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TikTok's Ramadan Playbook 2025: marketing strategy guide for Indonesia

Inside TikTok's 2025 Ramadan Marketing Playbook, discover key insights and complete strategy guide for Indonesia's biggest shopping season.

Patrecia Meliana

20 Feb 2025 • 6 min read

For marketers and creators looking to capture Indonesia's most profitable shopping season, TikTok's latest Ramadan playbook reveals a golden opportunity: 88% of Indonesian users discover new products during Ramadan, and one in two users plan to increase their spending compared to last year.

With 1.5 trillion+ video views and over a million videos published during Ramadan 2024, the platform has become a crucial battleground for brands and creators.

But how can you turn these staggering numbers into actual conversions?

I've thoroughly analyzed TikTok's 2025 Ramadan Playbook so you don't have to. Here are the most impactful insights and actionable strategies I've curated for marketers and creators looking to maximize their Ramadan campaigns.

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Why Ramadan on TikTok? the numbers speak for themselves

Before diving into the strategies, let's look at why TikTok has become the ultimate Ramadan marketing platform in Indonesia.

According to the TikTok Ramadan 2025 Playbook, the latest data paints a compelling picture of unprecedented engagement and commercial opportunity.

Record-breaking engagement

An astounding 1.5 trillion+ video views during Ramadan 2024
Over 1 million Ramadan-related videos published
9 out of 10 users actively engage with and enjoy brand content during the preparation phase

Strong commercial intent

88% of Indonesian users discovered new products on TikTok during Ramadan
45% of users make purchases after seeing products on the platform
1 in 2 TikTok users plan to increase their Ramadan spending compared to last year

High brand reception

94% of users report feeling joyful when encountering branded content during Ramadan
Unprecedented ad receptivity with 90% of users enjoying brand advertisements
Active engagement throughout the entire Ramadan season

Your month-by-month Ramadan marketing timeline

Success on TikTok during Ramadan isn't about last-minute campaigns—it's about strategic planning across all four phases of the season. Here's your comprehensive guide to maximizing each phase of Ramadan marketing on TikTok.

1. Pre-Ramadan: setting the foundation

The month before Ramadan is crucial for campaign success. TikTok's data reveals that early-bird campaigns see 30% higher engagement rates than last-minute efforts. During this period, half of your audience is already planning their Ramadan budgets, while 43% are actively seeking inspiration for the season.

Key Actions:

Launch awareness campaigns with hashtags: #persiapanpuasa or #menyambutramadan
Create preparation content: shopping guides, budgeting tips, early-bird promotions
Technical setup: configure TikTok Shop inventory, test various ad formats, set up tracking metrics

2. During Ramadan: peak engagement period

Ramadan represents your highest opportunity for conversions, with 50% of users converting from discovery to purchase. The platform sees peak activity during evening hours (8-11 PM), making this the prime time for your promotional activities.

Implementation Priorities:

Content Strategy:
- Deploy Branded Effects
- Schedule Live Shopping sessions
- Launch creator collaborations
Campaign Elements:
- Set up Video Shopping Ads (VSA)
- Plan daily live sessions
- Create Ramadan-specific themes

3. Lebaran: the celebration phase

This is your moment to capitalize on the festive spirit, with 81% of users actively sharing celebration content. The Eid celebration represents the peak of social sharing and gift-giving activities.

Focus Areas:

Campaign hashtags: #IdulFitriVersiAku, celebration-themed content
Shopping Initiatives:
- Eid gift guides
- Festive collections
- Limited-time promotions

4. Post-Lebaran: maintaining momentum

The opportunity doesn't end with Eid. TikTok's data shows sustained user activity with 50% continuing their shopping behavior, 41% focusing on dining experiences, and 45% planning their travel activities.

Strategic Directions:

Content Evolution:
- Travel inspiration
- Lifestyle transitions
- Back-to-normal themes
Promotional Focus:
- Bundle deals
- Travel packages
- Dining promotions

Maximizing your TikTok Shop performance

Achievement Unlocked: Sellers using all three ad formats (VSA, LSA, PSA) saw 98% higher ROAS.

Here's how to replicate their success:

Phase 1: add to cart

Create product teasers highlighting unique features
Use creator unboxing videos
Implement countdown stickers for upcoming sales

Phase 2: buy now

Launch flash sales with clear time limits
Use Live Shopping with real-time Q&A
Implement bundle deals

Phase 3: last chance

Create urgency with limited stock alerts
Show social proof through user testimonials
Highlight final sale deadlines

Essential tools for your campaign

TikTok has developed a powerful suite of tools to help you maximize your Ramadan campaign performance. Let's explore the three key platforms that will drive your success.

TikTok Symphony: your AI-powered content assistant

TikTok Symphony serves as your AI-powered strategy partner, analyzing trends and predicting content performance. The tool monitors peak engagement times across the Ramadan period, suggesting optimal posting schedules for your content.

It goes beyond basic scheduling by providing script suggestions that have historically driven higher engagement during Ramadan, and even predicts how your ad content might perform before you invest in promotion.

Creator Collaboration Hub: streamlining partnerships

Managing creator partnerships becomes seamless with TikTok's collaboration features. The platform provides comprehensive guides for setting up Branded Missions, allowing you to brief and coordinate with multiple creators efficiently.

You can track performance in real-time through detailed metrics dashboards, while engagement rate calculators help you identify your top-performing creators and content styles.

Live Shopping Command Center: maximizing sales

The Live Shopping optimization tools transform your streaming strategy with data-driven insights. The peak time scheduler helps you plan lives when your audience is most active, while interactive tools keep viewers engaged throughout your streams.

The real-time sales tracking dashboard lets you monitor performance and adjust your strategy on the fly, ensuring you maximize every live shopping session during the Ramadan rush.

Your Ramadan 2025 success metrics

Understanding and tracking the right metrics is crucial for optimizing your Ramadan campaign performance. Based on TikTok's platform data, there are three essential KPIs you should focus on to measure success.

First, monitor your view-to-engagement ratio. TikTok's Ramadan content typically sees exceptional engagement, with nine out of ten users actively interacting with Ramadan-related content. Use this as your benchmark – if your content falls below this ratio, it's time to reassess your content strategy.

Second, keep a close eye on your purchase conversion rate. The platform average during Ramadan sits at 45%, setting a clear target for your campaigns. This metric is particularly important for e-commerce brands and can help you gauge the effectiveness of your call-to-actions and product presentations.

Finally, track your creator collaboration performance against the platform's impressive 98% ROAS benchmark. This metric is particularly significant if you're investing in creator partnerships, as it helps justify your influencer marketing spend and guides future collaboration decisions.

The bottom line

Success on TikTok during Ramadan 2025 requires a strategic blend of timing, content, and tools. With 58% of users already purchasing through TikTok & Tokopedia during Ramadan 2024, the platform presents an unprecedented opportunity for brands and creators who execute thoughtfully.

Remember: The key to standing out isn't just about being present on the platform – it's about creating value through well-timed, culturally relevant content that resonates with your audience's Ramadan journey.

Start implementing these strategies now to ensure your brand doesn't just participate in Ramadan 2025, but truly connects with TikTok's highly engaged Indonesian audience.

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.