1、The Annual Topics 18+; US only. For more information on methodology, go to The Annual Topics and Trends Report from Facebook IQ. Chart Source: Conversation over time: Facebook data, from January 2016October 2017, 18+, US only. Growth rates compare average weekly volume of last month to average weekl

2、y volume of first month (October 2017 over January 2016). Particularly large growth rates can be driven by spikes in conversation due to one-time events. Age and gender: Facebook data, from JulySeptember 2017, 18+, US only. Previous Topics to Watch: Cryolipolysis, Hair Removal, Permanent Makeup Cryo

3、lipolysis Hair Removal Permanent Make-Up BEAUTY 18+; US only. For more information on methodology, go to The Annual Topics and Trends Report from Facebook IQ. 6 Instagram data, from July 2017August 2017, 18+, US only. 7 “The Power of Passions: A Close-up of the Fashion World on Instagram,” Facebook

4、IQ, September 4, 2017. Chart Source: Conversation over time: Facebook data, from January 2016October 2017, 18+, US only. Growth rates compare average weekly volume of last month to average weekly volume of first month (October 2017 over January 2016). Particularly large growth rates can be driven by

5、 spikes in conversation due to one-time events. Age and gender: Facebook data, from JulySeptember 2017, 18+, US only. Previous Topics to Watch: Bell bottom, Capri Pants AGE (JulSep 2017)GENDER (JulSep 2017)CONVERSATION OVER TIME (Jan 2016Oct 2017) Facebook IQ 8 Androgyny Boyfriend Fashion Unisex BEA

6、UTY 18+; US only. For more information on methodology, go to The Annual Topics and Trends Report from Facebook IQ. 12 “Tech Transformations for 2016 and Beyond, Facebook IQ, January 13, 2016. Chart Source: Conversation over time: Facebook data, from January 2016October 2017, 18+, US only. Growth rat

7、es compare average weekly volume of last month to average weekly volume of first month (October 2017 over January 2016). Particularly large growth rates can be driven by spikes in conversation due to one-time events. Age and gender: Facebook data, from JulySeptember 2017, 18+, US only. Facebook IQ 9

8、 Commerce Unpurchased Image Personalization and simplification will matter more than ever in commerce. Just as people embrace new shopping models that bring ease into their lives, new forms of currencies are on the rise that will introduce new kinds of choices. AGE (JulSep 2017)GENDER (JulSep 2017)C

9、ONVERSATION OVER TIME (Jan 2016Oct 2017) Facebook IQ 10 COMMERCE Decision-making Information Overload Memory Foam 20162017 31% 45% 23% 58% 42% 4.6x growth 20162017 20% 42% 38% 48% 51% 2.4x growth 20162017 39% 44% 17% 69% 31% 3.6x growth Choice Simplified Category disrupters that specialize in only a

10、 few products or designsin some cases even just oneare thriving. A company selling mattresses in a box garnered a lot of attention in 2017. Among the insights that led to its success: Avoid the confusion of “paradox of choice.”13 Initially, they only sold one model. This one-size-fits-all approach,

11、where companies offer a limited range of models, is spreading into toothbrushes, meal replacements, even water filters.14 The media is heralding these products innovative supply chains and lifestyle marketing. But their success may have another explanation: Todays shoppers, faced with limitless opti

12、ons online, are rewarding companies that help take the pain out of choice.14 Since January 2016, conversation has grown across decision-making and information overload.15 Today, people are finding ways to remove decision fatigue and add simplicity to their everyday lives, whether that means buying m

13、ultiples of the same article of clothing for every day of the week, streamlining meal prep or outsourcing menial tasks.16 Is it any wonder that shoppers are looking for that same simplicity in their shopping journey? 13 Trent Gillies, “Casper has a plan to make buying a mattress simple, and help you

14、 (and your dog) rest easier,” CNBCs “On the Money,” March, 12, 2017. 14 Erin Griffith, “How Casper Flipped the Mattress Industry,” FORTUNE, August 23, 2017. 15 Facebook data, from January 2016October 2017; 18+; US only. For more information on methodology, go to The Annual Topics and Trends Report f

15、rom Facebook IQ. 16 Andrew Medal, “4 Things You Can Outsource to Help You Fight Decision Fatigue,” Entrepreneur, April 4, 2017. Chart Source: Conversation over time: Facebook data, from January 2016October 2017, 18+, US only. Growth rates compare average weekly volume of last month to average weekly

16、 volume of first month (October 2017 over January 2016). Particularly large growth rates can be driven by spikes in conversation due to one-time events. Age and gender: Facebook data, from JulySeptember 2017, 18+, US only. Previous Topics to Watch: memory foam AGE (JulSep 2017)GENDER (JulSep 2017)CO

