Black Friday 2018

INTRODUCTION

Black Friday is one of the major year-end shopping events, alongside Singles’ Day (11.11). In 2018, while Singles’ Day generated only 200 thousand buzz, Black Friday attracted up to 5 million buzz. Compared to 2017, discussions around Black Friday increased by 95%.

In addition to shopping-related conversations, users also took advantage of Black Friday to express opinions and discuss a variety of other topics. Buzzmetrics conducted this Black Friday study to help brands and agencies explore these additional topics beyond shopping, thereby identifying more relevant ways to engage with users.

How does the report help brands?

This report aims to help brands gain a comprehensive understanding of Black Friday, including discussion topics, user behaviors, and attitudes during this period. It also evaluates notable activities by community pages, brands, and online sellers in previous years, enabling brands to better leverage Black Friday to reach their target customers.

Specifically, the report helps brands understand:

• The needs of different user groups on social media during Black Friday.
• Notable activities of community pages during this occasion.
• Key brand activities during Black Friday and important considerations when running campaigns on this day.
• An overview of online seller activities and their most notable initiatives.

Report language: Vietnamese

Number of pages: 35

Research period: November 2017 & 2018

Research methodology:The report is based on keyword analysis using the Social Heat tool, drawing from Black Friday–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.