Local MSMEs Spill Promotion Strategies on TikTok, Reap Blessings Many Times in the Holy Month

Photo: Dok. TikTok Indonesia

JAKARTA - During Ramadan, people's activities on digital platforms tend to increase. From finding inspiration for breaking the fast to shopping for local products to celebrate Eid al-Fitr, people continue to use digital platforms to celebrate the excitement of Ramadan. This high activity is also seen on TikTok, where almost 13 million short videos have been uploaded by creators to sellers in the first week of Ramadan 2026.

The high level of community interaction during Ramadan on TikTok also opens up opportunities for local brands, including MSMEs, to share their business journey stories while marketing their flagship products. Through the power of TikTok discovery combined with the power of a highly engaged community and the ease of shopping on TikTok Shop by Tokopedia, business actors can be found by more consumers and encourage business growth. In addition, a number of local business actors with limited capital also utilize various marketing solutions available on TikTok, such as advertising through TikTok For B to expand their reach.

Sajodo Snack & Food from Tasikmalaya, West Java, and UNERD Footwear from Pasuruan, East Java, are two local MSMEs that have managed to use TikTok to support the growth of their businesses on TikTok Shop by Tokopedia this Ramadan. Watch their stories in full below.

UNERD Footwear: Record More than Two Times the Number of Orders during Ramadan

UNERD Footwear is a local footwear brand from Pasuruan, East Java, founded by Yoseph Putera Soesanto during the pandemic. This brand presents various choices of footwear with stylish designs and affordable prices, ranging from running performance shoes (running), casual shoes or sneakers, to recovery sandals.

Since its inception, UNERD has utilized the TikTok platform, including TikTok Ads marketing solutions, to introduce its product range to a wider audience, especially young people who are looking for stylish products that are still pocket-friendly. Especially during the Ramadan momentum, UNERD adjusts its content strategy by displaying products that are relevant for various Lebaran moments, such as various models of shoes that are comfortable to use when gathering or visiting relatives and relatives.

Supported by organic content and advertising through TikTok Ads to reach new buyers, this year's Ramadan, UNERD recorded an increase in orders more than doubled and sales almost doubled this year compared to the same period last year. In addition, since using the marketing solution from TikTok Ads, UNERD has seen new customers from Riau, South Sumatra, to Lampung.

"Through the TikTok Ads feature, we can not only reach new audiences who have not previously known the brand, but convert them into buyers who are ready to transact. The impact is very felt for the growth of our business - even about 80 percent of our buyers are new customers, showing the effectiveness of TikTok Ads in helping expand reach and drive sales for local MSMEs such as UNERD," said Yoseph.

UNERD believes that the marketing features available on TikTok, including TikTok Ads, help it in developing UNERD's market reach throughout Indonesia. In addition to being present on TikTok Shop by Tokopedia, UNERD is also present at 68 retail store partners and 3 offline stores in Jakarta, Bandung, and Surabaya. In fact, UNERD is also able to expand the market to introduce its products internationally, including Japan.

Sajodo Snack & Food: Achieve Sales up to Three Times during Ramadan

Sajodo Snack & Food is a local snack brand founded by a pair of young entrepreneurs, Firda Khaerunnisa and Gilang Gumilar, in 2020 in Tasikmalaya, West Java. Starting from a personal desire to empower local farmers during the pandemic, Sajodo processed their harvest into various spicy Sunda snacks such as basreng daun jeruk, glass chips, cheese aroma, baso aci, and various spicy chips such as chicken skin and crispy intestines.

Since the beginning of the business, Firda and Gilang immediately used TikTok to share content about the production process to the story behind the journey of Sajodo's business. The content that continues to be recommended through the power of TikTok discovery has managed to help users find Sajodo brands and products organically.

As the interest and demand from customers increase, Sajodo then expands its reach through digital ecosystems such as TikTok Shop by Tokopedia, as well as utilizing TikTok Ads advertising services to reach more consumers from various regions in Indonesia.

"Since the beginning of pioneering Sajodo, we have felt firsthand how the power of discovery and the support of the very engaged TikTok community allows local brands like us to be more easily found by many people. We are also actively utilizing marketing solutions such as TikTok Ads to reach new consumers, so many people end up knowing our products and it is very helpful in expanding our market in various cities," said Firda.

For Sajodo, Ramadan is one of the most important sales periods because of the increased demand for snacks for breaking the fast, gathering with family, or just filling jars before Lebaran. In addition to actively sharing Ramadan-themed content through their accounts, Sajodo also continues to follow the Ramadan campaign organized by TikTok and advertising through marketing solutions such as TikTok Ads to promote their flagship products. Consistency also bears fruit. This Ramadan, Sajodo managed to record a three-fold increase in sales on TikTok Shop by Tokopedia.

"As an MSME with limited capital, TikTok Ads has helped us expand Sajodo's reach. Through easy-to-use tools and direct support from the TikTok team, we can quickly adjust our promotional strategies to be more effective and efficient, especially during important moments such as Ramadan when demand increases. The results are felt immediately on our business, with sales increasing significantly," said Firda.

Armed with an initial capital of around IDR 1 million and a small team, Sajodo has now grown into a business with a turnover of billions of rupiah, has three factories, and has opened employment opportunities for hundreds of people around in Tasikmalaya. Consistency in utilizing digital sales channels has also helped Sajodo expand its market, even to Malaysia, Japan, and Saudi Arabia.

KOLAK Ramadan: Featuring Brand Stories that Grow Together with TikTok

The story of Sajodo and UNERD's journey is an example of local MSMEs and brands that have managed to grow together with TikTok, especially during the Ramadan momentum. These stories are also part of the TikTok's Ramadan Bestseller Collection (KOLAK Ramadan), a shopping festival held by TikTok, featuring various MSMEs and brands that have developed through the TikTok ecosystem.

KOLAK Ramadan which was held on March 13 to 15, 2026 at the Main Atrium of Gandaria City Mall will present more than 20 local MSMEs and brands. In addition to offering various attractive offers, this event also presents a series of interactive activities such as talkshows, workshops, activations with creators, and special performances from Project Pop, Vierratale and Silet Open Up.

Through KOLAK Ramadan, TikTok wants to show how creativity and the use of marketing solutions such as TikTok Ads can help local brands maximize the momentum of Ramadan to reach consumers more broadly while developing their businesses. To find out more about the success stories of local MSMEs and brands that have successfully utilized marketing solutions from TikTok For Business, visit the following link.