Ramadan is the holiest month of the Islamic calendar that begins in March 2023.
It’s also one of the biggest marketing seasons around the world with its highest active core lying in the Middle East & Asia Pacific region.
What’s fascinating about this month is the generous display & practice of humane values such as compassion, charity, and empathy.
While everyone strives to inculcate the spirit of Ramadan among themselves, marketers & brands get busy trying to capitalize on the advertising & promotion opportunities that the month provides.
The month brings about a complete change in the patterns of consumption, not just in terms of meals but in media as well.
Starting early will give you a head-start to better understand your target audience, formulate the right strategy and develop creatives that'll appeal to them on a whole new level - especially in an environment recovering from the pandemic.
Last year’s Ramadan celebration in the Middle East and North Africa (MENA) was a hybrid one, featuring a mixed bag of in-person and digital traditions.
Dining out and deliveries crossed over with cooking at home, and people shopped in-store while also adding items to cart on their mobiles.
Getting into the Ramadan spirit online led to a 16% year-on-year growth in “better with Ramadan” search queries in the week leading up to the holy month.
Within homes across the region, content consumption and online shopping were on the rise (which is quite the trend in Ramadan across MENA)
Last year was a big year for home baking — something that caught up faster during Ramadan.
Google's reports suggest that:
Searches for quick recipes, like 10-minute biscuits, grew 1000% week-on-week during the holy month as people sought new ways to make traditional favourites online.
What can we expect this year? Keep reading..
This article contains research compilation and recommendations from top marketing platforms like Google, YouTube, and Facebook to help you understand the complete change in social media marketing during Ramadan.
It's divided into 4 parts as follows:
It’s about time you plan & finalize your Ramadan marketing campaigns for social media before it’s too late, leaving you scurrying around for customers.
So, by the end of this generously-written article, you’ll be able to conceptualize & execute social media campaigns that fully capture the interest of your target audience.
Approach the month with a new mindset, the one that places the essence of the month at its core to guide all the ideas for your social media content.
Let’s deep-dive into each section.
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A more detailed breakdown of these phases can be found here.
The four phases of Ramadan remain the same as last year.
But what people search for during those times has evolved as they continue to adapt to changing norms.
As in previous years, these phases take place before and during the holy month, as well as over the Eid celebration, with different shopping behaviors across each.
Ahead of the holy month, the pressure is on to host in style.
Top takeaway:
During the preparation phase, people’s searches hone in on hosting guests, but with a stronger emphasis on kitchen appliances and home cooking.
Consumers are making time to take care of themselves, with a rise in searches related to self-care.
Searches for greeting cards and Ramadan offers are also high. During this phase, search interest increased by:
• 35% for “moisturizer cream”
• 40% for “yoga mat”
• 180% for “Ramadan greeting card”
• 85% for “Ramadan offers”
Top takeaway:
In the excitement phase, shoppers are focused on getting ready, with me-time becoming a bigger priority. Celebrants also send well wishes to loved ones and seek Ramadan offers.
People love to plan ahead for one of MENA’s biggest celebrations, pivoting their attention to source the perfect outfit and find great offers. But there’s an interesting new trend at this stage: Shoppers seek more convenient payment options. In this phase search interest increased by:
• 110% for “buy now pay later”
• 355% for “Eid offer”
• 155% for “Eid makeup”
• 170% for “Eid dress”
Top takeaway:
As in previous years, shoppers still search for fashion and gifts in the Eid preparation phase, but — new trend alert — they seek more convenient payment options.
Connecting with family and friends is core to this special time’s celebrations. Relaxing beats at-home entertaining, so food delivery app downloads and active users rise. People also want to look their best as they spend more time with the people they love, so grooming searches increase. During this phase we saw a:
• 35% increase in food delivery app active users1
• 64% rise in downloads of food delivery apps2
• 45% increase in search interest for “grooming”
• 50% increase in search interest for “hairstyle”
Top takeaway:
In the final Eid phase, consumers turn to food delivery apps for convenience, a trend that we saw intensify last year. They also search for gifts and offers.
i) - Renewal and rejuvenation
There’s an inside-out renewal of celebration, bringing back a sense of optimism based on engaging in simple yet fun activities together, like gaming, watching TV, and snacking.
