The Jakarta Post
Short-form video platform TikTok has gained popularity as a medium to broadcast messages that matter, be it to promote a social cause or a particular brand.
Why TikTok? Data from TikTok revealed that in 2020, many Indonesian brands and micro, small and medium enterprises (MSME) used the platform to promote their products as part of their digital transformation strategies. These brands and MSMEs recognized that TikTok’s thriving creative community served as a potential new audience for them.
People are also using TikTok during Ramadan, known as a moment of togetherness with families and friends. During Ramadan last year, TikTok users increased their engagement by an average of 29 percent. From the 2020 data, the survey shows that this year, about 96 percent of TikTok users will upload their content onto the platform throughout the holy month.
“Through TikTok, brands have a huge opportunity to connect with users who are highly engaged with the platform throughout the month of Ramadan in an authentic manner. Users can directly get involved with brand campaigns by independently creating content in pursuit of their own creativity,” said Tik Tok Indonesia’s Head of Business Marketing, Sitaresti Astarini.
“Our survey found that amid all the limitations and constraints of the COVID-19 pandemic, our users continued to be active on the platform, enthusiastically sharing their joyful stories as they go about their day throughout Ramadan period. At the same time, they also deeply relish content that is informative, inspirational, entertaining and, most importantly, relevant and relatable.”
Considering the platform's diverse content categories and highly engaged users, TikTok is increasingly becoming brands's choice of platform to promote products during key seasonal moments, including Ramadan and Idul Fitri.
To offer brands further insight on consumer behavior for their marketing campaigns, TikTok recently conducted a survey involving hundreds of users across Indonesia to predict their behavior during Ramadan.
The results of the survey can also help brands prepare for their long-term Ramadan digital marketing strategies.
First of all, about 71 percent of respondents said that this year, they planned to celebrate the month of Ramadan in their own way, while still responsibly considering the possible limitations amidst COVID-19. They added that they would still buy signature Ramadan foods and snacks, but they would likely order them online instead of going out shopping.
Even while stuck at home, TikTok users are eager to get into the Ramadan spirit, which makes it important for brands to intensify their TikTok campaigns throughout the period as well.
What users like the most about TikTok in Ramadan
. (Courtesy of Tiktok/.)
Gaining insight into the content that TikTok users like can also help brands craft their own content effectively. In its latest survey, TikTok also provides insights on customer content preference.
For instance, seven out of 10 TikTok users who shared their content during Ramadan in 2020 aimed to genuinely connect with other people amid a decline of social/physical contact.
Meanwhile, three out of four TikTok users said that apart from the need to connect with family members and friends, they also used the platform to stay abreast of current affairs.
During the 2020 Ramadan period, the most popular TikTok videos involved vlogging, food, comedy, family life and beauty.
TikTok is offering its predictions on the type of content users will love during the 2021 Ramadan period, making it easier for brands to decide whether the platform would be a suitable medium for them.
The content that will gain popularity during the fasting month this year include religion (78 percent), food (71 percent), entertainment (69 percent), updates from families and friends/acquaintances (64 percent), daily life updates (60 percent), as well as fashion and beauty (43 percent).
Armed with this knowledge, brands can design or adjust their marketing material accordingly to better attract their target audience.
The TikTok survey also discovered that brands would benefit from combining different types of content to promote their products to avoid monotony. For instance, a cookie brand might want to create a video introducing a new cookie recipe with a religious setting — all presented in a fun, entertaining manner.
With all these tips combined, Indonesian brands and MSMEs can better boost their digital presence with fun and fresh TikTok content.