Posted by Ying Xiong.
Over the past weekend, many people participated in Halloween-related activities, such as pumpkin carving, Halloween costume dressing, candy give-out, and other activities. A close examination of tweets from October 26 to October 28, 2018, found that 1.2 million tweets posted during the three-day period focusing on Halloween celebration and we found four characteristics of the Halloween tweet trend.
First, the largest number of discussion of Halloween discussion was about Halloween costumes and dressing. Many social media users posted the photos of their Halloween costumes and their pets’ costumes on Twitter and showed huge enthusiasm in showing their costumes on Twitter.
Second, many people shared their own, their neighbors, or friends’ Halloween house decorations on Twitter.
Third, the White House’s Halloween celebration also has become attractive for social media users. Many people retweeted and liked the tweets about the White House Halloween decoration and Trump and first lady host Halloween at the White House.
Fourth, some organizational Twitter accounts have regarded the Halloween weekend as an opportunity to accelerate their online exposure. For example, Funko (@OriginalFunko), a toy company, invited people to retweet and follow the account to win a Halloween version toy. In three hours after the post, over 2,500 people participated in the retweet and follow. The New York Comic Con (@NY_Comic_Con) posted a tweet to invite people to reply to the tweet with a photo of their costumes for a chance to win a gift. Halloween has become a brand promotion
event for companies.