The Annual Topics &
Trends Report from
Facebook IQ
See the conversations on the cusp
of going mainstream in 2018
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Facebook IQ2
Introduction: From Niche to Norm
Welcome to
The Annual Topics & Trends Report
—Facebook IQ’s
frst-ever review of some of the conversations on the rise in 2017 that
are poised to go mainstream in 2018.
Due to the size of the Facebook platform, we have a unique vantage
point to see which conversations are growing at scale and taking hold,
and which are simply a fash in the pan. Our fndings are grounded in
real data and real insights from the 2 billion people across Facebook.
The trends we feature are starting to take hold and enter the
mainstream. This is not necessarily their point of conception, but
rather as they are going from niche to norm.
We’ve curated our fndings into seven categories: Beauty & Fashion,
Commerce, Culture, Entertainment, Food & Drink, Mind & Body, and
Technology. In each, we reveal the larger trends taking shape across
business models, social norms, personal health and digital experiences,
to name a few. For each trend, we share our data and larger fndings as
to how these conversations are taking shape.
These are the trends people are talking about, that the market is ready
for and you should consider, as you think about creative planning and
product development.
Facebook IQ3
Methodology
We’ve curated the trends featured in this report by frst identifying themes
across conversations we’ve covered throughout 2017 in both “Topics to
Watch” and “Hot Topics,” our two popular monthly features.
In “Topics to Watch,” we regularly shine a spotlight on topics of conversation
that we have seen grow consistently looking across 12 months. These topics
follow similar volume, variance and other measures of conversation consistent
with past topics that have displayed long-term growth. We therefore expect
them to continue to grow.In “Hot Topics,” we highlight topics of conversation
that drive disproportionately high volume in a particular month, for example,
celebrities in the news, current events and holidays.
When researching the validity of these fndings, we uncovered other rising
conversations that supported these connections, indicating larger trends
emerging in culture. Our fndings are backed by Facebook IQ audience and
vertical studies and third-party research.
For each trend, we share conversation data, which is US-only and includes
users ages 18 and older.
1 Based on early testing, we found that 8 of the 10 topics we identifed in the past grew as predicted.