Local SMEs Boost Earnings During Ramadhan with TikTok Promotion Strategies

Digital activity among the public on online platforms tends to increase during Ramadhan. This uptick in engagement is also evident on TikTok, where nearly 13 million short videos were uploaded by content creators and sellers during the first week of Ramadhan 2026.

The heightened public interaction during Ramadhan on TikTok has opened opportunities for local brands, including small and medium enterprises (SMEs), to share their business journeys whilst marketing their flagship products. Several local business operators with limited capital are also utilising various marketing solutions available on TikTok, such as advertising through TikTok For Business, to expand their reach.

Sajodo Snack & Food from Tasikmalaya, West Java, and UNERD Footwear from Pasuruan, East Java, are two local SMEs that have successfully leveraged TikTok to support their business growth on TikTok Shop by Tokopedia during this year’s Ramadhan.

UNERD Footwear is a local footwear brand from Pasuruan, East Java, founded by Yoseph Putera Soesanto during the pandemic. The brand offers a variety of shoes with stylish designs and affordable prices, ranging from running performance shoes, casual shoes and trainers, to recovery sandals.

Specifically for the Ramadhan period, UNERD adjusted its content strategy by showcasing products relevant to various Eid moments, such as various shoe models that are comfortable for family gatherings and social visits during the festive season.

Supported by organic content and advertising through TikTok Ads to reach new customers, UNERD recorded more than a twofold increase in orders this Ramadhan, and sales nearly doubled compared to the same period last year. Additionally, since using TikTok Ads marketing solutions, UNERD has seen new customers from Riau, Sumatra Selatan, and Lampung.

“Through the TikTok Ads feature, we not only managed to reach new audiences previously unfamiliar with our brand, but converted them into customers ready to transact. The impact has been significant for our business growth—approximately 80 per cent of our customers are new,” said Yoseph on Tuesday, 17 March 2026.