Mobilizing for Summer
Dive into our learnings about Summer on Facebook and Instagram, to mobilize for the season.
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Summer is a season for people to connect with family and friends, stay active and feel good. And mobile has created opportunities to stay connected beyond the moments we share in person. On Facebook, we saw that 92% of Summer-related conversations in the US took place on mobile in 2016—that’s 12.38x more conversation on mobile than on desktop.
With mobile as our constant companion, it’s more important than ever to connect with people on the go. Check-in locations can offer a glimpse into the ways people stay active and engaged during the season.
The top five check-in categories on Facebook in the US during Summer 2016:
1
RESTAURANTS
2
LANDMARKS AND HISTORIC PLACES
3
BARS
4
PARKS
5
RECREATION AND FITNESS
So what are people talking about during the Summer? On Facebook and Instagram, the dominant conversations throughout the 2016 season were about Loved Ones1 and Recreational Activities2. But different demographics have different experiences. For example, on Facebook, younger people talked more about Health and Beauty3 than older people.
Topics of conversation on Facebook and Instagram in the US during Summer 20164
29%
LOVED ONES
25%
23%
RECREATIONAL ACTIVITIES
23%
15%
HEALTH AND BEAUTY
15%
9%
TRAVEL
10%
7%
WEATHER5
8%
7%
FOOD
6%
4%
APPAREL AND ACCESSORIES
6%
3%
BEVERAGES
3%
2%
GENERAL SUMMER6
3%
Understanding the cadence of these conversations is key to planning for the season. During Summer 2016, the date with the highest volume of Summer-related conversation in the US was June 19 (Father’s Day).
On Facebook, Food7, Beverages and Travel8 topics spiked on Saturdays throughout the season. On Instagram, Health and Beauty and Apparel and Accessories9 conversations spiked during weekdays throughout the season, and Beverages10 conversations spiked on Fridays and Saturdays.
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