17、NVERSATION OVER TIME (Jan 2016Oct 2017) Facebook IQ 11 COMMERCE Data Management Ecommerce Subscription Business Model 20162017 20% 59% 21% 32% 67% 4.5x growth 35% 37% 26% 57% 43% 20162017 8.0 x growth 20162017 30% 50% 20% 60% 40% 3.4x growth Make It About Me Monthly, weekly, even daily, people recei

18、ve boxes of makeup, clothes and meal kits curated just for them. And since January 2016, online conversation has grown around subscription business models.17 Why would people pay for products they didnt pick? Simplifying decision- making plays a role. But its more than that. MRIs have shown the brai

19、ns pleasure center lights up when an event isnt anticipated.18 Not surprisingly, the space is about to get even more competitive, as large- scale retailers enter it,19 off the back of highly publicized startups and their IPOs. Personalization, rooted in data, could be the key to success with this mo

20、del.20 Among North Americans surveyed, more than 3 in 4 have chosen, recommended or paid more for a brand that provides a personalized service or experience.21 Companies can collect data about what kind of products shoppers browse, keep or return to improve box deliveries. People might delight in no

21、t knowing whats in the boxbut they want to know theyll like it. 17 Facebook data, from January 2016October 2017; 18+; US only. For more information on methodology, go to The Annual Topics and Trends Report from Facebook IQ. 18 Julia Sommerfield, “Human brain gets a kick out of surprises,” MSNBC, acc

22、essed December 4, 2017, http:/www.ccnl.emory. edu/Publicity/MSNBC.HTM. 19 Richard Kestenbaum, “Subscription Businesses Are Exploding With Growth,” Forbes, August 10, 2017. 20 Andria Cheng, “Stitch Fix IPO: Its About the Data, not the Fashion,” Emarketer Retail, October 20, 2017. 21 “Top Tech Investm

23、ents,” Forrester, May 2017. Chart Source: Conversation over time: Facebook data, from January 2016October 2017, 18+, US only. Growth rates compare average weekly volume of last month to average weekly volume of first month (October 2017 over January 2016). Particularly large growth rates can be driv

24、en by spikes in conversation due to one-time events. Age and gender: Facebook data, from JulySeptember 2017, 18+, US only. Previous Topics to Watch: data management, e-commerce, subscription business model AGE (JulSep 2017)GENDER (JulSep 2017)CONVERSATION OVER TIME (Jan 2016Oct 2017) Facebook IQ 12

25、COMMERCE Blockchain Cryptocurrency Digital Currency 20162017 31% 49% 20% 20% 80% 3.3x growth 20162017 33% 47% 20% 18% 82% 13.9x growth The Rise of Cryptocurrency Formerly in the domain of the dark web, digital currency made headlines in 2017and now appears poised for the mainstream. Initial Coin Off

26、erings (ICOs) are in the early stages of legitimizing digital currency. They are a new way of fundraising for companies, enabled by blockchain, the same supply-and-demand technology behind bitcoins. In an ICO, investors can exchange digital “tokens” for things like services, equity or products. ICOs

27、 are booming, raising millions of dollars, attracting both celebrity and tech investors. The industry remains unregulated, run by domain experts rather than mainstream investors.22 That may be about to change. Digital currency is quickly growing in public consciousness. Since January 2016, online co

28、nversation has grown around blockchain, cryptocurrency and digital currency.23 New apparatuses for regulating certain forms of cryptocurrency are beginning to take shape.24 While many caution of a bubble,25 if digital currency goes mainstream, we will have seen a very unusual adoption curvefrom crim

29、inals to tech titans to soccer moms. 22 Rob Price, “Weed, Times Square, and Floyd Mayweather: How cryptocurrency mania is creeping into the mainstream,” Business Insider, September 1, 2017. 23 Facebook data, from January 2016October 2017; 18+; US only. For more information on methodology, go to The

30、Annual Topics and Trends Report from Facebook IQ. 24 “Congress Is Reportedly Drafting a Bill That Will Mainstream Digital Currency,” Futurism, August 1, 2017. 25 Brad Jones, “Bitcoin Surges Past $11,000 as Bubble Warnings Cant Cool Market,” Bloomberg, November 28, 2017. Chart Source: Conversation ov

31、er time: Facebook data, from January 2016October 2017, 18+, US only. Growth rates compare average weekly volume of last month to average weekly volume of first month (October 2017 over January 2016). Particularly large growth rates can be driven by spikes in conversation due to one-time events. Age

32、and gender: Facebook data, from JulySeptember 2017, 18+, US only. Previous Topics to Watch: blockchain 20162017 31% 50% 19%16% 84% 146.9x growth Facebook IQ 13 Culture Accepted norms are taking a radical shift: Empowerment has become a rallying cry, every day can be a holiday, and Eastern celebratio

