Here's How to Know Trends and Growing New Business Through Facebook Ads in Late 2017 and New Year's Start 2018

People in Southeast Asia purchased through Facebook 78% more in Q4 2016 on average than the rest of the year. Grabbing attention and driving action is more important than ever.

Here are five key insights around how people shopped during the year-end period last year to help your business better reach your audience.

1. Mobile is the year-end shopping cart

We know mobile is the new first screen in Southeast Asia. When it comes to shopping, it’s also the device of choice. From October to December last year, 64% of online purchases through Facebook take place on mobile across the region on average, and younger shoppers top this table: 2 in 3 of these purchases were made by millennials.

2. The early bird gets the worm

Shoppers start early. As early as October, online purchases through Facebook in Southeast Asia were higher than the yearly average. And businesses that built their brand ahead of peak shopping periods often come out on top. Lazada, Blibli.com and Tesco Lotus Thailand are among brands who’ve impacted conversion results through strong brand campaigns.

3. Join the conversation

The shopping journey often involves talking to friends, sharing the coolest products or even communicating with businesses. On Facebook last year, people in Indonesia start posting more about shopping as early as the week of October 23. This starts mid-November in Thailand, Vietnam and Malaysia. Shopping related Facebook posts in Southeast Asia reaches its peak in December, as late as the week of Christmas in Thailand and Malaysia1.

4. End of year rush

Online businesses need to ready themselves for a surge in November and December purchasing through Facebook, the top shopping months. In 2016, online purchases through Facebook were 60% higher in November and 53% higher in December compared to the yearly average. December 12 was the day to watch for businesses, with 133% more online purchases compared to the yearly average.

5. Don’t forget January

Online shopping doesn’t stop in December. The season extends into the new year, presenting businesses an opportunity to upsell products that complement items people bought, or gifts they’ve received. In January 2017, online purchases through Facebook were 42% higher than the 2016 average.

Growing New Business Through Facebook Ads in Late 2017 and New Year's Start 2018

Your performance marketing to-do list  

To win the shopping season advertising blitz, try focusing on these tips. 

1. Speak the language of mobile.

Capture attention with short, attention grabbing and sound-off creatives.

2. Start brand campaigns now. 

Start brand campaigns ahead of peak shopping periods. Drive sales by building trust and a stronger brand.

3. Generate interest and drive demand.

Connect with your audience and capture leads before shopping peaks

4. Score online and offline sales. 

Showcase your product catalogue with Dynamic Ads and use the Store Visits objective to drive people in stores.

5. Think of the New Year extension. 

Cross-sell relevant products to complement year-end purchases. Drive people to stores with the best deals.

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