Ramadan Advertising Guide: Crafting Effective Ramadan Ads to Reach Muslim Consumers

Ramadan is a special time when millions of people around the world focus on reflection, spirituality, and connection with family. For businesses, this period offers more than just high demand. It presents an opportunity to demonstrate cultural understanding, respect for traditions, and a genuine desire to engage with audiences in a meaningful way.

According to Ipsos, 46% of consumers made purchase decisions influenced by advertising in 2025, making Ramadan an especially important moment for brands to build visibility and trust. But how can companies connect with audiences effectively and adjust their messaging for this unique season?

In this article, we’ll walk you through how to prepare your Ramadan marketing strategy in the most impactful way.

Table of Contents:

1. When Does Ramadan Start in 2026?
2. Ramadan Advertising Trends
3. Social Media Usage During Ramadan
4. How Ramadan Shapes Consumer Behavior
5. Key Factors Influencing Ramadan Shopping Behavior
6. Ramadan Advertising Strategies
7. 8 Ramadan Audiences Every Marketer Should Know
8. Ramadan Symbols for Advertising Campaigns
9. Ramadan Campaigns To Be Inspired
10. Measuring the Success of Ramadan Campaigns
11. Boost Your Sales During Ramadan

When Does Ramadan Start in 2026?

Ramadan in 2026 is expected to begin on the evening of Tuesday, February 17, and end on the evening of Wednesday, March 18, depending on the sighting of the crescent moon.

During these 30 days, Muslims around the world will observe fasting, engage in spiritual practices, and focus on generosity and community.

Ramadan Advertising Trends

During Ramadan, every brand interaction takes on greater meaning. That’s why understanding audience behavior, preferences, and the content that resonates most is crucial. We’ve gathered the key trends to help you craft a strategy that feels personal, relevant, and truly impactful.

Ipsos: Ramadan purchasing behavior trends

• Mobile-friendly advertising. Mobile engagement during Ramadan continues to grow rapidly. According to Adjust, shopping app installs in the METAP region increased by 28%, and 73% of mobile users now make purchases directly in apps. Social commerce is also expanding: YouGov reports that 61% of consumers in Saudi Arabia and the UAE shop through Instagram and TikTok. For brands, this is a clear signal to focus on mobile: it is important to optimize campaigns for mobile screens, offer smooth in-app experiences, and use social shopping tools to reach audiences where they already spend their time.
• Short videos. Video content becomes even more popular during Ramadan. According to Campaign Middle East, short videos about cooking, gifting, spiritual growth, and family stories receive especially high engagement. This trend offers brands a clear opportunity to create strong storytelling, collaborate with creators, and leverage major VOD platforms such as YouTube, Shahid, and StarzPlay to reach active viewers.
• Authentic content. Consumers appreciate advertising during Ramadan, even though many can feel overwhelmed by it. The most successful campaigns strike a balance between promotions and authentic storytelling. So, content that reflects cultural values, shared experiences, and genuine sincerity consistently outperforms purely commercial messages.
• Eco-friendly focus. Social responsibility plays a growing role in consumer decisions. According to Toluna, many buyers prefer brands that care about the environment and offer sustainable products. Ramadan is a strong moment to communicate a clear position on eco-friendly initiatives and responsible practices.This trend offers brands a clear opportunity to create strong storytelling, collaborate with creators, and leverage major VOD platforms such as YouTube, Shahid, and StarzPlay to reach active viewers.
• Emotional connections. Ramadan is a time of deep emotion, focusing on spirituality, family, and the joy of giving. Brands that embrace these themes naturally stand out. Their campaigns resonate best when they build real emotional connections through storytelling, interactive content, and culturally authentic messages.

Social Media Usage During Ramadan

Social media is one of the strongest channels for connecting with audiences, and its influence grows even more during Ramadan. According to Al-Ahram, around 75% of active users spend 25–50% more time online during this period. The peak usually happens before Iftar, when people browse content for entertainment, learning, family activities, and ideas for festive meals.

DataReportal highlights the platforms that remain the top choices across Ramadan-observing regions:

• WhatsApp – the main app for conversations and quick messaging.
• YouTube – the leading destination for all types of videos, from short clips to long-form and live streams.
• Facebook – the all-purpose platform for news, communities, and broad content sharing.
• Instagram – the visual channel for photos, Stories, and Reels.
• TikTok – the home of viral short videos, trends, and fast-paced entertainment.
• Snapchat – the preferred platform among younger audiences, especially in Saudi Arabia.

