Ramadan and the Super Bowl are two cultural phenomena that capture the attention of millions worldwide, albeit in vastly different ways. While the Super Bowl is a one-night extravaganza of football, entertainment, and a variety of commercials that have all different types of budgets, Ramadan is a month-long period of fasting, prayer, and reflection observed by Muslims worldwide.
Despite their differences, both events share similarities in terms of their cultural significance, marketing impact and the role of influencers.
In the world of marketing, Ramadan is often referred to as the Super Bowl of the Middle East. Just as the Super Bowl is the biggest sporting event in the United States, Ramadan is the biggest season of the year for brands in the Middle East and Muslim-majority countries, when brands spend their largest amount on any individual campaign and expect the highest returns as well.
During Ramadan, consumer spending spikes as well, as people prepare for Iftar outings and gatherings, Suhoors and Eid celebrations, making it a prime opportunity for brands to increase sales and brand visibility during these key moments.
One of the key strategies for brands during Ramadan is leveraging influencers of different sizes, ranging from micro to mega and even celebrities. Influencers play a vital role in reaching and engaging with audiences, especially during this time when communities are actively seeking content that resonates with the spirit of the season.
Collaborating with influencers who have a strong presence and influence within Saudi communities can help brands create authentic and meaningful connections with their audience, especially when the influencer selection is done strategically through well-set criteria allowing brands to find the perfect fit for their Ramadan campaigns.
Furthermore, brands need to understand the significance of Ramadan as the biggest season of the year for marketing and advertising, and as a result for influencers too. During this time, consumer spending increases significantly, presenting a lucrative opportunity for brands to boost sales and enhance brand visibility.
However, with increased spending comes increased competition, as most brands, if not all within multiple categories from food to fashion, ramp up their marketing spend. Brands must be prepared to navigate a crowded market and ensure that their messaging stands out amidst the noise.
To make an impact during Ramadan, brands need to develop a series of content that is both engaging and relevant to their audience, simply having one piece of content, regardless of the budget spent, will be easily forgotten and lost among the countless pieces of content by competitors competing for your customers’ limited attention.
This could include storytelling campaigns that highlight the values of Ramadan, such as compassion, generosity and community. Brands can also create interactive content that encourages audience participation, such as polls, quizzes and challenges, to drive engagement and foster a sense of belonging.
In addition to developing compelling content, brands should also consider the platform they use to distribute their message. Longer content formats, such as videos on YouTube and story
series on Snapchat, are particularly effective during Ramadan, as they allow brands to tell more immersive stories and connect with their audience on a deeper level.
TikTok is also starting to push more long-form content on its platform, which can come into full effect this Ramadan. These platforms also offer opportunities for brands to incorporate interactive elements, such as shoppable ads and augmented reality filters, to enhance the overall user experience.
Influencer takeovers can also offer brands an opportunity to speak to their audience on a more personal level, ultimately increasing engagement.
However, creating longer content formats is not enough. Brands must also ensure that their content is relevant to their audience. This means understanding the cultural nuances of
Ramadan and creating content that is sensitive to the religious and social context of the season.
Brands that take the time to understand their audience and tailor their messaging accordingly
are more likely to resonate with their audience and drive meaningful engagement. Brands that come off tone-deaf or insensitive during Ramadan will face a negative impact on their image and sales.
Ramadan represents a significant opportunity for brands to connect with a diverse and engaged audience. By leveraging influencers, developing a series of compelling content, and focusing on longer content formats on platforms such as YouTube and Snapchat, brands can stand out during this competitive season.
However, it is essential for brands to remain relevant and sensitive to the cultural context of Ramadan to ensure that their message resonates with their audience.
By Afnan AbdulrahimAlsharif, Influencer Marketing Manager at Starfish
