The 2021 Topics and Trends by Facebook IQ

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The 2021 Topics and trends report from Facebook IQ, gather and analyze the topics and trends that are taking hold in conversations on Facebook and Instagram during the past year. Findings from four regions of the world, including Europe, North America, Asia Pacific and Latin America give insights on which topics and trends to look out for. The report is divided into four major categories; education and action, lifestyle, technology, and leisure.

EDUCATION AND ACTION
Knowledge is power!

Awareness and activism
In the USA, many Americans have raised their voices against racial inequality and shown there support to the Black Life Matters Movement. Protests demanding racial equity have grown in over 2,000 cities and towns in all 50 states. On social media, people are sharing knowledge and educating their followers on racism and inequality.

The joy of reading.
In Australia, because of the corona virus pandemic, reading is increasing. Literature provides a sense of escape through vivid landscapes, companionship in the form of fictional characters and community through book groups online. In 2020, people were more interested than ever in books dealing with race and representation as a global dialog opened up around racial inequity.

New ways of learning.
In Brazil, awareness has been rising around the benefits of distance learning. Major institutions are supporting the effort to bring more education online. E-books, videos, chat rooms and other multimedia resources are fueling distance learning. The overall usage of e-books and Podcasts have greatly increased during the past year.

LIFESTYLE
Do it your way!

Growing greens
In the United Kingdom, 42% of Britons have taken up gardening. People spending more time at home and gardening is a way to blow off steam. With this new fervor for agriculture, Britons are building a foundation for sustainable living.

A more casual culture.
Americans are prioritizing authenticity over appearance. With video meetings as a new norm and in-person interactions on hold, people are taking a more casual stand toward their appearance. Many Americans seems to prioritize authenticity over appearance, even if that means being vulnerable.

Hard work at home.
In Canada, home renovations have increased. Many Canadians have been inspired to strive for a more efficient home environment by several home improvement shows. As people are trying to combine, work, school and leisure time in their living spaces, the desire to do fix-ups has been on the rise. In July 2020, household item spending was up by 20% year-over-year.

TECHNOLOGY
Digitalization on every level.

Better connections
In India, almost half of the population lack access to the internet. However, this is something that is about to be change. Connectivity hit an all-time high in 2020 and e-commerce has intensified the need for broadband access. As a result, India is facing an urgent need to increase access to connectivity.

New banking
In Mexico, digital banking becomes more popular. In 2018, Mexico passed its first law to regulate financial technology, which made the fintech companies expanded by 14% in just one year. Many of Mexico´s estimated 42 million unbanked residents, have already adopt to mobile wallets, credit cards and other digital banking programs.

Hybrid shopping
Australia has been in hindsight when it comes to online shopping but interest in e-commerce has grown since Amazon established in 2017. Last year, between March and April 2020, e-commerce spending increased 29% month over month. Nearly 50% of Australian online shoppers used at least one new digital shopping platform for the first time between July and August 2020.

LEISURE
Leisure time has changed.

Digital art.
In Brazil, digital art has had a boost for a while and interest in digital art is accelerating. The first state museum dedicated exclusively to contemporary and digital art opened in São Paulo in 2019. Museums and other organizations encourage artists to attend schools to channel their creativity into skills and to apply for corporate jobs.

Fashion gets personal.
In the United Kingdom, Corona has resulted in fewer reasons to dress up and reduced the interest for trends and cycles of fashion. However, there has been a growing interest to ”Do-it-yourself thinking” and people are more interested in playing a hand in crafting themselves. In 2020, nearly 24% of UK consumers have completed a craft or DIY project.

On the road.
In Germany, bicycling becomes more popular which may contribute to bikeshops seeing a greater increase of demand as people trade public transportation for cycling. Meanwhile, the trend for drive-in movies, theaters and even nightclubs are growing and vacationers are embracing more of domestic travel by car. In 2020, 34% of German consumers said they planned to travel domestically, of which 68% expected to take the car.

SUMMERY
To summarize this year’s report of Facebook Topic and Trends, we can actually use just one single word; Covid-19. The Pandemic has had a great impact on the entire world. This report can help us understand how people all over the world have found ways to cope with the situation. The two main areas that can relate to the findings in this report are the following:

Increased digitalization on every level.
Digital development accelerates, digital services, e-commerce, entertainment and social interactions are happening more and more online, and more people around the world are gaining access to better connections.

Do-It-Yourself.
In times of restrictions, people have been more committed to do things on their own. Everything from gardening and renovations to grooming and fashion, this trend will probably continue as long as the pandemic has its grip on us. The question might be if this trend is here to stay even when the pandemic eventually is over.

Hope you enjoyed reading and gained some great insights for this year’s digital strategy. If you are curious about DigiView and how we can help you accelerate your growth through digital marketing – don’t hesitate reaching out!

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