The stars of the stage, screen and sporting field influenced Australians most in January, with men and women of all ages uniting to commemorate and celebrate across Facebook and Instagram.
The tragic passing of creative greats such as David Bowie, Alan Rickman and Eagles drummer Glenn Frey caused many to reflect on their astonishing careers on both platforms. These conversations were highest among older women, while younger women discussed new forms of entertainment, such as Channing Tatum’s Lip Sync battle with Beyoncé.
Despite taking down their Christmas trees, Australians weren’t ready to let the festive season end. On Instagram, big music events trended high—RL Grime’s headliner spot at Field Day, Gary Clark, Jr.’s performance at the Opera House and up-and-coming soul singer Leon Bridges’ first Australian tour. At the end of the month, the country came together to celebrate Australia Day across both Facebook and Instagram.
In sport, the “bite-sized” Big Bash League proved to be a popular event, with superstar Luke Wright winning over the men on Instagram by smashing out a century to seal a victory. It was a month of adrenaline-pumping action on the court at the Australian Open, as Novak Djokovic proved too good for his competitors and immensely popular with older women on Facebook. Tennis was a particular drawcard for the month with the Australian Open, the Brisbane International and the Hopman Cup all trending on Instagram.
Conversation also began to build ahead of the Super Bowl in February, but not just in anticipation of the action on the field. As brands unveiled their commercials ahead of the Big Game, Doritos’ “Crash the Super Bowl” competition, inviting fans to submit their own commercials, was particularly popular among older women.
Whether celebrating a triumph, mourning a loss or rallying for a cause, Australians met on Facebook and Instagram in January to share their experiences and their passions. This presents opportunities for brands to connect with their audiences and find the “spark” that will unite them.