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Lewis Moulds

The X Factor on Twitter: Gary Barlow and Luke Friend Rule the Online Roost This Weekend


Gary BarlowThis year’s series of the X Factor has seen a close battle emerge between judges Nicole Scherzinger and Gary Barlow, on Twitter at least. This week, it was Gary Barlow who proved to be the most talked-about judge online, with 28.04 per cent of Twitter mentions.

The Take That frontman releases his own album this week, Since I Saw You Last, and the 42-year-old made a surprise appearance during the ad break of last night’s live show. In a collaboration with insurance comparison site Compare The Market, Gary performed his single Let Me Go on the set of Coronation Street alongside the company’s now famous meerkats.

As for the contestants, it was Luke Friend who took the Twitter crown this week, with 29.46 per cent of activity on the social network.

Having narrowly escaping being voted off the show in the previous week, 17-year-old Luke, mentored by Louis Walsh, came back fighting this weekend, with an acoustic version of One Direction hit What Makes You Beautiful, which blew the judges away.

There was a close battle for second place between both of Nicole Scherzinger’s acts, Tamera Foster and Hannah Barrett.

16-year-old Tamera, who gathered 24.79 per cent of Twitter mentions relating to the remaining contestants, took a battering from the judges on Saturday night, as she forgot the words to her song for the second time in the competition. Gary Barlow was particularly scathing with his comments, telling Tamera that her performance of Impossible was “hard to watch”.

With such a negative verdict from the judges, it seemed an inevitability that Tamera would find herself in the bottom two on Sunday night. However, the public surprisingly voted to send her through to next week’s show, and instead it was Hannah Barrett who faced a sing-off against Gary Barlow’s group Rough Copy.

Hannah, who had already been involved in two Sunday night sing-offs this series, took 24.19 per cent of Twitter mentions over the weekend. It proved to be third time unlucky for 17-year-old Barrett, as the judges voted to keep Rough Copy, and she was finally evicted from the show.

Overall, X Factor lost out in the ratings war this weekend, thanks to rival BBC show Strictly Come Dancing, and the 50th anniversary special of Doctor Who, and this was reflected on Twitter, as the level of activity surrounding the show declined compared to previous weeks.

Hit Search Reputation Management collects hundreds of thousands of tweets on any chosen keyword targets, in this instance the X-Factor contestants and judges. It can analyse this data in a variety of ways and identify negative publicity in order to combat it quickly and professionally. It can also highlight openings for good publicity. In an age where every consumer has the power to talk about your brand and influence others, Reputation Management is an asset which allows companies to stay on top of their brand visibility; and work hard to improve it.

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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