March 26, 2025 – Ramadan has always been a time for connection and reflection, offering an opportunity to pause and spend quality time with family and friends. During these quieter moments, people naturally seek connection, and entertainment becomes a simple yet effective way to bring people together and enhance shared experiences.
The Ramadan entertainment landscape is more competitive than ever, with everything from 30-episode TV dramas to short-form online content captivating audiences. With an abundance of seasonal content, Ramadan also offers brands a prime chance to increase visibility. However, with so much content flooding the market, the challenge is how can a brand stand out and reach the right audience during this time?
In a world filled with endless choices, consumers crave authenticity. Brands that prioritize authenticity not only boost visibility but also foster a loyal customer base that feels understood. In today’s digital age, having an online presence is essential, but simply posting isn’t enough to capture attention. The key is creating targeted, engaging content designed for diverse niche audiences, which can make all the difference in a crowded digital space.
Brand marketing, especially through social media, has undergone a transformation in recent years. Global brands like Duolingo have set a new standard by creating humorous and strategic TikTok content that turned their mascot into a viral sensation. Locally, brands like The Giving Movement have achieved regional success through targeted social media and influencer marketing, becoming a major retail player in just five years. While it’s tempting to follow trends and post frequently, effective brand marketing requires a deep understanding of internet culture, cultural nuances, and building a genuine connection with the audience to leave a lasting impression.
This becomes especially important during Ramadan. According to TikTok's “Ramadan & Eid Research Project 2024,” 9 out of 10 people expressed a strong desire for connection during Ramadan, with 60% preferring to engage with a broader Ramadan community. These insights highlight the need for brands to stay authentic, relevant, and in tune with their audience’s needs. Bostani Chocolatier provides a prime example, using TikTok to increase sales and awareness by targeting viewers aged 18-35 in Saudi Arabia and the Gulf with relatable seasonal content. As a result, the brand saw a 15% rise in web traffic, a 20% increase in sales, and a 35% growth in TikTok followers.
Branded content during Ramadan not only raises awareness but also drives business growth. TikTok data shows a 2.5-fold increase in watch time, and 1 in 2 people are likely to make a purchase after viewing targeted content. Colgate’s 2023 Ramadan campaign collaborated with creators to highlight how consumers can enjoy coffee or tea without worrying about tooth stains. By allowing creators to bring the story to life in their own unique styles, they created mini episodes in popular Ramadan genres, such as comedy and drama. This personalized approach led to a 14% increase in video completion rate, a 7% rise in click-throughs, and more than doubled the engagement rate, proving that relatable content is a powerful tool for capturing attention and driving action.
In today’s world, authenticity and connection are essential for brands aiming to stand out during Ramadan. As content consumption rises, staying true to a brand’s values and engaging genuinely with audiences is the best way to cut through the noise. By aligning with the spirit of the holy month and connecting meaningfully, brands can build lasting relationships and leave a significant impact.