Valentine’s DayH A P P E N S O N F A C E B O O K A N D I N S T A G R A M

In Canada, 79% of posts, videos and photos about Valentine’s Day 2016

were shared on mobile. That’s 3.69x the conversation on desktop.

In Canada, women drove the overall conversation on Facebook, but

each gender discussed romance and date night at a similar rate. Men

drove anti-Valentine’s Day and proposals and relationship status

conversations, and women focused more on loved ones,

gifts and food and drink.*

Buzz in Canada surrounding Valentine’s Day 2016.

G R O W T H

W H E R E

W H O ’ S T A L K I N G A B O U T W H A T

W H E N

I N S T A G R A M H A S H T A G S

R O M A N C E

42 .4%

A G E 1 8 - 3 4M E N

W O M E N A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

2 1 %

7 9 %

7 6 %

2 4 %

L O V E D O N E S

17 .7%

M E N

W O M E N

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

1 9 %

8 1 %

7 9 %

2 1 %

D A T E N I G H T

A N T I - V A L E N T I N E ’ S D A Y

10 .8%

4.5%

M E N

M E N

W O M E N

W O M E N

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

2 0 %

3 3 %

8 0 %

6 7 %

7 6 %

6 8 %

2 4 %

3 2 %

P R O P O S A L S A N D R E L A T I O N S H I P

S T A T U S

9 .8%

M E N

W O M E N

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

2 8 %

7 2 %

6 4 %

3 6 %

G I F T S

6 .8%

M E N

W O M E N

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

1 4 %

8 6 %

8 3 %

1 7 %

F O O D & D R I N K

6 .5%

M E N

W O M E N

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

1 6 %

8 4 %

8 2 %

1 8 %

59% of the Valentine’s Day-

related conversation on

Facebook took place on the

day itself—a Sunday.

A combined 21% of

conversation happened in

the three days prior.

Conversation around topics

like date night and travel

grew during the weekend

days leading up to

the holiday.

T A K E A W A Y

T A K E A W A Y

With Valentine’s Day taking place on a Tuesday in 2017, consider ways to influence people planning special moments for the weekends before and after.

Remember what’s top of mind for different demos so your message resonates. And don’t forget a messaging strategy for men, as both genders discussed romance and date night topics at an equally high rate.

79% 21%

1

2

W I N H E A R T S W I T H M O B I L E

S H O W L O V E W I T H O F F E R S A N D P R O D U C T I N F O

During the first big consumer holiday of the year, Canadians come

to Facebook and Instagram to share emotions, from affection to

heartbreak, with loved ones of all kinds. With the right strategy, your

brand can connect with a message that resonates.

Here are some key considerations as you plan for 2017:

28% of surveyed retail shoppers in the

US said they chose their last purchase

channel (in-store, online, other) due

to a special offer available through

that channel.1

26% of surveyed retail shoppers in the

US said product reviews are the best

media type for discovering new products.

Consider ways to help people balance quick

decisions with informed ones.1

Whether someone is in search of the

perfect gift or a little retail therapy,

consider how your brand can be

discovered on mobile.

Nearly ¹/₃ of surveyed retail shoppers

in the US said Instagram (30%) and

Facebook (34%) are good places to find

out about new products and services.1

Contact your Facebook or Instagram partner to plan for 2017.

Visit facebook.com/business for more insights and solutions.

C O N T A C T

Source unless otherwise specified: Facebook data, CA only, ages 18+, Jan–Feb 2016.

*Comparison proportionate to each audience's overall conversation.

1 “Path to Purchase 2016” by Kantar (Facebook-commissioned survey of 2,067 people ages 18+ in the US who made a beauty,

electronics, fashion purchase in the last three months), Aug 2016.

1.49xon Facebook compared

to the prior year

Valentine’s Day conversation grew

1.47x 1.11x

The percentage of conversation among

younger Millennials (18–24) was highest

within the anti-Valentine’s Day topic.

Meanwhile, their older counterparts

drove conversations around loved ones.

L O V E

H A P P Y

T O R O N T O

C U T E

V D A Y B E A U T I F U L

M YV A L E N T I N E

F L O W E R S

R O S E SC H O C O L A T E H E A R T

R E D

F A M I L Y

P I N K

B L E S S E D

F O O D I E

VALENTINE'S W E E K E N D

S M I L E

B E M I N E

F R I E N D S

B E M YV A L E N T I N E

T R A V E L

1 .1%

M E N

W O M E N

A G E 1 8 - 3 4

A G E 1 8 - 3 4

A G E 3 5 - 5 4

A G E 3 5 - 5 4

2 5 %

7 5 %

7 8 %

2 2 %

more photos shared on mobile on

Valentine's Day than on surrounding dates

more videos shared on mobile on

Valentine's Day than on surrounding dates