TikTok, the short-form video app with a mission to inspire creativity and bring joy, revealed for the first time ever, insights into the shifting consumerism landscape, and how this affects brands during the Ramadan season. TikTok highlighted that in Malaysia, Ramadan shopping habits have changed, and that 28% of consumers shop more online, while 23% buy more each time. This shift comprises a wide range of items from consumer technology to prayer essentials:
- 3.7x increase in search for sarong
- 1.5x increase in search for prayer mats
- 2x increase in search for tablets
- 4x increase in search for smartphones
Unsurprisingly, this means that consumers are spending more time online, with close to 3.5 billion minutes spent on shopping apps during the Ramadan season. Imran Khan, Marketing Communications Manager, SEA elaborates, “As we close in on an entire year of adapting to the new normal, we see that the spirit of Ramadan lives on in spite of social distancing and imposed movement control orders nationwide. Regardless of the situation, people still turn online to help them celebrate Ramadan and Hari Raya. This same sense of camaraderie and togetherness is also seen within our diverse community of users through challenges like #kongsikebaikan, where TikTok users inspire each other in contributing back to the community, all in the spirit of Ramadan.”
During the Ramadan season last year, user engagement on TikTok rose 12.5% on average, with 52% of users saying they learn about new products via brands’ video ads on TikTok. What’s interesting is that 61% of TikTok users feel that advertising on the platform is unique while 67% agree TikTok has helped them get ideas about brands/products they had never thought of before.
“We’re seeing a high level of user engagement on the platform,” says Imran. “90% of TikTok users have seen ads on TikTok, and more than half (56%) of these search for more information about the ad they’ve just watched. Engagement is increased by 43% for brands that advertise, while 33% talk about the brand/product with people they know. This just goes to show the type of tangible impact that these ads can have on our community of diverse users.”
TIKTOK MARKETING
A key contributor to the high level of engagement on TikTok can be attributed to the fact that 92.3% of users do not use a second screen while on TikTok, making their experience on the platform extremely immersive. “This presents an opportunity for brands to connect with their audience on a deeper level,” explains Imran. “The reason behind this is simple. Ads are meant to be joyful and immersive, and we see this on TikTok, where the best performing ads are the ones that provide users with useful, authentic, entertaining and educational content.”
TikTok says that its platform is open to brands of all sizes, including SMBs, and with over 98% of businesses in Malaysia represented by SMBs, TikTok may just be what these businesses need given the current economic situation. “With TikTok for Business, brands of all sizes are given the tools to be discovered and connect with the broader communities around them. They will find it easier to tap into unique opportunities that can only be found through TikTok, engaging with users in a safe, positive and immersive manner. This represents a unique opportunity to flip traditional marketing on its head and put brands and businesses at the forefront of innovative storytelling and creativity to connect with today’s generation of digital natives,” concludes Imran.
