April’s Hot Topics in Australia showed the power of community. Whether sharing their favourite songs in memory of an artist, observing a national holiday or cheering on their sports team, Aussies sought ways to come together and connect around their experiences on Facebook and Instagram.
April was a month for reflection in Australia, with people of all ages turning to Facebook and Instagram on Anzac Day. The occasion was the highest-trending topic across both platforms as Aussies acknowledged the nation’s past and present servicemen and shared the “Ode of Remembrance,” an extract from Laurence Binyon’s classic poem “For the Fallen.”
The passing of legendary American musician and actor Prince trended highest amongst an older female audience on Facebook and Instagram. His iconic hit “Purple Rain” was frequently mentioned on both platforms as people paid tribute to his life and career. People also used Facebook to reflect on the life of American performer Merle Haggard, who was honoured at the American Country Countdown Awards after his passing.
Superheroes remained a popular talking point, as Australians prepared for a slew of new film releases, including Marvel’s latest installment, “Captain America: Civil War.” But it wasn’t just big screen releases that captured attention. “Dark Souls III” got young males talking on Instagram, and Aussies of all ages flocked to Facebook and Instagram to discuss the return of the HBO megahit, “Game of Thrones.”
Let the games begin
Facebook and Instagram provided a forum for basketball fans to say farewell to retiring LA Lakers superstar Kobe Bryant. Soccer supporters of all ages got excited for the A-League Grand Final and turned to both platforms to cheer on hotly favoured victors, the Adelaide Football Club.
Skincare company Proactiv reached a younger female audience on Instagram with its #TRUEselfie campaign while Range Rover’s announcement of the new Evogue was popular with an older demographic on Facebook. Marks & Spencer built up hype around its online launch in Australia by announcing two new fashion collections, which were a hit on Instagram with a young female audience. Excitement and speculation also swelled amongst men and women on Facebook in anticipation of the iPhone 7 release.
What it means for marketers
April shows the strong sense of community that a holiday, a sporting event or the return of a much-loved TV show can create. By being involved in these moments and sharing the experience, brands can become part of the wider event and join their audience in a more meaningful way.