The Rise of Artists on X: Insights from Hotlink's 2025 Analysis
In a recent study conducted by Hotlink, a prominent social media marketing support service based in Tokyo, the company analyzed data from X to identify which artists generated the most buzz throughout the year 2025. The results reveal key insights into how artists are engaging with fans and the dynamic nature of social media interactions.
With over 66.58 million monthly active users, X distinguishes itself among various social media platforms due to its user-friendly repost feature that facilitates easy sharing and interaction. For this analysis, Hotlink focused on 100 artists chosen from major music sales rankings, primarily analyzing the volume of posts mentioning each artist.
The findings from Hotlink's study showcase the top trending artists on X in 2025 according to two key metrics: mention counts and user-generated content (UGC) volume. Mention counts reflect the total number of posts referencing an artist, while UGC indicates the number of pure user posts excluding replies and retweets.
1. Snow Man - Approximately 33.12 million mentions
2. JO1 - Approximately 24.50 million mentions
3. SixTONES - Approximately 18.19 million mentions
1. Snow Man - Approximately 6.47 million posts
2. SixTONES - Approximately 4.06 million posts
3. Arashi - Approximately 3.61 million posts
The data highlights that male idol groups continue to perform exceptionally well on X, with Snow Man leading in both mention counts and UGC, demonstrating their significant presence and impact. Notably, despite Arashi not ranking in the top 20 last year, their upcoming activities in 2026 have sparked considerable discussion among fans.
According to Genki Tsujimoto, a data analyst at Hotlink, the strong showing of idol groups on social media has become a remarkable trend. The energetic conversations among passionate fans significantly contribute to higher mention and UGC counts. It appears that while the overall rankings among the top 15 artists remain stable, there is some movement among the ranks in the lower tiers, suggesting a dynamic competitive landscape.
Additionally, Tsujimoto noted a marked decline in mention totals compared to the previous year. This drop is attributed to a shift in X's recommendation algorithms, which have led to more visibility of posts from accounts that users don’t follow closely. Although this has made it harder for some targeted content to spread, it also opens opportunities for artists to gain wider recognition beyond their immediate fanbase, as illustrated by Arashi's resurgence this year.
As social media platforms like X evolve, so too does the way users gather and share information. This year has denoted substantial changes in how "fan activities" are conducted. Looking ahead to 2026, the integration of AI technologies may further alter user behaviors, making UGC—generated directly by fans—even more valuable. The collective efforts of fan communities will likely play an increasingly important role in broadening the reach and support for artists.
Hotlink aims to continue examining trends in entertainment and other sectors on social media, providing valuable insights for businesses and artists alike. This year, they have further committed to facilitating a knowledgeable society that fosters connections between information and people through social media analysis.
Founded in 2000, Hotlink operates both in Japan and the United States, focusing on social big data analysis derived from user voices incident on social media platforms, promoting useful applications for marketing and disaster response. Under the leadership of CEO Yasuhiro Hino, the company also aims to leverage Web3 technologies to create a world where people feel connected and secure in their digital interactions. For more information, visit Hotlink's official website.
Methodology of the Study
With over 66.58 million monthly active users, X distinguishes itself among various social media platforms due to its user-friendly repost feature that facilitates easy sharing and interaction. For this analysis, Hotlink focused on 100 artists chosen from major music sales rankings, primarily analyzing the volume of posts mentioning each artist.
- - Data Collection Period: January 1, 2025, to December 10, 2025
- - Media: X social platform
- - Utilized Tools: Meltwater ‘Explore’ for data scraping and analysis
Findings from the Analysis
The findings from Hotlink's study showcase the top trending artists on X in 2025 according to two key metrics: mention counts and user-generated content (UGC) volume. Mention counts reflect the total number of posts referencing an artist, while UGC indicates the number of pure user posts excluding replies and retweets.
Top Mention Counts:
1. Snow Man - Approximately 33.12 million mentions
2. JO1 - Approximately 24.50 million mentions
3. SixTONES - Approximately 18.19 million mentions
Top UGC Counts:
1. Snow Man - Approximately 6.47 million posts
2. SixTONES - Approximately 4.06 million posts
3. Arashi - Approximately 3.61 million posts
The data highlights that male idol groups continue to perform exceptionally well on X, with Snow Man leading in both mention counts and UGC, demonstrating their significant presence and impact. Notably, despite Arashi not ranking in the top 20 last year, their upcoming activities in 2026 have sparked considerable discussion among fans.
Insights from Hotlink's Data Analyst
According to Genki Tsujimoto, a data analyst at Hotlink, the strong showing of idol groups on social media has become a remarkable trend. The energetic conversations among passionate fans significantly contribute to higher mention and UGC counts. It appears that while the overall rankings among the top 15 artists remain stable, there is some movement among the ranks in the lower tiers, suggesting a dynamic competitive landscape.
Additionally, Tsujimoto noted a marked decline in mention totals compared to the previous year. This drop is attributed to a shift in X's recommendation algorithms, which have led to more visibility of posts from accounts that users don’t follow closely. Although this has made it harder for some targeted content to spread, it also opens opportunities for artists to gain wider recognition beyond their immediate fanbase, as illustrated by Arashi's resurgence this year.
Conclusion of the Study
As social media platforms like X evolve, so too does the way users gather and share information. This year has denoted substantial changes in how "fan activities" are conducted. Looking ahead to 2026, the integration of AI technologies may further alter user behaviors, making UGC—generated directly by fans—even more valuable. The collective efforts of fan communities will likely play an increasingly important role in broadening the reach and support for artists.
Hotlink aims to continue examining trends in entertainment and other sectors on social media, providing valuable insights for businesses and artists alike. This year, they have further committed to facilitating a knowledgeable society that fosters connections between information and people through social media analysis.
About Hotlink
Founded in 2000, Hotlink operates both in Japan and the United States, focusing on social big data analysis derived from user voices incident on social media platforms, promoting useful applications for marketing and disaster response. Under the leadership of CEO Yasuhiro Hino, the company also aims to leverage Web3 technologies to create a world where people feel connected and secure in their digital interactions. For more information, visit Hotlink's official website.
Topics Entertainment & Media）
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