While Celebrated Differently, Mother’s Day, Memorial Day Still Resonated on Facebook, Instagram

Research arm Facebook IQ shared its Hot Topics for May 2020

Mother's Day dominated May on both platforms Capuski/iStock
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Pandemic be damned: Mother’s Day and Memorial Day were the hottest Hot Topics on Facebook and Instagram in May, despite being celebrated in far from traditional ways.

Cinco de Mayo also made its mark in the Holidays and Events category on Facebook, according to Facebook IQ, the social network’s research arm.

Facebook users were in a giving mood last month, as Unicef dominated the brands and products category, while Instagrammers talked up the Acura TLX and Best Friends Animal Society to a much lesser degree.

The entertainment category was paced by Oprah Winfrey and Seinfeld on Facebook, while Instagrammers chatted up Ariana Grande and Jason Derulo.

Current events and celebrity deaths dominated the people and culture category on Facebook, with roughly even discussions of racism, Douglas G. Hurley (very much alive), Little Richard, Martin Luther King Jr. and Jerry Stiller. There was some overlap on Instagram, with Elon Musk cracking the list.

With few live sports events to speak of, the ones that did make their return from Covid-19 also appeared on the Hot Topics charts, with Facebookers chatting about Chase Elliott and Phil Mickelson last month, while Instagrammers discussed the Bundesliga and Mickelson.

Finally, in the food and drink category, Frappuccino and Moroccan cuisine were on the menu for Facebook users, while Instagrammers were thirsty for egg creams and canned coffee.

Facebook IQ measured subjects that drove disproportionately high volumes of discussion on both social platforms, marking the latest in a Facebook-Adweek Hot Topics monthly series that began in 2015.

Check out the data-based graphics below to learn more about recent, topical social trends:

Facebook IQ
Facebook IQ

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.