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 behavior. It's what we call "the new Ramadan norms".
Ramadan is the month when people spend more time online. 68% of people spend time using social media, according to a research conducted by TGM.
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.
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 the appropriate Ramadan marketing strategies on social media platforms and consumer shopping behavior, On top of that, we will share how you can plan your best social media strategy for Ramadan 2024 to stay on top of the game.
- Ramadan’s impact on social media
- How to create a Ramadan social media marketing campaign in 2023?
- How can marketing in Ramadan lead to increasing your sales?
- Frequently asked questions (FAQ):
- Final words
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 2024. 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 marketing strategy for social media in 2024?
(1) Plan ahead and set up your content calendar
You might be asking yourself when should I start planning for Ramadan 2024. 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.
The Meta platform apps are 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 optimization (SEO), 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. 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.
Here are four pillars of successful Ramadan-related content:
(A) Promote Ramadan values
Devotion, charitablity, compassion, patience, humility and perseverance are some of Ramadan’s values. These values play an important role in the ads. It is important to reflect these values in your campaigns to fully engage with consumers. Family and friends gatherings are also hot topics for ads during this month since consumer behavior changes within the holy month of Ramadan. With 53% of conversations on Facebook going towards family-focused conversations, always remember to keep your tone appropriate for all ages.
(B) Find a fresh angle
With the plethora of ads in Ramadan, your ad can be easily prone to get lost in the sea of sameness. In order to have a viral ad that would stand out, you’ll need to tackle new angles that haven’t been tapped before. As viewers respond better to quality over quantity, they’re more selective and focused.
(C) Tell a story
The art of storytelling to connect through multi-part stories or web series is increasingly popular. Storytelling isn’t only for Ramadan-related themes; you can also create a storyline that includes an Eid message. So, use Ramadan as an opportunity to build an engaging story and Eid as a chance to polish your campaign with Eid-specific content that connects with people.
92% of consumers want brands to make ads feel like a story – One Spot
(D) Form a connection with your brand
During Ramadan, rather than loading up your ads with information and concepts, have an ongoing conversation with your audience using short, concise messages.
These conversations will help you build a connection with your audience and plays on their emotions, positioning you as a brand that listens to them and cares about them.
When analyzing the top Ramadan ads across markets, we see that audiences connect most with ads that make them feel something and connect with them.
Whether the ad included your favorite artist performing or a catchy rhythm that stuck with you all Ramadan or a story with clever characters and clear messaging that resonates well with viewers.
(E) Localize your messages
During Ramadan, your audience will have different needs, interests, and pain points during different phases of the month. Here are four phases your customers go through:
- First phase: Pre-Ramadan. The two-week preparation period.
- Second phase: Weeks 1-2 of Ramadan. The excitement phase.
- Third phase: Weeks 3-4 of Ramadan. Getting ready for Eid.
- Fourth phase: Post-Ramadan Eid. Eid: A Ramadan of its own.
Your brand needs to take that into account when you’re preparing for Ramadan and crafting your digital marketing strategy. You’ll also need to localize your brand’s messaging to connect with your audience during this period, otherwise, you might be at risk of being disconnected from the trend.
When you’re drafting your social and digital messaging, make sure that you’re respectful of what this month is about. Try to incorporate themes of giving, togetherness, family and charity in your marketing campaign as they are effective in encouraging engagement with consumers over the month.
(F) Create dedicated assets
As people are planning their purchases, you need to pre-plan your content and assets too. You’ll notice that your audience will be using social media for inspiration and information to make purchases. When you’re creating your content and images, embrace symbolism such as the moon, stars, and lanterns as it helps localize a brand and connect them to its consumers.
(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?
- 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 the 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, especially for smartphone users.
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.
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 marketing efforts, businesses can refine their marketing strategies for the next Ramadan.
Here are three pillars to market your business during Ramadan with outstanding content:
(A) Discounts and Ramadan sale
Ramadan is the time when people are most likely to purchase, whether it’s gifts, clothing, food, or jewelry, there is a chance for your business or brand to offer discounts and sell. And the best way to do so is by providing your customers with dedicated promotions.
These promotions can be in the form of discounts, promo codes, or cashback. To attract customers, try to make promotional content as creative as possible, which you can then post on your website or e-store as well as social media.
53% of consumers surveyed in the UAE, Saudi Arabia, and Egypt will spend more money during Ramadan, of which 93% expect to increase their spending on food, drinks, and groceries.
(B) Boost your corporate social responsibility
Ramadan is known to be the month of charity.
There are several organizations that will run CSR campaigns this month, in addition to the excellent work done by not-for-profit organizations such as the Emirates Red Crescent and Dubai Cares. Your brand or business can make the effort to get involved: by donating food items, packing food parcels for distribution, or getting on the road and handing these packages out to people in need.
(C) Focus on video
Video content’s popularity is exploding across the web, and YouTube viewing is parallelly on the rise during Ramadan. This offers your business an opportunity to create unique videos and ads to entertain your audience during the busiest period of the year.
According to Statista’s survey, 43 percent of respondents reckoned that the usage of television and video-on-demand apps across the Middle East and North Africa would likely increase during Ramadan.
