Facebook IQ Shares Topics to Watch for Q2 2021

Facebook IQ shared its Topics to Watch for the second quarter of 2021, shining the spotlight on topics of rising conversation on Facebook and Instagram in the U.S. during that three-month period. Discussion about car rental and associated topics airport, car, Florida, golf, hotel, renting, resort and spa was up 1.81 times compared with the second quarter of 2020 and up 0.97 times versus the first quarter of 2021, dominated by users aged 18 through 34. Facebook IQ wrote, “People are ready to travel and explore after long periods of lockdowns, and car rental demand has been surging. With another outbreak of Covid infections, many travelers are opting to avoid public transportation or sharing a space with strangers and are renting a car. They also appreciate the freedom afforded by having their own wheels. However, with car rental agencies unable to restock their fleets due to a microchip shortage, rental costs are soaring and travelers are going to social media to share their experiences and get tips on how they can save on rentals. As wanderlust returns with a vengeance, the comfort, security and independence of car rentals is appealing.” Drag show and associated topics brunch, drag queen, gay pride, LGBT, queer and RuPaul saw conversation rise 1.84 times year over year and 1.41 times quarter over quarter, also powered by the 18-through-34 age group. The social network’s research arm wrote, “A drag show is a gender-bending art form put on by drag artists, or people who dress in clothes and makeup that amplify a specific gender identity, usually of the opposite sex. In addition to providing entertainment, they're a bold way to self-express and celebrate LGBTQ+ pride. As a result of the pandemic, many drag shows went digital and rose to mainstream popularity. In a time of uncertainty, drag shows—both in-person and online—have helped people cope and connect through creative self-expression.” Facebook and Instagram users 18 through 54 propelled conversations about family reunion to a 3.03 times jump from the second quarter of last year and a 1.69 times leap from the previous quarter. Associated topics included class reunion, cousin, picnic, vacation and wedding. Facebook IQ wrote, “After spending long periods apart because of the pandemic, many people have been planning a family reunion. Some families are planning epic destination reunions at hotels and resorts in exotic locations. Others are sticking closer to home and holding meetups, cookouts and picnics at spots that have been longtime favorites. No matter what the setting, many families are looking forward to making up for lost time and creating new memories together.” Talk about pet sitting and associated topics animal, cat, dog, dog walking and entrepreneurship was up 1.6 times year over year and 1.25 times from the previous quarter, with people 35 through 54 leading the way. The company’s research arm wrote, “The Covid-19 pandemic brought challenges and isolation for many people, and pet adoption soared as people looked for companionship. Now, as individuals begin to return to an office, school and other out-of-home activities, some are turning to pet sitting to look after their furry friends while they're out. In particular, social media channels are helping people find sitters and keep tabs on their pets while they're apart. Sitters are helping both pets and pet owners transition into their new routines.” Users 18 through 54 drove year-over-year growth of 3.59 times and quarter over quarter growth of 1.02 times in talk about pop-up retail and associated topics boutique, business, clothing, entrepreneurship, jewelry, retail and small business. Facebook IQ wrote, “Pop-up retail, also known as pop-up shops or fast retailing, is having a moment as it allows Covid-challenged companies to expand their presence through a temporary storefront. Pop-ups can last anywhere from a day to a few months and offer an element of surprise and exclusivity for consumers. Instead of waiting for customers to return to large downtown destinations, many retailers are going where the customers are—to local neighborhoods and popular travel spots—with smaller shops. Pop-ups give retailers opportunities to experiment with new brands and merchandising while not committing to an expensive long-term lease. For many consumers, this experience allows them to meet friends and family, go shopping and explore close to home or on vacation. As some people begin to feel comfortable shopping in-person again, pop-ups provide opportunities for consumers to enjoy a new type of retail experience and learn about all kinds of brands.” Finally, Facebook and Instagram users 35 and up were heading to the chapel, driving conversation about wedding reception and associated topics bride, dance music, party, photographer and wedding up 1.57 times compared with the same quarter in 2020 and 1.2 times versus the first quarter of 2021. Facebook’s research arm wrote, “Wedding planning is ramping up for couples who postponed their ceremonies at the height of the pandemic, and one way people are coming together is for wedding receptions. While some are opting for simpler virtual ceremonies or micro weddings, typically with no more than 50 guests, others who have already tied the knot during lockdown without holding a party are now planning another reception with their family and friends. As wedding culture evolves, people are increasingly looking forward to celebrating safely with their loved ones again.”