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Ramadan on Facebook
2017
I N I N D O N E S I A
G E N E R A L V E R S I O N F O R P U B L I C
No.
2
Count on mobile
this Ramadan
Source: Ramadhan study, Kantar research (commissioned by Facebook), n= Muslims aged 1000+ in Indonesia and Malaysia, Jan 2016
On mobile in Indonesia & Malaysia
Mobile is the source of Ramadan information
know more about
what’s happening
during Ramadan
use mobile to follow
Islam practices on
Ramadan
2 in 3 1 in 2 1 in 2 mums
Download a copy of
Quran on mobile
devices
Mobile ties Indonesians to
people and festivities
get closer to
friends & family through mobile
60%
Use mobile to plan social
activities
1 in 2*
Source: Ramadhan study, Kantar research (commissioned by Facebook), n= Muslims aged 1000+ in
Indonesia and Malaysia respectively, Jan 2016
* Actual figure: 50.7%; Question: Mobile phone roles during Ramadan
2 in 3
use mobile while
watching TV1
TOP ACTIVITIES WHILE
MULTI-SCREENING2
Source: Ramadhan study, Kantar research (commissioned by Facebook), n= 1000+ Muslims aged 18+ in Indonesia and Malaysia respectively, Jan 2016
1. Actual figure: 67%; question: Which of these devices do you regularly (at least once a week) use while watching TV during Ramadan and/or Eid al-Fitr?
2. Question: Which of the following would you say you regularly (at least once a week) do while watching TV during Ramadan and/or Eid al-Fitr on these devices?
Mobile is the companion while watching TV
Social Media
Looking for information
Messaging services
95%
view mobile content
different to
what’s on TV
Ramadhan sharing peaks throughout the season
4/30/16 5/10/16 5/20/16 5/30/16 6/9/16 6/19/16 6/29/16 7/9/16 7/19/16 7/29/16
Ramadhan posting is
equally high before, during
and after the season
Facebook text, photo and video posts in Indonesia before, during and after Ramadhan
35%
more posts on July 4
compared to the entire
Ramadhan season
July 4
Source: Facebook internal data (based on number of all type of post) in Indonesia, all demographic, 1 April – 30 Aug 2016
4/30/16 5/10/16 5/20/16 5/30/16 6/9/16 6/19/16 6/29/16 7/9/16 7/19/16 7/29/16
Videos spike post-Ramadhan
Facebook video posts in Indonesia pre, during and post Ramadhan
July 4
2.8x
more video posts
compared to the entire
Ramadhan season
23%
more video posts compared
to Ramadhan month
IN THE POST-RAMADHAN MONTH
ON JULY 4
Source: Facebook internal data (based on number of video post) in Indonesia, all demographic, 1 April – 30 Aug 2016
Family, food and the home dominate Ramadhan
Facebook conversations
1) Family (48%)
2) F&B (16%)
3) Household (10%)
4) Travel (9%)
5) Shopping (6%)
TOP 5 RAMADHAN
TOPICS ON FACEBOOK
1 in 2
Facebook posts
were related to
Family*
Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia,
1 Apr – 5 Aug 2016
PRE-RAMADHAN
(1 APRIL – 5 JUNE)
RAMADHAN
(6 JUNE – 5 JULY)
Advice CharityEntertainment Family
F&BFinance
Household Shopping
WEEK APRIL 4
(9 weeks before)
WEEK MAY 16
(3 weeks before)
WEEK APRIL 25
(6 weeks before)
WEEK JUNE 6
(Ramadhan wk 1)
WEEK MAY 2
(5 weeks before)
WEEK MAY 23
(2 weeks before)
Travel
Home, advice and travel conversations start early
When Ramadhan conversations start to increase on Facebook
(by weeks in 2016)
Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016
RAMADHAN
(6 JUNE – 5 JULY)
POST-RAMADHAN
(6 JULY – 5 AUGUST)
F&B
WEEK JUNE 6
(Ramadhan wk 1)
Finance
Shopping
WEEK JUNE 27
(Ramadhan wk 4)
Charity
WEEK JULY 4
(Ramadhan wk 5)
Family
Household
Travel
Advice, Tips &
Information
WEEK JULY 18
(2 weeks after Ramadhan)
Entertainment
Food, shopping conversations peak early
When Ramadhan conversations reach its peak on Facebook
(by weeks in 2016)
Source: Facebook internal data (based on keywords related to Ramadhan topics),
Indonesia, 1 Apr – 5 Aug 2016
Source: Facebook internal data (based on keywords related to family), Indonesia, 1 Apr to 5 Aug 2016 11
Family conversations: Aspirations, goals & thankfulness
• Thankfulness to God is a common
discussion topic around family
conversations on Facebook this
season
• Goals: Aspirations and wishes for
families – especially husbands and
children – to improve, do good and be
better people this Ramadhan.
