2019FacebookIQ年度热门话题和趋势报告.pdf

The 2019 Topics & Trends Report from Facebook IQ See the conversations on the cusp of going mainstream facebook/iq Kick p.31 Woofer p.14 Sustainable Fashion p.10 Caldo de Pollo p.17Contents Methodology Contributing Partners Beauty & Fashion K-Beauty Prints to the Max Beauty Goes Green Entertainment Heady Horror Smarter Sound Tech-Fueled Escapism Science & Technology Delving into Digital Worlds Screens Spread Out The New Space Race Food & Drink Multicultural Comfort Foods Soul Food Reimagined Bread 2.0 Mind & Body “It” Ingredients in Action Productivity Hacks Wellness as a Luxury Good Commerce Everyday Eco-Products Circular Economy Selfie Selling Introduction Travel & Leisure Accessible Adventures California Dreaming Urban Jungle Gym Want to Know More? About Facebook IQ 03 04 12 24 16 28 32 20 08 02 The 2019 Topics & Trends Report from Facebook IQ 01 can better 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. Weve grouped these findings across seven distinct categories: Beauty & Fashion, Commerce, Entertainment, Food & Drink, Mind & Body, Science & Technology and Travel & Leisure. Each category features three themes, with each exploring related topics of conversation and insights behind their growth or activity in 2018. This year, we found a few cultural currents running across categories. Green products and sustainability reflect a new eco-consciousness across beauty, fashion and travel. Food topics also popped outside of cuisine discussions, as people took new interest in the health and wellness benefits of some ingredients. And were now seeing the decentralization of traditional models in things like exercise, shopping and even screen time. New to this years report, contributing partners at the Innovation Group at J. Walter Thompson Intelligence, PSFK and Stylusall leading global trend spottershave provided their perspectives and commentary on themes and topics. Given the size and scope of Facebooks platform, these topics of conversation are demonstrative of trends on the cusp of going mainstream. These are the trends that people have been talking about, that the market is ready for and that can help inform your choices around marketing campaigns, creative strategy and product development. Welcome to The 2019 Topics & Trends Report from Facebook IQ, our review of the topics of conversation on Facebook that grew in 2018 and what they suggest about what will matter to people in the year ahead. By understanding which topics are seeing growth on Facebook, marketers Introduction On The Cusp The 2019 Topics & Trends Report from Facebook IQ 02 Self Care p.23 Straw p.09The Innovation Group at J. Walter Thompson Intelligence The Innovation Group at J. Walter Thompson Intelligence is a specialized practice at the J. Walter Thompson Company, offering a unique blend of research, innovation and data analytics across its global network. PSFK PSFK is a business-intelligence company that inspires future- forward brands to leverage innovation. Using industry reports, newsletters, a research database and workshops, it immerses members in the latest news and insights and helps ideate new opportunities. Stylus Stylus is a global trends intelligence company that helps businesses, brands and agencies across more than 20 industries to capitalize on cross-industry trends and consumer shifts. Stylus empowers clients to break boundaries, future-proof decisions and drive positive change. First, we turned to our two monthly features “Topics to Watch” and “Hot Topics”to examine their combined findings over the previous year. “Topics to Watch” regularly shines a light on popular topics of conversation on Facebook that have shown early growth patterns similar to other topics that have shown long-term growth. Based on our own analysis and research of similar data patterns, we anticipate that these topics are likely to continue to grow. “Hot Topics” highlights terms that spike in a particular month, but dont necessarily continue to grow long term, such as holidays and current events or recent occurrences in sports and entertainment. Then, we explored the full universe of topics that grew from January 2017 to October 2018 on Facebook to find additional topics. Where patterns emerged, we looked to third-party research and credible media sources to both inform and validate our overall findings. New this year, we invited leading industry experts to share their perspectives on several high-level trends in “Spotlights.” We used these trends as a starting point to consider additional topics, and they provided a new lens into how they are manifesting in culture today. While the majority of featured topics of conversations grew from January 2017 to October 2018, in some cases we include topics of conversations that did not rise over this time period, but