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Ramadan 2023: Leveraging social media – by Hashtag’s Anas Hani Hussien

By Anas Hani Hussien, Digital performance manager, Hashtag

Ramadan is a significant period for Muslims all around the world. It is a time of spiritual reflection, fasting, and prayer. During this month, Muslims abstain from food and drink from dawn till dusk, engage in acts of charity, and increase their religious devotion. This period presents an excellent opportunity for businesses to connect with Muslim consumers, and social media marketing is a powerful tool to achieve this.

Ramadan media consumption

During Ramadan, Muslims typically spend more time at home with their families, and this leads to a significant increase in media consumption. Social media platforms such as Facebook, Instagram, Twitter, and Snapchat become the go-to platforms for people to connect with their loved ones and stay up-to-date with the latest trends and events. Muslims are also more likely to consume Islamic content, such as lectures, religious discussions, and Quran recitations during this period.

*Source: statista.com

Ramadan’s most effective media channel

Social media marketing has become a highly effective tool for businesses to connect with their audience during Ramadan. Facebook and Instagram are the most popular social media platforms in Muslim-majority countries. These platforms offer businesses the ability to create targeted campaigns that reach their desired audience with precision. Twitter is also an effective platform for businesses that want to engage with their audience in real-time, especially during the month’s religious activities.

Types of content that work for Ramadan

Businesses that want to engage with Muslim consumers during Ramadan need to create content that resonates with them. Ramadan-themed content is highly effective during this period. It could be in the form of greeting cards, Ramadan-specific promotions, or social media posts that celebrate the spirit of the month. Brands can also leverage the power of storytelling to create content that connects with the audience on an emotional level. This type of content can include inspiring stories of people who have overcome challenges or experiences that highlight the values of Ramadan, such as generosity, compassion, and community.

*Source: statista.com

Ramadan peaks and lows of conversion

During Ramadan, there are two peaks of conversion, the first is at the beginning of the month when people are shopping for food and gifts to prepare for the month. The second is towards the end of the month, when people are preparing for the celebration of Eid al-Fitr, which marks the end of Ramadan. Businesses should aim to create marketing campaigns that align with these peaks of conversion to maximize their impact.

Best industries to take advantage of ramadan

The hospitality industry is one of the sectors that can benefit the most from Ramadan. Muslims traditionally break their fast with family and friends, and this presents an opportunity for restaurants and cafes to create special menus and promotions to attract customers. The e-commerce industry is also well-positioned to take advantage of Ramadan, as people are more likely to shop online during this period, especially for gifts and clothing.

In conclusion, social media marketing during Ramadan presents an excellent opportunity for businesses to connect with Muslim consumers. Creating Ramadan-specific content, leveraging the power of storytelling, and aligning marketing campaigns with the peaks of conversion can help businesses to maximize their impact during this period.