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The Rise and Fall of the Pumpkin Spice Latte

There are pumpkin spice cookies, cakes, candles and yes, lattes. In an analysis of the social media mentions relating to pumpkin spice products, we’ve found that society has reached peak pumpkin spice.

pumpkin spice mention trends

In 2015, in an analysis of news media, web forums and 1% of Twitter conversations, we found 90,140 mentions. 2016’s #PSL (Pumpkin Spice Latte) lovers have crushed this total by 44%. In September of this year we tracked more than 130,000 mentions of the pumpkin spice.

Even outside of fall the pumpkin spice latte is a popular drink. The denizens of recipe sites post new creations, like the pumpkin spice pizza. Brands have jumped aboard the beverage’s bandwagon with pumpkin spice almonds and even Oreos.

All good things must come to an end, though. In November when fallen leaves are joined by snowflakes, so too will the fanaticism for pumpkin spice. Lattes can then use peppermint instead.

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When you are listening for trends, you are given the opportunity to benchmark social and news media events relevant to your business. Trends are cyclical. What was popular last year will most likely be popular the next.

Three tips to riding a social wave:

1. Plan your content in advance; prepare a creative post the month before you plan to use it.

2. Advance a conversation by building off of where the conversation ended last year — start with new information and creativity and then cover more familiar tropes.

3. Incite social sharing internally by asking your team and organization to get involved. Social volume requires multiple voices and not just your brand’s.

Before starting your next viral social campaign, head down to your local coffee shop and enjoy the autumnal bounty of nutmeg, cloves and cinnamon — or don’t because you know it will be back next year.

Instead, take a moment, book a demo to learn about Cision’s software and begin benchmarking trends important to your industry.

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About James Rubec

James Rubec is a data geek, a former public relations lead and journalist with a love of content and advocacy. Ask him anything @JamesRRubec and be sure to follow @Cision_Canada.

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