• Greetings: Eid/Lebaran well wishes for
friends and loved ones are widely
discussed in family conversations
Source: Facebook internal data (based on keywords related to travel), Indonesia, 1 Apr to 5 Aug 2016 12
Travel conversations: Documenting the mudik journey & hometown experiences
• Self reflection of one’s life journey
(perjalanan hidup) is a big topic related to travel
conversations, likely when people start traveling
back to their hometowns this Ramadhan.
• Holiday & kampung (hometown) experiences
are widely posted by Indonesians
• The travel journey back to one’s hometown
(mudik/pulang kampung):
Indonesians discuss the journey back home while
they’re on the road, capturing the sights and
sounds along the way, be it beaches or roadways
through the mountains.
• Safe travels: Indonesians often send well wishes
to their friends and family for safe travels back
home or abroad.
Source: Instagram internal data, Indonesia, 1 Apr to 5 Aug 2016 13
Trending Instagram hashtags during Ramadhan among Women
• Muslim fashion tops hashtags
for Indonesian Women on
Instagram this season
• Shopping for the family:
Their posts are not only about
dressing themselves, but also
dressing the entire family
(kids, baby)
• Happiness and love are
dominant feelings captured this
season.
• Holiday plans & destinations
are often captured and
discussed.
• Local vs global:
Local destinations are more
frequently mentioned than
international locations
Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016 14
Household topics highlights among women
• Home cleanliness is widely
discussed by women this season
on Facebook. Most conversations
involve laundry and home cleaning.
• New and presentable homes:
Women strive to keep homes
looking new and presentable,
especially bathrooms and living
rooms.
• Home gatherings: Good home
presentation and cleanliness is
closely linked to family gatherings
at home (open house, breakfast)
• Taking a break: Women often
discuss activities outside the home
(keluar rumah, cuci mata). Likely
linked to time off from readying
the home for Ramadhan.
Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016 15
Food and beverage topics highlights among women
• Lunch (and lunch hour
activities while fasting) are
widely discussed by women
on Facebook
• Recipes: Popular Indonesian
food dishes are often
mentioned, likely linked to
recipe asks and suggestions.
• Pregnant women post about
maintaining their health
during Ramadhan fasting
• Health: Weight is a hot topic,
a sign of women looking out
for healthier, low calorie food
products and recipes.
16
Shopping topics highlights among women
• Clothes shopping:
Conversations around clothes
shopping comes out on top,
particularly for new clothes
worn on Eid/Lebaran
• Electronics: Discussion
about electronics, especially
the TV, Playstation and
mobile phones (particularly
Samsung)
• Gifting and promotions are
a hot topic
Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016
No.
