393For those venturing Tuke, how to quickly penetrate the local market has always been a pain point for domestic brands in Tuke marketing.
And this pain point is not only for B2B enterprises, but also for B2C brands.
Due to differences in culture, religion, and consumer habits, many methods that work domestically may not be effective Tuke. Therefore, Tuke marketing nodes have become one of the few solutions that can successfully integrate into the local market and quickly deliver results.
At present, for Tuke markets, there is an excellentmarketing node—Ramadan.
Why is Ramadan a marketing node worth investing in?
Ramadan, the ninth month of the Islamic calendar, is the holy month when Muslims fast. During this month,about 2 billionMuslims around the world fast completely from dawn to sunset, and gather together in the evening to break their fast.
Ramadan is not only a religious ritual, but also an important period for family reunions, gatherings with friends, and community activities. Moreover,this period lasts for a whole month, and the enthusiasm for consumption and business opportunities it brings is no less than the Spring Festival in China or Christmas in the West.
This provides a unique marketing opportunity for global brands going Tuke.
During Ramadan, Muslims’ demand for food, beverages, personal care, home decor, fashion apparel, and other products increases significantly. Through Ramadan marketing, brands can deepen consumers’ understanding and recognition of brand culture, thereby establishing long-term brand loyalty in Tuke markets.
So why deploy Ramadan marketing on TikTok?
Because TikTok is the must-choose traffic blue ocean during Ramadan.
As of now, the #Ramadan hashtag on TikTok has been viewed over 74 billion times, which is equivalent to nearly 40 views per Muslim. Even the number of related short videos exceeds 7.5 million.
Looking at the global #Ramadan hashtag viewership distribution in 2023, there is a very obvious peak in March and April, showing the strong explosive power of Ramadan topics on TikTok. This popularity is expanding year by year, with the viewership of this single hashtag increasing by 113% compared to 2022.
Isn’t this enough to prove the importance of deploying Ramadan Tuke marketing on TikTok?
What is the key to entering the Ramadan marketing arena?
Although Ramadan lasts a long time, this does not mean you can wait until it starts to enter the market.
TikTok Business data over the years shows that 77% of TikTok users start shopping preparations for Ramadan a week or even a month in advance, and their TikTok activity increases significantly.
At the same time, 58% of TikTok users continue shopping during Eid al-Fitr, buying more favorite products. Therefore, whether in e-commerce or social app industries, it is necessary to respond to this trend more scientifically and fight this long-term battle well.
Here are a few strategic points to pay special attention to:
1.Local culture and consumer needs.
Before and after Ramadan, Muslims’ festival customs and consumer needs change at every stage. Therefore, when developing Ramadan marketing strategies, Tuke brands should set their operational pace according to changes in local culture and consumer demand.
2.Control of Ramadan-related content.
Ramadan has strong cultural customs in regions such as the Middle East, Indonesia, and Malaysia. Therefore, when creating Ramadan-related marketing content, brands should avoid local taboos, or risk a “backfire.” Brands should attract target consumers in a culturally sensitive and creative way.
3.Make good use of social media platforms.
Social media is an important bridge connecting brands and consumers. Especially platforms like TikTok, which are highly active during Ramadan. Brands can increase visibility and engagement in target markets by creating Ramadan-related hashtags, participating in or launching challenges, and collaborating with local influencers.
4.Product selection and selling points.
During Ramadan, consumer shopping needs are clearly different from usual. For cross-border e-commerce practitioners, it is especially important to study best-selling products and sales hotspots in various sub-markets during Ramadan, and avoid blindly applying daily operational experience.
Every year, brands create TikTok marketing “miracles” during Ramadan,
Maybe the next wave of prosperity will be yours
Ramadan has never been exclusive to any type of Tuke enterprise or marketing scenario. Every brand that creates a Ramadan marketing “miracle” on TikTok has a different marketing strategy.
For example, oral fast-moving consumer brand MeToo successfully launched new products during Ramadan and quickly opened up the market; fashion brand Ounass created a “festival within a festival” during Ramadan, achieving a short-term sales surge; cosmetics brand Y.O.U’s marketing theme resonated with local users during Ramadan, deepening the emotional connection between the brand and the local market.
Ramadan marketing has never been exclusive to any brand or industry. Every brand that prepares seriously has the chance to succeed. Let’s prepare for Ramadan together—maybe the next wave of prosperity will be yours.
