TikTok has released yet another guide to help marketers map out tie-in strategies ahead of Ramadan, including a range of usage insights, case studies, and advertising pointers to consider including in your various approaches.
The 12-page guidebook is primarily aimed at Malaysian and Indonesian marketers, but also includes fairly universal notes for those looking to reach audiences come Ramadan. Those interested can download the guide here. Meanwhile, proceed further down to get to the key highlights from the overview.
Rama-dandy Strategies
TikTok is currently the most popular app in the world, with over a billion active users and growing, making it the second-biggest social network, just behind Facebook in terms of sheer user count. There are some keynotes for the SEA region, which, like most, has seen a surge in interest. TikTok’s rapid growth is what has other platforms scrambling to essentially replicate its key features. At least for the moment, TikTok, without contest, dominates the key media consumption trend.
The same is true in Western regions just as much as it is in Eastern ones. According to the guide, there are “significant opportunities to reach users around Ramadan within the app”. Moreover, TikTok, and general trend observations, conclude that user activity tends to ramp up around holidays and during special occasions/events (I.E Super Bowl, Etc.). True enough, there have already been 32 billion-plus video views about Ramadan 2021, with roughly more than 48 billion publications around the same time.
Capitalizing on this, TikTok has also provided a range of planning notes, including a selection of key focus elements and related Hashtags. Four of the most prominent content pillars on TikTok include ‘Family’, ‘Giving’, ‘Renewing’, and ‘Celebration’. Under these tags are the most popularly used Hashtags, including view count to give users a more definite measure of content exposure.
You’ll also find an included activity timeline, illustrating the peaks of shopping activity around the event. Apparently, Ramadan also makes for a great time to shop. Shopping activity, as illustrated by last year’s report, is highest at a few weeks before the event, and lowest at about a few days before Hari Raya, which is at 13%. That should give you more headroom to plan your shopping promotions and campaigns.
Of course, what’s a guide without case studies, right? For additional insight and weigh-in, users also have access to case studies that depict certain scenarios that might help optimize planning and execution, which hopefully lead to better numbers in the end.
The Wrap
As with all of TikTok’s guides, there are some useful insights and observations here. While Ramadan is more celebrated in the Southeast-Asian part of the world, many of the tips included here also relate to how you would plan out any major holiday, regardless of its geographic and cultural alignment. Such a simple guide might end up being an invaluable lead-in planning tool for your approach. It’s well worth a download.
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