Observed Signal · Feb 25, 2021 · Market Research · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Tweet Deleter: 200M Tweets Deleted in 2020
Tweet Deleter’s data show that 2020 saw over 200 million tweets deleted on Twitter, a 13.9% increase from 2019. The dataset covers more than 1.3 million users and tracks deletions throughout the year, with January at 12.3 million, April at 25.9 million, and June at 36 million (coinciding with pandemic onset and Black Lives Matter protests). Deletions are concentrated in the US (27.37 million), followed by Japan (11.23 million), the UK (4.01 million), and Germany (561,000 within the top 10). Reasons include ethnicity/racism content (18.17%) and vulgar expressions (36.21%), as well as individuals revisiting views or preparing for job applications. The piece notes that about 79% of employers have rejected candidates based on social media content, with German HR context citing 63% of recruiters reviewing candidates online. Data are presented as a broad signal about social-media behavior rather than Twitter policy.
Provides insight into social media user behavior and potential implications for brand safety and data privacy in AdTech contexts.
Track YouGov Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Over 200 million deleted tweets in 2020, +13.9% year over year.
- US accounts for 27.37 million deletions; Japan 11.23M; UK 4.01M; Germany 0.561M.
- January deletions: 12.3M; April: 25.9M; June: 36M.
- Ethnicity/racism content deletion: 18.17%; vulgar expressions: 36.21%.
- Over 1B deleted tweets historically; Tweet Deleter serves ~1.3 million users.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ad Awareness Regains Place in Effectiveness Planning
A new study by Thinkbox, Ebiquity, WPP Media, and Gain Theory, presented at the IPA Effectiveness Conference, analyzes 1,478 brands and 328,000 observations to argue that ad awareness is a valuable lead indicator in advertising effectiveness, not just an obsolete metric. The research finds that ad awareness accounts for 17% of brand consideration, of which only 6% is direct, while 11% works indirectly by improving brand perceptions. It also reports category-specific impacts, such as 69% in QSR delivery and 62% in lotteries. The author, Andrew Tindall, recommends that marketers reinstate ad awareness as a KPI, balancing it with attention and emotion in effectiveness planning.
Study: Games Help Many Players Against Loneliness
A representative survey by game – Verband der deutschen Games-Branche and YouGov reveals that computer and video games play a significant social role for many people in Germany. 42% of gamers (around 20 million people) use games to stay in touch with friends, acquaintances, or family. 73% believe games help reduce loneliness, and 76% see games as a way to meet like-minded people. The survey, conducted between July 21-28, 2026 with 2,109 participants aged 16 and above, also found that 81% of respondents consider games a unifying hobby across generations. The game association highlights these findings in the context of World Mental Health Day on October 10, emphasizing the potential of social contacts in gaming communities.
Books Remain Popular, Social Media Gains as Inspiration Source
A YouGov study reveals that books remain a staple of leisure in Germany, with 20.8 million people purchasing books in the first half of 2026. While personal recommendations (42%) and bookstores (39%) are still top sources for discovering new titles, social media platforms like Instagram, TikTok, and Facebook are growing in influence, cited by 25% of all respondents and 46% of Gen Z. According to YouGov Shopper, social media drove 7% of book sales in 2025. AI tools like ChatGPT or Copilot are also emerging for book recommendations, used by 6% overall and 20% of Gen Z. Among AI users, 80% have turned to these suggestions at least twice in the past year. The study highlights a shift in discovery channels, with digital platforms increasingly competing with traditional ones.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.