Many of May’s Topics to Watch Went Straight Into Facebook Users’ Mouths

Facebook IQ cited Boston baked beans, cantaloupe, hot dog buns

Conversation on Facebook about Boston baked beans was up 31.5 times year over year - Credit by bbraley/iStock
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Facebook users worked up quite the appetite in May, as Boston baked beans, cantaloupe and hot dog bun were all Topics to Watch for the month, according to Facebook IQ.

Conversation about Boston baked beans and related topics bean, Boston, Boston Celtics, baked beans, molasses, Boston Market, New England and bacon was up 31.5 times in May compared with May 2017 and up 1.4 times versus April, with no age group showing a significant advantage in driving the discussion.

Cantaloupe—joined by related terms watermelon, tomato, cucumbers, strawberries, bell pepper, zucchini, onion, pineapple, fruit and maize—saw spikes of 3.1 times year over year and 1.2 times month over month, with women 25 through 64 leading the way.

Putting down the knife and fork for a moment, Diatomaceous earth and related topics flea, diatom, ants, parasitism, tick, bed bug, exoskeleton, silicon dioxide, algae and cats saw conversation rise 22.4 times versus May 2017 and double compared with April, with men 35 and older providing the boost.

Back to the chow, hot dog bun—and related terms bun, eating, bread, hamburgers, sandwich, cheese, mostaza, chili dog, sausage, butter and white bread—saw discussion rise 3.7 times year over year and 0.8 times month over month, with no age group showing a significant advantage in driving the discussion.

Finally done eating, Facebook users took to their skateboards last month, as kickflip and related topics Eric Koston, skateboarding, fakie, skate park, The Berrics, heelflip, skateboarding trick lip trick, Nike SB and shove-it saw conversation gains of 3.6 times versus May 2017 and doubled compared with April, dominated by men 18 through 34.

Speaking of boards, wakeboarding—and related terms whiskey, Hyperlite wakeboards, water skiing, Jack Daniel’s Distillery, Lynchburg (Tenn.), Liquid Force, surfing, wakesurfing, snowboard, gratitude and Malibu (Calif.)—saw discussion rise 3.8 times year over year and 1.2 times month over month, largely driven by men 18 through 49.

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. David Cohen is editor of Adweek's Social Pro Daily.