#Japan #Tokyo #Mother's Day #Hotlink #Meltwater

Analyzing Mother's Day Social Media Trends

As Mother's Day approaches, the dynamics of consumer engagement through social media have shifted considerably. Hotlink, a prominent SNS marketing support provider based in Tokyo, has undertaken a detailed analysis of tweets posted on X (formerly known as Twitter) concerning Mother's Day in 2025. Utilizing Meltwater Japan's robust social media analytics tools, Hotlink examined the volume and nature of mentions and user-generated content (UGC) related to this beloved holiday.

Increase in Mentions Yet Decrease in UGC

This year, the total mentions containing 母の日 (Mother's Day) reached approximately 1.09 million, indicating a 9.8% increase from the previous year. However, despite the rise in mentions, the UGC count saw a slight decline, totaling around 176,000 posts—a decrease of 2.4% from 2024. Notably, both metrics showed a downward trend compared to the previous month, suggesting a nuanced evolution in how consumers are engaging with content related to Mother's Day.

UGC Trends Leading Up to Mother's Day

Looking closer at the UGC data from January 1 to April 30, 2025, there was a gradual increase in terms of Mother's Day-related content beginning in early April. This signals that consumers are starting to contemplate Mother's Day well before the holiday itself. Companies aiming to market products or services linked to Mother's Day should ramp up their promotional efforts starting from early April rather than waiting until Golden Week or May.

UGC Growth from May 1 to May 11

During the period from May 1 to May 11, the daily output of UGC related to Mother's Day exceeded 5,000 posts. Specifically, the day before Mother's Day saw about 31,000 posts, while Mother's Day itself had a surge to 176,000 posts. This significant volume reaffirms the importance of this occasion in the context of social media engagement.

Types of UGC and Evolving Narratives

Examining the 175,926 UGC posts specifically related to Mother's Day reveals fascinating trends. Within these posts, the most commonly used keywords, emojis, and hashtags were analyzed to identify the prevalent themes. Interestingly, while many posts focused on the act of giving—such as gifting carnations or floral arrangements coupled with expressions of gratitude—a substantial number also originated from the receivers' perspective, highlighting what mothers themselves are expressing.

Giving Perspective and Illustrative Examples

One notable trend among giving-themed posts involves presenting traditional gifts like carnations or bouquets accompanied by heartfelt messages. For example:

• - "I am so glad to have been able to present a gift to my mother this year."
• - "On Mother's Day, I felt her joy when I gifted her a carnation."
• - "This year, I opted for a potted plant instead of the usual carnation for Mother's Day."

Receiving Perspective and Illustrative Examples

Conversely, from the receiving perspective, many posts encapsulated episodes of joy surrounding family time or children's growth beyond mere gifts. Some illustrative examples include:

• - "On Mother's Day, I received a handmade bouquet from my children."
• - "The best Mother's Day gift for me is seeing my children putting in hard work at school!"
• - "Grateful for a lovely Mother's Day present from my daughter-in-law! Thank you!"

Insights from Hotlink’s Analyst

Gemiko Tsujimoto, an analyst at Hotlink, remarked that while there has been a year-on-year decrease in UGC, Mother's Day still holds significant influence as a moment that merits corporate attention. Businesses exploring strategies tied to Mother's Day must initiate their campaigns in early April to distinguish themselves from competitors.

He also indicated that traditional gifts like carnations and sweets consistently remain top choices for presenting to mothers. Furthermore, unlike common approaches that emphasize the giver's perspective, integrating the voices of mothers—those desirous of gifts—into promotional campaigns can yield a unique angle.

Hotlink's Commitment to Insights

Hotlink remains deeply committed to enhancing engagement in various sectors through real-time social network data analysis. By fostering a cycle of sincere communication, the firm aims to bridge the gap between consumers and information. Looking ahead, Hotlink plans to further explore social media feedback around seasonal events, enabling brands and businesses to gather valuable insights in the evolving digital landscape.

Whether you’re a marketer or a consumer, understanding these trends around Mother’s Day can enhance engagement strategies and ensure that messages resonate more deeply within this cherished annual celebration.

For more information on Hotlink, visit their official website.

• - Disclaimer: For quoting or reproducing this survey's results, please credit as follows: Data provided by Meltwater, analyzed by Hotlink. Please refrain from modifying or altering this content while referencing it.