Hot Topics: Australia May 2016

Glitz, glamour and jedis stole the show on Instagram and Facebook in May. Aussies wore their hearts on their feeds this month, honouring mothers everywhere and debating big political issues.



Mother’s Day was the highest-trending topic in May, as many Australians shared their love and posts across Facebook and Instagram.

Also in May, Sydney’s upcoming light festival had people flocking to Instagram in anticipation of the 2016 Vivid Festival. Men and women of all ages used Facebook and Instagram to mark International Star Wars Day, while women on Facebook swapped lightsabers for spotlights as the Eurovision Song Contest kicked off again, this time in Sweden.


The 2016 Met Gala in the US captured the attention of young women on Instagram, as celebrities strutted their stuff on the Red Carpet. Fashion icon Jaden Smith had women of all ages talking on Facebook after he teamed up with sister Willow to perform an impromptu dance-off.

Australia had its own gala, as performers from the small screen attended the TV Week Logie Awards. Musician and “The Voice” judge Delta Goodrem was crowned best dressed of the night and was the highest-trending attendee on Instagram.

World leaders

As Prime Minster Malcolm Turnbull announced an upcoming national election, Australians turned their attention to politics in May. People used Facebook to show their support for the Australian dairy industry around the price of supermarkets’ own brand milk, with Deputy Prime Minister Barnaby Joyce’s stance on the issue drawing attention from older men and women. Immigration Minister Peter Dutton sparked controversy with his remarks regarding migrants, causing morning TV presenter Karl Stefanovic to trend on Facebook after he used his show to denounce the Minister’s comments.

Big wins

Australians turned to Facebook in anticipation of the State of Origin clash between Queensland and New South Wales. On Instagram, Australian Formula One driver Daniel Riccardo received some home crowd support in the lead-up to his first poll position drive at the Monaco Grand Prix.

Other international sport drew the attention of Australians, as many tuned in to watch the NBA playoffs. Oklahoma City Thunder received the most mentions of any team on both Facebook and Instagram after their first round win over the Golden State Warriors. In the English Premier League, the Leicester City Football Club secured an underdog victory to become 2016 champions.


What it means for marketers

May’s Hot Topics highlight the unique opportunity brands have to connect with multiple audiences from many diverse demographics. From young female fashion fanatics to a more mature audience passionate about sport and politics, Facebook and Instagram connect brands to their ideal target audience on a platform designed for storytelling.