Ramadan, the holiest month of the Islamic calendar, is also the biggest marketing season around the globe, but especially in the Middle Eastern and Asian Pacific regions. It is the time of the year when Muslims around the world practice restraint, compassion and gratitude, and spend time with their families. Thus, marketers use this opportunity to show narratives that are in line with Ramadan and Muslim beliefs. It is also a great opportunity for marketers from an SEO perspective as searches for Ramadan are as high as searches for Black Friday.
In this article, I will point out a few trends that social media marketers usually opt for during the month of Ramadan.
1. The usage of iconic symbols
Dates, lanterns, crescent moon, tasbih, Arabic teapot, are only some of the symbols used in ads to send a message. Dates are an essential part of the month as they are used for breaking the fast. As Muslims stay awake for late hours throughout the month, lanterns have also become a common symbol; the usage of lanterns essentially began in Egypt. The crescent moon, as it marks the beginning of each Islamic month, is the most essential symbol among the others. These symbols are the most commonly utilized in marketing as they convey the spirit of Ramadan.
2. Sending a message through narratives
Generosity, gratitude, compassion, charity, gift-giving. These are only some of the characteristics which describe the holy nature of the month. Therefore, this is a great opportunity for marketers to bring about a campaign strategy that is based more on narratives and storytelling rather than on advertising, promoting values such as charity, gratitude, etc. This is also because storytelling is said to be the most authentic way to prove that the brand understands where its consumers are coming from, thus it is used to acknowledge and communicate with the audience.
3. Engaging With a Muslim Audience:
Social media consumption timings change during Ramadan due to religious devotion, eating and sleeping habits, and socializing. The most common time during which social media is consumed and content is shared is from 3 am to 7 pm, reports also state that sales are 17% higher at 4 am during Ramadan. The consumption and spending patterns have changed even more due to COVID-19. In the UAE, 41% of people increase spending during Ramadan. Twitter reports that 83% of people are willing to try new products and brands. Most Middle Eastern marketing agencies boost their advertising budget up to 20 percent in the month of Ramadan.
People use social media for entertainment and communication but also for shopping and product discovery. Hence, social media is one of the most important tools out there for brands to get their products seen, especially if their values are in line with their audience. Therefore, it’s essential for every brand to take note of all of these trends and get into the Ramadan spirit to create an appeal for their audience.