Halloween was the hottest Hot Topic on Facebook in September, according to Facebook IQ, the social network’s research arm, while Labor Day edged out the trick-or-treaters on Instagram.
Friday the 13th was also a strong performer on both platforms in the holidays and events category.
The National Football League dominated sports talk on both platforms, with the New England Patriots, Oakland Raiders and Pittsburgh Steelers pacing Facebook, while the latter two clubs led Instagram.
Jennifer Lopez was the hottest Hot Topic in the entertainment category on both platforms, joined by Kelly Clarkson and Will Smith on Facebook, and by Zendaya and Lana Del Rey on Instagram.
It was a family affair in the people category on Facebook, with Kim Kardashian West and Kendall Jenner leading the way, while Instagrammers chatted about Prince Harry.
Money mattered to Facebook users last month, as Intuit QuickBooks led the brands and products category, while Instagrammers seemed to be looking for ways to donate their money, discussing the American Red Cross, as well as Advancement Project.
Finally, in the food and drink category, Instagrammers chowed down on shashlik in September, while Turkish and Greek food sated Facebookers’ appetites.
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: