During the month of Ramadan, consumers in the Middle East have witnessed an increase in brilliant marketing campaigns and initiatives from global and local brands, across various social media platforms. According to Meltwater, the Middle East recorded more than 32.1 million total mentions on social media for the month of April, with Saudi Arabia and Egypt leading the conversations, making the season an important month for digital platforms.
According to the data, online business growth is driven by 65.9% of male users and 34.1% of female users. Consumers from various segments of society interacted online, with 22.8% of users being writers, 12.9% engineers, 11.1% founders, 10.5% entrepreneurs and 7.5% journalists , with primary interests including current affairs, people and society, arts and entertainment. .
TikTok highlighted its strong growth prospects in 2022, with video views up 21% and engagement up 22%, cementing the platform’s position as a hub for Ramadan content.
Spotify has unveiled “Sounds of Ramadan Around the World” user-generated playlists featuring the best spiritual music and podcasts. According to the data, the platform also refreshed its dedicated “Ramadan Destination” playlist, which offered Ramadan-themed content throughout the day, including Ramadan songs, oud sounds and podcasts. on health and fitness. The four-part series “#RamadanTalks2022: Ramadan for Good” featured a number of experts discussing insights into marketing strategies and consumer behavior during the holy month, attracting over 80,000 users in April .
Insights also pointed out that Meta’s Ramadan hashtag was revived this year. The initiative invited content creators from around the world to help raise awareness and funds for the distribution of over 1 billion meals in 50 countries. Additionally, the “Meals for Reels” campaign, in collaboration with the Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI), enabled over 120 influencers and 70 content creators to include a donation portfolio on their “Ramadan Reels on Facebook and Instagram. during the holy month. The campaign was backed by 100 content creators, including Emirati chef Manal Al Alem, Iraqi chef Shaheen, Emirati influencer Khalid Al Ameri, Egyptian actor Mohamed Henedy and Lebanese-British influencer and fashion entrepreneur, Karen Wazen. Other regional Instagram influencers have also seen a spike in engagement this year during Ramadan compared to last year when the campaign first launched.