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EMBRACE THE BIRTHWEEK: THE JOURNEY OF BIRTHDAYS ON SOCIAL MEDIA

Celebrations, parties and get-togethers are probably the most awaited, especially when it comes to birthdays. People all around, especially youngsters are crazy for birthday celebrations, which nowadays usually starts before the actual birthdate and lasts a week or so.

But here, in this case study, we will talk about how happening birthdays have become after social media, particularly Facebook has captured people’s minds.

According to the study conducted by Facebook IQ, people check Facebook more frequently on their birthdays: between two and four more sessions compared to an average day.

Moreover, people are not just celebrating on the actual day, some people in Europe and the UAE celebrate their birthdays across several days, particularly when it comes to milestone birthdays.

Birthday celebrations across the world

Don’t know whether people in the UK just need an excuse to party or are actually happy about their birthdays, but the study revealed some mouth-gaping stats:

  • People are 1.84 times more likely to celebrate a milestone birthday over several days, and 1.73 times more likely to celebrate with a party compared with non-milestone birthdays.
  • 47% people extend their birthday celebrations rated their birthday 10 out of 10, compared to on average only 25% rating it 10 out of 10.

Not only this, with Facebook spreading its roots, digital birthday messages can also be seen all over and in fact are growing year by year. People prefer to receive their birthday wishes through Facebook because it offers the opportunity to react instantly in the form of “feeling blessed, loved or happy”.

There are around 150,000 birthday thank you posts every day across the UK, France, the Netherlands, Poland and the United Arab Emirates.

The Rise of The Digital Message

The study revealed:

  • 23% growth in video birthday posts year on year
  • 19% growth in video birthday posts on mobile
  • 6% growth in number of birthday posts sent on mobile
  • 24 birthday posts received by an average person on the day
  • 27 birthday posts received by a 25-44-year-old on the day

Having gone through the above data, let’s see whether people plan their birthday getaways online or offline and when do they begin to plan.

Party Planning – On and Offline

It is witnessed that usually birthday event creation on Facebook starts from two weeks before the host’s birthday, with the peak happening four or five days before the actual birthday. Those who extend their birthday celebrations are 3.5 times more likely to select the date of their celebration more than six months in advance, compared to those who do not extend their birthday.

Party

  • 80% people book a venue for their party
  • 27% book on their actual birthday

Food

  • 73% people buy or order food for their party
  • 31% order on their actual birthday

Means of Booking Venue

  • 29% book over phone
  • 28% through a digital device
  • 43% at the venue

Means of Ordering Food

  • 8% order over phone
  • 12% through a digital device
  • 80% at the venue itself

Now, wishes done, party done – how can gifts be left behind?

Gifts form a big part of birthdays, not only from others but some people even love to self-gift. According to the study, 61% of people say they treat themselves on their own birthday.

Gifts People Buy for Themselves

  • Clothing/Accessories
  • Electronics
  • Jewellery

 Gifts People Value from Others

  • Quality time with loved ones
  • Electronics
  • Jewellery

But the most valued birthday present people want to receive is quality time with loved one.

After, a detailed study of the birthweek and birthday journey through Facebook, it’s time to have an insight into

What It Means for Marketers 

  • Birthday Targeting: Facebook allows you to target adverts at people with upcoming birthdays and their friends.

Birthday screenshot

  • Digital Party Planning: Since we saw that people are spending their time online but usually don’t make party. Here, offering discounts and other offers can make a difference.
  • Birthweek: Help them make their birthweek even more special by offering them gift experiences that they can share with others. So, give them permission to stretch their celebrations over a couple of days.

So, it is quite clear that birthdays are a lot more than celebrations, fun and party when it comes to Facebook. The rise of digital has surely made people go crazy and even more excited for their birthdays, portrayed by pre-birthday, birthday and post-birthday celebrations.

Source: Facebook IQ

 

 

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