whose activity, such as a surge earlier in the year or spike, added color to the broader themes we are exploring. Our analysis covers trends across Beauty & Fashion, Commerce, Entertainment, Food & Drink, Mind & Body, Science & Technology and Travel & Leisure. For each topic of conversation, we relied on aggregated, anonymized, US-only data from January 2017 to October 2018 for people ages 18 and older who use Facebook. Methodology Contributing Partners 2019 Topics & Trends Report from Facebook IQ 2018 Facebook, Inc. All Rights Reserved. All trademarks are the property of their respective owners and no affiliation or endorsement is implied by use. Editorial, views, and opinions expressed in Spotlights or by third-parties are those of individual contributors and do not necessarily represent the views of Facebook. We invited these leading industry experts to share some trends they see on the rise and provide commentary throughout the report. The 2019 Topics & Trends Report from Facebook IQ is a culmination of a years worth of research and findings. Heres how our team determined which topics of conversation to feature. The 2019 Topics & Trends Report from Facebook IQ 03Beauty & Fashion Bold patterns are becoming fashion staples, Korean beauty lines are offering specialized skincare options and new eco-friendly formulas and packaging are replacing old products. People are gravitating toward beauty and fashion products that are more expressive of their personal style and values. The 2019 Topics & Trends Report from Facebook IQ 04 K-Beauty People stateside seem willing to try just about anything in the famous 10-step Korean skincare routine, 1from sheet masks to snail slime. 2In 2018, Korean beauty sales ballooned to an estimated $13.1 billion, 3with major American beauty retailers adding entire K-beauty sections to their retail offerings. Known for innovation, 4Korean companies use an ever-evolving range of highly specific active ingredients, and in turn, consumers are learning more about what powers their products. Melaleuca alternifolia or tea tree oil, a natural acne fighter, is appearing in exported Korean lines, as are exfoliation methods from scrubs to peels. Consumers curiosity even extends to sunscreens from around the continent of Asia, 5which are known to be more comprehensive than American versions that have long relied on zinc and titanium dioxide. Riding the wave of mass export K-pop videos, Korean beauty products have taken hold through another kind of video: online beauty tutorials. In these clips, influencers demonstrate to a global audience how to use products to achieve their skin goals. And as brands continue to experiment with new functional ingredients, peoples skincare regimens will grow even more targeted. Beauty & Fashion 1. Sara Bauknecht, “K-Beauty boom: Why cosmetics from South Korea are so popular (and where to find them in Pittsburgh),” Pittsburgh Post-Gazette, May 22, 2017. 2. “Selfies and snail slime: Analyzing beauty conversations on Facebook and Instagram,” Facebook IQ, May 20, 2017. 3. “Value of cosmetics exported from South Korea between 2012 and 2016 (in billion U.S. dollars),” Statista, 2018. 4. Marian Liu, “Beyond beauty: Korean makeup provides cosmeceuticals,” CNN, April 11, 2018. 5. Taylor Bryant, “Why Asian Sunscreens Trump American Ones,” Nylon, May 15, 2018. Chart Source: Conversation over time: Facebook data, people ages 18+, US only, Jan 2017Oct 2018. Growth rates compare average weekly volume of last month to average weekly volume of first month (Oct 2018 over Jan 2017). Particularly large growth rates can be driven by spikes in conversation due to one-time events. Age and gender: Facebook data, people ages 18+, US only, Nov 2017Oct 2018.Exfoliation Melaleuca Alternifolia Titanium Dioxide “K-Beauty has hit the coveted sweet spot: connecting expert, science-backed innovation with Instagram-worthy packaging and super-fun, memorable experiences. Its no wonder so many look on with longing.” TESSA MANSFIELD, CHIEF CREATIVE OFFICER AT STYLUS CONVERSATION OVER TIME (Jan 2017Oct 2018) AGE (Nov 2017Oct 2018) GENDER (Nov 2017Oct 2018) JFMAMJJASOND JFMAMJJASOND JFMAMJJASOND 18-34 44% 18-34 18% 18-34 25% 35-54 46% 35-54 44% 35-54 49% 55+ 10% 55+ 38% 55+ 26% 96% Female 94% Female 79% Female 4% Male 6% Male 21% Male 2018 2017 1.1x grow th 2018 2018 2017 2017 7.1x grow th 2.5x growth The 2019 Topics & Trends Report from Facebook IQ 05 Prints to the Max From muted, monochrome fashion to the ubiquitous subway tile 6in coffee shops, minimalism has dominated our aesthetics in nearly every arena for the last several years. After many seasons of paring down, shoppers are ready to go wild. Prints are in with a vengeance, with animal patterns and tropical themes like monstera deliciosa, a tropical plant, dominating the runways and fast fashion shelves alike. On the street, sartorialists are mixing and matching prints, layering snakeskin on top of zebra on top of plaid in order to express their identities 7rather than disappearing into a sea of the similarly-dressed. Wacky wallpaper is even taking hold in restaurants in place of white tile. With fashion shifting again toward more is more, patterns are the new black. Beauty & FashionMonstera Deliciosa Snakeskin Zebra 6. Kyle Chayka, “Same old, same old. How the hipster aesthetic is taking over the world,” The Guardian, Aug 6, 2016. 