May 14, 2018

Digital media strategies for Ramadan

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Brief Background of Ramadan

Ramadan is the Islamic holiday that takes place during the 9th month of the Islamic lunar calendar. Muslims refrain from various forms of physical intake during daylight hours throughout the month. This not only includes eating but drinking and smoking too. Families get together each evening when the sun sets to break the fast together and they often stay up to the early hours of the morning enjoying time with family and friends.


How to make your Ramadan social media campaign stand out

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Ramadan may be focused on virtuous acts and religious celebrations, but people are on their phones and devices more than ever. They’re also more engaged and excited to engage with brands that hold true to the themes and feelings of the holy month.


Facebook usage increases by 5%, while the average user viewing duration on YouTube increases by 11% and comments rise an impressive 57%. This is most likely due to the shorter work hours, as well as a need for distraction while fasting.

With online users are using social media to pass the time until Iftar, now is the time for digital marketers to reimagine their strategies to engage and interact with people in Ramadan.


Ramadan’s impact on Social Media

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Ramadan comes with an increase in spending and searches. It is also an over 20% increase in shopping shares at the time between 12 am and 5 am.  This coincides with the fact that most users become most active during these hours, usually the time many wake to eat their last meal before the day’s fasting begins.


According to Google, Ramadan saw user searches increase almost double during the holy month. Searches included food recipes, perfumes, clothing, Ramadan offers, automobiles, and religious content.


Both Google and Facebook agree that mobile device usage to surf the web increases, making it important to ensure all content is optimized for mobile viewing.


How to create your impact during Ramadan?

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1- Integrate and combine all strategies

For larger companies who are able to afford the increase in costs for TV and Radio ads during Ramadan, it is important to note that integrating an offline campaign and including digital elements has been known to improve campaign results almost ten-fold.

Engagement rises during the holy month exponentially, with a majority being organic. An online campaign during this time could be more cost-effective than in any other time.


2- Interact with Ramadan

Create Ramadan-specific content. Ramadan comes with its own themes and rules, and there is a reason why many companies do not deviate and walk away from them.

It is important to note that most brands turn towards a more conversational tone during this time. People love to engage with the people behind the brand, and personalizing communications during a month of increased engagement can boost brand equity and strength for the rest of the year.


3- Inspire

The holy month of Ramadan is known for its religious nature but also for its increased spending, charitable endeavors and family competition.

Search engine advertising and sponsored ads would provide brands with an increased brand reach and awareness, as well as increased possibility of sale during this time. The best time for these ads would be during the peak shopping and social media usage times of 12 am and 5 am.


We wish you all a Ramadan Kareem and a successful marketing strategies during this month.

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