‘Tablescaping’ is also set to trend in 2023 as the table takes its place as the centre stage, a place for creative expression, spreading joy throughout the household.
It’s a case of rejuvenating the spirit in everything from the practical, like decorating houses, to gifting and the smaller details that put a smile on loved ones’ faces.
ii) - Intention and mindfulness
This trend is about heartfelt prayers, gratitude, and simple good deeds.
The prayers take on a cultural form as consumers become more appreciative, intent on simplicity in their good deeds as a manifestation of the moment’s mindfulness.
It’s less about the lavish and more about humanitarian acts – going beyond boundaries to support charities digitally through apps, leaving water near walkways, and surprising neighbors in need with the month’s commodities.
This extends to the type of media content that resonates most during Ramadan, beyond the slapstick humour to reflect the introspective mood and positive affirmation, with deeper, more meaningful content.
iii) - Holistic wellbeing
This tier in with making better use of the month’s blessings, both physically and mentally.
The very definition of wellbeing is becoming more progressive, with enhanced awareness of Ramadan as a chance to evolve physically, mentally, and spiritually.
This is evident in mindfulness of portion sizes and variety, as we move from the lavish spreads of the past to include ingredients like oats in our baking and more vegetables than usual in our savouries, creating more nutritious dishes without compromising on the taste or enjoyment of the occasion.
The idea of movement rather than watching TV on the couch for hours is also gaining momentum, with more time spent playing sports and walking outdoors.
iv) - Quality connections
The above themes all tie into the idea of investing more time and effort in what matters most, with reduced social demands resulting in more introspective bonding and socialization during Ramadan.
The focus is on building more meaningful memories and connections while creating personalized gifts and being more selective about iftar gatherings.
This reflects the rising trend of expressing gratitude for quality rather than quantity of connections, maximizing the ‘baraka’ of spending time with loved ones.
v) - Prudence and value
This in turn results in making smarter choices when it comes to kitchen duties as well as spending and shopping, encouraged by-products and solutions that now deliver on ‘readiness’, helping consumers deliver delicious dishes with less effort.
The brand craze has been replaced by one of brand scrutiny – value brands can succeed if priced right.
Shopping habits have been reframed as it’s now about balancing functionality, image, and avoiding waste. For consumers, it’s all about making smarter choices.
Once you’ve understood the change in media consumption during Ramadan, it’s time to gather some ideas for campaigns and devise overall strategies to guide your advertorial efforts.
As demonstrated in the stats earlier, online activity increases dramatically in this time period, resulting in ample pressure on brands to make the most of this month.
So, here are some Ramadan campaign ideas & strategies that you can implement for your brand:
In this section, I’ll share some of the best & most creative Ramadan ads by brands all over the world.
Look attentively because you might just find an inspiration for your next winning ad.
In case you need help with designing a creative Ramadan ad, remember that we’ve always got your back.
Based on the ads we’ve seen so far, here’s a list of all Ramadan elements that can be possibly used in your future ads.
By incorporating one or more of the above-mentioned Ramadan elements, you’ll be able to better convey the message of this holy month.
To get more inspiration on Ramadan social media marketing, check out this power-packed article.
Don’t let all those facts & figures confuse you.
This guide was written as a one-stop resource for all your Ramadan research.
It has been compiled using data from over 20 sources to give you the best & actionable insights for social media marketing in Ramadan.
If you have the in-house capability to run social media campaigns for Ramadan, great!
Otherwise, you can always get in touch with us to plan & execute Ramadan special campaigns to make the most of this festive season.