From clothes to electronics and filters; Which goods and services were the most frequently discounted products on Instagram and Telegram platforms on Black Friday?
According to the Iran digital economy annotation, although Black Friday or Black Friday is not very similar to our calendar and is held in foreign countries in the last months of the year and before the beginning of the new year, however, it has been added to the unwritten calendar of Iranians for several years and is of interest to Iranian stores and customers. It is also set to be a day to apply discounts on various goods and services.
However, some question the existence of such a day in the unwritten calendar of Iranians and believe that if we are going to have a day similar to Black Friday, we should prepare for it under the pretext of one of the calendar occasions such as Nowruz or Yalda; As in foreign countries, they celebrate it after Thanksgiving and about a month before Christmas.
Despite this, the collective decision of some stores, especially online stores and people, is to add Black Friday to the list of calendar occasions and sell and buy goods at lower prices for a few days. But since when was Black Friday noticed in Iran? According to statistics provided by Lifeweb, digital marketing agency and virtual space monitoring system, Black Friday has been held in Iran since 2021.
In 2018 and 2019, this occasion was more or less discussed on platforms such as Telegram and Instagram, but since 2021, Black Friday has received more attention, especially on Instagram. Black Friday in 2022, at the same time as Instagram filtering and the inflamed political-social atmosphere of the country, fell from prosperity, but December 3, 2023, as Black Friday this year, has been noticed both on Telegram and Instagram, and the most amount of content in the last five years on Friday Black 2023has been produced and released.
The data provided by Life Web from three days before to three days after Black Friday show that on both Instagram and Telegram platforms, the most auctioned goods were in the “shoes and clothes” category. On Instagram, 49% of the products that had a Black Friday discount and content was created about them were in the shoes and clothes category, and 48% of the Black Friday products offered on Telegram were in the shoes and clothes category.
Among the types of clothes, pants, shoes, coats, coats, and hoodies are the most frequent clothes offered on Black Friday on Instagram, and on Telegram, the most content of Black Friday discounted products was for pants, coats, shoes, coats, and shirts.
Other categories are different between Instagram and Telegram. 17% of the products are in the “cosmetics and hygiene” category and 11% are in the “home and kitchen accessories” category.
The interesting thing about the data obtained from the most frequently used products and services on Black Friday in Telegram is that “filter breaker” is also added to the discounted list and two percent of the content of the most frequent products and goods on Black Friday is related to VPN. Considering that according to the statistics of the parliament, at least 64% of people in the society use VPN and spend at least 100 to 150 thousand tomans per month for a VPN, VPN discounts can be attractive and necessary for users.
On Instagram, one of the most interesting services that were among the most frequent products and services of Black Friday is immigration related services, which accounted for one percent of the total goods and services provided in the three days before and three days after Black Friday.
The content related to the promotion of online stores on Black Friday, education, gaming and cosmetic products were the second to fourth most frequent products on the Instagram platform.
Lifeweb statistics of the total published content related to Black Friday, the total number of Instagram likes and the total number of Telegram views show that the published advertisements of Black Friday goods and services had a significant level of effectiveness according to the mentioned parameters, and therefore, they were successful advertisements.
The success of Black Friday ads is clear from the statistics published by the Padro platform. According to the figures published by Padro Public Relations, the amount of sales of small and medium sellers on Instagram has grown by 38% in terms of amount, and this growth in terms of the number of orders made during Black Friday has been more than 119%.
The effectiveness of Black Friday content presented by LifeWeb shows that 49% of the content published in the shoes and clothes category on Instagram has been noticed by the users and followers of these store pages.
This is despite the fact that only 32% of content has been produced in this category. Considering that this amount of content has attracted the attention of nearly half of the followers and 31% of the total likes, it can be concluded that this advertisement has been successful in attracting the audience.
There is an interesting point about the Telegram platform: among the various categories of goods and services provided for Black Friday in this messenger, the content related to online stores has contributed the most. In fact, online stores have done extensive advertising through this messenger, which was 35% of the total content. This 35% of the content accounts for a total of 38% of the total views, which is a significant figure; Especially since only 10% of all followers posted this content.
Digikala and registering more than 8 thousand views per minute
Digikala, as one of the most important online stores in the country, was active on Black Friday and offered many products at a discount. Statistics provided by Digikala show that this marketplace had an average of 12 million visitors per day in the first three days of its Black Friday campaign, which is equivalent to 8,300 visitors per minute.
Of course, Digikala’s Black Friday campaign was so well received in this market police and its visit statistics, it was not well received in the post related to this campaign on Instagram. Lifeweb’s reviews of this post on Digikala’s Instagram page show that more than 800 comments were registered for Digikala’s post as of December 8, 2023, and only 5% of these comments were positive.
70% of the positive comments registered for this post had content related to “Praising Black Friday Ads”; 10% of these comments praised the overall performance of Digikala; 10 percent mentioned the effectiveness of discounts and had a positive opinion about it.
In addition to the positive comments, 8% of the comments on this post had neutral content, but 87% of the users’ comments were negative in response to Digikala’s Black Friday. 41% of the total negative comments mentioned that either the amount of discounts is low or that Digikala raises the price of the product before applying the discount.
22% of the negative comments on this post are “criticisms of the treasure hunting contest” that Digikala held on the occasion of Black Friday. Criticism of Digikala’s overall performance in recent years has been the subject of 13% of negative comments on this post. The issue that Digikala did not consider discounts for important and practical products was also the subject of 11% of negative comments.
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