One in four people worldwide is a follower of Islam. In Southeast Asia, Muslims make up a significant portion of the population—Indonesia, for instance, has 85% of its citizens practicing Islam, totaling over 200 million people, making it the country with the largest Muslim population. In Malaysia, 60% of the population follows Islam, and the government recognizes it as the country’s official religion. 

Muslims have significant “me time” before dawn (Sahur) and after breaking their fast (Iftar), making these the best moments for brands to engage audiences. According to Google, searches related to “Islamic or Muslim lifestyle” increased 2.3 times from 2022 to 2023, and weight training video views surged by 60%

Brands can leverage platforms like YouTube and social media to create educational and inspiring content that strengthens their connection with Muslim audiences. 

For maximum engagement, brands should utilize YouTube Shorts, Instagram Reels, and TikTok to create interactive video content that resonates with Ramadan audiences. 

Social media usage spikes during Ramadan, providing brands with an opportunity to enhance engagement. Some effective tactics include: 

Real-time marketing is also crucial. Brands can launch limited-time promotions during Sahur and Iftar to drive engagement when audience activity is at its highest. 

Brands should invest in precision-targeted digital ads to maximize Ramadan marketing success. 

As Eid al-Fitr marks a peak shopping period, brands must plan their promotional strategies ahead of time. 

Ramadan presents a golden opportunity for brands to boost visibility, engagement, and sales in Southeast Asia. By understanding consumer behavior and implementing video marketing, social media strategies, and targeted digital ads, brands can seize this seasonal opportunity and stand out in the market. 

Sources: 
  1. 🌙 斋月 a.k.a. 穆斯林的新年,电商如何抢占东南亚节庆商机?(TenMax)
  2. Recharge, reconnect, and celebrate: Consumer insights for successful Ramadan 2024 campaigns(Google)
  3. 抢占 2024 马来西亚斋月!5 大营销阶段 3 大促购策略总整理(Kol Radar)

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