Unveiling the TikTok Boom: How Indonesian Marketers Can Dominate Ramadan 2025 with Purpose and Strategy
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Indonesia‘s Ramadan shopping season presents a lucrative possibility for brands and creators, and TikTok is emerging as the key platform to tap into this market. With over 1.5 trillion video views and more than 1 million videos published during Ramadan 2024,the platform boasts unprecedented engagement,making it a crucial battleground for brands vying for consumer attention.
The data is compelling: 88% of Indonesian TikTok users discovered new products during Ramadan 2024, and a remarkable half of users plan to increase their spending this year compared to last. This translates to significant commercial intent, with 45% of users making purchases after seeing products on the platform. Moreover, 94% of users report feeling joyful when encountering branded content during Ramadan, and a remarkable 90% enjoy brand advertisements. This high brand reception underscores the platform’s potential for accomplished marketing campaigns.
A Month-by-Month Ramadan Marketing Timeline
Success on TikTok during Ramadan requires strategic planning across four key phases: Pre-Ramadan, During Ramadan, Lebaran, and Post-Lebaran. Early engagement is crucial; TikTok’s data reveals that pre-Ramadan campaigns see 30% higher engagement rates than last-minute efforts.Half of the audience is already planning their Ramadan budgets during this pre-Ramadan phase, with 43% actively seeking inspiration.
1. Pre-Ramadan: Setting the Foundation
Key actions for this phase include launching awareness campaigns using relevant hashtags like #persiapanpuasa
or #menyambutramadan
, creating planning content such as shopping guides and budgeting tips, and offering early-bird promotions. crucially, marketers should also complete technical setup, including configuring TikTok Shop inventory, testing ad formats, and setting up tracking metrics.
2. During Ramadan: peak Engagement Period
Ramadan is the peak conversion period, with 50% of users converting from finding to purchase. Evening hours (8-11 PM) see peak activity,making this the prime time for promotional activities. Strategies include deploying Branded Effects, scheduling live shopping sessions, and launching creator collaborations. Campaign elements should include Video shopping Ads (VSA), daily live sessions, and Ramadan-specific themes.
3. lebaran: The Festivity Phase
Lebaran, the Eid celebration, is a time of heightened social sharing and gift-giving. Marketers should leverage this by using campaign hashtags like #IdulFitriVersiAku
and creating celebration-themed content. Shopping initiatives should focus on Eid gift guides,festive collections,and limited-time promotions. This phase capitalizes on the 81% of users actively sharing celebration content.
4. Post-Lebaran: maintaining Momentum
The opportunity doesn’t end with Eid.With 50% of users continuing their shopping behavior, 41% focusing on dining experiences, and 45% planning travel, marketers can maintain momentum by shifting their content to travel inspiration, lifestyle transitions, and back-to-normal themes. Promotional focus should shift to bundle deals, travel packages, and dining promotions.
Maximizing Your TikTok Shop Performance
Sellers using all three ad formats (VSA, LSA, PSA) saw a 98% higher return on ad spend (ROAS). To replicate this success,marketers should focus on a three-phase approach: Phase 1 (add to cart) using product teasers and creator unboxing videos; Phase 2 (buy now) with flash sales and Live Shopping; and Phase 3 (last chance) creating urgency with limited stock alerts and user testimonials.
TikTok’s Powerful Tools
TikTok offers several tools to enhance campaign performance. TikTok Symphony, an AI-powered content assistant, analyzes trends and predicts content performance, suggesting optimal posting schedules and script suggestions. The creator Collaboration Hub streamlines partnerships, providing tools to manage Branded Missions and track performance. The Live Shopping Command Center offers data-driven insights to optimize live streaming strategies.
Key Success Metrics
Three key performance indicators (KPIs) are crucial for measuring success: view-to-engagement ratio (benchmarking against the 90% engagement rate for Ramadan content), purchase conversion rate (targeting the 45% platform average), and creator collaboration performance (aiming for the 98% ROAS benchmark).
The Bottom Line
With 58% of users already purchasing thru TikTok & Tokopedia during Ramadan 2024, the platform presents a significant opportunity. success requires a strategic blend of timing, content, and the utilization of TikTok’s powerful tools. The key is to create valuable, culturally relevant content that resonates with the Indonesian audience’s ramadan journey.
