By Ishbel Macleod, PR and social media consultant

September 14, 2013 | 1 min read

Twitter activity relating to The X Factor starts in the morning but grows from when the official @TheXFactor account tweets, research from Twitter has found.

Twitter unveiled a video looking at how buzz around the show builds and found – unsurprisingly – that the buzz grows dramatically if a member of One Direction enters the conversation.

Taken from 31 August, the day when the first in the new series of the show aired, it was found that the buzz took on a ‘frenetic pace’ at eight pm, when judges Simon Cowell and Sharon Osbourne began tweeting.

In the video, each blue dot represents original content, while yellow signifies a retweet.

Simon Cowell One Direction The X Factor

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