Social media insights for Father’s Day 2018


By   |   June 1st, 2018   |   Reading time: 2 minutes Brands, Communications & PR

Facebook Influencer Marketing, Instagram Influencer Marketing, Social Media Monitoring

In our latest social media insights report, we take a look at the top trends for Father’s Day content across the web, Facebook, Pinterest, LinkedIn, and Instagram.

With June in full swing, it’s just a matter of time before Father’s Day is upon us. According to the National Retail Federation, consumer spending will reach a near-record high this Father’s Day at $15.3 billion in the U.S.

For both brands and publishers, this means there’s ample opportunity to reach potential consumers where they spend the most time online, on social media. There are many ways to create content that’s engaging for your audience around the holiday, as our data revealed.

Using our social database, NewsWhip Analytics, we decided to look at how social users celebrate Father’s Day. We went deep into the formats, topics, and classes of content that drove Father’s Day buzz across the web, Facebook, Pinterest, LinkedIn, and Instagram.

National Geographic Fathers Day

For example, this post from National Geographic and sponsored by Fuji Film was the top Instagram post from a publisher for the holiday. Heartwarming and emotional content did well on the web, Facebook, and Instagram. So, what were some of the other trends for Father’s Day 2017?

Father's Day

For web content, Facebook drove the majority of social engagements, when compared with Twitter, Pinterest, and LinkedIn. The top publishers for Father’s Day 2017 tended to be niche and pop culture publishers, along with general news sites. Celebrities and positive news featured in the top stories, though beyond that we also saw stories about crime on the holiday driving engagements.

For brands on the web, we saw that food-focused brands were responsible for some of the top stories, though perhaps incidentally. A story about customers paying for the McDonald’s order of the person behind them in line, went viral across news outlets.

brand marketing Father's Day

Meanwhile, on Facebook, Pinterest, and Instagram, we found some more focused trends. On Facebook, the top Father’s Day post for brands came from Disney. Most of the top brand posts simply commemorated the holiday or offered gift ideas. Others prompted users to share Father’s Day memories and elicited discussions about the brand, such as this post from Volkswagen.

On Instagram, fashion brands ranked highly for their Father’s Day content. In fact, 22 percent of the top 50 Instagram posts for Father’s Day came from fashion & beauty brands (non-celeb/influencer content).

To read more about all of the top Father’s Day tactics ahead of 2018, check out the report here.

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