The holy month of Ramadan, which is celebrated around the world, is an annual occasion that allows one to return to oneself to reflect on the course of his life and immerse himself in discovering the new, and for members of societies the opportunity to meet and communicate with each other.
Thanks to digital platforms, communities can participate in new experiences such as digital majlis, virtual iftar meals, as well as interact with others through video clips and digital initiatives of solidarity and faith during the holy month, and communicate with other communities around the world while preserving Ramadan traditions and activities that accompany the holy month. . With millions of users around the world looking for new content, learning new skills and connecting with different cultures and each other, the immersive digital community experience provides an ideal way for them to find inspiration and practice good deeds and ensure that they continue after the holy month.
The holy month of Ramadan is also brimming with unique moments and opportunities for innovators and a broader community to come together around specific topics, whether it is to search for useful content, cooking tips or spiritual guidance, or even ways to boost activity and fitness levels, or How to set the breakfast table. For many users, especially young people, digital platforms are the ideal tool to access valuable information and cultural practices, search for answers and resources, exchange views with members of the wider community, and gain a deeper understanding of Ramadan in its spiritual, human and social aspects.
The holy month is also an occasion to reconnect with loved ones, as digital communities provide a catalyst for celebration for individuals away from home with their families, especially residents and expatriates across the Gulf states. For many families, these platforms allow them to feel connected to their loved ones, even if they are not physically together. Digital communities foster a sense of nostalgia and belonging as a large number of users celebrate the holy month of Ramadan online and share their stories with their loved ones through it.
These communities witness the most important moments that are celebrated during the holy month of Ramadan, which remain engraved in the memory, as sincere feelings are exchanged between family members and friends, and new bonds are formed that continue after the holy month. Digital platforms are where communities converge on feelings of empathy and optimism, and the medium they use to share their experiences. And this is exactly what communities on TikTok are doing through short video clips of various styles and content, such as presenting unique Ramadan food recipes through #easy_and_quick_cooking, families enjoying meals with their loved ones, and sharing the best Ramadan series and programs via #Watch_on_TikTok, or simply Sharing inspiring and touching stories with my #family.
Through digital communities, users can showcase their skills and content and inspire others to find more useful ways to stay connected during the holy month. For example, the popularity of the content of the multiple episodes of “Tik Tok” makes it a way to discover more about Ramadan and entertainment programs, which leads to the launch of interesting community discussions about what to watch and provides more opportunities for innovators to display their talents.
In this sense, the holy month of Ramadan on TikTok can be considered a month of inspiration, as 46% of digital users in the Middle East, North Africa and Turkey region discovered new tips, skills and content on the platform during the holy month last year. This trend is confirmed by last year's figures, which found that 74% of TikTok users focus on community activities related to Ramadan, and that 57% spend more time with family and friends, which reflects the platform's success in reinventing traditional Ramadan activities and enabling users to communicate. With their communities through useful content that adds value to their daily lives.
A key factor driving this successful engagement is the unique way in which creators create videos, grow their community and connect more deeply with its members.
The depth and diversity of this interaction can be seen through the most popular content categories among TikTok users during the holy month of Ramadan, such as cooking, health, family entertainment, and games. The entertainment category on TikTok alone grew in 2021 by 70%, and people browsed content related to beauty, fashion, food, and cooking by 23% more than expected. Engagement with content related to sports grew by 15% during the holy month, and content dealing with home décor by 14%.
Why are we witnessing this rise in the contents of digital communities on “Tik Tok” during the holy month? This is due to the platform providing community members with the opportunity to raise their creativity levels and engage in meaningful conversations through dynamic and diverse content. Thus, the "Tik Tok" platform, which supports the values of love, solidarity, tolerance and giving, is the first cultural and entertainment center during the holy month, which enhances the impact and effectiveness of its communities and its sharing of distinctive experiences.
* Head of content programming at “Tik Tok” for the Middle East and North Africa region
Written by: Sasha Al Jurdi