Facebook's festive season report highlights consumer engagement pattern during Diwali season

The period from October to November marks the festive season for Indians and falling in this period is Diwali, India’s biggest festival of the year. Festivities today are as much online as offline. As people connect with one another more than ever on Facebook and Instagram and other social media platforms, businesses have the opportunity to engage with audiences who matter to them and drive their brand/ business objectives.

Mobile, video, Facebook and Instagram help drive conversation during Diwali, finds Facebook IQ, “Facebook 2018 Holiday Study” by Ipsos Marketing (Facebook-commissioned online study of 1,500 respondents ages 18+ across India), January 2018.

The Great Indian Festive Season report as it is called gives some insights to help brands maximise business during Festive Diwali Season ’18. Here are some of the findings:

Mobile is a huge opportunity for brands

41% Indian Diwali shoppers say they do majority of their research on mobile (Mobile-first researcher). 82% Indian Diwali shoppers say they buy on mobile. 77% Indian Diwali shoppers say they use smartphone in-store during shopping. 60% Indian Diwali shoppers say that they find mobiles more convenient for shopping than going to the store.

Brands can win with Facebook and Instagram

89% Indian Diwali shoppers say that Facebook influences their shopping. 68% Indian Diwali shoppers say that Instagram influences their shopping. There has been a 1.07x increase in watching content on Facebook Live in Q4 2017 versus the average in Q1-Q3 2017. There is a 1.11x increase in watching content on Instagram Live in Q4 2017 versus the average in Q1-Q3 2017. 1.16x increase in created or viewed Instagram story in Q4 2017 versus the average in Q1-Q3 2017. 1.11x increase in clicks on Instagram sponsored posts in Q4 2017 versus the average in Q1-Q3 2017.

Creative spaces to explore

49% Indian Diwali shoppers say that they find product demo videos helpful. 47% Indian Diwali shoppers say that they find holiday recipe videos helpful. 38% Indian Diwali shoppers say that they find videos showing assembling of products helpful. 34% Indian Diwali shoppers say that they find videos showing how to wrap presents helpful. 32% Indian Diwali shoppers say that they find unboxing videos helpful.

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