A study published in 2025 by Kelton Minor and colleagues examined the relationship between weather conditions and social media use. Analyzing over 3 billion posts from more than 300,000 individuals on platforms like Facebook and Twitter X, the researchers found that extreme weather—particularly cold and snowy days—led to a notable increase in posts. On snowy days, social media activity surged by about 35%. Interestingly, while weather-related posts increased, the frequency of non-weather-related posts also saw a rise, indicating diverse engagement during extreme conditions.
Extreme weather conditions lead to a significant rise in social media activity, with both weather-related and non-weather-related posts seeing a marked increase.
The study revealed that freezing and very hot days, as well as days with precipitation, result in up to a 35% increase in social media posts.
Analyzing over 3 billion posts, researchers found that both the quantity of users and the frequency of posts increase during extreme weather events.
Weather influences on social media use were found to extend beyond merely posting about the weather itself, suggesting deeper engagement with non-weather topics.
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