Trend report: Growth potential on Facebook and Instagram

What’s trending in social networks? Facebook published the quarterly “Topics to watch” report and presents the top 6 topics that are currently and probably in the future on Facebook and Instagram.

Some will claim that Facebook and Instagram have now been replaced as trending platforms by other newcomers such as TikTok. Nevertheless, the two continue to have a great influence, after all, around 3.5 billion users use one of the platforms at least once a month. According to this, the behavior of the users on Facebook and Instagram can at least tell what is currently trendy. In quarterly „Topics to watch“-Report Facebook presents its own analyzes on the topics that have grown the most and that could also have great trend potential in the future.

This means that the topics presented by Facebook in the report are not the most popular topics, but rather those that have shown the greatest growth year over year and signs that these are not short-term trends but growing interests.

Growing topics on Facebook

Wedding Receptions

Many weddings have been canceled or postponed due to the corona pandemic. In Q2, due to falling restrictions, the topic of “weddings” was big. Many couples held smaller ceremonies or moved them to virtual rooms. Others, who had already dared to go without an audience in previous months, now wanted to catch up on the celebrations. Conversation around wedding topics was YoY 1.57 times higher. The wedding industry was sure to be one of the industries hit hardest by the pandemic. Now there are new trends in how to celebrate in a safe setting.

Pop-up Retail

Pop-up stores are stores that open for a limited period of time. Many customers are still uncomfortable with normal in-store shopping and therefore retailers are looking for ways to make it palatable to them. The advantage of pop-up stores is that they can also be opened outside of the city – and are therefore closer to those who donate shopping who are currently not planning any major shopping trips into the city. Shop owners can test their product range inside without having to sign a long-term rental agreement directly. The conversation around this topic was 3.59 times higher in Q2 2021 than in Q2 2020.

Pet Sitting

In the past, many teenagers used to post notices in their neighborhood stating that they offered their services as pet-sitters. But this type of job search has now also shifted to the digital space and pet owners: inside and potential sitters look for and find themselves on Facebook. For many, this is a new situation, because anyone who bought a pet during the pandemic and is now back working in a presence has not previously had to worry about care. So this is likely to be a continuing trend for the time being until everyone has found their way into their new routines. Compared to the previous year, the conversation grew by a factor of 1.6.

Growing topics on Instagram

Family Reunion

The trends on Instagram are also shaped by the pandemic. Many families could not see each other in the past year and a half and were therefore planning a major reunion in Q2. Searches for “Vacation”, “Picnic”, “All-Inclusive Resorts” or “Class Reunion” prove this. The conversation about these topics was around three times higher than in the previous year.

Car Rental

For most of us, vacation was also canceled. In Q2, the desire for vacation increased, but many still wanted to avoid public transport such as trains and planes. As a result, the conversation about car rentals grew a lot. After all, these were suddenly more in demand than ever before and many users exchanged their experiences on social networks such as Instagram.

Drag Show

The third topic that Facebook is highlighting as a trend on Instagram is drag shows. Here the conversation was 1.84 times higher. So-called drag artists appear in drag shows and usually compete against each other. In the shows, self expression is promoted in a creative way and LGBTQ + Pride is celebrated.

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