Football Heated Up Facebook in September, While Instagram Warmed to Coffee

Facebook IQ, the social network’s research arm, shared its Hot Topics for September

The NFL was the hottest of Hot Topics on Facebook last month ronniechua/iStock

Facebook users welcomed the return of the National Football League in September, while Instagram users were ready for some coffee.

Facebook IQ, the social network’s research arm, shared its Hot Topics for September, and the NFL—particularly the Pittsburgh Steelers and Denver Broncos—dominated discussion on Facebook for the month. The Green Bay Packers were hot on Instagram, along with soccer’s Atlético Huracán of Argentina.

Meanwhile, International Coffee Day and homecoming sizzled on Instagram and, to a much lesser degree, on Facebook.

Scandal brings discussion with it, as Equifax was the most-discussed brand on Facebook in September. Meanwhile, Instagram users talked up The Lego Ninjago Movie and FireChat.

Hot topics in the entertainment sector on Facebook included America’s Got Talent, Pennywise (from Stephen King’s It), sportscaster Dale Hansen, King and Kid Rock. There was some overlap on Instagram, as its Hot Topics for September included King, Fashion Week, Jhene Aiko, Bill Skarsgård and Lauryn Hill.

Finally, in the people category, both Facebook and Instagram users mourned the loss of Hugh Hefner. Facebook users also lamented the passing of singer Don Williams and discussed Lisa Kudrow, Leonardo DiCaprio and Jennifer Lawrence, while Instagrammers mourned actor Harry Dean Stanton and wrestler Bobby Heenan and also discussed guitar legend Eric Clapton.

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