Tapping into the Spirit of Ramadan: The Power of Social Media for Brands

Tapping into the Spirit of Ramadan: The Power of Social Media for Brands

Ramadan is a month of spiritual rejuvenation, reflection, and giving. It is also a month of heightened consumption, particularly when it comes to food, clothing, and household items. For brands, it is an opportune time to tap into the consumer market and connect with their audience. With the rise of social media, the role of these platforms in Ramadan advertising has become increasingly critical.

Firstly, it's essential to understand the significance of social media in the GCC region. The region has one of the highest social media penetrations globally, with over 9 in 10 individuals using social media. As such, social media platforms like Facebook, Instagram, Twitter, and TikTok have become critical communication channels for brands to reach their target audience. In a survey conducted by Kantar, 70% of consumers in the region said that they use social media to learn about new products or services.

During Ramadan, social media becomes even more important for brands as consumers turn to these platforms to discover deals and promotions. According to a report by WARC, brands spend up to 30% of their annual advertising budgets during Ramadan. The report also highlights that 87% of consumers in the region believe that brands should participate in Ramadan activities.

Yes, brands have responded by creating campaigns that align with the values of the holy month to win over the audience, but to create a strong bond with them, brands can engage with consumers in real-time, and create a sense of urgency around their campaigns by serving ads that are contextually relevant to the content being consumed.

With the high penetration of social media in the GCC region, brands can leverage these platforms to engage with their audience directly and contextually to avoid ad wastage. By creating campaigns that align with the values of the holy month, brands can create a sense of connection and authenticity with their audience. So if social media also allows brands to personalize their messaging, hyper-contextual targeting can create a sense of urgency around their campaigns on social media by being relevant, thus revolutionizing advertising during Ramadan on such platforms.

Wishing everyone a blessed Ramadan.

RAMADAN KAREEM