7. Aemilia Madden, “How The Maximalist Fashion Trend Made Me Ditch My Pared-Down Style,” The Zoe Report, October 6, 2018. Featured Topics to Watch: monstera deliciosa Chart Source: Conversation over time: Facebook data, people ages 18+, US only, Jan 2017Oct 2018. Growth rates compare average weekly volume of last month to average weekly volume of first month (Oct 2018 over Jan 2017). Particularly large growth rates can be driven by spikes in conversation due to one-time events. Age and gender: Facebook data, people ages 18+, US only, Nov 2017Oct 2018. CONVERSATION OVER TIME (Jan 2017Oct 2018) AGE (Nov 2017Oct 2018) GENDER (Nov 2017Oct 2018) JFMAMJJASOND JFMAMJJASOND JFMAMJJASOND 18-34 44% 18-34 41% 18-34 20% 35-54 39% 35-54 41% 35-54 31% 55+ 17% 55+ 18% 55+ 49% 82% Female 64% Female 76% Female 18% Male 36% Male 24% Male 2018 2017 9.8x growth 2018 2018 2017 2017 1.7x growth 5.2x growth The 2019 Topics & Trends Report from Facebook IQ 06 Beauty Goes Green Clean has become a guiding principle for what we put into our bodies, as well as products we put on our bodies. After years as the preserve of niche brands, green beauty has hit the mainstream. Almost half (48%) of American women who use facial skin care now seek out products made from natural or organic ingredients. 8With shoppers more focused on product formulations, a once obscure term like phthalate (a potentially harmful chemical that makes plastic more flexible) popped up in online conversations in 2018. Responding to customer concerns, mass-market beauty brands are hacking their products. For instance, as awareness of the environmental impact of microplastics spikesand more governments ban microplastics 9in cosmeticsbrands are swapping in sustainable alternatives, like ground nut shells, sugar and salt crystals. With the public increasingly vocal about plastic pollution, product packaging is also getting an eco- friendly makeover, from zero-packaging solutions like a seaweed-encased body wash to bottles made from recycled ocean plastic. A cosmetics brand 10sold 12,000 shampoo bars 11in two days when the packaging-free product launched in 2018.This green beauty trend sits at the intersection of sustainability and 360-degree wellness: People want to do better for themselves, without harming the planet. Beauty & Fashion CONVERSATION OVER TIME (Jan 2017Oct 2018)Phthalate Plastic Pollution AGE (Nov 2017Oct 2018) GENDER (Nov 2017Oct 2018) SPOTLIGHT BY Microplastics JFMAMJJASOND 18-34 18% 35-54 36% 55+ 46% 8. “For Nearly Half of U.S. Women Using Facial Skincare Products, Ingredients Determine their Purchases,” NPD, Sep 18, 2017. 9. Damian Carrington, “Plastic microbeads ban enters force in UK,” The Guardian, Jan 9, 2018. 10. Facebook, accessed Dec 4, 2018. facebook/attn/videos/214240399077833/. 11. Leah Prinzivalli, “Lush Sold 12,000 Shampoo Bars in Just Two Days Thanks to a Viral Video,” Allure, Jun 12, 2018. Chart Source: Conversation over time: Facebook data, people ages 18+, US only, Jan 2017Oct 2018. Growth rates compare average weekly volume of last month to average weekly volume of first month (Oct 2018 over Jan 2017). Particularly large growth rates can be driven by spikes in conversation due to one-time events. While the majority of featured topics of conversations grew from January 2017 to October 2018, in some cases we include topics of conversations that did not rise over this time period, but whose activity, such as a surge earlier in the year or spike, added context to the broader themes we are exploring. Age and gender: Facebook data, people ages 18+, US only, Nov 2017Oct 2018. 2018 2017 Tessa Mansfield, Chief Creative Officer at Stylus JFMAMJJASOND JFMAMJJASOND 18-34 21% 18-34 28% 35-54 42% 35-54 32% 55+ 37% 55+ 40% 2018 2017 2018 2017 4.8x growth 7. 2 x grow th 66% Female 34% Male 72% Female 28% Male 89% Female 11% Male The 2019 Topics & Trends Report from Facebook IQ 07 Commerce The new words in shopping are “reduce, reuse and recycle.” Some brands are incorporating recycled materials into new goods to reduce their environmental impact, while shoppers are buying longer- lasting products from sellers who reflect their values. All the while, more influencers are now selling through their selfies. The 2019 Topics & Trends Report from Facebook IQ 08