DataReportal: Advertising reach of key social networks

In recent years, video has become the center of attention. Users now spend more time streaming, and platforms like TikTok and YouTube continue to dominate video consumption. This shift gives brands a powerful chance to reach audiences in a natural way, increase engagement, and build more authentic connections throughout Ramadan.

Prensario Internacional: Media consumption percentage across the Middle East and North Africa

How Ramadan Shapes Consumer Behavior

Ramadan brings a noticeable shift to the daily lives of Muslim consumers. Their habits, interests, and priorities evolve before, during, and after the holy month. This period creates strong opportunities for companies to launch targeted eCommerce campaigns that attract attention and drive meaningful growth.

Google’s long-term data and analysis show that the Ramadan consumer journey can be divided into four key phases.

Google: The 4 behavioral phases of Ramadan

• Phase 1: Pre-Ramadan (Two weeks before Ramadan)

Two weeks before Ramadan, consumers begin preparing both spiritually and practically. Interest in religious content grows, and people actively search for home decoration ideas, festive accents, and small kitchen appliances. Fashion also gains traction, with more focus on bold looks and personal style. Popular searches at this stage include shopping tips, décor inspiration, and cooking videos.

• Phase 2: Weeks 1-2 (Ramadan)

In the first two weeks, digital religious engagement increases, and charitable giving becomes more visible. Recipe searches rise (especially desserts) and food delivery apps see higher usage. Beauty-related content also gets a boost, including skincare, makeup tips, and self-care routines. 

• Phase 3: Weeks 3-4 (Final two weeks of Ramadan)

During the final two weeks, attention shifts toward Eid preparation. Consumers look for gifts, festive decorations, clothing, and beauty routines. Entertainment consumption grows, app downloads rise, and dining out becomes more common. Interest in travel and religious activities, including pilgrimages and Umrah, also increases.

• Phase 4: Post-Ramadan (Eid)

After Ramadan, people gradually return to their usual routines. Gift shopping continues briefly, travel planning becomes more active, and visits to restaurants and social gatherings grow as daily and social habits normalize. 

Google Playbook 2025: Ramadan shopping preferences

The Google Playbook 2025 report shows that search activity rises sharply during Ramadan in several categories. Home and appliance-related queries increase, especially searches for décor, furniture, and household items. Technical products also gain attention, including gas stoves, washing machine parts, and kitchen appliances.

Travel follows the same pattern. In the weeks before Ramadan, search activity for flights, hotels, and transport grows, revealing a clear interest in trip planning.

For marketing teams, this highlights the importance of using tools such as Keyword Planner to identify high-demand keywords and optimize Ramadan advertising campaigns, ensuring that your messages reach audiences at the moments they are most engaged and ready to act.

Key Factors Influencing Ramadan Shopping Behavior

What shapes consumer decisions during Ramadan, and how can digital marketers use these insights? Based on VIDEN’s experience, we recommend focusing on three core factors when planning your Ramadan advertising strategy:

• Timing

According to TGM Research, preparations begin 3–4 weeks before Ramadan, making early communication especially important. Launching promotions and discounts ahead of the holy month helps capture attention before daily fasting routines start. Early planning not only builds anticipation for offers but also eases the pressure on consumers when making purchase decisions during the day.

• Content 

Your content should be relevant, helpful, and easy to engage with. During Ramadan, people seek inspiration and practical tips rather than aggressive sales messaging. Focus on value-driven content that meets their needs – whether it offers guidance, ideas, or simple solutions they can use throughout the month.

• Respect 

While Ramadan is widely celebrated, it is important to remember that not everyone observes it. Your messaging should be inclusive and culturally sensitive. Showing respect strengthens trust and ensures your campaigns resonate with all audiences.

Ramadan Advertising Strategies

Ramadan is one of the most impactful commercial seasons for Muslim consumers. Online activity surges, purchase intent rises, and brands compete aggressively for attention. For D2C eCommerce brands, this period presents a major opportunity to grow visibility, drive conversions, and maximize ROAS through strategic paid media execution.

To win during this high-demand season, brands need more than themed creatives – they need a performance-driven paid ads strategy that aligns with user intent and the unique shopping behaviors that occur throughout Ramadan.

