Facebook has released its latest “Hot Topics” reports, highlighting the most discussed issues across Facebook and Instagram, along with which age and gender groups were most engaged in each discussion.
So what was the biggest topic of interest for June?
As you can see, Father’s Day was the most mentioned topic, and by a big margin. Seasonal events always get a lot of attention across social networks, so it’s no surprise to see Father’s Day featured so prominently – and, of course, that’s relevant from a marketing perspective, knowing that Father’s Day is a big focus on Facebook (particularly amongst female users). But to focus more on current events and their impact, here’s the same chart with Father’s Day removed.
This provides a much clearer picture of the topics and events that generated the most interest amongst the different audience segments.
The horrific Orlando nightclub shooting fuelled much discussion, skewing more towards female users, while the death of Muhummad Ali was also a topic of focus, particularly amongst older men.
Sport was a big focus for the month, with the Cleveland Cavaliers winning the NBA title over the record-breaking Golden State Warriors – various topics related to the NBA finals gained traction amongst male Facebook users specifically. Brexit was also of interest, though mostly to older males (though how “European Union” qualifies as an “Entertainment” topic is beyond me – I suspect this is a typo).
For female users, the new Disney Pixar movie “Finding Dory” generated a lot of discussion, as did the new series of “Orange is the New Black” – the Facebook discussion of which was clearly dominated by young female users.
And onion rings were a pretty popular topic of discussion amongst older women.
And one other interesting note on branded content, mentions of “Cheetos” ranked high in June on the back of the “what shape is that cloud” promotion, where fans were asked to submit photos of one-of-a-kind-shaped Cheetos and describe what they could see. The fact that this made it into the Hot Topics underlines just how successful the campaign has been on Facebook – worth noting for marketers considering interactive content.
On Instagram, Father’s Day also dominated.
This is actually the most aligned the hot topics across both platforms have been – normally the issues that resonate on Instagram are significantly different to those that rank on Facebook, but a quick scan across this chart, in comparison to the Facebook mentions, and you can see the main issues are very similar, with a few scatterings of smaller, more niche topics (“Pottermore”, “Weezer”, “Forza Italia”) woven in between.
Facebook’s monthly Hot Topics reports are essential reading for marketers as they provide additional perspective and audience understanding, highlighting the issues that are of most relevance to your target markets. And while most businesses will already have some understanding in this regard, seeing the overall trends and interests in each demographic category can open your thinking to new ideas and understandings, which can then help inform your future strategic direction and seasonal approach.
And as always, in addition to the above charts for the US, Facebook has provided the same data for the UK, Canada and Australia.
The UK (which is, understandably) dominated by Brexit discussion)
You can check out all of Facebook’s monthly Hot Topics reports here.