Harnessing the Power of TikTok for Ramadan 2025: Inside the Master Plan with Marketing Expert Arief Munandar
Editor: With TikTok shaping the future of marketing strategies in festive seasons, we’re thrilled to dive deep into the latest strategies for Ramadan 2025 with arief Munandar, a renowned expert in digital marketing and social media trends in Indonesia. Arief, what’s your take on the TikTok phenomenon in the context of Ramadan marketing?
Arief Munandar: the surge in TikTok’s influence during Ramadan showcases an evolution in consumer engagement. Last Ramadan, TikTok video views rocketed to over 1.5 trillion,becoming a digital playground for brands. The platform’s success is rooted not just in short, entertaining videos but in its ability to convert curiosity into purchases. For brands, notably in Indonesia where homegrown creators excel at capturing cultural nuances, TikTok offers an unparalleled chance to connect authentically with consumers during Ramadan.
Editor: Timely preparation seems critical.Can you break down how marketers can lay the groundwork during the Pre-Ramadan phase?
Arief Munandar: Absolutely, the Pre-Ramadan phase is the foundation for a accomplished campaign. Here’s how brands should strategize:
- Launch Awareness Campaigns: Employ trending hashtags like #persiapanpuasa and #menyambutramadan to introduce your offerings.
- Create Planning Content: Develop guides and infographics on budgeting and shopping tips, playing into the idea that 43% of users begin their Ramadan planning early.
- Early Promotions: Offer discounts and incentives to capture early buyers.
Editor: Arief,what marks the peak of consumer engagement on TikTok during Ramadan,and how should brands adjust their strategies?
Arief Munandar: Ramadan is the zenith of engagement on TikTok,with evening hours being prime time. It’s crucial for brands to:
- Deploy Branded Effects: Create TikTok stickers or filters that users can interact with, enhancing brand visibility.
- Live Shopping Sessions: Encourage real-time purchasing experiences through TikTok Live.
- Collaborations with Influencers: Partner with popular creators who embody Ramadan spirit and culture. Research shows that half of the conversions happen during these interactions, so their integration is invaluable.
Editor: With Lebaran marking the festive celebrations, how can brands keep up with consumer sentiments during this time?
Arief Munandar: Lebaran is all about shared joy and gift-giving, making it a pivotal moment for marketers:
- Festivity Hashtags: Use hashtags like #IdulFitriVersiAku for heightened reach.
- Gift-Giving Guides: Offer curated gift collections that can help users choose the perfect presents.
- Festive Promotions: Limited-time offers tied into the celebratory mood can drive swift conversions.
Editor: The momentum doesn’t stop after Lebaran,though,right? How can this momentum be sustained?
Arief Munandar: Post-Lebaran is a period of continued shopping patterns. Brands can tailor their strategies to:
- Focus on Lifestyle Shifts: As people return to routine, campaigns that explore travel, dining experiences, and back-to-normal living can resonate well.
- Promotional Bundles: Introduce travel and dining packages as users plot their next adventures or social outings.
Editor: What are some best practices for maximizing the performance of a TikTok Shop during Ramadan?
Arief Munandar: To harness TikTok Shop effectively:
- Engage in All Ad Formats: Product teasers,sneak peeks,and live shopping sessions should be part of your campaign strategy.
- Use AI Tools for Strategy: TikTok Symphony can predict trends, helping you schedule content at optimal times.
- Analysis-Driven Decisions: Use the Live Shopping command Center to refine your approach based on real-time performance data.
Editor: what metrics should marketers prioritize to gauge their campaign success?
Arief Munandar: Focusing on these KPIs will guide marketers:
- View-to-Engagement Ratio: Aim for high engagement similar to the 90% benchmark of Ramadan content engagement.
- Purchase Conversion Rate: Target a conversion rate close to the 45% average seen on the platform.
- Creator Collaboration Performance: Achieve or exceed the recommended 98% return on ad spend.
Editor: Arief, your insights into leveraging TikTok for Ramadan are invaluable.What final advice do you have for brands venturing into TikTok for ramadan 2025?
Arief munandar: Brands should prioritize crafting content that not only captures the festive spirit but also enriches the user’s Ramadan experience. Authenticity resonates more than ever, as does cultural sensitivity. By incorporating local insights and leveraging TikTok’s robust features, brands can truly make a meaningful impact.
We invite you to share your thoughts on these strategies in the comments below or join the conversation on social media.