Broadcasting
Supercharge Your Digital Marketing to Increase Sales During Ramadan: Here’s How
By Derek Jason Bossman, Business Development Lead, Ghana, Ad Dynamo by Aleph
Across the globe, the world’s 1.9 billion Muslims are celebrating the holy month of Ramadan. A time of fasting, prayer, reflection and community, the month culminates in the Eid al-Fitr feast. In the run-up to the feast, which marks the end of Ramadan’s dawn-to-sunset fasting, many Muslims stock up on goods and gifts for the celebration.
Many businesses know that and have built up loyal and established customer bases catering to that need. You might even be one of them. But are you doing everything you can to drive up sales during Ramadan? If you’re not making optimum use of digital marketing tools, chances are the answer to that question is a resounding no.
Digital marketing’s growing importance in an increasingly connected continent
That’s been true for a while now, but it will become even more so as internet connectivity becomes increasingly affordable and ubiquitous in Africa. In Ghana, nearly 70% of the population is connected to the internet and in Nigeria, it’s around 55%. Those ratios have gone up dramatically in the past few years and will continue to rise in the near future. In fact, it’s estimated that an additional 35 million Nigerians will come online by 2026.
Many of those existing and new internet users are Muslim too. Islam is practised by around 20% of Ghanaians and just over 52% of Nigerians. In other words, if you’re not marketing on the most popular online platforms where people spend a growing amount of time, you’re not reaching them effectively. That also means you’re not making the most of the advantages offered by digital marketing.
Here are a few simple ways you can ensure that you are:
Create Ramadan-themed content
Simply having a digital presence isn’t enough, especially when it comes to big occasions like Ramadan.. Images, videos, blog posts, and social media updates incorporating Ramadan themes and messages can help engage your audience and make your brand more relatable during the holiday.
Use the available targeting features
Most social media platforms allow you to target the kind of customers you want to look at, and engage with, your adverts. Some of them allow you to do so at an incredibly granular level. By matching demographic targeting with Ramadan-specific messaging, you can give your marketing the best possible chance of being truly effective.
Be on the right platforms
That same demographic data can also show you where you should be targeting digital marketing. If your products are targeted at young people, for example, is Facebook still a viable option, or would you be better off focusing your energy on platforms such as Instagram, Snap, and Spotify?
Show a little generosity
Given that Ramadan is a time of giving, it’s worth seeing if you can give a little back to your customers at this time. Special discounts, promotions, and bundles can help demonstrate to your Muslim customers that you’re giving them the best possible value at this time. If you have an e-commerce offering, these typesof promo codes can also give you additional data on which platforms are most effective.
Partner with the experts
If you’re unsure how to supercharge your digital marketing efforts, don’t be afraid to engage with the experts. At Aleph, we empower advertisers to take full advantage of the advertising capabilities of platforms like Twitter, Meta, Snapchat, TikTok and nearly 35 others. We’re happy to do so for businesses of all sizes and can put together packages that suit almost every budget.
Build on big events, be consistent
As useful as those tips are during Ramadan, they’ll be equally helpful through the rest of the year. It’s critical, therefore, that you not just ramp up your digital marketing efforts during special occasions such as Ramadan but use them to consistently speak to all of your customers in engaging ways throughout the rest of the year. Get that right and you’ll see the sales roll in.
A major shake‑up rocks viewers and subscribers of DSTV/GOTV as many channels are set to shut down and be removed on January 1, 2026.
The trigger for the upcoming shut‑down is a breakdown in negotiations between the owners of multiple global channels and the pay‑TV operator.
As of December 2025, the deal between Warner Bros. Discovery (WBD) and DStv/GOtv has expired and the two parties have not reached a renewal agreement.
Without a new carriage/distribution agreement, the channels belonging to WBD risk being pulled off the DStv/GOtv line‑up.
This is the most significant content cutback the service has seen in years.
The affected channels are:
Discovery Channel
TLC
Cartoonito
Cartoon Network
CNN International
Food Network
The Travel Channel
TNT
Investigation Discovery
Real Time
HGTV
Discovery Family
Paramount Africa is officially shutting down at the end of December 2025, drawing the curtain on more than two decades of operations in South Africa and Nigeria.
The company, which once reached over 100 million viewers across 52 African territories, confirmed it will close its doors as part of a massive global restructuring at its parent company, Paramount Global.
This is the same Paramount Africa behind channels like BET, MTV, MTV Base, Comedy Central, Nickelodeon, and more.
Its digital footprint has also been significant, with millions of monthly page views, social media engagements, and content partnerships across Africa.
But despite that scale, rising costs and a global strategic reset have caught up with the business.
Paramount’s retrenchment has been building for months.
Earlier this year, plans to launch a standalone Paramount+ app in South Africa were quietly shelved.
Then in August, the company said its content would remain available only via DStv and Showmax.
And last month, MultiChoice confirmed that BET Africa and MTV Base will disappear from DStv and GOtv on January 1, 2026, as Paramount Africa winds down entirely.
The shutdown is tied to aggressive cost-cutting after Paramount’s merger with Skydance. The company is targeting a 15% reduction in global staff and $3 billion in savings.
International divisions, including Africa, have taken the hardest hit as the business pivots away from linear TV and doubles down on a more streamlined streaming-first model.
At the same time, the global media landscape is being shaken by Warner Bros. Discovery’s chaotic auction. Netflix, Paramount, and Comcast have all submitted fresh bids for WBD, with some offers reportedly focusing on the studios-and-streaming division, home to HBO, HBO Max, DC, and Warner Bros. Pictures.
Analysts say the crown jewel bundle could go for as much as $70 billion, a deal that would reshape Hollywood and accelerate the decline of traditional TV.
DStv subscribers may lose access to 12 major Warner Bros. Discovery (WBD) channels, including CNN International, Discovery Channel, TLC, and Cartoon Network, from Jan. 1, 2026, if MultiChoice and WBD fail to conclude a new distribution agreement.
DStv
MultiChoice, now owned by Canal+, issued a notice to customers on Monday, warning that its current carriage deal with WBD will expire on Dec. 31, 2025, and negotiations to renew the contract remain inconclusive.
“While discussions between the parties continue, no agreement has been reached at this stage. If this remains unchanged, several Warner Bros. Discovery channels may no longer be available on DStv from Jan. 1, 2026,” the company said.
The channels at risk include Discovery Channel, CNN International, TLC, Discovery Family, Real Time, TNT Africa, Food Network, HGTV, Investigation Discovery, Cartoon Network, Cartoonito, and Travel Channel.
The development comes amid subscriber losses for MultiChoice, which has shed 2.8 million active linear subscribers over the last two financial years.
This includes 1.2 million customers lost in 2025 alone, representing an 8 per cent decline across South Africa and the rest of Africa.
In Nigeria, MultiChoice has lost 1.4 million subscribers in the past two years, largely due to repeated subscription price increases, according to Nairametrics.
The broadcaster is also set to lose additional content in the coming months. Paramount Africa will discontinue BET Africa and MTV Base from Jan. 1, 2026, while CBS Reality and CBS Justice will cease operations on Dec. 31, 2025.
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