Winning hearts on Valentine’s Day

During the first big consumer holiday of the year, people spend billions showing affection for loved ones.1  They come to Facebook and Instagram to connect over happiness and heartbreak and share in the moment with loved ones of all kinds. We took a look at how conversations played out on our platforms surrounding Valentine’s Day 2016.  Read more

Unveiling the Beauty Secrets of the Modern Asian Woman

For 1 in 4 Asian women, a typical morning routine involves the daily application of 16 beauty products to their face that average a total product cost of US$229.

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Interested in what drives this and other beauty habits, Facebook IQ commissioned TapestryWorks to survey 4,158 and interview 64 women in Indonesia, Japan, Malaysia and South Korea.  These respondents provided insights about their beauty regimes in the cultural context of living in their respective countries, and then our experts enriched the study with Facebook and Instagram behavioral data.

We found that while women in these markets share similar beauty goals, their visions of beauty vary widely. We also found that Asian beauty shoppers like to experiment with new or alternative looks—and most are still on a quest to find their perfect beauty match. Although many visit the beauty counter, nearly 40% ultimately make their purchase online or on mobile.

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Holidays 2016: ‘Tis the Season of Surprises

We all have big dreams for the Holidays. We hope to find the perfect gift, ship a picture-perfect card and get it all done early. But it’s a season of surprises. The Holidays unfold in a variety of unexpected ways, whether it’s shopping later than planned or picking up a little something extra for ourselves. Read more

Hot Topics: Canada July 2016

In July, Canadians took to Facebook and Instagram to celebrate the country’s biggest annual festivity: Canada Day. They also cheered on major sporting events and fixated on the latest mobile gaming craze.




Brand buzz

The Canadian release of “Pokémon Go” came with a widespread fascination with the gaming app, leading people to share their quest to catch ’em all on Facebook and Instagram.

July also hosted rumours around the upcoming release of the new Apple iPhone, as people on Facebook speculated on everything from its official name and camera to its home button, release date and more.



Canadian comedian Mike Ward dominated a big part of the Entertainment conversation on Facebook. The comedian, who was charged with a human rights violation over a joke he made about a handicapped performer, is crowdsourcing legal fees for his appeal.

People on Facebook also shared their reviews for one of the biggest summer blockbusters: the female-led “Ghostbusters” film.


Big wins

People on Instagram shared their photos from the Canadian Open in Oakville, Ontario, where Jhonattan Vegas took the top spot. People also showed support for Canadian tennis star Milos Raonic, who made it to the quarter finals in the Rogers Cup, hosted in Toronto.

Finally, Canadians joined the international conversation, sharing their excitement on Instagram for the Portugal National Football Team, the winners of this year’s Euro Cup soccer tournament.




What it means for marketers

Discover more insights about what mattered to people during the month of July in the charts above. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Hot Topics: Canada June 2016

Canadians on Facebook and Instagram spent the month of June sharing their excitement over the summer holidays, their thoughts on major political events and support for their favourite musicians.



Women on both platforms celebrated dads on Father’s Day with photos and kind words. Early Canada Day plans were also on their minds.

On Instagram, women shared their photos celebrating the Muslim holy month of Ramadan. Younger women also celebrated their achievements during the graduation season.

In the news

Gay Pride was a big topic of conversation for men and women on Facebook and Instagram, as Canadians showed their support for those affected by the tragic nightclub shooting in Orlando.

People also discussed the potential economic impact of Brexit—that is, the UK’s decision to exit the European Union.

Let the games begin

Men on Instagram were caught up in the excitement of the ongoing UEFA Euro Cup soccer tournament. On Facebook, Canadian men discussed the controversial deal that saw Montreal Canadiens defender P.K. Subban traded to the San Jose Sharks.

Hitting the right notes

Women on Instagram shared their photos of major concerts taking place across Canada, as City and Colour, Mumford & Sons, Florence and the Machine, the Dixie Chicks and others made tour stops around the country.

In commemoration

Canadian men on Facebook and Instagram paid their final respects to The Greatest, The Peoples’ Champion: Mohammed Ali.


