Ramadan is a social and spiritual time of year. Muslims all around the world focus on virtuous deeds, connecting with their families and holy celebrations. But it’s not only about the spirit of Ramadan. During this period, we see a change in social media behaviour. It’s what we call “the new Ramadan norms”.
As a marketer, you might wonder 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 slow down to an extent, giving us more time to browse, engage and interact.
What does that mean for brands and businesses?
Ramadan holds a golden opportunity for marketers to reimagine social media strategies and plans. As you engage with your existing customers or speak to new ones, there is a potential to grow and deepen your relationships with them.
In the article below, we’ll explain the influence of Ramadan Marketing on social media platforms and consumer behavior, On top of that, we will share how you can plan your best social media strategy for Ramadan 2023 to stay on top of the game.
Ramadan’s impact on social media
Ramadan is 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:
- Ramadan sees app downloads surge 36.5%: Food and Drink apps see strong growth in the weeks approaching Ramadan, therefore aggressive user acquisition should start ahead of the holy month.
- Timing is of the essence for social and eCommerce: Of all the app categories analyzed, social and eCommerce saw the biggest jumps in downloads over Ramadan, with download growth of 12% and 8% respectively.
- The growth after Ramadan: In the month following Ramadan, all categories grew in downloads, with four categories above 10% growth. Local Travel, Entertainment, Food and Drink, and Games saw impressive user growth.
- Spending habits: Ramadan comes with an increase in spending. There is a 20% increase in shopping shares in the period between 12 am 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 increased 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 your Ramadan Marketing strategy for 2023. 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 Ramadan social media marketing campaign in 2023?
(1) Plan ahead and set up your content calendar
You might be asking yourself when should I start planning for Ramadan 2023. 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 online 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 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 an increased possibility of sales 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, activity, and key trends 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 is culturally aware and savvy.
Related: Your guide to creating viral Ramadan ads.
(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.
How can marketing in Ramadan lead to increasing your sales?
We will discuss this in two separate questions. How do you market in Ramadan and how do you increase sales during Ramadan?
Let’s jump right into it:
How do you market in Ramadan?
Ramadan is a holy month that is celebrated by Muslims around the world. For businesses, it’s an opportunity to capitalize on the surge in consumer spending during this time. Ramadan marketing campaigns are essential for retailers and e-commerce businesses in the MENA region to target their audience effectively. The month of Ramadan is a significant event in the Arab world, including countries like United Arab Emirates (UAE), Saudi Arabia, Egypt, Qatar, and North Africa.
To create a successful Ramadan marketing strategy, businesses should incorporate Ramadan symbols and traditions in their ad campaigns. Social media platforms like LinkedIn, YouTube, and Instagram are great for promoting video content and video ads. Hashtags can also be used for optimization and increased brand awareness. Mobile marketing can be utilized to target consumers during the week of Ramadan, which is a high-consumer spending period.
A case study from Indonesia showed that a video ad campaign during Ramadan resulted in a surge in downloads and submissions. In the UAE, retailers offer exclusive Ramadan offers and promotions to attract consumers. It’s also a time for businesses to show their support for the community by giving back and promoting charitable causes.
Finally, it’s important to remember that Eid al-Fitr marks the end of the month of Ramadan. Businesses can extend their Ramadan marketing campaign to include promotions and offers for Eid. This can help build stronger relationships with customers and show that the brand cares for their loved ones. By using metrics to measure the success of their campaigns, businesses can refine their marketing strategies for the next Ramadan.
How to increase sales during Ramadan?
It’s important to understand how to increase sales during this holy month. Digital marketing can be a powerful tool to reach your target audience during Ramadan. Social media platforms like Instagram and LinkedIn can help you showcase your products and services to your Muslim audience in Dubai and beyond.
One way to increase sales during Ramadan is to incorporate Islamic themes and symbols into your marketing campaigns. The crescent moon, for example, is a symbol of the start of the holy month and can be used in your marketing materials to capture the spirit of Ramadan. It’s like adding the secret ingredient to your favorite dish that makes it stand out.
Another way to increase sales during Ramadan is to offer exclusive Ramadan deals and promotions. Just like how a grandma offers her special recipe to her grandkids during Eid al-Fitr, businesses can offer unique and attractive promotions during Ramadan that are sure to capture the attention of their target audience.
Furthermore, businesses can leverage the power of email marketing to reach their Muslim audience during Ramadan. By creating targeted email campaigns, businesses can reach their subscribers with personalized and relevant content that speaks to their needs and interests.
ProTip: Make sure you use a professional email that matches your domain when emailing your customers. Strengthen your brand with every email you send.
In summary, to increase sales during Ramadan, businesses need to create a marketing strategy that resonates with their Muslim audience. By incorporating Islamic themes and symbols, offering exclusive deals and promotions, and leveraging the power of email marketing, businesses can capture the spirit of Ramadan and boost their sales. And always remember, a good joke in your marketing campaign is like a cherry on top of a sundae that leaves your customers with a sweet taste in their mouths!
Now that we’ve gone through some Ramadan-related statistics that highlighted the importance of this month for brands and businesses. Are you ready to start planning your Ramadan marketing and social media activity for Ramadan 2023 yet? How will your brand celebrate this season and reach out to your potential audience?