C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Indonesian Facebook users interested in beauty products, including cosmetics, fragrance, and hair products. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk
By Alana Li
Around half of Indonesia’s population uses Facebook regularly – the country has approximately 125 million monthly active users. Of these users, around 75 million express interest in beauty products, including cosmetics, fragrance, and hair products.
The following target audience analysis identifies core segments of Facebook users in Indonesia who are interested in beauty products, illustrating where the audience are, their demographic and professional details, and their online habits.
Where are Facebook users interested in beauty products in Indonesia?
Of the 38.5 million geolocatable users interested in beauty products in Indonesia, over 20% are located in West Java, followed by East Java at 14.4%. Other predominant regions in which the target audience are located include Central Java, Jakarta, and North Sumatra Provinces.
Age and gender of the audience interested in beauty products
Women make up a majority of the target audience at 55% versus 45% men. Women are over-represented in this audience when compared to Facebook users in Indonesia overall, in which men are a majority at 56%.
In all age groups except 65+, there are more women who are interested in beauty products than men of a similar age.
Women aged 18-34 account for over 40% of users in Indonesia interested in beauty products, and are the core segments to target with relevant content. The most significant group is of females aged 25-34, who make up 21.4% of the audience, followed by females aged 18-24 (18.7%). Men aged 25-34 are also a significant group (18.7%).
How the target audience uses the Internet
The audience are particularly responsive to advertising on Facebook. Each member of the audience has clicked on a median average of 15 ads in the last 30 days – almost double that of the average Indonesian Facebook user.
It is essential to tailor ads to mobile devices. According to Facebook data, 92% of the target audience accessed Facebook using a mobile device only in the past month. Similarly, compatibility issues should be taken into consideration when creating relevant content, as over 91% of the audience uses an Android device, and less than 3% using an iPhone.
Communications SolutionsThe audience’s decision-making process for making purchases is likely to be influenced by social media. According to Facebook insights, in 2018, 82% of females who purchased make-up products in the past 3 months in Indonesia were likely to make a purchase based on a social media post. A further 72% of make-up shoppers and 68% of females who purchased facial skin-care products in the past 3 months in Indonesia said they discovered new products on the Facebook family of apps, including Instagram, Facebook, and Facebook Messenger.
Among Facebook-owned apps, Instagram appears to be the most popular platform used by Indonesian make-up shoppers and facial skin care shoppers for beauty-related activities. In 2018, 95% of make-up shoppers and 97% of facial skin care shoppers in Indonesia used Instagram for beauty-related activities. In comparison, slightly fewer make-up shoppers and facial skin care shoppers, 92% and 90% respectively, used Facebook for beauty-related activities.
The type of ad that is being used should also be taken into account. For example, the Story feature on Facebook-owned apps, including Facebook, Instagram, and WhatsApp, allows users to temporarily view or share photos and videos for 24 hours – ads can also be placed between the Stories of accounts followed by a user. 69% of people who use Stories across Facebook-owned apps in Indonesia say brands using Stories is a great way to get to know new products or services, according to Facebook Insights. A further 68% of these individuals are making more online purchases as a result of using Stories.
Education and livelihoods of the target audience
The target audience are more likely to have attended university than not: 61.7% have been educated to an undergraduate level or higher. The top roles that they currently work in are in management (38%), administrative services (19%), and sales (16%).
As illustrated below, almost two-thirds of the 75 million users expressing interest in beauty products in Indonesia are engaged (4.5% of the total audience) or married (59.9%).
Age and gender of a segment who are engaged or married
What are key segments interested in?
The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behaviour.
The most relevant Pages for the segment who are engaged or married are a baby and children’s clothing store on e-commerce platforms Shopee and Lazada as well as HappyGaleri, which is followed by 410,800 of the selected audience Baby and kids goods store Ibu & Balita is followed by 418,900 of the selected audience.
How can C Small Solutions help with beauty product marketing strategies?
Effective digital marketing and market research significantly improves your likelihood of success by helping you target the audience most relevant to your project.
This data was based on activity of Facebook users in Indonesia from July to August 2020. Actionable insights can be provided based on larger and granular datasets curated over a longer period.
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info@csmall.co.uk
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