Facebook Users Kept Up Their Eating and Their Exercising in June

Food and fitness dominated Facebook IQ’s Topics to Watch for the month

Conversation about about Althaea officianlis, or marshmallow root, rose 6.9 times year-over-year - Credit by al_ter/iStock
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With quarantines largely still in effect, Facebook users picked up their paintbrushes in June, as acrylic painting techniques and associated topics abstract art, acrylic paint, canvas, cherry blossom, landscape painting, paint, painting, panel painting and work of art were one of the month’s Topics to Watch from Facebook IQ.

Women 35 and older and men 35 through 64 drove conversation up two times year-over-year and 0.7 times month-over-month.

Facebook IQ wrote, “People across the U.S. are discovering the joys of art—from visiting virtual galleries to learning acrylic painting techniques at home. Acrylic paint is often considered a great option for beginners, as it’s less expensive than oil paint and more flexible in terms of the surfaces it can adhere to. Novice artists are finding tutorials online and using painting as a way to pass the time and destress. Parents are also using painting as an activity to do with their children as many summer camps across the country remain closed. Acrylic painting is helping people access their creative side and find moments of enjoyment.”

Facebook IQ

Facebook IQ

Women 25 through 49 were the driving force in a 6.9 times spike compared with June 2019 and a 0.5 times uptick from May in talk about Althaea officianlis, or marshmallow root.

Associated topics included Cnicus, gastrointestinal tract, ginger, grape, herb, papaya, persimmon, pineapple and strawberry.

The social network’s research arm wrote, “Althaea officianlis, or marshmallow root, is a plant that has been used in herbal medicine for centuries. It has become the latest ‘it’ ingredient to hit the skin care market, with brands starting to incorporate it into a range of products. Hydration has been a key focus for many interested in skin care, and ingredients like hyaluronic acid have experienced heightened popularity over the past few years. Marshmallow root extract serves a similar function: It naturally boosts moisture in the skin and has anti-inflammatory properties that make it helpful for those with conditions like eczema and rosacea. For skin care lovers, marshmallow root extract may be the next big ingredient to add into their routines as they look to achieve maximum hydration.”

Facebook IQ

Facebook IQ

Facebook users showed an appetite for capellini and associated topics butter, chicken, cooking, garlic, noodle, Parmigiano-Reggiano, pasta, sauce, shrimp and tomato last month, driving conversation up 2.4 times year-over-year and 0.5 times month-over-month.

Women 35 and older led the way.

Facebook IQ wrote, “A form of pasta also known as angel hair, capellini offers a delicate texture to dishes. With people cooking more at home, many have sought to stock their pantries with foods that have longer shelf lives and are easy to prepare. Pasta is one of many items that fits the bill, and it’s also a comfort food for many. Some varieties of capellini can even be prepared as quickly as three minutes in a pot of boiling water, making them perfect for those juggling multiple responsibilities. People are finding recipes for capellini-based dishes that are easy to prepare but still boast strong flavors, like garlic, chiles and parmesan. Capellini is a versatile pasta with value—from its light texture to its ease of preparation—and people are finding ways to enhance its flavors and make it a true delicacy.”

Facebook IQ

Facebook IQ

Facebook users worked off all of that pasta by hopping on their hybrid bicycles, as conversation was up 2.2 times compared with last June and doubled over May.

Men 25 through 54 dominated the conversation, and associated topics included aluminum, bicycle, bicycle frame, bicycle suspension, bicycle tire, derailleur gears, mountain bike, Schwinn Bicycle, Shimano and Trek Bicycle.

The social network’s research arm wrote, “Hybrid bicycles are very versatile: They can be ridden on roads and trails alike, and they work well for commuters. For those living in cities and aiming to avoid public transportation, these bicycles have become an increasingly appealing way to get around. And while popular spin classes remain limited or canceled during this time, people are embracing hybrid bicycles as a way to maintain their fitness and spend time outdoors safely. With workouts and commutes disrupted indefinitely, some people are rediscovering the joys of cycling and digging out their old gear, while others are trying the activity for the first time.”

Facebook IQ


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