Ramadan is a social and spiritual season, where people focus on virtuous deeds, connecting with their families and holy celebrations. But it’s not only that, people are also more engaged and present in their conversations, within their own network of friends and family, but in this ever-growing digital age, also online.
For those of you asking why, understanding the change in pace during this Holy Month is a good place to start. As we self-reflect and fast, we adjust our working hours and slowdown to an extent, giving us a little bit more time to browse, engage and interact.
What does that mean for brands and businesses? Ramadan holds a golden opportunity for marketers and content creators to reimagine their social media strategy and plans. As they engage with their existing customers or speak to new ones, the potential to grow and deepen the relationship with customers is present.
Ramadan’s impact on social media
Ramadan is considered a key season for social media marketing and for brands to shine and stay active on social media. Below are some statistics and insights to highlight the impact and importance of this season on the business’s social media activity:
- Spending habits: Ramadan comes with an increase in spending. There is a 20% increase in shopping shares in the period between 12am and 5 am. This coincides with the fact that most users become most active during these hours.
- Shopping preparations: According to Facebook’s report for Ramadan, 47% of the people surveyed in the UAE stated they began preparing and planning clothing purchases a month before.
- Gifting habits: During Ramadan, 69% of people in KSA surveyed by Facebook state they use Instagram to search for gift ideas and 70% of UAE surveyed stated Facebook.
- Searching habits: According to Google, Ramadan user searches increase almost double. Searches included food recipes, perfumes, clothing, Ramadan offers, automobiles, religious content and hypermarket deals.
- Mobile search: 60% of google searches are done on mobile in Ramadan, that’s 5% more than any other month. So, make sure that all your content is optimized for mobile.
- Social media usage: It is no secret that social media plays an important role in people’s lives during the holy month. Twitter reported an increase of 18% in tweets during the month. Moreover, Twitter users also consumed 17% more video content.
All these stats and insights highlight the importance of a strong social media presence and a well-planned strategy for Ramadan 2020. With an increase in spending, and online usage to search for gift ideas for others and themselves, now is the right time to be inspiring users with your products or services. So, let’s explore the tactics you need to plan well ahead for this month.
How to create a social media plan for Ramadan 2020?
1- Plan ahead and set up your content calendar
You might be asking yourself when should I start planning for Ramadan 2020? Well, the sooner the better we say. Some businesses start planning months and months ahead, so you can never be too early, but beware of being too late.
You can start planning by having a brainstorming session with your team and doing some research ahead. Build a social media content plan inspired by your selected theme. Implement your content plan by scheduling your social media posts across channels ahead of time.
2- Be where your audience is
You might be asking yourself do I need to focus on one social media platform? Or should I be everywhere? Do I need more YouTube ads? Or shall I produce long videos and start a Ramadan dedicated series?
Well, our advice to you is to first define your customer’s persona, then research where do these potential customers spend their time? And be there.
Facebook is a popular location to post content and sponsored videos, as it provides an 8% increase in reach for campaigns using both Facebook and TV. Facebook notes that in the month before Ramadan, searches and planning of large purchases such as clothing, automobiles and jewelry increase, which makes it a great time to plan online ads to engage and reach your consumers.
As for YouTube, reports show a large increase in the platform’s usage during Ramadan, viewers watch longer content and actively engage more often. At the same time, the cost metrics maintain the same cost-per-view and view-through rates on YouTube as they did in other months. So, you can put teasers or even full ads and series on YouTube to help increase your brand’s exposure and awareness.
Consumers use Instagram for inspiration during Ramadan, where people discuss topics on Instagram such as fashion, iftar venues and recipe ideas. Consumers will also be looking for extravagant gifts for Eid, luxury brands shine the most during the last few days of Ramadan.
Finally, search engine advertising and sponsored ads would provide your brand with an increased brand reach and awareness, as well as increased possibility of sale during this time.
So, instead of focusing on one platform or on one strategy, you can try several at the same time and monitor their impact and return on investment (ROI).
3 – Create Ramadan related content
Ramadan comes with its own social media themes and rules. During Ramadan, it is important to find at least one theme that can be associated with your brand and play around with it. So, whether it’s charity, family, spirituality or hospitality, brands can increase their brand equity by simply focusing on one of the themes. And be genuine in your content, message and the relevance of your business to your audience.
Identify a theme relevant to your brand and appropriate for Ramadan, then plan your content around it. Try to tie your theme with all your social media activity, and use that theme to engage and connect with your customers.
It is also important to note that most brands turn towards a more conversational tone during this time. People love to engage and personalize communications with the brands during that month.
Ramadan traditions and activity may differ within the Middle East itself so try to research local norms, speak with people in the region or invest in local talent that are culturally aware and savvy.
4 – Monitor, analyze and optimize
Social media monitoring is listening to what your customers and potential customers have to say about your brand and activity. Then, you can use this data to better inform your product and marketing strategy. It is a must for any social media strategy, so you know the who, how and what of how people are engaging with your brand and content.
So, once your campaign is live, you need to start observing it and collecting related data. This will help you assess the success of your campaign, so that you can either tweak it or optimize it a bit on the spot in case it’s not working well for you. Or in case of its success you can use this for future reference.
Now that we’ve went through some Ramadan related statistics that highlighted the importance of this month for brands and businesses. Are you ready to start planning your social media activity for Ramadan 2020 yet? How will your brand celebrate this season and reach out to your potential audience?