Chinese New Year: Using social media to engage audience
For retailers in Singapore and Malaysia, the Chinese New Year (CNY) period is one of the busiest in the year. According to data released by Twitter, conversations over the CNY period in 2015 revolved around ‘family’ in Singapore and Malaysia while conversation about ‘shopping’ was active from January till the end of the season.
The lead-up to the Lunar New Year’s Day is when consumers talk most about CNY preparations and sales, according to data analysed through Crimson Hexagon.
More than two-thirds of Twitter users in Singapore (69 per cent) and Malaysia (70 per cent) want more from brands on Twitter during CNY period.
As Singaporeans and Malaysians usher in the Year of the Monkey, Twitter has released some key statistics from last year’s CNY to help marketers plan for the season.
#1: Engage with relevant hashtags and content
One in five plan to visit relatives in the same city, while one in five are going away on holiday during this festive season. Tips on travel and shopping are popular with Twitter users, as are festive promotions Tweets that reflect the CNY #reunion and #HuatAh spirit.
The #CNY travel checklist is here! Have you 'goat' these? pic.twitter.com/k5SlFbe8AV
— AirAsia (@AirAsia) February 16, 2015
Our Golden Fortune Box includes the new KFC nuggets and Pineapple egg tart at $7.80! So Bountiful, So Good! #HuatAh pic.twitter.com/PFX3YvTce9
— KFC_SG (@KFC_SG) February 2, 2015
Surprise your clients and friends w/ our #CNY #hampers for an auspicious Year of the Monkey! https://t.co/J6d8IJqMDm pic.twitter.com/vNnan0NEs4
— Mandarin Oriental HK (@MO_HKG) January 4, 2016
#2: Video content
According to data released by Twitter, users in Singapore (50 per cent) and Malaysia (56 per cent) watch video on Twitter at least once a week, and a third of users in Singapore (33 per cent) and Malaysia (39 per cent) watch several times a day.
Life's greatest blessing is the loved ones around you. Be thankful this CNY. #keepflying. Watch now https://t.co/Xb1eknItPK
— Malaysia Airlines (@MAS) February 13, 2015
#3: It’s ‘huat’ to be hip
Wearing new clothes are a tradition for CNY, giving marketers ample opportunity in this area to reach out to their target audience. About 54 per cent of users in Singapore and 48 per cent in Malaysia wish to purchase fashion and accessories during CNY.
Gold envelopes, detailed with @Burberry check, designed exclusively for Lunar New Year https://t.co/JiiO6FjoCV pic.twitter.com/Su2BqmruM2
— Burberry (@Burberry) January 7, 2016
PROFESSIONAL 3 GCB YEAR OF THE MONKEY – LIMITED EDITION #ChineseNewYear #yearofthemonkey #mobiado pic.twitter.com/Fbqp2yMXwF
— Mobiado (@mobiado) December 17, 2015
How to glam up in #red for #ChineseNewYear! http://t.co/henw5AcDLV #NewClothes #CNY #Shopping #Fashion #GongXiFaCai pic.twitter.com/GAA8qgVjzY
— CapitaLand (@CapitaLand) February 19, 2015
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