What it means for marketers

Discover more insights about what mattered to people during the month of June in the charts above. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Capturing the Spirit of Summer

Thanks to the spread of smartphones, even the dog days are now digital days. Over the course of Summer 2015 alone, the rate at which people in 22 countries across the Northern Hemisphere posted to Facebook on mobile jumped by 26%.

What did people share? Everything from love—Summer is a peak time for adding relationships of all kinds—to road trips and running. This year, of course, the Rio Games are also likely to spark plenty of activity as fans reach for their mobile devices to check results and watch replays. Read more

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.

Hot Topics: Canada May 2016

For Canadians on Facebook and Instagram, May was marked by celebrating holidays, supporting favourite sports teams and performers and keeping up with current events.



Women in Canada celebrated moms on Mother’s Day, sharing photos and engaging in conversations on Facebook and Instagram. Canadian men on Instagram, however, were more interested in Star Wars Day on May 4.


Canadian men took to Facebook and Instagram to cheer on the nation’s only NBA basketball team, the Toronto Raptors. There was chatter around DeMar DeRozan’s exceptional performance for the Raptors, who beat the Miami Heat but succumbed to the Cleveland Cavaliers in the semi-finals.


Women on Instagram showed their love for popular female musical acts—Selena Gomez, Carrie Underwood and Beyoncé—each of whom passed through parts of Canada on their respective tours.

In commemoration

The tragic news of Gord Downie’s terminal cancer diagnosis was a major source of conversation for Canadians on Facebook and Instagram, with many offering an outpouring of support. The Tragically Hip front man also announced the band’s farewell tour, which sold out in moments.

All together

Canadians on Facebook came together to offer support for those in Fort McMurray, who are still battling an enormous wildfire that prompted an evacuation, even in neighbouring towns. We also saw people come together on Facebook to collect supplies and donations for the Red Cross and WestJet, which flew in supplies and flew out evacuees.


What it means for marketers

This month proved that people love sharing in good times, such as exciting sporting events, holiday celebrations and larger-than-life musical acts, while also leaning on one another for support in times of sadness. Brands can join the conversation by celebrating these happy events and sharing in the outpouring of support during the unfortunate ones.

Hot Topics: Australia April 2016

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.


In commemoration

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.

Promising premieres

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.

Brand buzz

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.

Check out Hot Topics and Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

Hot Topics: Canada April 2016

In April, Canadians on Facebook and Instagram got excited about tree-planting in celebration of Earth Day, mourned the loss of two influential musicians and cheered on Toronto sports teams with fresh enthusiasm.



April’s Earth Day—globally themed “Trees for the Earth”—had women branching out in conversation on Facebook and Instagram. Aiming to improve our planet’s health, global networks of Earth Day organizations pledged to plant a tree for every person on Earth by 2020 (that’s 7.8 billion trees!).*

In commemoration

April marked two sad days for music lovers, as the deaths of Merle Haggard (April 6) and Prince (April 21) played on the nation’s heart strings. The passing of these influential musicians created melancholy and nostalgia among older men and women alike.

Let the games begin

Toronto’s basketball and baseball teams crossed the generational plane on Facebook and Instagram, with younger men talking about the Raptors and Blue Jays on Facebook and older women talking about the Blue Jays on Instagram. We also saw men turn to both platforms to talk about the retirement of American basketball star Kobe Bryant and to Instagram specifically to discuss his career with the Los Angeles Lakers.

World leaders

Joking publicly about serious issues brought leading Philippines presidential candidate, Rodrigo Duterte, into conversations with an older audience on Facebook this month.


“Ghostbusters,” “The Boss” and the “Gilmore Girls” revival had women sharing their love for Melissa McCarthy on Facebook, as the Comedic Genius Award winner stole the screen and the news spotlight this month.



What it means for marketers

April’s Hot Topics shows that both anticipated and unanticipated events can effectively capture people’s attention. Brands can participate in these moments and celebrations by planning as well as reacting in real time to reach the people who matter most.


* “Earth Day Toolkit” by Earth Day Network, Apr 2016.