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