Brandwatch Bulletin 10/26: Getting Spooky

Brandwatch Bulletin #15: Getting Spooky

Halloween hype is on the rise.

26 October 2020

Happy Monday. It’s getting colder, it’s getting darker, and it’s most definitely getting spookier! But how will people be celebrating Halloween in 2020?

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To Halloween or not to Halloween?

This year has seen the Halloween jokes flowing on social media. One of the most popular jokes touched on a dark realization – that, for some of us, Halloween could be cancelled.

If Halloween is ‘cancelled’, how will the spookiest day of the year be marked?

People on social media are thinking outside of the box when it comes to celebrating Halloween during the pandemic, especially in places where restrictions are in place that might prohibit traditional mischief like trick or treating and costume parties.

Overall, mentions of Halloween were up 30% from October 1 to October 25 2020, compared to the same period in 2019. While this year will be different to all Halloweens before it, people are preparing with zeal.

If the trend continues, this Halloween will be bigger than last Halloween. In fact, it could be the spookiest Halloween ever.

Safely does it

Safety was the biggest concern for people talking about Halloween on social media from January 1 to October 25 2020, with 505k mentions. People discussed their comfort levels (64k mentions), if it was safe (209k mentions), official guidance (436k mentions), and if they will open the door to trick or treaters (449k mentions).

Getting outside

People have been busy organizing events that celebrate Halloween while remaining in line with official guidance and Covid-19 restrictions.

There have been 779k mentions of at-home movie screening, and 153k mentions of drive-in Halloween events in this year’s online Halloween conversation. Outdoor parties racked up 106k mentions.

Dressing up

Costume conversation is still popular this year, with 903k mentions from October 1 to October 25 2020.

Social conversation indicated that family (91k mentions) and couple (21k mentions) costumes were still on the cards, while fairies (29k mentions) were one of the more popular costumes mentioned.

This year, more than any other in recent memory, the focus is on keeping busy. DIY costumes are stirring up social conversation, with 48k mentions (11% more than last year).

When BuzzSumo had a look at the data over the last two years, they were surprised to find that, even in the middle of October, engagement with costume ideas content was nearly as high as it was for the whole of October 2019.

Spooky opportunities

While things will be different this year, adaptations of traditional Halloween celebrations are still on the cards for many people. 2020 has seen all sorts of events adapted so people don’t lose out on memorable moments with family and friends.

Interest is particularly high for Halloween, so brands who are able to safely provide their customers with spooky experiences should be pulling out all the stops as we approach the weekend.

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