2020 is a year of milestone significance. Various major international events have followed one after another, and people's daily lives have undergone earth-shaking changes. The epidemic is sweeping the world, shaking local cultures in different ways, and bringing common challenges to people around the world. In many countries and regions, the epidemic has accelerated the developing culture.
In the past three years, the annual Facebook IQ Hot Topics and Trends report has deeply studied some of the hot topics discussed on the Facebook platform, and assessed the habits and interests that they embodied. This year, in order to expand the scope of analysis, Facebook added popular topics from Instagram. Marketers can use these data to understand who they serve, and establish meaningful emotional connections with customers in the future.
Although the epidemic will eventually pass, many of the trends summarized in this report may eventually become fundamental changes as people discover various new lifestyles that suit their true self.
Facebook IQ 2021 hot topics and trends report is the essence of annual research results and insights. Facebook analyzed in depth thousands of topics on the platforms of Facebook and Instagram (the first in this report series), which are growing in popularity. In the 2020 Hot Topics and Trends report, data from January 2018 to June 2019 was studied, and in the 2021 report, the start and end dates were postponed by three months (April 2019 to September 2020). Month) in order to capture some major changes in people’s lives during the epidemic. Before reaching any survey results, Facebook will verify it through third-party research and reliable media resources.
This report covers eight markets in four regions: Australia, Brazil, Canada, Germany, India, Mexico , the United Kingdom and the United States. For each topic, Facebook relies on anonymous aggregated data of Facebook or Instagram users who are over 18 years old in each research market.
The two developed markets in Europe, the UK and Germany, have large enough markets and high per capita consumption power to occupy a pivotal position in the European market. Today, let’s take a look at the UK and Germany, and the hot topics that may appear on Facebook in 2021, to help everyone understand the characteristics of Facebook users in the UK and Germany.
Family Gardening Trend-UK
During World War II, the British government encouraged people to "plant land for victory" and opened up 1.7 million "victory vegetable garden" wartime vegetable plots, thereby boosting morale and achieving self-sufficiency. Nowadays, as many people stay at home longer, about 42% of Britons do gardening to relieve stress and enjoy the fruits of their labor.
Many people have never even grown vegetables. They refer to various introductory books and online resources, and they embark on the road of farming as novices; for example, the search volume for the topic "how to grow avocado" was in April 2019 From mid-2020 to 2020, it has increased by 100 times.
As people scramble to open vegetable gardens to grow herbs and vegetables, the demand for seeds is very high, and retail stores are out of stock. In order to make up for the lack of market supply, many family vegetable farmers take out their inventory for trading or sharing.
With this enthusiasm for agronomy sweeping over, the British opened a new chapter in sustainable living.
Personalized Fashion——Because the British
was kept at home due to the epidemic, the people are used to comfortable home clothes, and the motivation to dress up is less. This allows them to stop blindly chasing trends, and instead choose interesting objects that they can participate in the production of.
As the people want to show their creativity at home, hand-made items such as tie-dye and handmade jewelry have skyrocketed in popularity. Nearly a quarter (24%) of British consumers have completed handmade or DIY projects. Even high-end fashion stores have begun to publish tie-dye tutorials to help people keep up with this new home trend.
Although people are scrupulous about traveling by air, they are not very concerned about driving to Beihai ,The Baltic Sea, the foothills of the Alps and other domestic attractions, vacationers can readily accept. According to a survey conducted in 2020, 34% of German consumers indicated that they plan to travel domestically, and 68% of these travelers are expected to travel by car. Therefore, the way of renting a car for day trips is gradually emerging, and some wild adventure projects require taking a campervan to participate.
Germans like to travel and explore by car, and like the rhythm of free and autonomous control. The content of
comes from the "2021 Topics and Trends Report" released by Facebook IQ.
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