Holiday Insights: Malaysian Tweets drive the holiday cheer alive (and buys) alive

Holiday Insights: Malaysian Tweets drive the holiday cheer alive (and buys) alive
48% Malaysians find holiday inspirations on Twitter



It's beginning to look a lot like holidays, as seen on the growing number of holiday-related conversations on Twitter even before December ushers in. Although physical restrictions are still in place, retail and gifting, as a way to welcome and celebrate the holidays, now rings truer than ever online and on Twitter.

Twitter's Holiday research reveals that even though 51% of Malaysians are still wary about gatherings, they likewise remain hopeful and excited to celebrate the holidays. While many Malaysians do not celebrate Christmas per se, they begin to look forward to the holiday break, listen to Christmas songs and enjoy the overall festive mood from November. For most people, the holidays entails gift giving, major home decor rehaul, and other activities that contribute not just on purchases but also in keeping the holiday cheer alive despite challenging times. In fact, there are over 8 million holiday-related conversations on Twitter across Southeast Asia -- and it's a myriad of topics from customer reviews, questions on best buys, and other Tweets that show why Twitter is the go-to place for people and brands to know and join #WhatsHappening around the Holidays.

Before the last month of the year unfolds, Twitter delves into the Holiday shopping trends that prevail in Malaysia.

Celebration starts early
The spirit of holidays never waver on Twitter as it continues to be bigger and better. In 2020, Malaysia saw close to 1 million holiday-related conversations and it’s worth noting that the conversations on holidays also begin early around October, 2 months earlier than the actual holiday season.

During the said period, what triggers the rise of holiday-related conversation in Malaysia are offerings of special year-end promotions by various brands, the steady release of Christmas-related media from celebrities and television channels, and the anticipation of a promising new year. These are avenues for people to plan what they need to buy or prep throughout the season.



Brainstorming on holiday gift ideas
Though physical restrictions are still in place, people found a way to brainstorm on holiday ideas. 39% of Malaysians still struggle on finding the perfect gift, so it’s a unique trend among people on Twitter to join forces and discuss all about holiday shopping. The topics may also range from holiday recipes, new products, or fashion to cop this Christmas. Moreover, 53% of Malaysians discover good brand deals and promos, thanks to Twitter.



Apart from the ever-bustling community, 48% of Malaysians on Twitter also get their inspiration from the interests/topics they follow, while 47% get their ideas trending topics and hashtags. These conversations on Twitter convert into sales. On average, a 10% rise in conversation driven by brands lead to a 3% increase in sales.

Twitter is where the holiday celebration is
As holidays are about sharing and celebration, it's expected that the majority of holiday-related topics in 2020 revolve around Greetings (51%) as people extend their well-wishes to family and peers. This is followed by Shopping (19%) as well as Family and Friends (11%) as the season of gifting has Malaysians thinking about what presents to get for their loved ones.



The community on Twitter is also highly receptive, so it's no surprise that it is also the platform where fellow shoppers and brands can see the latest trends on holiday retail straight from the shoppers themselves. In Malaysia, 53% of shoppers would like to see brand deals while 40% are looking for gift suggestions from brands, and 24% of them also expect to see more heartwarming content from brands this holiday season.

Moreover, their gifting options vary from food & beverage, personal care products, fashion and accessories to tech products. In particular, 35% of Malaysians on Twitter are planning to purchase Tech products over the holidays this year. In looking for the perfect gizmo, two things they consider the most are price (75%) and specs (65%).



Join the holiday cheer on Twitter
The latest on #WhatsHappening around holidays and other moments has always been on Twitter, thanks to the community that unceasingly Tweet their passion, interest, and thoughts on just about any topic. These conversations help influence others and fuels the excitement around occasions just like the holidays.

Step into the holiday spirit on Twitter and win your brand’s campaign in advance with 3 types of holiday content to win this season:
  • Hype: Ignite the campaign by hyping it up. Send your message and build anticipation to achieve 2x more engagement.
  • Participate: Don’t just Tweet out. Make sure to take part in the conversation to enjoy a 35% better view through.
  • React: Remember to always connect. React to maximize buzz and phase out while driving consideration to achieve 3x more consistency.

“Holidays remain to be a joyous occasion as seen on how vibrant the conversations are on Twitter throughout the region. What’s unique about Malaysia is that it is a melting pot of culture, and despite there not being many who actively celebrate Christmas, the whole nation will come together to enjoy the festivities. Shopping is a big draw for Malaysians over this period with many brands offering attractive promotions, which 53% of Malaysians actively look out for, while the other 24% look for heartwarming Christmas content from their preferred brands. Holidays are special because it is the time to connect with loved ones, and more so, we believe it’s the best time for brands to follow suit for their audience,” said Martyn U’ren, Research Director, Asia Pacific & Global Export at Twitter.

Win the holiday season and other key moments on Twitter. Visit https://business.twitter.com/en/advertising.html to discover how you can leverage Twitter for your brand and to join in the conversation today.