The Social Media Legacy of #WomensMarchJanuary 23, 2017
Who runs the world?
We all knew that this Saturday’s #WomensMarch on Washington would gather hundreds of thousands of people onto the Mall in DC, in a national effort similar to the 1969 march on Washington.
What was unexpected was the global response across social media that joined the #WomensMarch conversation, and created a worldwide social movement on Saturday.
While the physical body count rose to historical numbers, the #bigdata collected across social told a broader story of the cross-generational, gender-bending conversation. Unlike the 1960s, Twitter and Instagram brought to life the population of children, teens, college students, millennials, and those who had marched decades beforehand (baby boomers).
Using our proprietary data collection, with help from the U.S. Census, Zoomph collected the age and gender breakdown of the world’s participation in the January 21, 2017 #WomensMarch.
Global Generation Breakdown
- Millennials during the march = 150.9K
- Gen X during the march = 79.1K
- Baby Boomers during the march = 35.3K
- Gen Z during the march = 29.2K
Global Gender Breakdown
“Every man for himself” was debunked by our gender analytics. Across the globe, males joined the conversation at nearly 50% of the female chatter.
- Total posts around #WomensMarch on Saturday: 588.8K
- Females = 198.6K
- Males = 95.9K
Social Activity from The National Mall
Zoomph’s geo-fenced feed caught the real-time activity coming from the heart of this week’s events, The National Mall, and the age-range of those who took to social media during these two historic events showed an interesting shift between Friday and Saturday. During Friday’s Inauguration, the generational participation, as well as the overall volume of social chatter, looked much different than on Saturday.
— Alan Steel (@alanwsteel) January 22, 2017
Here’s a deeper analysis of the activity around #WomensMarch vs. #Inauguration. The Women’s March attracted over 2x more overall social activity than the inauguration, and consistently over 2x more activity from each generation.
#WomensMarch Generation Breakdown
- Total posts around #WomensMarch in DC on Saturday: 11K
- Millennials = 4.2K
- Gen X = 2.4K
- Baby Boomers = 793
- Gen Z = 475
#Inauguration Generation Breakdown
- Total posts around #Inauguration in DC on Friday: 5.1K
- Millennials = 1.9K
- Gen X = 1.1K
- Baby Boomers = 473
- Gen Z = 295