As many as 71 percent of TikTok users will have their own way of celebrating Ramadhan, for instance, doing daily activities at home.
Jakarta (ANTARA) - Based on the results of a survey, short-video platform TikTok has predicted a rise in its user engagement level in Indonesia ahead of and during Ramadhan this year.

“As many as 71 percent of TikTok users will have their own way of celebrating Ramadhan, for instance, doing daily activities at home,” head of business marketing for TikTok Indonesia, Sitaresti Astarini, said during a media discussion on ‘TikTok Ramadan Insight 2021’, held online here on Tuesday.

The trend has been projected since Ramadhan last year, when user engagement levels increased 29 percent during the month compared to the daily average, she observed.

The TikTok platform is commonly used to make togetherness more meaningful and to share inspirations for making Ramadhan more memorable, she added.

Moreover, 96 percent of TikTok users have expressed their intention to be more active on the online platform, she said. They will use the digital platform during Ramadhan to share trending content, such as moments of togetherness with family and friends, she revealed.

Aside from attracting more personal users, ‘TikTok Ramadan Insight 2021’ also focused on content used by certain brands or micro, small, and medium businesses (UMKM) to attract more audiences, she added.

According to the survey, most TikTok users are awaiting content related to religiosity, foods, news updates from family and friends, daily activities, fashion, and beauty, she informed.

Such content is usually created to inspire users and recommend products that the users may want, Astarini remarked.

“Brands will have a big chance to connect to the users engaged during Ramadhan in authentic ways on TikTok. The users can directly get involved in the brand campaigns by creating their own content, according to their creativity,” she pointed out.

TikTok users in Indonesia tend to be receptive to advertisements, with 90 percent following them up after watching them on screen, she explained. Users try to learn more about the products by clicking on links connecting to brand accounts, provide comments, and so on, she said.

To help the UMKM in their marketing campaigns during Ramadhan, TikTok will provide self-serve platforms for TikTok for Business solutions. (INE)

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Translator: Juwita Trisna Rahayu, Arnidhya
Editor: Suharto
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