What was discussed most. Analysis data from Brand Analytics

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The spikes in mentions are related to news about new trend participants or Daniil's advertising contracts with various brands. We'll get back to collaborations later.

After the viral reel appeared, more than 3,000 people subscribed to the flight attendant's account on Bangram. The Aeroflot page also saw an increase in subscribers — 2,500, considering that it has not been maintained since 2022.

Aeroflot did not react to the emerging trend in social networks, but offered Daniil to become the face of the brand. He refused, since according to the company's rules, this would be equivalent to a ban on flights.

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How could the trend be tracked? Based on operational monitoring of mentions and Yandex Wordstat.



Wordstat data for the request: "Flight attendant Daniil"

On the graph, in July the dynamics of requests sharply increases from zero to 8,992. In August, mentions also remain at the 8,000+ thousand mark.

In July, we see a classic sign of hype: the event immediately attracted attention, provoking a massive surge of interest. In August, despite expectations of a decline, the number of requests remained high - 8,429.

The situation indicates a transition from a short-term surge (hype) to a stable interest (trend). But in September there is a 56% decline, which indicates a fading of audience interest.



Hype - a boost for reputation growth: what companies did
The new trend has not remained out of sight of other companies, which have used it to the benefit of their image. The solutions can be divided into three groups.