Recent studies show that weather has a large impact on social media ‘mood’, engagement, and content. Bad weather can positively affect us, and Influencers understand this to reach more audiences.
Nowadays, the weather is more than just a scientific subject. It affects our lifestyle and emotions and has recently been a subject of many studies that show, it also affects social media.
Seasonal social media waves and emotions
Many studies prove that weather affects emotions which are then transmitted to social media platforms, and the emotional state spreads through the virtual world into a social circle creating an ‘emotional contagion.’ Research made by the University of California and Facebook that study the effects of stories, updated on the emotions of the users reading them, proves that people are more likely to be having a bad feeling and mood if their social media friends are too.
It was also found that when the weather is bad, the negative posts on Facebook increase 1.16%, and the positive ones decrease 1.19%.
Another study made by scientists at MIT shows that social media content is most positive on sunny days when temperatures are about 65 to 85 degrees.
On the other hand, the weather itself can be a “social media subject”, that goes viral. In fact, during the last storm, the region was blanked with white snow, which mirrored social media. Photos that show snow or storms are seen to go viral on social media platforms. For instance, the famous photo of the Lebanese coastal town of Jbeil, blanked of white snow, spread over social media.
How can this information be useful for the influencers?
One thing to keep in mind: if you want to get as much interaction as possible, don’t only check for the particular date and time, but also the weather forecast. Getting the “perfect picture” can be prepared for with just preparation and organisation.
Interaction increases during a bad weather
A study conducted by “Fanpage Karma”, analysed 1500 German Facebook pages. The researchers rated every day of the year in 2013, two elements: the average interaction and the weather, based on historic weather data. It was found that there is a distinct linear correlation between weather and user behavior.
It was concluded that:
- During bad weather, the interaction always increases.
- Users react 42% more often when the sun isn’t shining.
- The feed interaction increases by 90% when it rains on a summer weekend.
- 39% more reactions are detected on a rainy day even in spring, autumn and winter.
So, as an Influencer what do you need to do to increase your interactions and reach?
First, upload the best feed on a rainy day, secondly, don’t hesitate to boost it in bad weather conditions, where users’ mood and behavior change, and thirdly, choose the convenient content.
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