33、ns are making their way West. AGE (JulSep 2017)GENDER (JulSep 2017)CONVERSATION OVER TIME (Jan 2016Oct 2017) Facebook IQ 14 CULTURE Gender Role Womens Empowerment Wonder Woman 2.3x growth 20162017 41% 32% 27% 71% 29% 1.05x growth 20162017 48% 34% 18% 90% 10% 2.1x growth 20162017 39% 49% 12% 69% 31%

34、Empowerment Marketing Sex used to sell, but today, female empowerment sells better. In 2017, a movie about a female superhero broke box office records,26 while a famed British television series27 cast the first woman (and 13th actor) in the title role since the shows launch in 1963. A 2017 Facebook

35、IQ study showed women were on average 1.85x more likely to be interested in watching a movie trailer after seeing an ad featuring an image of a woman dressed as a firefighter versus an image of a woman dressed in revealing clothing. It also found 75% of women surveyed said they believed the most imp

36、ortant thing brands can do to promote gender equality is to stop portraying women as sex symbols. And 51% of women and 45% of men surveyed say they prefer to shop from a brand that promotes gender equality. 28 Since January 2016, online conversation has grown across the terms gender role, womens emp

37、owerment and Wonder Woman.29 This demand for gender positivity is expanding beyond pop culture and entertainment. 26 Brent Lang, “Wonder Woman Breaks Records: Biggest Live-Action Box Office Hit by Female Director, Variety, June 23, 2017. 27 Facebook IQ featured Dr. Who as a Hot Topic. 28 “Gender Rep

38、resentation in Ads,” Facebook IQ survey of 1,547 people in the US ages 18+ recruited by Qualtrics, June 2017. All respondents were smartphone and Facebook users. 29 Facebook data, from January 2016October 2017; 18+; US only. For more information on methodology, go to The Annual Topics and Trends Rep

39、ort from Facebook IQ. Chart Source: Conversation over time: Facebook data, from January 2016October 2017, 18+, US only. Growth rates compare average weekly volume of last month to average weekly volume of first month (October 2017 over January 2016). Particularly large growth rates can be driven by

40、spikes in conversation due to one-time events. Age and gender: Facebook data, from JulySeptember 2017, 18+, US only. CONVERSATION FROM YEAR TO YEAR (from 15 days before to 15 days after the event date) Growth rate compares year-over-year volume of conversation the week during the event Facebook IQ 1

41、5 CULTURE Friendship Day International Coffee Day World Naked Gardening Day National Day of Whaaat? Creating a US national holiday requires an act of Congress.30 But celebrating a holiday does not. So, while many people celebrate holidays like Christmas and Memorial Day, others come together online

42、over more surprising moments. In recent years, new holidays have become annual events.31 On International Talk Like a Pirate Day, revelers greet friends throughout the day with an “Arrgh!” National Doughnut Day officially honors those who served doughnuts to soldiers during World War I, but manifest

43、s mostly with people filling their feeds (and bellies) with doughnuts. Every year, new specialty holidays gain in popularity. In 2017, conversation around Friendship Day, International Coffee Day and World Naked Gardening Day grew compared to 2016.31 In the US, Friendship Day in August, originated b

44、y a greeting-card business, now also brings people together online. In September, the culinary community rejoiced over International Coffee Day: Pictures of cappuccino art and “everything is better with coffee” truisms filled feeds, while businesses offered patrons complimentary cups of joe. And Wor

45、ld Naked Gardening Day in May has become an annual tradition that celebrates weeding and planting flower beds in the buff.32 People are coming together to celebrate lifes simple pleasures. 30 Jacob R. Straus, “Federal Holidays: Evolution and Current Practices, Congressional Research Service, May 9,

46、2014. 31 Facebook data, from January 2016October 2017; 18+; US only. For more information on methodology, go to The Annual Topics and Trends Report from Facebook IQ. 32 Adario Strange, “World Naked Gardening Day is a Nature Loving Feast for the Eyes, Mashable, May 6, 2017, accessed 12.11.17. Chart S

47、ource: Conversation From Year to Year: Facebook data, from from 15 days before to 15 days after the event date, 18+, US only. Growth rate compares year-over-year volume of conversation the week during the event (2016 compared to 2017). Previous Hot Topic: International Coffee Day, International Talk

48、 Like a Pirate Day, National Doughnut Day September 29, 2017September 29, 2016 1.08x growth August 6, 2017August 7, 2016 2.9x growth May 6, 2017 2.7x growth May 7, 2016 CONVERSATION FROM YEAR TO YEAR (from 15 days before to 15 days after the event date) Growth rate compares year-over-year volume of

49、conversation the week during the event Facebook IQ 16 CULTURE Chinese New Year Lunar New Year Singles Day West, Meet East In the United States, people celebrate holidays from all over the worldthis is true for religious, secular and, increasingly, shopping holidays. And now, Americans are celebrating “11/11” on November 11, Singles Day. While it started in China to celebrate those who are single, online retailers have co-opted the day. Its become one of the biggest online shopping days in the world, surpassing Cyber Monda