MATCH YOUR CONTENT TO THE CALENDAR

To reach people at the moment they’re dreaming of getaways, share content designed to aid planning early in the week and early in the season. And fueltheir sense of adventure and wanderlust throughout the Summer.

APPEAL TO THE ACTIVE CROWD

Conventional wisdom has it that people like to spend Summer kicking back with a fruity drink in hand. But whether you market energy drinks, athleisure itemsor personal fitness technology, keep Summer runners in mind and support their race to the finish line.

INCREASE YOUR EXPOSURE

As temperatures rise—and as the Games begin—heat up your mobile presence to reach people wherever they are. Match their vacation mindset by usinga light-hearted tone, and capture their attention with images and video.

News Feed turnsinto travelogues

“What I did on my summer vacation”doesn’t have to wait

Running is thenew relaxingPeople hit the pavementas well as the waves

CATER TO MATURE CONSUMERS

Acknowledge that people of all ages appreciate the summer sun. Engage older generations with helpful content related to warm weather gatherings, or inspirethem to get out and enjoy the outdoors.

Older generationsget in on the actionSummer isn’t just for the young—oldergenerations also think of it as a time to cut loose

From trips to the lake to gardening projects, people are increasingly sharing the delights of Summer in real time on Facebook, Instagram and mobile. Here’s a look athow people in 22 Northern Hemisphere countries connected from May through September 2015, and a brief overview of how people in 17 countries plan to celebrate the Summer Games in Rio.

Content postedon mobile grew by …

... Especially video content which increased by

From May to September 2015, posts on Facebook mobile grew by

In the USSummer topics with the highest percent of posts, comments and likes created by people ages 45+ on Facebook include

Sources

* A weekend is defined as a consecutive Friday, Saturday and Sunday.

1. “2016 Rio Olympics” by GFK (Facebook-commissioned online study of 11,976 Facebook users and 2,395 non-Facebook users ages 18+ in AU, AR, BR, CA, CO, DE, FR, UK, ID, IN, IT, JP, KR, MX, PL, US and ZA), Mar 2016.

2. Facebook data, GB and US, Feb 2015–Jan 2016 (Summer season 2015). Analysis of conversion pixel and App Events data for ads and that were shown to people ages 18+ on Facebook.

3. Instagram data based on audiences eligible to see ads on Instagram based on a variety of factors, CA, GB and US, May–Sep 2015 (accessed May 2016). Summer-related hashtags about fitness and travel from the top 13 hashtags used by people ages 18+ in CA, UK and US.

Source unless otherwise specified: Facebook data for people ages 18+ in BE, CA, DE, DK, ES, FR, GB, HK, IT, JP, KR, MX, NL, NO, PL, PT, SA, SE, TR, TW, UAE and US, May–Sep 2015 (accessed Mar–Apr 2016). Data refers to all listed countries unless otherwise noted.

23%

Ages 18–44

33%

Ages 45+

And people ages 45+ shared

Facebook posts taggedwith “celebrate” than people ages 18–44

1.4X more

On Instagram in CA, UK and US during Summer 20153

Other top running hashtags

Who led the running conversation in 2015?

43%

26%

#FITNESS | #TRAINING | #TRAILRUNNING | #FITFAM

58%Gardening

47%Decks/patios

45%Fishing

“On the go” doesn’t mean “out of touch”Across 22 countries studied mobile sharing and consumption continues to speed up in Summer

Some of the top travel hashtags on Instagram in Summer 20153

In the US and UK during Summer 2015 On average, Tuesday was the most popular

day to make travel-related online purchases2

Looking ahead to the 2016 Rio Games, people around the world who show interest in the Rio Games say they plan to use mobile to1

was a tophashtag#RUNNING

46% spikein Facebook posts

tagged with “travel”

Summer 2015

1/3 more in August vs June

32%Men

67%Women

On Facebook in the USSummer topics in 2015 with themost posts, comments and shares

38%watch replays

on mobile

63%look for news

on mobile

1. Running2. Beach

3. Parties

4. Parks and forests

5. Movies

A Snapshotof Summer

#WANDERLUST | #NATURE | #ADVENTURE | #PHOTOOFTHEDAY