Below are proven tactics across Google Ads, Meta Ads, and broader paid media channels that can elevate your Ramadan campaigns.

1. Build Ramadan-themed campaigns that match consumer intent

Ramadan is centered around themes of family, community, gratitude, and giving. Aligning your creative and messaging with these values increases relevance and improves ad performance.

Use:

• Ramadan-themed visuals and UGC content
• Messaging around togetherness, gifting, charity, and self-improvement
• Storytelling formats on Meta and YouTube that highlight product usefulness during Ramadan
• Authentic, culturally relevant ads improve CTR, reduce CPCs, and strengthen long-term brand loyalty

2. Special promotions & offers that boost conversion rates

Shoppers actively look for deals during Ramadan – especially in the lead-up to Eid. Strategic offers create urgency and significantly increase conversion rates.

High-performing Ramadan eCommerce offers:

• Limited-time Ramadan discount codes
• Bundle offers (iftar/suhoor kits, gift sets, family packs)
• Free shipping or reduced minimum order value
• Early-bird Eid promotions to capture intent before peak CPM rises

Promote your offers aggressively across paid search and paid social using countdowns and urgency-based creatives.

3. Leverage Google Ads & AI tools for maximum performance

Ramadan brings higher search volume and stronger buying intent, making Google Ads a core acquisition channel. Utilize automation and targeting features to capture demand efficiently.

Keyword Targeting

Reach users when they actively search for Ramadan-related needs:

• “Ramadan gifts”
• “Ramadan deals”
• “Iftar recipes tools”
• “Eid sale [category]”

A mix of broad match, Ramadan seasonal keywords, and high-intent category terms maximizes impression share.

Smart Bidding & Performance Max

Use:

•  Performance Max to scale across Search, Display, YouTube, Discover, and Shopping
• Target ROAS or Maximize Conversions strategies to capture high-intent users
• Seasonality adjustments if you expect sudden spikes in conversion rates

These tools help Google’s AI better understand user intent during fast-paced seasonal behavior shifts.

YouTube Advertising

Ramadan has predictable viewing peaks – especially around suhoor and iftar.

Utilize:

• CPV and tCPM formats
• Masthead or high-impact video placements
• Short-form storytelling for mobile-first audiences

This keeps your brand top-of-mind during key daily moments.

4. Social media advertising

Meta (Facebook/Instagram), TikTok, and Snapchat see massive engagement increases during Ramadan. Take advantage by building targeted paid social campaigns focused on your core demographics.

Recommended strategies:

• Create Ramadan-focused video ads and UGC-style content
• Use interest-based targeting (family, food, gifting, wellness, modest fashion, etc.)
• Leverage TikTok and Instagram Reels for storytelling
• Run A/B tests on Ramadan messaging vs. evergreen messaging to optimize performance

The goal: keep your brand visible during peak browsing hours and convert high-intent shoppers.

Adjust: Ramadan user activity peaks

5. Retargeting campaigns

Retargeting becomes even more powerful during Ramadan as users browse more frequently but delay purchase decisions.

Use:

• Dynamic product ads (DPA) on Meta & Google
• Cart abandonment campaigns with Ramadan promo reminders
• Sequential retargeting (view → add-to-cart → purchase)
• Adding Ramadan-specific urgency – “Limited Ramadan Offer Ends Soon” – can significantly increase return visits and conversions.

8 Ramadan Audiences Every Marketer Should Know

Understanding the groups that take part in Ramadan helps marketers create campaigns that feel personal and relevant. Each audience has its own motivations and behaviors, and knowing these differences makes Ramadan creatives more effective.

