Sotrender is happy to present the 11th edition of Twitter Trends UK – the first comprehensive report on the Twitter industry in the United Kingdom. We analyzed reach, engagement, customer service, and content on Twitter in 11 integral industries. What are the biggest UK Twitter profiles? Which ones know how to engage their fans? Read the report and learn a little bit more about the social media landscape in the United Kingdom.

The report contains data for 11 different industries present on Twitter in the UK. These are: All UK Brands, Alcohol, Banks, IT/Electronics, Beverages, Beer, Politics, Retail, Cars, Sweets, and Telecommunication.

The best performing UK brands

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The biggest brands this month we’re once again Manchester United, Chelsea FC, and Arsenal FC. When it comes to brand accounts on Twitter UK, Football clubs in general have the best performance. They are at the top of the most engaging and most interactive rankings, as well as having the best performing tweets this month. They are definitely doing well with their content and posting habits, but it helps to have such a massive and rabid fanbase.

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Speaking of massive and rabid fanbases, One Direction completely outperforms everyone else on Twitter. Being the biggest profile account, they’ve maintained a steady streak of being at the top of Twitter UK for the entire time we’ve been making monthly Twitter reports. Their members are in each of the ranking, and they know how to appease they’re massive amount of fans. They aren’t exactly doing anything special, but they know how to maintain the status quo.

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The best performing hashtags

In news that will shock no one, #Rio2016 was the most popular hashtags in August, followed by #MUFC and #MTVHottest. With the Olympics running from the 5th of August to the 21st, it’s no surprise that it was the most popular hashtag through-out that period. Unfortunately, many brands and athletes couldn’t take advantage of the olympic hype because of Rule 40, but many other people took advantage of the popularity. MTVHottest is in the top 3 hashtags on Twitter two months in row, with people apparently very invested in the who everyone thinks is the hottest artist/group of this summer. It was Fifth Harmony, by the way. 

This summary not enough for you? Check out the infographics below. Or better yet, download the full report!

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Download the full report!