Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
Valentine’s DayH A P P E N S O N F A C E B O O K A N D I N S T A G R A M
In the US, 89% of posts, videos and photos about Valentine’s Day 2016
were shared on mobile. That’s 8x the conversation on desktop.
In the US, women drove the overall conversation on Facebook, but each
gender discussed romance, loved ones and date night at a similar
rate. Men drove anti-Valentine’s Day and proposals and relationship
status conversations, whereas women focused more on gifts and
food and drink.*
Buzz in the US surrounding Valentine’s Day 2016.
G R O W T H
W H E R E
W H O ’ S T A L K I N G A B O U T W H A T
W H E N
I N S T A G R A M H A S H T A G S
R O M A N C E
44 .4%
A G E 1 8 - 3 4M E N
W O M E N A G E 1 8 - 3 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
2 1 %
7 9 %
7 8 %
2 2 %
L O V E D O N E S
17 .0%
M E N
W O M E N
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
2 1 %
7 9 %
7 8 %
2 2 %
D A T E N I G H T
A N T I - V A L E N T I N E ’ S D A Y
11 .4%
4.5%
M E N
M E N
W O M E N
W O M E N
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
2 0 %
3 3 %
8 0 %
6 7 %
7 8 %
7 0 %
2 2 %
3 0 %
P R O P O S A L S A N D R E L A T I O N S H I P
S T A T U S
9 .9%
M E N
W O M E N
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
2 8 %
7 2 %
6 6 %
3 4 %
G I F T S
6 .8%
M E N
W O M E N
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
1 3 %
8 7 %
8 6 %
1 4 %
F O O D & D R I N K
5 .7%
M E N
W O M E N
A G E 1 8 - 3 4
A G E 1 8 - 3 4
A G E 3 5 - 5 4
A G E 3 5 - 5 4
1 7 %
8 3 %
8 1 %
1 9 %
56% of the Valentine’s Day-
related conversation on
Facebook in 2016 took place
on the day itself—a Sunday.
A combined 23% of
conversation happened in
the three days prior.
Conversation around topics
like date night, gifts and
travel jumped during the
days leading up to and after
the holiday.
T A K E A W A Y
T A K E A W A Y
With Valentine’s Day taking place on a Tuesday in 2017, you can influence people planning special moments for the weekends before and after.
Remember what’s top of mind for different demos so your message resonates. And don’t forget a messaging strategy for men, as both genders discussed romance and date night topics at an equally high rate.
89% 11%
1
2
W I N H E A R T S W I T H M O B I L E
S H O W L O V E W I T H O F F E R S A N D P R O D U C T I N F O
During the first big consumer holiday of the year, Americans spend billions
showing affection for loved ones.¹ And they come to Facebook and
Instagram to share emotions, from affection to heartbreak, and to share
in the moment with loved ones of all kinds. With the right strategy, your
brand can connect with a message that resonates. Here are some key
considerations as you plan for 2017:
28% of surveyed retail shoppers in the
US said they chose their last purchase
channel (in-store, online, other) due
to a special offer available through
that channel.²
26% of surveyed retail shoppers in the
US said product reviews are the best
media type for discovering new products.
Consider ways to help people balance
quick decisions with informed ones.²
Whether someone is in search of the
perfect gift or a little retail therapy,
consider how your brand can be
discovered on mobile.
Nearly ¹/₃ of surveyed retail shoppers
in the US said Instagram (30%) and
Facebook (34%) are good places to find
out about new products and services.²
Contact your Facebook or Instagram partner to plan for 2017.
Visit facebook.com/business for more insights and solutions.
C O N T A C T
Source unless otherwise specified: Facebook data, US only, ages 18+, Jan–Feb 2016.
*Comparison proportionate to each audience's overall conversation.
1 National Retail Federation, Feb 2016.
2 “Path to Purchase 2016” by Kantar (Facebook-commissioned survey of 2,067 people ages 18+ in the US who made a beauty,
electronics, fashion purchase in the last three months), Aug 2016.
1.70xon Facebook compared
to the prior year
Conversations about Valentine’s Day grew
more photos shared on mobile on
Valentine's Day than on surrounding dates
more videos shared on mobile on
Valentine's Day than on surrounding dates
1.45x 1.17x
The percentage of conversation among
younger Millennials (18–24) was highest
within the anti-Valentine’s Day topic.
Meanwhile, their older counterparts
drove conversations around loved ones.
L O V E
H A P P Y
M Y V A L E N T I N E
V D A YC U T E
B E A U T I F U L F A S H I O N
B L E S S E DH E A R T
I L O V E Y O U
F A M I L YH E A R T S
F L O W E R S
C H O C O L A T E
R O S E S
M U S I C
F R I E N D S
B E M Y V A L E N T I N E
VALENTINE'S D AY
W E E K E N D
F U N
A M O R