This is the "2024 Ramadan Marketing Handbook" released by TikTok for Business. The main content is as follows:
Ramadan and TikTok
- Marketing Opportunities
- During Ramadan, people's activities are diverse, from fasting before sunrise to breaking the fast after sunset. The "golden hours" that brands can leverage are no longer limited to traditional perceptions, but rather present opportunities throughout the day. Consumers pay close attention to and actively participate in TikTok content all day long during Ramadan.
- Compared to other months, users spend more time watching during Ramadan. The average video watch time is 1.9 times that of other months, which means brands have more exposure opportunities. Average spending also grows rapidly, with a 3.1x increase from 2021 - 2023, and the advertising return on ad spend (ROAS) is higher.
- User Behavior and Case Studies
- Data shows that consumer behavior changes during Ramadan, and brands can use these characteristics to develop strategies. Previous successful Ramadan ad cases are listed, such as some brands achieving 20M+ video views and 20% sales growth, as well as acquiring 81K new customers.
Creative Toolkit
- TikTok Creative Center
- A free resource hub offering the latest insights, best practices, and creative tools to inspire ideas and produce high-quality videos in TikTok style. It also includes popular ad cases, trending keywords, creative guidance, and more.
- CapCut Video Editor
- A multifunctional video editor that can remove and replace video backgrounds, auto-generate subtitles, convert text to speech, and more. It supports team collaboration and uses AI to boost efficiency.
- TikTok Creative Exchange Platform
- Connects with top industry creative partners who can provide end-to-end support from concept creation to video production. Partners offer two collaboration models: creating unique campaign videos from scratch (with talent collaboration); creating unique campaign videos based on existing assets (without talent collaboration).
- TikTok Creator Marketplace
- Access a large talent pool of creators, search and invite creators to collaborate, and view related insights. Brands can work with creators to reimagine campaigns, manage and execute campaigns in various ways, and deepen audience connections with first-party data reports.
- Industry Quick Guides
- Provides insight guides for different industries (such as beauty & personal care, food & beverage, automotive, fashion, etc.) to help brands win in Ramadan marketing.
Getting Started Guide
- Create a TikTok Ads Manager Account
- This is a one-stop platform for running and managing paid ad campaigns. You need to set up a payment method.
- Set Up TikTok Pixel
- This is a piece of code for your website that helps find new customers, optimize campaigns, and measure ad effectiveness. It is recommended to use both Pixel and Events API for optimal setup.
- Build Marketing Audiences and Find New Customers
- Includes optimizing ad delivery and measuring campaign performance.
Campaign Strategy
- Foundation Stage (Jan - Feb, before Ramadan)
- Set up Pixel, identify at least 3 events, enable advanced matching and cookies, and select parameters.
- Determine Ramadan marketing goals, define audiences (start with broad audience targeting), budget and bidding (start with maximum bid), and develop ad format strategies.
- Use CapCut and Spark Ads to brainstorm ad videos. Cases from the Children's Disability Association and Saudi brand Dkhoon AlEmirata are listed.
- Test & Learn Stage (Jan - Feb, before Ramadan)
- Run creative testing campaigns, test different styles of creative assets and messaging, run new test objectives such as "community interaction" or "reach." The case of Bostani Chocolatier is listed.
- Leverage Stage (March, during Ramadan)
- Add extra ad groups for top-performing audiences, apply value-based optimization bidding, enhance creativity and increase sales urgency with interactive elements (such as display cards, gift code stickers, etc.), add tag targeting to create relevant audiences, integrate ad groups and campaigns to maximize reach and effectiveness. The case of Vanquish Fitness is listed.
- Re-engagement Stage (April, after Ramadan and Eid al-Fitr)
- Create custom and lookalike audiences based on previous campaign interactions, update creatives to prevent fatigue and performance decline, reply and interact with the community.
Expert Tips
- Video Shopping Ads
- Set up video shopping ads with product sales objectives and product catalogs. Brands can find new customers and increase revenue during Ramadan. The case of Spanish apparel brand Blue Banana is listed.
- Lead Generation
- Introduces two methods: native lead generation (capturing leads via TikTok instant forms and syncing in real time to CRM) and web lead generation (redirecting users to external landing pages and capturing leads on the website). The case of Represent Clothing is listed.
