%) and Fb (12%). 

In line with Victor Potrel, Vice President of Platform Partnerships at TheSoul Publishing, shoppers are more and more leaning in direction of constructive, feel-good content material at a time when the information cycle is flooded with emotive imagery and unhealthy information, “With an intense information cycle, constructive escapism has introduced a welcome aid to many. It’s no shock that the likes of TikTok and Pinterest, which floor plenty of feel-good content material, have seen report progress.”

A shift in direction of positivity on-line additionally appears set to reward YouTube with 40% of respondents naming it as their major vacation spot for constructive video content material. It additionally stays the platform that customers flip to once they need to study new expertise and life hacks, with 59% doing so. 

When questioned on the form of content material they need to watch extra of, 75% of analysis respondents felt that uplifting and constructive on-line movies would develop into an much more standard supply of leisure. This reveals an upward curve year-on-year – a rise of 14% from 2020. On TikTok, for instance, a number of the hottest (and profitable) content material creators such because the likes of Charli D’Amelio, Addison Rae, Zach King and Khaby Lamb, all share a typical theme of manufacturing light-hearted content material – from dance and make-up tutorials to comedy sketches, life hacks and stunts.

Potrel continues, “Positivity is about selecting content material which makes us really feel higher and can also be linked to our on-line communities. Twitter, which has been round for effectively over a decade, has been formed by a give attention to sharing and debating arduous information and arduous views. Now audiences are choosing a extra managed surroundings the place they’ll take pleasure in light-hearted content material and work together with different customers, in a constructive house.”

Relating to the rise and fall of social media platforms, customers are very a lot within the driving seat.

Victor Potrel, Vice President of Platform Partnerships, TheSoul Publishing



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