Hotlink's Analysis of Father's Day Posts on X in 2025
In an insightful report, Hotlink, a company specializing in social media marketing support, has investigated social media posts related to Father's Day for 2025. Using Meltwater Japan's social media analysis tool, the team collected data on posts made about Father's Day on the social media platform X (formerly Twitter).
Overview of the Data Collection
This analysis included all types of posts mentioning Father's Day. Here, the term 'mention count' refers to all interactions, including reposts and replies, while 'UGC count' signifies organic posts made without those interactions. By leveraging Meltwater's tool, data on posts containing relevant keywords has been effectively accumulated for a deeper understanding of sentiment and engagement.
Post Volume Analysis for Father's Day 2025
In comparing posts from Father's Day in 2025 and 2024, the report revealed a
decrease of about 10.8% in the mention count for the day, totaling approximately 590,000 mentions. Similarly, the UGC count fell by nearly
10.4%, at around 79,000 posts. Over the previous month’s span leading up to the day, the mention count had decreased by about
25.6%; however, UGC count grew by roughly
6.1%. This indicates a fluctuation in user engagement as anticipation for the holiday builds.
UGC Count Trends Leading Up to Father's Day
From
January 1 to May 31, 2025, an analysis of UGC shows an intriguing pattern: a significant spike occurred on
May 11, coinciding with Mother's Day. This suggests that as Mother's Day celebrations wrapped up, consumers began turning their attention to Father's Day-related discussion. After a brief lull, engagement began escalating again towards the end of May, indicating that
Mother’s Day plays a pivotal role in generating early interest in Father’s Day.
Surge in User-Generated Content from June 1 to 15
The analysis from
June 1 to 15, 2025, reveals an impressive increase in UGC, with
over 5,000 daily posts appearing after
June 10. Notably, the day before Father’s Day, on
June 14, saw
18,929 UGC posts, which soared to
78,814 posts on Father’s Day itself. This sharp rise exemplifies a surge in interest and parental appreciation leading up to the celebration.
Comparative Analysis with Mother's Day
When comparing the activity around
Mother’s Day and
Father’s Day from
April 11 to June 15, 2025, it was observed that Mother's Day consistently generated higher mention counts and UGC across the board. The consistent attention attributed to Mother's Day signals a trend where marketing campaigns are more robust for this occasion, evident through the volume of posts surrounding the holiday.
In contrast, while Father's Day posts lagged slightly behind, a comparable level of engagement was still present, particularly as interest began ramping up following Mother's Day. This growth pattern highlights the
potential for brands focusing on Father's Day to carve out significant engagement in a less competitive environment.
Conclusion from Hotlink's Analyst, Kenki Tsuji
Kenki Tsuji, an analyst at Hotlink, staunchly believes that while Mother's Day garners more buzz on social media, there exists ample opportunity for brands to shine during Father's Day. The disparity can often be attributed to varying magnitudes and executions of promotional strategies crafted by companies ahead of these events. In light of the data, firms are presented with a unique chance to build
brand recognition associated with Father's Day products. A strategic push just after Mother's Day may yield major rewards as companies guide consumers towards thoughtful Father’s Day gifts.
As Hotlink continues to explore various seasonal events, we anticipate releasing further insights from social media interactions to aid brands in marketing and consumer engagement strategies. Their commitment to bridging people with essential information in a knowledge-driven society remains paramount.
【Note: When citing or reproducing this study, please credit “Data provided by Meltwater, Analysis by Hotlink.” Use of modified content is discouraged.】