KUALA LUMPUR – TikTok, the short-form video app with a mission to inspire creativity and bring joy, revealed for the first time, 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 despite 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.
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.
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.
Read more: The 2021 MyMalaysia Career e-Fair to elevate employment and financial literacy
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