Ramadan is just around the corner. And this means brands are starting to gear up for one of the biggest seasons in the region!
One of the things that makes TikTok distinct is how users gather as communities around shared passions and interests–be it food, entertainment, beauty or luxury. And during Ramadan, these communities become more active on Tiktok, by watching and engaging with videos that capture their interest.
Not only are users immersing themselves in content, they are also shopping more during Ramadan. In 2022, TikTok users spent 1.6X more than their planned amount on purchases*.
So how can brands better engage with communities on TikTok this Ramadan season?
If you don't know where to start, it's a great idea to begin by identifying the most powerful moments on TikTok during Ramadan. Ensure that your Ramadan campaign taps into one or more of these moments, and you'll have a great chance of inspiring users with your brand and influencing their shopping behavior!
1. Cooking Moment
It's not surprising that cooking becomes one of the most popular Ramadan moments on TikTok.
So if you're in F&B or any business related to food and cooking, make sure you embed this moment into your campaign.
There are numerous communities on TikTok that you can tap into, beyond moms and cooking enthusiasts.
For example, did you know that the hashtag #GamerFood has about 7 million views on TikTok**?
That's right, there are entire communities on TikTok that are centered around food and snack ideas for hungry but busy gamers. Make sure you are tapping into these niche communities as well!
2. Shopping Moment
You've probably seen supermarkets and retail stores dedicate shelves to products labeled with #TikTokMadeMeBuyIt.
Since users are actively shopping during Ramadan, you wouldn't want to miss out on this moment!
Consider collaborating with creators on TikTok Creator Marketplace and having them do an unboxing video of your product.
3. Iftar Moment
Iftar is one of the highlights of Ramadan, but it doesn't always have to be the picture-perfect meal shown in most ads!
Make your campaign stand out by working with creators that show humorous and relatable scenarios around Iftar.
4. Entertainment Moment
Whether it's catchy dance trends or funny vlogs, entertainment on TikTok is no longer owned by actors or famous celebrities.
In fact, 83% of users say they find TikTok videos entertaining despite not knowing anything about the person who made the videos**.
Do you have a branded concept that would resonate with your target audiences this Ramadan?
Collaborate with creators to bring that concept to life.
One of the easiest and most effective ways to embed these moments into your Ramadan campaign is to collaborate with TikTok creators.
After all, who would have a better understanding of what engages TikTok communities than the creators who are at the heart of them?
Visit TikTok Creator Marketplace today to discover creators for your Ramadan campaign!
*Source: Ramadan Post-Evaluation by IPSOS, 2022
**TikTok MarSci Global Community and Self-Expression Study, UAE, KSA 2021, by Flamingo TikTok Internal Data – Ramadan 2022 Platform Analysis (UAE, KSA, EG)
