Black Friday Crushes Singles’ Day Chatter in Southeast Asia

Black Friday crushes Singles’ Day Chatter in Southeast Asia

Majority of Conversations on Online Platforms Revolve Around Black Friday and Cyber Monday in Singapore, Malaysia and Indonesia

Bigger is not always better – or so retailers are discovering following the conclusion of the biggest shopping extravaganzas. While Singles’ Day hit a record US$25.3 billion dollars in sales, it was Black Friday and Cyber Monday that dominated social media chatter in Singapore, Malaysia and Indonesia.

Meltwater, a global media intelligence company, tracked online reactions in the lead-up to – and during – Singles’ Day, Black Friday and Cyber Monday and found that over eight in ten conversations (82.92%) online were focused on Black Friday and Cyber Monday.

Black Friday crushes Singles’ Day Chatter in Southeast Asia
Neil Brennan

“The rise of Singles’ Day in recent years has been astronomical, breaking records every year and drawing interest from around the globe. While it’s clear that Chinese consumers are spending and talking about Singles’ Day, this massive spend and conversation in China seems to have translated poorly to other markets in Southeast Asia. Black Friday and Cyber Monday still prevail, highlighting the fact that these markets have yet to be fully penetrated by the Chinese phenomenon,” said Neil Brennan, Area Director, Meltwater Japan and South East Asia.

Also Read: Thanksgiving Ecommerce Activity Beats Black Friday for Second Year in a Row

Meltwater tracked online perceptions across Facebook, Twitter, Instagram, YouTube, blogs, forums, message boards and review sites from 28 October to 28 November 2017.

Indonesia generates maximum buzz

Regionally, Indonesia led the way driving the highest volume of online chatter with 88.6% of conversations centered around Black Friday and Cyber Monday. Out of the three markets monitored, Singapore generated the most social media buzz for Singles’ Day, accounting for 22.14% of the conversations, followed closely by Malaysia at 21.97%.

Black Friday crushes Singles’ Day Chatter in Southeast Asia
Indonesia generates maximum buzz

Alibaba for the win

Conversations across all countries typically revolved around finding good deals and offers from specific retailers. It is noteworthy that Alibaba was a major source of online chatter thanks to its record-breaking sales figures. Lazada, backed by Alibaba, also drew a considerable amount of chatter following their Singles’ Day push. The largest trending topic in Indonesia was Taman Anggrek, a famous mall located in Jakarta, known for being one of the biggest in Southeast Asia.

Black Friday crushes Singles’ Day Chatter in Southeast Asia
Alibaba was a major source of online chatter

How the platforms stacked up

A majority of the conversations took place on Twitter, Instagram, and online forums. Twitter emerged as the top platform contributing to more than half of all conversations about Singles’ Day and over 85% of chatter on Black Friday and Cyber Monday.

Top Three Platforms – Black Friday & Cyber Monday

  1. Twitter – 86.51%
  2. Instagram – 6.81%
  3. Forums – 6.53%

Top Three Platforms – Singles’ Day

  1. Twitter – 57.92%
  2. Instagram – 29.67%
  3. Forums – 11.68%

Recommended Read: Thanksgiving and Black Friday Effect: More Than $3.9 Billion in Desktop Shopping

Previous ArticleNext Article

Leave a Reply

Your email address will not be published. Required fields are marked *