Better together this Ramadan: Strategies for redefining brand engagement online

To truly capitalise on the commercial potential of Ramadan, brands need to shift their approach and one of the most effective ways to do so is by harnessing the power of short-form content

Every year, brands compete fiercely for market share and visibility during Ramadan, often relying on a strategy of outspending rivals to outperform them. However, this relentless competition frequently leads to overspending, market saturation, and content clutter, leaving audiences overwhelmed and advertising inventories stretched thin. As a result, brands encounter diminishing returns despite their hefty investments. To truly capitalise on the commercial potential of Ramadan, brands need to shift their approach - and one of the most effective ways to do so is by harnessing the power of short-form content.

While brands may view Ramadan as a battleground for consumer attention, audiences experience it as a time of togetherness. A TikTok survey reveals that 9 in 10 people feel a strong desire for human connection during the holy month, whether by sharing experiences, bonding with family, or engaging with relatable content. In fact, 46 per cent of respondents prioritise family bonding, and 60 per cent seek to connect with the broader community observing Ramadan.

The survey further highlights how social platforms play a key role in fostering this sense of community. As people increasingly turn to digital spaces to connect, they are drawn to content that uplifts, entertains, and resonates on a personal level - creating an ideal environment for brands to engage meaningfully. Evidence shows that those brands who leverage short-form content effectively are best positioned to reap the rewards.

Consider the data: during last year’s Ramadan, TikTok recorded a 25 per cent increase in the number of monthly videos created. What’s more, these videos sparked not only on-platform engagement - such as shares, comments, and clicks on "Shop Now" features - but also significant off-platform actions like website visits, purchases, and app downloads, which surged by 3.8 times. This proves that short-form content doesn't just drive interaction; it drives real-world impact. And while this connection is powerful for audiences, it’s even more crucial for brands. Remarkably, half of TikTok users surveyed don’t just discuss shopping - they actually follow through and make a purchase.

That said, merely showing up isn't enough. With 76 per cent of survey respondents noting they feel bombarded by ads during Ramadan, brands face the risk of alienating their audiences if their content doesn’t hit the mark. To avoid this, brands must be highly attuned to their communities, content creators, prevailing trends, and user reactions. Agility and authenticity are key - brands need to remain adaptable and responsive to consumer demand, ensuring their messaging aligns with what audiences genuinely want to see.

Furthermore, brands should resist the urge to simply upload an ad and move on. The spirit of togetherness should be reflected in their strategy. For maximum impact, brands must embed themselves authentically within the community, becoming an integral part of the conversation and the experience. Doing so will not only drive stronger engagement but also deliver meaningful returns on seasonal campaigns.

Year after year, digital platforms continue to amplify brand awareness, influence brand perception, and motivate consumers. When combined with Ramadan’s traditional media giants like TV and long-form video, an effective short-form content strategy unlocks powerful synergies - allowing brands to expand reach, strengthen connections, and ultimately boost their bottom line.

This Ramadan, brands that master the art of short-form content will be the ones to truly win the moment - cutting through the noise, building authentic bonds, and driving sustainable growth throughout the season.