How We Use Facebook Trends for Targeting in 2020

How We Use Facebook Trends for Targeting in 2020

1.45 billion people log onto Facebook every day. It’s one of the most powerful tools to market to people world-wide or target an audience in your own backyard. With 100 million hours of daily video watch time, 4 million likes every minute and a storage of over 300 petabytes of data, the power of Facebook ads and targeting has become even more valuable to businesses today than ever before.

There’s no doubt that Facebook has revolutionized over the years, and we’ve seen it first-hand. As Facebook has aged and evolved, so has consumer behaviour. Social media impacts and influences our lives on a daily basis. For this reason it’s no surprise that brands and businesses are asking how to take advantage of it. It’s also encouraging us as marketers to get even more creative with our branding and messaging.

In the 2020 Topics and Trends Report from Facebook IQ, they explored topics around the world that had gained momentum in 2018 and 2019. The topics reveal key developments in people’s attitudes, expectations and behaviours. Our digital team uses these topics and statistics to understand where the world is headed and effectively target on Facebook.

Looking at the diversity of people on a global scale, allows us to tap into the emotional side of consumers in a whole new way. Trends come to different places at different times, so an existing trend in one market could soon emerge in another. Understanding what’s happening around the world helps us think about our client markets in fresh ways and be prepared for what’s to come.

The report focuses on the following topics: Art and Design, Beauty and Fashion, Entertainment, Food and Drink, Mind and Body and Travel and Leisure. It highlights trends that are on the cusp of going mainstream.

Here’s an overview of how the Facebook uses this data to develop and determine which topics of conversation to feature:

•  They explored thousands of topics from January 2018 to June 2019 on Facebook. Where patterns emerged, Facebook looked to third-party research and credible media sources to both inform and validate their overall findings.

•  New this year, they’ve expanded beyond the US to 13 new countries in four regions: Argentina, Australia, Brazil, Canada, France, Germany, India, Indonesia, Mexico, the Philippines, Sweden, Thailand and the UK.

•  For each topic of conversation, Facebook relied on aggregated, anonymized, country specific data from January 2018 to June 2019 for people ages 18 and older who use Facebook. All topics chosen grew from June 2018 through June 2019.

By analyzing this report, we can get a better understanding of the trends that people are excited about, and that helps to inform our choices around marketing campaigns, creative strategy and product development for our current and potential clients.