Reel in your audience: Optimising short-form video marketing for Ramadan 2024

“Advertisers must plan ahead to stay relevant and prepared for these shopping peaks, reminding people of what they love by tapping into their preferences. Investing in video content — and more specifically, Reels, could help advertisers do that,” continued Joe. Presenting advertisers with an effective and efficient way to deliver bite-sized content, Meta’s short-form video format has proven to be a powerful tool for discovery. A major feature of both Facebook and Instagram feeds alike since its launch, Reels are reshared 3.5 billion times a day globally, while the daily watch time of all video formats across Meta’s ecosystem has grown by 25% year-on-year.²

 

YouGov’s research showed that 70% of shoppers in Malaysia spend more time watching videos during Ramadan and Eid, highlighting Reels’ potential to make campaign dollars go further in festive times.³ In mobile-first Indonesia, the same is true — nine out of 10 people spend more time watching videos during Ramadan, and 98% of them do so on their phones.⁴

 

Considering the importance of video-led discovery during Ramadan, how can marketers tap into Reels to maximise their campaigns?

 

Building cultural connection through creator collaborations

 

Ramadan emphasises connection and community, and the festive season is a “key moment for brand storytelling — especially through engaging formats such as video and creator partnerships,” Joe explained. Reels’ down-to-earth, candid, and relatable style makes it a highly suitable marketing tool for building and deepening the authentic connection between consumer and brand. Creator collaborations also play a crucial role in this meaningful relationship; across nine markets that celebrate Ramadan, 59% of shoppers or observers are more likely to trust a brand that partners with a trustworthy creator during Ramadan and Eid.⁵

 

“Interestingly, the top creators followed in Ramadan highlight a breadth of categories,” Joe added. These include food bloggers, health influencers, entertainment celebrities, sportspeople, and more. Additionally, Meta platforms, especially Instagram and Facebook, outrank competitors as the top places where users follow creators, according to the Meta-commissioned Role of Creator Marketing study by Crowd DNA.⁶ Built-in music, audio, and visual effects are key features that creators can leverage to customise their Reels while propelling their content to engaged, brand-aligned audiences.

 

All of the above enables marketers to prioritise bigger-picture tasks, such as designing campaign strategies. To build a media strategy that addresses different consumer needs throughout the festive period, Joe highlighted the importance of understanding the different periods of Ramadan and how they affect consumer behaviour.