The latest research from Facebook IQ may make readers a little thirsty, as the social network’s research arm analyzed conversations about beverages on Facebook and Instagram, along with surveying more than 1,000 people.
Facebook IQ said in a blog post that more than one out of every three people in the U.S. use Facebook or Instagram while at restaurants or bars, and many of them post opinions on their drink choices, whether coffee, cocktail or craft beer.
Its findings included:
- More than 40 percent of younger millennials said seeing photos and videos on Facebook and Instagram help them decide to try new non-alcoholic beverages.
- 73 percent of survey respondents said they use their smartphones to find local stories that carry the beverages they’re looking for.
- In April and May, #coffee and #wine were among the top five beverage-related hashtags on Instagram, as well as #drinklocal.
- 98 percent of beverage-related conversation on Facebook in March happened via mobile.
- Men discuss specific non-alcoholic drinks and brand of drinks, while women talk about flavors, ingredients and health topics.
- For alcoholic drinks, men discuss brands and products, while women talk about special people and moments.
Facebook IQ also shared the following tips for marketers:
- Use mobile to meet people where they’re drinking: A deep understanding of how people talk and consume drink-related content will open opportunities for beverage marketers. People buy drinks in bars, restaurants and stores, but TV can’t follow them there. Mobile—and, by extension, their friends—can. Complement your existing TV strategy with mobile in order to expand their consideration set, reach people closest to the moment of decision and help them validate a decision in a sea of competing options.
- Learn more about what each demographic values: Facebook audience and conversation data can help craft the right message for the right people. Our data shows that men tend to talk about specific brands and functional elements of the experience, like what they’re having in the moment, while women are interested in details (what’s in it) and people (who’s drinking, or who they’re drinking to honor). These nuances can help shape messaging, as well as creative targeting.
- Keep a pulse on rising conversation topics to fuel product development: Seasonal consumption patterns and rising conversation trends can help spark the next big thing to leverage in the world of beverages. Topics to Watch, our resource for organically rising conversations, can help fuel ideas for new product pipelines, while seasonal conversation trends can illustrate the right moment to introduce a product.