Posting isn't enough: Why your brand needs to be authentic to keep audiences engaged during Ramadan

Saudi Gazette

20-03-2025

Ramadan has always been a month of connection and togetherness. Amid the hustle and bustle of daily life, it offers the perfect opportunity for those observing to pause, reconnect with family and friends, and embrace self-reflection. In those quieter moments, we naturally seek connection, even through lighthearted content. Entertainment, in turn, becomes a simple yet powerful tool, effortlessly bringing people together and enriching shared moments.
From 30-episode TV dramas that captivate entire families to bite-sized short-form content online, the Ramadan entertainment scene is now more competitive than ever. With an abundance of seasonal content, the holy month also presents a prime opportunity for brands to enhance their visibility. But with so much saturation, the question remains: how can a brand cut through the noise and reach the right audiences this Ramadan?
In a world where consumers have endless choices, they seek authenticity. Beyond increasing visibility, authenticity helps brands build a loyal customer base that feels truly understood. While having a digital presence has become instrumental for brand owners and advertisers, simply posting is not enough to stand out. The key lies in strategic, targeted content designed to engage diverse niche audiences, making all the difference in a crowded digital landscape.
In recent years, brand advertising and marketing have undergone a revolution, particularly in how brands use social media to enhance their visibility and discoverability. Global brands such as Duolingo have set a new standard with their humorous yet strategic TikTok content, turning their owl mascot into a beloved viral sensation. Locally, homegrown brands like The Giving Movement have achieved regional success through targeted social media and influencer marketing, becoming a key retail player in just five years. While many assume that having a successful online presence comes from following popular trends and frequently posting content, effective brand marketing requires a deep understanding of internet culture, cultural nuances, and a genuine connection with one's audience, allowing them to leave a real lasting impression.
This need becomes especially significant during Ramadan. According to TikTok's 'Ramadan & Eid Research Project 2024,' 9 out of 10 people felt a strong desire for connection during the holy month, with 60% preferring to engage with a broader Ramadan community. These findings underscore the need for brands to stay authentic, relevant, and in tune with their audience's needs. Bostani Chocolatier is a prime example. They used TikTok to boost sales and awareness during Ramadan and Eid by targeting viewers aged 18-35 in Saudi Arabia and the Gulf with relatable seasonal content. The brand saw a 15% increase in web traffic, 20% growth in sales, and a 35% rise in TikTok followers.
The beauty of branded content during Ramadan is that it not only increases brand awareness, but also drives business growth. With watch time increasing 2.5 times, TikTok data shows 1 in 2 people are likely to purchase after viewing targeted content. Colgate's 2023 Ramadan campaign embraced the season's entertainment content by partnering with creators to highlight how they can continue enjoying their favorite coffee or tea without worrying about tooth stains. By allowing the creators to bring our story to life in their own unique styles, they created mini episodes from popular Ramadan genres including comedy and drama. This highly personalized campaign encouraged creativity and delivered outstanding results. With a 14% increase in video completion rate, a 7% rise in click-throughs, and more than doubled the engagement rate, this collaboration demonstrated the power of relatable content in capturing attention and driving measurable action.
In this day and age, authenticity and connection are key for brands looking to stand out during Ramadan. With the surge in content consumption, staying true to a brand's values and connecting genuinely with audiences is the best way to cut through noise. Aligning with the spirit of the holy month and engaging in meaningful ways, brands can build stronger connections and make a truly lasting impact.