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Indonesian TikTok users’ shopping behavior in Ramadan
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(Courtesy of Tiktok)
T
he long-awaited holy month of Ramadan, followed by the celebration of Idul Fitri, is nearing. Millions of Muslim families will shop for staple food items, beverages, fashion and accessories, and other items to meet their needs ahead of the fasting month.
With the Idul Fitri holiday bonus (THR) paid to employees, more people will buy different kinds of items. Many will also hunt for discounts or attractive promotions offered by stores, enlivening the shopping extravaganza.
The sharp jump in buyers ahead of Ramadan, surely, bodes well for brands and small and medium enterprises (SME) as they can launch promotional campaigns to seize the market opportunity.
Why do brands and SMEs use video platform TikTok?
The latest survey conducted by TikTok in Indonesia has found that their seven out of 10 TikTtok users are willing to share with each other during Ramadan, showing a very strong social motivation.
According to the survey, 48 percent of the respondents say that the pandemic will not affect zakat (alms) and that they will contribute and 47 percent say that they will give more alms than they gave previously.
Furthermore, the increasingly popular TikTok is varied in terms of audiences. ”The brands and SMEs can adopt new ways to embrace and interact with the new audiences,” said TikTok Indonesia’s head of business marketing, Sitaresti Astarini.
She went on to say, “TikTok users can become an authentic brand ambassador for a brand by enabling them to craft their own content for brand campaigns and with the creative community that TikTok offers, brands and SMEs can express their creativity.”
TikTok users’ shopping behavior in Ramadan
The survey that helps brands and SMEs gain insights into the market during Ramadan has also found that half of the respondents are not opposed to paying premium prices during Ramadan and Lebaran, with 50 percent willing to pay higher prices, 36 percent to hunt for promotional pricing and 14 percent are only willing to pay normal price.
TikTok users that enjoy premium items or discount hunters are apt to go shopping earlier to prepare for Ramadan, the survey says.
Meanwhile, bundling packages were highly popular among premium consumers, according to a survey on the behavior and shopping pattern that TikTok users showed during Ramadan.
What about product category?
Based on a research, foods and beverages were the most sought after and purchased items during the Ramadan period, reaching 87 percent, followed by fashion and accessories (71 percent), household equipment (59 percent), personal care and beauty (58 percent), health and fitness (45 percent), baby and child (35 percent), electronics (35 percent) and digital products (30 percent).
The aforementioned survey outcomes will favor brands and SMEs when it comes to conducting promotional campaign in TikTok during Ramadan.
Brands and SMEs can engage TikTok users watching content on their mobile phone and content on full screens, with full audio.
TikTok users, as seen from their behavior, are in need of good content and they are interactively engaged, more than what on other platforms, with SMEs expected to provide quality content.
Other studies reinforce how TikTok users’ behavior will benefit brands and SMEs.
For example, a study by App Annie found that TikTok users spent 336 seconds in every session and that they were focused heavily on accessing and using the application.
Data from Nielsen Custom Authenticity Study revealed 52 percent of respondents say that they learn about new products through ads on TikTok and 67 percent users agree that TikTok has helped them gain information on new products.
TikTok as a platform for business
Another substantial finding is that every ad placed on TikTok received a good response from users as they took a follow-up action.
“TikTok users are very active in the platform, and this also translates to their tendency to watch ads contents. The result of our survey shows that almost all users (90 percent) take a follow-up action after watching ads in TikTok, such as clicking ads, brand account, seeking further information on the advertised product and so forth,” says Sitaresti.
With TikTok marketing solutions, brands can definitely leverage their business, “to better connect with today’s audience, TikTok encourages brands to deliver and communicate in a creative, authentic, and relatable manner so that the message can reach our community,” says Sitaresti.
On top of that, brands can also take advantage of creative tools on TikTok for business, with efficient choices to represent the most authentic version of the brand. Brands can use Video creation Kit comprising complete and easy-to-use editing tools or Smart Video enabling users to make a video by uploading several files and just leaving it to the TikTok system (artificial Intelligence) that will work smartly, crafting interesting content or other tools.
With all of the aforementioned advantages that TikTok offers, bolstered by TikTok’s market survey results and tools, a question to be raised is whether brands and SMEs have set a marketing strategy on TikTok.
For information on how SMEs can best use TikTok for their business, visit https://www.tiktok.com/business/id/smbcenter.
