This Ramadan-Raya, TikTok, the leading destination for short-form mobile videos, is amplifying the spirit of joy and togetherness by offering a unique opportunity for users, creators, sellers, and brands to connect through Shoppertainment, a content-driven commerce approach that entertains and educates while integrating content and community to create immersive shopping experiences.
“Ramadan-Raya is a meaningful time for Malaysians to come together. TikTok complements this by providing not only authentic and entertaining content but also avenues of inspiration, discovery, exploration, and purchase,” said Sea Yen Ong, Head of Channel Revenue Partnerships, Southeast Asia at TikTok.
“This Ramadan-Raya, TikTok has emerged as a game-changer because today’s consumers seek to be delighted online, not just sold to. There is a fundamental shift in consumer-brand interactions, and consumers now seek engaging, exciting, educational, and entertaining experiences with brands.”
Discovery and Inspiration During Ramadan
In 2023, TikTok recorded 14 billion views for Ramadan-related videos, an increase of 4 billion compared to 10 billion views the year before. Additionally, 5 million Ramadan-related videos were created on the platform last year, an increase compared to 3 million videos in 2022.
A study commissioned by TikTok found that 7 in 10 Malaysian users turn to TikTok during the Ramadan period. Over 76% of users look for entertaining content on TikTok during Ramadan. During sahur, when Malaysians prepare for the day of fasting ahead, there is a 73% increase in video views and a 61% increase in videos published during the same period.
Content has also grown in terms of video creation and video views, with an increase of 1.7 times year-on-year in video creation and a 40% increase in video views. Seventy-four percent of users want to find Ramadan-related inspiration on the platform, with a further 67% looking to share the joy by creating content themselves. In fact, the hashtag #Ramadan has garnered over 7 billion views to date, while related topics such as #BajuRaya has 729 million views, #HariRaya has 615 million views, and #GayaRaya has over 400 million views.
Preparation and Purchase During Raya
During the Ramadan period and in the lead-up to Raya, 86% of users are likely to buy something that they saw on TikTok. This is a result of users going on TikTok to find inspiration on TikTok for Hari Raya, with 59% sharing that they visit the platform to keep updated on the latest news and trends.
In preparation of the open houses and visitations, 96% of users plan to make purchases for themselves or others during Raya. Moreover, 86% have shared that they will buy food and beverage (F&B) products leading up to Raya and beyond. Another 67% will buy detergents, dishwashers, and multi-purpose cleaners for their homes.
How to Leverage TikTok
Businesses of all sizes and creators can leverage the platform during Ramadan-Raya by paying attention to the following:
- Get your audience’s attention when they are online by posting and going LIVE during sahur.
- Use the various tools available on TikTok and TikTok Shop to reach out to your audiences – creating and capturing their interest is simple on the platform
- Tap into the festive spirit by sharing the joy with related hashtags and trending content, and adopt a full-funnel strategy by leveraging TikTok’s creator partnerships, advertising solutions, and TikTok Shop to create a seamless shopping experience.