Winning in all
phases of Ramadan
18
Build brand
awareness
with Facebook &
Instagram video ads
Use Facebook, Instagram & Audience Network
to grow your business this Ramadhan
Win new
audiences
using smart targeting
with Custom/Lookalike
Audiences
Generate leads
& downloads
with lead ads and
mobile app install ads
Drive sales &
store traffic
with Carousel ads,
Dynamic ads and Local
Awareness ads
The 3 Phases of Ramadhan 2017
= Pre-Ramadhan
(1 April – 26 May)
= Ramadhan
(27 May – 25 June)
= Post-Ramadhan
(26 June – 31 July)
Source: Placeholder text. Delete this box if source is not needed. 20
Thank you

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Facebook Ramadhan insight 2017 for Indonesian Business

  • 1. Ramadan on Facebook 2017 I N I N D O N E S I A G E N E R A L V E R S I O N F O R P U B L I C
  • 3. Source: Ramadhan study, Kantar research (commissioned by Facebook), n= Muslims aged 1000+ in Indonesia and Malaysia, Jan 2016 On mobile in Indonesia & Malaysia Mobile is the source of Ramadan information know more about what’s happening during Ramadan use mobile to follow Islam practices on Ramadan 2 in 3 1 in 2 1 in 2 mums Download a copy of Quran on mobile devices
  • 4. Mobile ties Indonesians to people and festivities get closer to friends & family through mobile 60% Use mobile to plan social activities 1 in 2* Source: Ramadhan study, Kantar research (commissioned by Facebook), n= Muslims aged 1000+ in Indonesia and Malaysia respectively, Jan 2016 * Actual figure: 50.7%; Question: Mobile phone roles during Ramadan
  • 5. 2 in 3 use mobile while watching TV1 TOP ACTIVITIES WHILE MULTI-SCREENING2 Source: Ramadhan study, Kantar research (commissioned by Facebook), n= 1000+ Muslims aged 18+ in Indonesia and Malaysia respectively, Jan 2016 1. Actual figure: 67%; question: Which of these devices do you regularly (at least once a week) use while watching TV during Ramadan and/or Eid al-Fitr? 2. Question: Which of the following would you say you regularly (at least once a week) do while watching TV during Ramadan and/or Eid al-Fitr on these devices? Mobile is the companion while watching TV Social Media Looking for information Messaging services 95% view mobile content different to what’s on TV
  • 6. Ramadhan sharing peaks throughout the season 4/30/16 5/10/16 5/20/16 5/30/16 6/9/16 6/19/16 6/29/16 7/9/16 7/19/16 7/29/16 Ramadhan posting is equally high before, during and after the season Facebook text, photo and video posts in Indonesia before, during and after Ramadhan 35% more posts on July 4 compared to the entire Ramadhan season July 4 Source: Facebook internal data (based on number of all type of post) in Indonesia, all demographic, 1 April – 30 Aug 2016
  • 7. 4/30/16 5/10/16 5/20/16 5/30/16 6/9/16 6/19/16 6/29/16 7/9/16 7/19/16 7/29/16 Videos spike post-Ramadhan Facebook video posts in Indonesia pre, during and post Ramadhan July 4 2.8x more video posts compared to the entire Ramadhan season 23% more video posts compared to Ramadhan month IN THE POST-RAMADHAN MONTH ON JULY 4 Source: Facebook internal data (based on number of video post) in Indonesia, all demographic, 1 April – 30 Aug 2016
  • 8. Family, food and the home dominate Ramadhan Facebook conversations 1) Family (48%) 2) F&B (16%) 3) Household (10%) 4) Travel (9%) 5) Shopping (6%) TOP 5 RAMADHAN TOPICS ON FACEBOOK 1 in 2 Facebook posts were related to Family* Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016
  • 9. PRE-RAMADHAN (1 APRIL – 5 JUNE) RAMADHAN (6 JUNE – 5 JULY) Advice CharityEntertainment Family F&BFinance Household Shopping WEEK APRIL 4 (9 weeks before) WEEK MAY 16 (3 weeks before) WEEK APRIL 25 (6 weeks before) WEEK JUNE 6 (Ramadhan wk 1) WEEK MAY 2 (5 weeks before) WEEK MAY 23 (2 weeks before) Travel Home, advice and travel conversations start early When Ramadhan conversations start to increase on Facebook (by weeks in 2016) Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016
  • 10. RAMADHAN (6 JUNE – 5 JULY) POST-RAMADHAN (6 JULY – 5 AUGUST) F&B WEEK JUNE 6 (Ramadhan wk 1) Finance Shopping WEEK JUNE 27 (Ramadhan wk 4) Charity WEEK JULY 4 (Ramadhan wk 5) Family Household Travel Advice, Tips & Information WEEK JULY 18 (2 weeks after Ramadhan) Entertainment Food, shopping conversations peak early When Ramadhan conversations reach its peak on Facebook (by weeks in 2016) Source: Facebook internal data (based on keywords related to Ramadhan topics), Indonesia, 1 Apr – 5 Aug 2016
