This Ramadan, a new content ritual took center stage: velocity videos during iftar. What began as a playful editing style quickly became a must-have element of group gatherings, with friends recording short clips using velocity filters before breaking fast.

The trend exploded across TikTok, sparking a surge in new sounds associated with the format. For many Indonesians, especially Gen Z, creating velocity-style content was no longer optional, it was mandatory, on par with group photos and shared meals.

The Rise of Content as a Social Staple
Content creation has shifted from being an occasional activity to a central part of cultural rituals. During Ramadan, iftar gatherings became incomplete without a velocity video, showing how digital behavior now embeds itself into offline traditions.

Audiences are also demonstrating a willingness to put in extra effort when content is framed as fun, participatory, and shareable. In this case, the playful energy of group videos not only entertained but also reinforced a sense of togetherness.

Fueling the Fun of Group Content
For brands, this trend opens the door to innovative forms of participation. Instead of simply observing, brands can create opportunities for audiences to generate and share their own content that ties back to festive moments.

This could mean launching branded sounds, interactive challenges, or digital tools that encourage group participation. By aligning with the spirit of iftar gatherings and amplifying UGC, brands can strengthen visibility while becoming part of the cultural fabric of Ramadan celebrations.

The key is to design activations that feel natural, fresh, and socially rewarding, making the brand an enabler of joy and connection.