TikTok insights reveal consumer shopping behaviour as Ramadan draws near

WITH the Ramadan season closing in for Muslim Malaysians, consumers are spending more time shopping for prayer essentials, as revealed by insights from TikTok.

“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,” said TikTok marketing communications manager (SEA) Imran Khan.

The insights showed that consumers have been looking up products like sarong (3.7x increase) and prayer mats (1.5x increase), giving an opportunity for businesses to prepare for the shift in buying trends and leverage on them.

Businesses could also take advantage on TikTok’s unique network exposure to market their products since the platform experienced an increase in user engagement of 12.5% during last year’s Ramadan season, with 52% of the users saying they learn about new products via brands’ video ads on TikTok.

In fact, 61% of TikTok users believe that the platform’s advertising capabilities are unique and 67% agreed that the platform helped them get ideas about brands or products that they never have 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 searches for more information about the ads 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.” – March 12, 2021

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