  • 11. Source: Facebook internal data (based on keywords related to family), Indonesia, 1 Apr to 5 Aug 2016 11 Family conversations: Aspirations, goals & thankfulness • Thankfulness to God is a common discussion topic around family conversations on Facebook this season • Goals: Aspirations and wishes for families – especially husbands and children – to improve, do good and be better people this Ramadhan. • Greetings: Eid/Lebaran well wishes for friends and loved ones are widely discussed in family conversations
  • 12. Source: Facebook internal data (based on keywords related to travel), Indonesia, 1 Apr to 5 Aug 2016 12 Travel conversations: Documenting the mudik journey & hometown experiences • Self reflection of one’s life journey (perjalanan hidup) is a big topic related to travel conversations, likely when people start traveling back to their hometowns this Ramadhan. • Holiday & kampung (hometown) experiences are widely posted by Indonesians • The travel journey back to one’s hometown (mudik/pulang kampung): Indonesians discuss the journey back home while they’re on the road, capturing the sights and sounds along the way, be it beaches or roadways through the mountains. • Safe travels: Indonesians often send well wishes to their friends and family for safe travels back home or abroad.
  • 13. Source: Instagram internal data, Indonesia, 1 Apr to 5 Aug 2016 13 Trending Instagram hashtags during Ramadhan among Women • Muslim fashion tops hashtags for Indonesian Women on Instagram this season • Shopping for the family: Their posts are not only about dressing themselves, but also dressing the entire family (kids, baby) • Happiness and love are dominant feelings captured this season. • Holiday plans & destinations are often captured and discussed. • Local vs global: Local destinations are more frequently mentioned than international locations
  • 14. Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016 14 Household topics highlights among women • Home cleanliness is widely discussed by women this season on Facebook. Most conversations involve laundry and home cleaning. • New and presentable homes: Women strive to keep homes looking new and presentable, especially bathrooms and living rooms. • Home gatherings: Good home presentation and cleanliness is closely linked to family gatherings at home (open house, breakfast) • Taking a break: Women often discuss activities outside the home (keluar rumah, cuci mata). Likely linked to time off from readying the home for Ramadhan.
  • 15. Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016 15 Food and beverage topics highlights among women • Lunch (and lunch hour activities while fasting) are widely discussed by women on Facebook • Recipes: Popular Indonesian food dishes are often mentioned, likely linked to recipe asks and suggestions. • Pregnant women post about maintaining their health during Ramadhan fasting • Health: Weight is a hot topic, a sign of women looking out for healthier, low calorie food products and recipes.
  • 16. 16 Shopping topics highlights among women • Clothes shopping: Conversations around clothes shopping comes out on top, particularly for new clothes worn on Eid/Lebaran • Electronics: Discussion about electronics, especially the TV, Playstation and mobile phones (particularly Samsung) • Gifting and promotions are a hot topic Source: Facebook internal data, Indonesia, 1 Apr to 5 Aug 2016
  • 18. 18 Build brand awareness with Facebook & Instagram video ads Use Facebook, Instagram & Audience Network to grow your business this Ramadhan Win new audiences using smart targeting with Custom/Lookalike Audiences Generate leads & downloads with lead ads and mobile app install ads Drive sales & store traffic with Carousel ads, Dynamic ads and Local Awareness ads
  • 19. The 3 Phases of Ramadhan 2017 = Pre-Ramadhan (1 April – 26 May) = Ramadhan (27 May – 25 June) = Post-Ramadhan (26 June – 31 July)
  • 20. Source: Placeholder text. Delete this box if source is not needed. 20 Thank you