On TikTok, brands have the chance to show up as a member of the community. Here, brand communication is no longer a one-way conversation, but a real and meaningful connection with users. 43% of TikTok heavy users said that TikTok’s ads naturally blend with the content on the site, making them more native and interactive.5 Whether reaching them through paid or organic content, here are our tips for engaging with the community:
Families tend to spend more time together during Ramadan, so brands should look at creative marketing strategies that involve the whole family: think of interactive games, quizzes, challenges or dances. Whatever it is, make it fun, shareable, and easy for all ages to participate.
Based on our insights, the Muslim community is most inclined to participate in brand activities during the hours before sunset. While designing creative content, advertisers can combine elements of Ramadan, such as lanterns, crescents, and filters with a festive atmosphere, to bring joy and blessings to the Muslim community.
For example, fashion e-commerce brands could create a Branded Hashtag Challenge, inviting users to show off their colorful traditional clothing. The TikTok Creator Marketplace also has plenty of in-market talent that can be tapped for partnerships.
On TikTok, Ramadan-related topics gradually start to gain traction around two weeks beforehand, until user activity peaks around Eid al-Fitr. Advertisers can think about ways of integrating into conversations at each stage:
- Stage one: Welcoming Ramadan. Consider publishing content related to traditions, generosity, and good deeds to create influence and drive brand awareness in the local community. You can also get a head start by advertising 'Ramadan preparation' shopping ideas ahead of time.
- Stage two: During Ramadan. Offer blessings and encouragement, as well as entertaining distractions during the day. Celebrate Iftar online with the community; share ideas for healthy meals to celebrate at night.
- Stage three: Eid al-Fitr. Share the time of celebration and reunions; offer greetings, shopping, food, and decoration ideas.
TikTok's 100% full-screen, sound-on, and highly interactive ad formats give marketers the tools to better tell their story and capture the user's attention. According to research from Ipsos in the UAE and KSA, TikTok delivers "ad impact results even more promising than those of TV advertising at its prime (in the mid-2000s) and even better than Digital Advertising today."
TikTok is a dynamic platform and allows for constant discovery. This allows for brands to be relevant and discovered in the same way, especially during Ramadan when the audience has more time to discover content. 88% of TikTok users said that they discover new content that they enjoy while using the app, and about half of users said they discover new products through advertisements posted by a product or brand.5
While it's easy to get swept up in the excitement of an opportunity to sell more, don't forget the true meaning behind Ramadan: ultimately this is a time to pause and reflect, and to give and do good. Brands can be sensitive to the moment by using this period to either do more good in the community, or empower the community to do more.
1. TikTok platform data, Ramadan 2020, Muslim-majority countries (Bahrain, Egypt, Jordan, Indonesia, Iraq, Kuwait, Lebanon, Malaysia, Morocco, Oman, Qatar, Saudi Arabia, Turkey, UAE)
2. TikTok platform data, Ramadan 2020, MENAT region
3. Ramadan 2020: What Malaysians searched for online while fasting at home, iPrice, May 2020
4. Vase.ai survey of 1,077 Malaysian Muslims, Apr 2019
5. Nielsen custom Authenticity Study commissioned by TikTok, Persons 18+, 5/1/2020 - 6/19/2020