Facebook is fast becoming an avenue to not just maintain social interaction among people, but one that exists to tell a lot about the inclination of people from different parts of the world. Marketers are quickly tapping into the information that this knowledge avails to better understand the direction the world is going, easily connect with people by leaning into subject matters that interest them and properly execute materials that resonate with their target audience.

In the 2020 Topics and Trends report published by Facebook IQ, you are exposed to valuable insight into topics that gained thrust on Facebook from 2018 to 2019. These topics show vital changes in people’s attitudes, expectations and online behaviours.

Here’s a sneak peek:

Country: Australia

Topic trend: Gut health

The report shows that Australia, a top name in wellness trends has recently geared towards gut health. They view the gut as a gateway to overall health and hence are seeking out ways to promote health from the inside out through their conversations and interaction on Facebook. The metrics suggest that a higher percentage of women are pushing for gut health in Australia.

Example of brand tap-in: Brands whose products/services promote gut can leverage this and plug in with their target market.

Country: India

Topic Trend: Domestic treks

More Indians are on a mission to experience the outdoors and natural scenery of the country through adventures like trekking and mountaineering, and they document this with travel photography. Metrics show that the topics mountaineering, backpack and travel photography have enjoyed conversations on Facebook between 2018 and 2019 with a higher percentage of men geared towards the activity.

Example of brand tap-in: Brands that sell backpacks, hiking boots and cameras can leverage this data to target the men in India with digital ads.

Country: Indonesia

Topic Trend: E-Sports

Indonesians love to kick back and enjoy the pleasures of playing sports and competing online. E-Sports, a form of competitive gaming that allows people to play against each other in real-time online has recently become the cup of tea for most males in Indonesia. They don’t just view it as a form of recreation, but also as an avenue to cultivate virtues like goal-setting and team spirit.

Example of brand tap-in: A brand which creates online games can leverage this information to upgrade their product offering and target men in Indonesia.

Country: The Philippines

Topic Trend: Skincare

Known for their love for beauty and skincare, the Philippines have heightened their conversations on the subject matter with a new emphasis on changing routines. A new trend championed by a greater percentage of women has emerged which goes down to the basics of cleansers, moisturizers, and UV protection. The discussions center around people seeking out products with hyaluronic acid which helps retain moisture and collagen in the skin.

Example of brand tap-in: A brand that sells skincare products with hyaluronic acid can leverage this information to channel products to women in the Philippines.

Country: Thailand

Topic Trend: Coffee

Thailand natives seem to be loving coffee a lot and it’s evident in the conversations they have online. It also appears like more women are drawn to this age-old drink than their male counterparts. A rise in the number of coffee shops around town also shows that Thailand residents are indeed becoming more interested in coffee.

Example of brand tap-in: A competitive brand can up the ante by opening a coffee shop with a distinct offering and focus on targeting more Thailand women with strategic Facebook advertising.

These are just a few of the countries that are taking the lead with specific topic conversations on Facebook. Click to read the full Topics and Trends report.