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See what made The 2019 topics & trends report from Facebook IQ
Discover which topics are taking hold in conversation across Facebook, and are on the cusp of going mainstream in the year ahead.
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What can billions of conversations tell marketers about how to plan for the year ahead?
In The 2019 topics & trends report from Facebook IQ, we share insights on the many topics of conversation that grew on Facebook in 2018 and what they suggest will matter in the year ahead. By understanding which topics are seeing growth on our platform, marketers can anticipate potential shifts in the world around us, including the foods people eat, products they buy, media they consume, physical activities they engage in and ways they spend their time.
We've grouped these findings across seven distinct categories: Beauty & fashion, Commerce, Entertainment, Food & drink, Mind & body, Science & technology and Travel & leisure.
This year, we found a few macro currents running across disparate categories. Food has taken on a new life beyond cuisine as people explore the functional benefits of specific ingredients. Eco-consciousness is driving purchasing decisions in the worlds of beauty, fashion and travel. And we're now seeing the decentralisation of traditional models in things such as exercise, shopping and even screen time.
As a new feature in this year's report, we invited leading global trend spotters at the Innovation Group at J. Walter Thompson Intelligence, PSFK and Stylus to provide their perspectives and commentary on various themes and topics, and what they mean for the year to come.
Download the full report to see the trends that people have been talking about, that the market is ready for and that can help inform choices around marketing campaigns, creative strategy and product development.
Take a look inside the report
How we identified featured topics
The 2019 topics & trends report from Facebook IQ is a culmination of a year's worth of research.
To identify topics, we turned to our two monthly features – "Topics to watch" and "Hot topics" – and examined their combined findings over the previous year. We also explored the full universe of topics that grew from January 2017 to October 2018 on Facebook. The perspective provided by leading industry experts inspired additional topics to explore. Finally, we turned to third-party research and credible media sources to both inform and validate our overall findings.
For each topic of conversation, we relied on aggregated, anonymised, US-only data from January 2017 to October 2018 for people aged 18 and older who use Facebook. The full methodology is available in the report.
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