The most recent census by the Office of National Statistics found 3.9 million people in the UK identify as Muslim, meaning Ramadan and Eid are observed and celebrated by 6.7% of the population. Ramadan 2024 begins on 10 March and finishes on 9 April. Eid begins at sundown on 9 April and finishes the following day.
Based on 2023 data, Muslim creators appear to post less during Ramadan. However, content sharing positive messages about faith, routines and recipes as well as fashion and beauty posts for Eid helped audiences connect during this period
This reports features data-driven strategic advice for brands launching campaigns during this period and several data charts showing what engages consumers across different verticals and content formats.
Key findings include:
– The most engaging fashion and beauty content was focused on Eid and drove an average consumer engagement rate of 7.4%. Food followed closely with an average of 6.5%. The most engaging post in this vertical was by Nadir Nahdi, who detailed a family “Ramadan treat” recipe he had enjoyed as a child.
– Family “routine” content by creators during Ramadan opened up for conversation for parents to discuss how they included their children in daily prayer and share their preparations for Iftar.
Additional reading:
- Founder of Muslim creator agency Modest Visions: “Ramadan has been a missed opportunity for years”
- Ramadan 2023 on TikTok: The creators and verticals that soar during the Holy Month
- Campaigns: Big Zuu partners with Uber Eats to provide meals for fasting delivery drivers during Ramadan
