Talkwalker Market Pulse - Hybrid work is here to stay

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Consumer Insights - Serena Williams bows out with another record

#ThankYouSerena. Following her exit from the US Open 2022, Twitter Sports revealed that Serena Williams was the most tweeted about female athlete ever. Twitter said that 74% of those who mentioned her in the last month had not done so previously in the year. Talkwalker recorded more than 1.6M online mentions in the last 7 days, with fans paying tribute to the legend. Theme clouds filtered by emojis revealed that the goat and heart emojis were most prevalent. Twitter also introduced an exclusive GOAT (greatest of all time) emoji with a tennis skirt and racket, along with the hashtag #ThankYouSerena. Sentiment analysis showed that the hashtag was the key driver of the 48% positive sentiment.

#ThankYouSerena was the key driver of the 48% positive sentiment, as the goat and heart emojis were prevalent among the conversations.

The greatest of all TIME. Digging deeper we saw that congratulations came from famous personalities, media outlets and a number of brands. Visual analytics revealed that the most recognized logos were that of the US Open, Nike, which is Williams’ sponsor, and TIME magazine. The athlete will be featured on the cover of the magazine’s latest issue. Using Talkwalker’s Exact Image Search, we found that the cover had been shared on the internet more than 4K times, as fans used it to accompany their best wishes.

TIME magazine was one of the most recognized logos among tributes to Serena Williams, as its latest cover featuring her was shared more than 4K times, as seen through Exact Image Search.

Learn more about how images grab attention and are key to generating engagement.

Industry Insights - Hybrid work is here to stay

Hybrid work on the rise. According to a report by Gallup, hybrid work is expected to increase to 55% by the end of 2022 and beyond, aligning closely with employee preferences - 60% want a long-term hybrid work arrangement. Over the last couple of years, engaged online conversations about the concept of hybrid work amounted to more than 162K, and Talkwalker’s Predictive Analytics forecasts the trend to continue. While some companies are optimizing their own resources to provide the most ideal solutions for their employees, coworking spaces are growing in prominence around the world to accommodate a more cost efficient solution.

Talkwalker’s Predictive Analytics forecasts the conversations around hybrid work to continue its upward trend as the concept becomes the norm for most companies.

WeWork leads the space. We took a look at the most important players in today's market, and the challenges that lie ahead for them. In the last month, WeWork dominated the online share of voice, with nearly 40K mentions, followed by its closest competitor Regus. Even though the latter has more locations around the world, WeWork is the first brand that comes to mind when speaking about coworking spaces. Share of sentiment between the two brands is fairly similar, and if they are to improve on the negativity they receive, they would do well to address some of the concerns around hybrid work faced by employees. While digital transformation and flexibility are prominent themes, mental health of the workforce is a major driver of conversations around the topic.

WeWork dominates the share of voice, with Regus being the closest competitor, as digital transformation, flexibility and focus on employee’s mental health are key factors for success in the industry.

Keep up with growing trends in your industry with Talkwalker’s Predictive Analytics.