The viral ’30 days, 30′ content format captivates audiences by leveraging commitment, community and FOMO, creating lasting brand impact in a multi-billion ringgit festive market
WHEN Ramadan begins, social media in Malaysia seems to follow an unofficial schedule.
Beyond reflections on faith and iftar reminders, another daily ritual that captures widespread attention is the “30 days 30” content format:
What started as a simple content structure has evolved into a seasonal digital culture. Among the most prominent examples is the “30 days, 30 recipes” by Khairul Aming. This year, however, attention extended beyond the dishes. The series became an interactive social narrative.
Influencer Aen sparked amusement with a mock “Press Confuse” conference, humorously declaring that she and the recipe series were “no longer together”. The parody resonated widely.
Khairul responded in good humour while other creators, such as Hamdan, joined the exchange. Netizens contributed creatively, drafting fictional letters to the “dean” to withdraw from the “course” and joking that this was no longer a “30 days, 30 recipes” but a “30 days, 100 recipes”. Why does such a format resonate so strongly? The answer lies in consumer psychology.
First, the structure itself is behaviourally robust. When audiences follow “day one”, they make a small commitment. As the days progress, that commitment becomes routine. Behavioural science refers to this as the principle of commitment and consistency – people prefer to remain aligned with prior decisions. Having followed from the beginning, many feel inclined to continue.
Repetition also strengthens attachment. Research on the mere exposure effect shows that repeated exposure to a person or message increases familiarity and liking. Daily visibility throughout Ramadan gradually builds subconscious affinity. In a crowded digital environment, consistent presence enhances brand recall.
FOMO, or fear of missing out, further fuels participation. Even those who do not attempt the recipes often continue to follow updates. When a topic dominates online conversations, not understanding the reference can create a subtle sense of exclusion. Staying informed becomes a form of social belonging.
Another important factor is the development of parasocial relationships. When creators respond to comments and engage playfully with their audience, followers experience a sense of closeness. Although mediated through screens, the interaction feels personal.
According to social psychology, people are more likely to support individuals they perceive as relatable and likeable. This aligns with Robert Cialdini’s principle of liking, which suggests that we are more easily persuaded by people we like.
When warmth and authenticity are consistently demonstrated, audience support often extends beyond content engagement to brand loyalty. The emergence of identities such as the “student batch” reflects a broader marketing dynamic, known as tribal marketing.
Successful brands increasingly cultivate communities rather than merely attract followers. Shared jokes and symbolic roles create a sense of belonging, strengthening emotional attachment. Social proof amplifies the effect. When thousands participate in the same narrative, popularity itself signals value. The bandwagon effect explains why widespread engagement attracts more attention. Collective participation reinforces relevance.
Emotional contagion also plays a role. Positive emotions spread quickly online. A humorous video invites more humour, sustaining momentum through shared enthusiasm.
All of this unfolds within a significant economic context. Ramadan and Aidilfitri bazaars in Malaysia generated over RM3 billion in sales in 2025, reflecting strong festive consumer spending. In such an environment, sustained digital visibility is not merely entertainment; it reinforces brand memory ahead of peak purchasing decisions.
Ramadan is a month of discipline and routine. Interestingly, the “30 days 30” format mirrors that structure, consistent and predictable. In a digital ecosystem often characterised by randomness, this consistency creates anticipation and comfort.
The broader lesson extends beyond a single content series. In today’s attention economy, visibility is rarely accidental. Algorithms reward engagement, and engagement is driven by emotion, repetition and community participation. When authenticity aligns with consistency, influence becomes sustainable.
Formats can be copied, trends can be replicated. However, trust and community are cultivated over time.
Ramadan lasts only 30 days, however, what is built through these daily rituals is not merely a short-term engagement but long-term brand memory. In business, as in a digital culture, one principle remains constant: understanding people is the foundation of understanding markets.
Noor Aslinda Abu Seman is a senior lecturer at Johor Business School. Comments: [email protected]
