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Facebook IQ 2018 Annual Topics & Trends Report Summary

Introduction

Facebook IQ's Annual Topics & Trends Report highlights conversations that transitioned from niche to mainstream in 2017 and are expected to dominate in 2018. The report is based on data from 2 billion users, focusing on how cultural, social, and digital trends are shaping consumer behavior and market opportunities. Trends are categorized into Beauty & Fashion, Food & Drink, Commerce, Mind & Body, Culture, Technology, and Entertainment.

Core Content & Key Trends

Beauty & Fashion

• Beauty (Non) Secrets: Authenticity is becoming a key trend in beauty and fashion. Users and celebrities openly share their real selves, and brands are embracing transparency by showcasing unretouched images of models.
  • Cryolipolysis: A cooling treatment for fat reduction, hair removal, and permanent makeup has seen significant online discussion since 2016.
  • Androgynous Fashion: Gender-fluid clothing is gaining traction, with terms like "androgyny," "boyfriend fashion," and "unisex" becoming prominent. This reflects a cultural shift towards individuality and breaking traditional gender norms.
  • Uniform Not Wanted: The rise of diverse jeans styles like bell bottoms, capri pants, and mom jeans shows a move away from a single "uniform" in fashion. People are increasingly influenced by personal style over trends dictated by gatekeepers.

Food & Drink

• Adventures in Eating: Food-related content is becoming more adventurous and diverse, with a focus on unique and bold culinary experiences.
• Convenient Formats: There's a growing preference for easy-to-prepare and portable food formats, such as meal kits and single-serving snacks.
• Picture-Perfect Food: Visual appeal is crucial in food marketing. Users engage more with content that showcases aesthetically pleasing dishes, often sharing them on social media platforms.

Commerce

• Choice Simplified: Consumers are gravitating towards businesses that offer fewer choices to reduce decision fatigue. This trend is evident in products like mattresses, toothbrushes, and meal replacements.
• Make It About Me: Personalization is key in e-commerce. Subscription models and curated boxes based on user data are becoming more popular.
  • Subscription Business Model: Companies like Stitch Fix are leveraging data to offer personalized shopping experiences.
  • Data Management: Brands that use data to understand customer preferences are seeing higher engagement and loyalty.
• The Rise of Cryptocurrency: Digital currencies are moving from the dark web to mainstream. Initial Coin Offerings (ICOs) are gaining traction as a new fundraising method, and regulation is on the horizon.

Mind & Body

• A “New Age” for Pain: Discussions around pain management and alternative treatments are increasing, indicating a shift in how people approach health and wellness.
• Industry of Calm: There's a growing interest in mindfulness and relaxation, with content around meditation, self-care, and mental health gaining traction.
• Personality at Work: The concept of work-life balance and personal expression in the workplace is becoming more accepted, with companies recognizing the value of diverse personalities in the workforce.

Culture

• Empowerment Marketing: Female empowerment is a powerful marketing tool. Brands are being encouraged to move away from objectifying women in ads and focus on gender equality.
• National Day of Whaaat?: Unconventional holidays like Friendship Day, International Coffee Day, and World Naked Gardening Day are becoming social phenomena, with online engagement increasing year-over-year.
• West, Meet East: Eastern holidays such as Singles' Day and Chinese New Year are gaining popularity in the US, surpassing Western holidays like Black Friday in engagement.

Technology

• Everyday AR: Augmented reality is becoming more integrated into daily life, from virtual try-ons in retail to interactive social media experiences.
• Friendly-bots: AI-powered chatbots and virtual assistants are becoming more sophisticated and widely used for customer service and personalization.
• The World, Customized for Me: Personalization is extending beyond shopping to digital experiences, with users expecting tailored content and services.

Entertainment

• Get Your Geek On: Interest in science, tech, and niche topics is growing, with users engaging in discussions around these areas on Facebook.
• Midcore on Mobile: Mobile gaming is on the rise, with console and PC gamers moving to mobile platforms, leading to a shift in entertainment consumption habits.
• The New Water Cooler: Social media is becoming the new platform for casual, everyday conversations that were once limited to physical spaces like the office or home.

Main Points

• Transparency and authenticity are reshaping beauty and fashion norms.
• Personalization and simplification are key drivers in the commerce sector.
• Cryptocurrency and blockchain are gaining mainstream traction, with potential for regulation.
• Mental health and self-care are becoming more socially accepted and discussed.
• Gender equality and empowerment are central to cultural and marketing trends.
• Unconventional holidays are becoming social events, with increasing online engagement.
• Technology and digital experiences are becoming more integrated into everyday life.

Key Insights

• The mainstreaming of previously niche topics is evident across all categories.
• Data-driven personalization is a significant factor in consumer engagement.
• Cultural shifts are influencing both consumer behavior and business strategies.
• Social media platforms are playing a pivotal role in shaping and popularizing these trends.
• The intersection of technology and culture is becoming more pronounced, with AR, bots, and digital currencies influencing daily interactions and commerce.