TikTok Rilis “TikTok Ramadan Insight 2021”

Ramadan is a moment that most Indonesians have been waiting for, because it is full of the spirit of togetherness and sharing. TikTok, a short video distribution platform, shares the results of a survey conducted on hundreds of TikTok users summarized in the report “TikTok Ramadan Insight 2021”.

According to data from Kantar, since last year the COVID-19 pandemic has had an impact on people celebrating Ramadan. Ramadan is celebrated in a simpler way, which focuses more on worship and awareness of the importance of health by delivering different socializations.

“From the consumer side, Indonesians apply priority settings for spending during Ramadan. Fresh food ingredients and consumer products are their top priority, “said Fanny Murhayati, Marketing Director, Kantar Indonesia.

Furthermore, Fanny added that in this regard, brands and business actors have the opportunity to take advantage of various digital platforms in communicating with their target public, such as sharing inspiration, activities at home and other humanist stories.

In line with data from Kantar, the report “TikTok Ramadan Insight 2021” also shows that 71% of TikTok users celebrate Ramadan in their own way, one of which is by doing activities at home.

This trend can be seen from last year’s Ramadan, where there was a 29% increase in engagement during the month, compared to the daily average. The TikTok platform is used by users to give more meaning to togetherness by sharing inspiration that makes Ramadan more memorable.

This year, 96% of TikTok users said they wanted to be more active on the online platform and would upload content on digital platforms during the month of Ramadan with various trending content. In addition, 1 in 3 users are already planning to buy more food and snacks online this month of Ramadan.

“TikTok Ramadan Insight 2021” also highlights various types of content that brands or UKM can use to attract new audiences, considering that this content is what users are waiting for the most during Ramadan. From the survey, this year, most users are looking forward to content related to Ramadan.

The contents in question include religion, food, the latest information from family and relatives, daily content, and fashion and beauty. In addition, this content is usually used as inspiration and recommendations for finding the right products that users want.

As said by Sitaresti Astarini, Head of Business Marketing, TikTok Indonesia, from the results of the TikTok survey in the report “TikTok Ramadan Insight 2021”, it can be seen that amid all the current limitations, TikTok users in Indonesia remain active and enthusiastic in sharing stories. with joy.

“The story of TikTok users in last year’s Ramadan can give a sense of togetherness, especially during a pandemic. They enjoy and share happiness through contents that are informative, inspirational, entertaining, and most importantly, relevant or relatable, ”Astarini explained.

In that regard, brands in the country also have a great opportunity to connect with highly engaged users during the month of Ramadan, in an authentic way on TikTok. Users can directly engage in brand campaigns by creating their own content according to their creativity.

TikTok users in Indonesia are also very receptive to advertisements, where 90% of them admit to taking further action (finding out more about products, clicking on ad links / brand accounts, commenting, etc.) after seeing advertisements that appear on the TikTok platform.

To assist SMEs in carrying out marketing campaigns in the month of Ramadan this year, TikTok also presents a self-serve platform for the TikTok For Business solution which can be accessed at the following link https://www.tiktok.com/business/id/smbcenter.

–