One of the best techniques to create engaging videos is storytelling. You can create a storyline that includes both Ramadan and Eid messaging. Besides creating traditional videos, try experimenting with reels and TikTok-style videos.
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 initiatives. 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!
The GoDaddy e-store comes with an email marketing tool to manage your marketing activities from the same platform.
Frequently asked questions (FAQ):
What is the marketing strategy for Ramadan?
A marketing strategy for Ramadan involves a multi-faceted approach tailored to the unique dynamics of the holy month. Businesses should start by understanding the shift in consumer behavior—increased focus on family, spirituality, and charitable acts. A successful Ramadan marketing strategy hinges on creating content that resonates with these themes, such as promoting special offers that align with the spirit of giving, utilizing storytelling to connect emotionally with customers, and engaging in corporate social responsibility initiatives. Additionally, optimizing for mobile and social media platforms is crucial, as digital consumption spikes during Ramadan. Marketers should also consider the timing of their campaigns, aligning them with the altered daily routines of their target audience, and ensuring their messages are culturally sensitive and relevant. Ultimately, the goal is to build a campaign that not only drives sales but also strengthens brand loyalty by genuinely engaging with the essence of Ramadan.
How do I advertise Ramadan?
Advertising during Ramadan requires a thoughtful approach that respects the month's spiritual significance while leveraging its commercial potential. Begin by crafting messages that reflect Ramadan's values of generosity, community, and reflection. This could involve creating themed content that highlights how your products or services can enhance the Ramadan experience, whether through facilitating family gatherings, offering special deals, or supporting charitable causes. Utilizing social media is particularly effective during Ramadan, given the increased online activity. Tailor your ads to fit the peak hours of social media usage, especially during the night when families gather after Iftar. Video content, including short films and ads that tell meaningful stories, often sees higher engagement rates. Influencer collaborations can also amplify your reach, especially if they share content that aligns with the spirit of Ramadan. Remember, the key to successful advertising during Ramadan lies in authenticity and a deep understanding of your audience's needs and values during this holy month.
What is the marketing for Ramadan 2024?
Marketing for Ramadan 2024 should anticipate evolving consumer expectations and technological advancements. With the growing importance of online shopping, creating an omnichannel experience that seamlessly integrates online and offline touchpoints will be crucial. Marketers should focus on personalization, using data analytics to understand consumer preferences and tailor offers accordingly. Social media will continue to play a pivotal role, with platforms like Instagram and TikTok offering new ways to engage through interactive and visually compelling content. Video marketing will be more important than ever, with a focus on storytelling that captures the essence of Ramadan and connects on an emotional level. Additionally, sustainability and social responsibility will likely become even more critical to consumers, prompting brands to highlight eco-friendly practices and charitable initiatives as part of their marketing efforts. Adapting to these trends and maintaining a flexible, responsive marketing strategy will be key to capturing the attention and hearts of consumers during Ramadan 2024.
Why Ramadan is so important for advertisers?
Ramadan offers a unique opportunity for advertisers due to the significant shift in consumer behavior and spending patterns. The month-long observance affects millions of consumers, leading to increased media consumption, particularly in the evenings. This creates a prime time for advertisers to capture attention through targeted campaigns. The importance of Ramadan for advertisers also lies in the heightened emotional and spiritual state of consumers, who are more receptive to messages of generosity, community, and spirituality. This receptivity opens doors for brands to forge deeper connections with their audience, beyond mere transactional relationships. Furthermore, the traditional increase in spending on food, apparel, and gifts during Ramadan presents a substantial commercial opportunity. By aligning their offerings and messages with the values of Ramadan, advertisers can significantly boost brand visibility, customer engagement, and ultimately, sales. This period is also an excellent time for brands to showcase their commitment to social responsibility, further enhancing their appeal and relevance to consumers during the holy month.
Final words
As we've navigated through the pivotal strategies for Ramadan marketing in 2024, it's clear that the holy month offers a unique blend of challenges and opportunities for brands. The convergence of increased digital engagement, a focus on communal values, and the surge in consumer spending creates a fertile ground for meaningful marketing efforts. Embracing the spirit of Ramadan in your marketing strategy not only fosters deeper connections with your audience but also positions your brand at the heart of this vibrant cultural moment.
However, understanding the nuances of Ramadan and implementing a holistic marketing strategy requires more than just insight; it demands the right tools and platforms to bring your vision to life. This is where GoDaddy steps in. With GoDaddy's comprehensive suite of services, setting up your online store has never been easier. Whether you're looking to launch a new product line, run special Ramadan promotions, or simply enhance your online presence, GoDaddy provides a robust platform to ensure your business shines during Ramadan and beyond.
Don't let this Ramadan pass without making your mark. Take the first step towards a successful Ramadan campaign by setting up your online store with GoDaddy today. Harness the power of a tailored e-commerce solution to meet your customers where they are, with offers and content that resonate with the values of the holy month. Let's make Ramadan 2024 a season of unparalleled success and connection for your brand.
Ready to elevate your business this Ramadan? Visit GoDaddy now to set up your online store and start crafting your winning Ramadan marketing strategy today.
