a ramadan content calendar.

ramadan is a month-long shift in mood, routine and media habits across the muslim world — and brands that wing it look out of step. a simple, phased content calendar keeps you respectful, consistent and relevant from the build-up right through to eid. here's the framework we use.

— 01phase 1 — pre-ramadan

in the run-up, set the tone: anticipation, preparation, well-wishes. announce any ramadan plans or campaigns early so you enter the month with momentum and your audience knows what to expect from you.

brief six weeks out and shoot before it starts. production during the month is harder for everyone and the pressure is what produces tone-deaf posts.

the dates shift each year, working hours shorten and approvals slow, so a bank of finished content is what keeps the calendar intact.

and plan the eid work in the same brief. it is the commercial peak and it is the thing most often left to the final week.

— 02phase 2 — the month itself

routines shift around fasting, so does attention — peaks often come around iftar and late evening, and pre-dawn suhoor. plan content for those windows, lead with value, reflection and generosity, and ease off the hard sell. think helpful and warm, not loud.

the register is warmer and less commercial. this is brand and community work, and selling hard through it is the reliable way to be criticised.

and keep the community staffed. engagement rises in the evenings and a slow reply during the month is noticed more than usual.

— 03phase 3 — final stretch & eid

the last ten nights carry special significance, and anticipation of eid builds. shift toward gifting, gratitude and celebration as eid approaches, then mark eid itself warmly. plan this transition rather than letting the month just end.

the final ten days are where intent concentrates, and where most brands are still publishing reflective content.

so let the offer arrive there, cleanly separated from the greeting. combining them reads as using the occasion.

and plan the delivery cut-offs honestly. a gift arriving after eid is a refund and a complaint rather than a sale.

— 04how to judge it afterwards

compare against last ramadan rather than last month. seasonality here is strong enough that month-on-month comparison means nothing.

and measure the month and the eid window separately — engagement peaks in one and revenue arrives in the other.

— 05what to bank before it starts

a fortnight of finished content, the eid assets, and approved replies for the questions that arrive daily. production during the month is harder for everyone.

and agree the approval route in advance. shortened working hours are what turn a two-day sign-off into a missed week.

elsewhere on this: the ramadan calendar, a content calendar that works, social media for ramadan.