1. Families. Families focus on spending quality time together by visiting relatives, hosting gatherings, and planning small trips. Since many people fast during the day, it is better to avoid featuring daytime food imagery. So, content that highlights togetherness, convenience, and shared moments works well for this audience.
2. Young Adults. Young adults often pay more attention to spirituality, personal growth, and community activities during Ramadan, which makes them especially responsive to content that encourages self-improvement, learning, and meaningful experiences.
3. Working Professionals. Busy schedules make it challenging for professionals to balance work and spiritual commitments. They appreciate practical tips, time-saving ideas, and content that helps them stay organized and connected during the month.
4. Students. Students often have more flexible schedules, which makes them a strong audience for leisure, entertainment, and personal development content. At the same time, they are curious, open to new ideas, and often eager to explore their faith more deeply.
5. Seniors. Older Muslims value content that respects their traditions and lifestyle. Focus on comfort, heritage, and helpful solutions. This can include traditional recipes, wellness advice, or products that simplify daily routines. Gentle and thoughtful messaging is ideal.
6. New Muslims. Recent converts may still be learning about Ramadan traditions. They look for educational, supportive, and inclusive content. Clear explanations, relatable stories, and guidance help them feel confident and connected.
7. Non-Muslims observing Ramadan. A growing number of non-Muslims choose to fast out of solidarity or cultural interest. They appreciate simple and friendly explanations of Ramadan and may engage with interfaith content or general educational resources.
8. The “Spiritual Seekers”. For many Muslims, Ramadan is a time to get closer to God and connect with their spirituality. Brands catering to this audience should focus on creating faith-based content and promoting charitable initiatives.

Ramadan Symbols for Advertising Campaigns

Ramadan is more than a season, it’s a story that unfolds across communities. And the right symbols can make your brand part of that story. From glowing lanterns to shimmering crescent moons, twinkling stars, sweet dates, and majestic mosques, these elements don’t just decorate campaigns – they bring them to life.

Ramadan lamps are often used to signify lights of joy, hope, and blessings during Ramadan. Crescent moons and stars symbolize the beginning of Ramadan and can be seen in Ramadan decorations, artwork, and adverts. Dates are one of the most commonly used Ramadan symbols, a traditional Ramadan food staple eaten after breaking the fast during Ramadan. Mosques also feature prominently in Ramadan advertisements to create an atmosphere conducive to the Ramadan spirit. These symbols create a visual connection with viewers and can help to evoke Ramadan-related emotions such as joy, hope, and blessings.

By using Ramadan symbols that resonate with their customers, marketers can ensure that their Ramadan campaigns are successful and help to create a strong bond between the brand and its audience.

Ramadan Campaigns To Be Inspired

During Ramadan, brands are finding creative ways to connect with their communities in meaningful and memorable ways. KitKat, for example, launched a special edition chocolate bar crafted especially for the holy month. Divided into 30 pieces, it symbolized each day of Ramadan, while the three sections represented the Ashras of Rehmah, Maghfirah, and Nijat. This thoughtful design allowed KitKat to engage deeply with a community often overlooked by mainstream campaigns, turning a simple chocolate bar into a symbol of reflection and celebration.

Pizza2Go took a bold step to tackle food waste during Ramadan in partnership with Emirates Red Crescent. Acknowledging that around 25% of food is wasted during the month, the brand introduced a smaller pizza box, perfectly sized to reduce Iftar leftovers. What started as a practical solution quickly became a widely recognized initiative, showing how small, thoughtful changes can create a meaningful impact.

Accenture Middle East embraced the spirit of innovation and generosity by launching over 75 unique NFTs, designed by the creative teams at Fjord in Dubai and Riyadh. The campaign celebrated the intersection of technology, creativity, and the values of Ramadan, demonstrating how culture and innovation can come together to inspire communities and industries alike.

Measuring the Success of Ramadan Campaigns

During Ramadan, capturing hearts and minds takes more than just a catchy jingle. Measuring the success of your campaigns goes beyond traditional metrics. It’s about understanding intent, engagement, and the deeper connection you’ve made with your audience.

Imagine this: your ad featuring a family breaking their fast together triggers an increase in social media mentions of shared memories and gratitude. You see a spike in website traffic from users exploring recipes for Iftar, and conversions skyrocket as families stock up on groceries mentioned in the ad.

At VIDEN, our GA4 and GTM experts are equipped to track every touchpoint in your Ramadan promotion journey. Our digital analytics team can delve deep into data, uncovering hidden insights about audience behavior and emotional connection. Let us show you the true impact of your campaigns, beyond just clicks and conversions, and help you build lasting relationships with your customers this Ramadan.

Boost Your Sales During Ramadan

Ramadan is a major event in the Muslim calendar, and it presents a unique opportunity for brands to market to Muslim consumers. Don’t miss your chance to boost sales and increase revenue by tailoring your advertising strategy accordingly. Our marketing experts are eager to help you create successful ad campaigns. Now it’s the perfect time to start your Ramadan ads! Contact VIDEN for a free consultation.