Facebookers’ Cravings for Aguachile Made It a Topic to Watch for March 2019

Facebook users’ appetites took them south of the border in March, as traditional Mexican dish aguachile was one of Facebook IQ’s Topics to Watch for the month. Conversation about aguachile and associated topics Sinaloa, tacos, cucumbers, Mexico City, cerviche, tostado, lime, shrimp, onion and seafood was up 2.2 times compared with March 2018 and 1.9 times versus February, with the push being provided by men 35 through 49 and women 25 through 49. The social network’s research arm wrote, “A traditional dish from the Sinoloa region in Mexico, aguachile combines lime juice, cilantro, cucumbers, onions and hot peppers—often jalapeños or serranos—with raw shrimp or other forms of raw shellfish. Packed with spice and similar to ceviche, which is also made with raw fish, aguachile is best served cold, typically with slices of fresh avocado and tostadas on the side to balance the flavors. While considered a common street food in Mexico, it has recently made its way to the U.S., as ceviche lovers discover a similarly delectable dish that boasts even more spice.” [kickout id="1"] [kickout id="2"] Conversation about beta-glucan and associated topics polysaccharide, statin, dietary fiber, edible mushroom, oat, cholesterol, immune system, oatmeal, protein and cancer was up 4.9 times year-over-year and 1.2 times month-over-month, paced by women 50 and older. Facebook IQ wrote, “Beta-glucan is a type of fiber that can be found in various types of cereals, like oats and barley, as well as mushrooms. It's said to have a range of benefits, from reducing the amount of LDL (also known as ‘bad’) cholesterol to boosting cardiovascular health. Given its powerful health properties, people seem eager to introduce this type of fiber into their diets through oatmeal, cooked mushrooms or even vitamin supplements, and they're increasingly sharing these types of health findings on Facebook.” [kickout id="3"] [kickout id="4"] Facebook users were looking for life on other planets in March, as men 18 through 49 led a 65.5 times spike in conversation versus last March and a 1.7 times rise from the prior month about Earth analog and associated terms planets, stars, NASA, Kepler-186f, circumstellar habitable zone, Kepler, Milky Way, galaxy, astronomy and Earth. The social network’s research arm wrote, “Planets or moons with Earth-like environmental features, Earth analogs have recently been found across the universe. Many of these objects are in the habitable zone, meaning they're within the distance of their star to theoretically sustain life. Advanced telescopes can detect these planets, and space institutes are finding creative ways to share this information with the public, often using social media to do so. People's curiosity around space seems to be growing, and new discoveries in the field are creating even more momentum, perhaps preparing the world for a new Space Age.” [kickout id="5"] [kickout id="6"] Facebook users were conducting medical research last month, as women 50 and older and men 65 and up sparked conversation increases of 3.8 times year-over-year and 1.3 times compared with the previous month. Associated topics included National Science Foundation, National Institutes of Health, clinical trial, Parkinson's disease, therapy, nedicine, Alzheimer's disease, brain, stroke and health. Facebook IQ wrote, “Recent findings in medical research have sparked people's attention, from revolutionary treatments for depression to new methods for detecting Parkinson's disease. Some of the latest treatments for major illnesses incorporate mind-body techniques, like meditation, mindfulness and yoga, as people and doctors alike think more holistically about health. People seem to have a heightened interest in the sciences, and they're keeping an eye on discoveries that have the potential to change their lives.” [kickout id="7"] [kickout id="8"] Concerns about ingredients were top-of-mind for Facebook users in March, as discussion about propylparaben and associated topics ethylparaben, methylparaben, dibutyl phthalate, formaldehyde, toluene, Eetrogen, mercury (element), preservative, yeast and bacteria was up 2.3 times compared with March 2018 and 1.3 times versus the previous month. Women 25 through 49 dominated the conversation. The social network’s research arm wrote, “Found in a range of personal-care products and cosmetics, propylparaben is a chemical that helps increase shelf life by preventing the growth of bacteria. People are increasingly wary of this chemical and other parabens, as some studies have shown a correlation between parabens and health conditions. As consumers become more conscious of what they're using and how it affects their bodies, they seem to be putting pressure on brands to be more transparent about the ingredients within their products. Many brands have responded by openly stating that their products are free of paraben or sulfates, while others pride themselves on exclusively using natural or organic ingredients. As we saw in the 2019 Topic & Trends Report, clean beauty is on the rise, and people increasingly expect brands to create products that work well but won't harm them in the long run.” [kickout id="9"] [kickout id="10"] Finally, Facebook users across the spectrum of gender and age drove three times year-over-year growth and 2.8 times month-over-month growth in conversation about urban exploration and associated topics Paris, San Diego, Loudon (Tenn.), Bauhaus, Flint (Mich.), graffiti, Bruce Lee, video blog, Hong Kong and photography. Facebook IQ wrote, “Urban exploration, also called urbex, has been driving people to investigate vacant buildings, underground areas and other ruins boasting historical significance around the world. People have formed huge communities around this pastime, sharing their latest discoveries, as well as tips on how to find these unique spaces. And new games and TV shows have encouraged people to explore these unseen parts and tread off the beaten path. While anyone can participate, two important conditions apply: Leave no trace apart from footprints, and take nothing except for photographs.” [kickout id="11"] [kickout id="12"] We learned these things from Facebook IQ’s latest data chart called Topics to Watch, which is designed to help marketers know what subjects to look out for on the social network. The topics are based on trending data, and Adweek readers get an exclusive look at them each month.