valentine’s day - facebook for business · 2017-02-01 · drove anti-valentine’s day and...
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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 Canada, 79% of posts, videos and photos about Valentine’s Day 2016
were shared on mobile. That’s 3.69x the conversation on desktop.
In Canada, women drove the overall conversation on Facebook, but
each gender discussed romance and date night at a similar rate. Men
drove anti-Valentine’s Day and proposals and relationship status
conversations, and women focused more on loved ones,
gifts and food and drink.*
Buzz in Canada 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
42 .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 6 %
2 4 %
L O V E D O N E S
17 .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 9 %
8 1 %
7 9 %
2 1 %
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
10 .8%
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 6 %
6 8 %
2 4 %
3 2 %
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 .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
2 8 %
7 2 %
6 4 %
3 6 %
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 4 %
8 6 %
8 3 %
1 7 %
F O O D & D R I N K
6 .5%
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 6 %
8 4 %
8 2 %
1 8 %
59% of the Valentine’s Day-
related conversation on
Facebook took place on the
day itself—a Sunday.
A combined 21% of
conversation happened in
the three days prior.
Conversation around topics
like date night and travel
grew during the weekend
days leading up to
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, consider ways to 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.
79% 21%
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, Canadians come
to Facebook and Instagram to share emotions, from affection to
heartbreak, 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.1
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.1
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.1
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, CA only, ages 18+, Jan–Feb 2016.
*Comparison proportionate to each audience's overall conversation.
1 “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.
1.49xon Facebook compared
to the prior year
Valentine’s Day conversation grew
1.47x 1.11x
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
T O R O N T O
C U T E
V D A Y B E A U T I F U L
M YV A L E N T I N E
F L O W E R S
R O S E SC H O C O L A T E H E A R T
R E D
F A M I L Y
P I N K
B L E S S E D
F O O D I E
VALENTINE'S W E E K E N D
S M I L E
B E M I N E
F R I E N D S
B E M YV A L E N T I N E
T R A V E L
1 .1%
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 5 %
7 5 %
7 8 %
2 2 %
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