One pandemic has changed the entire world in the span of a year. In particular, it changed how people communicate with each other. 

As a result, for this Ramadan, social media giants came up with interesting insights for businesses to plan their campaigns better and create custom content for their audience.

SAYING IT THE RIGHT WAY

Titled “Ramadan: This is the Joy of Discovery”, Facebook’s detailed marketing insights guide was released on a dedicated site to help businesses plan their marketing campaigns. The guide includes reports and business stories, plus provides guidance on how businesses can engage with their audiences through various channels, from mobile storytelling to automation and measurement tools.

Divided into nine sections based on the regional markets where Ramadan is observed annually, the microsite offers many options for people and businesses to work on, with real-life examples from both ordinary people who have driven their businesses using the platform to industry insights from marketing experts on how to engage the consumer in a more personalised, creative but meaningful setting.

By urging brands to tap into what consumers want to see online during the holy month (through charity suggestions or mobile storytelling, for example), the platform is able to provide insights into what and what doesn’t work, improving the quality of output for many brands in the region.

THE GATHERING IS NOW ONLINE

Following its close monitoring of over 10 million tweets leading into Ramadan, Twitter launched “Ramadan Gatherings”, a five-day series of live sessions that took place on its test platform, Spaces, focusing on topics central to Ramadan and the year that went by. 

Session topics ranged from “Keeping Connected”, to “Audio Literature” (inspirational stories from writers on their latest works and writing styles), and “Ramadan Nights” (a lively and creative session focused on music).

Twitter outlined the importance of making cultural connections during Ramadan with success stories of brand campaigns on the platform, noting in particular that curated videos with strong cultural messaging garnered more clicks and video views and had more promising conversions.  

GETTING CREATIVE WITH CAMPAIGNS

With a monthly reach of 67 million users in the MENA region, Snapchat is another busy place to be for Ramadan.

Last year’s Ramadan saw Snapchatters in the UAE, Kuwait and KSA spending an average of 77 minutes daily and accessing the app 41 times a day on average. This year, Snapchat published a detailed consumer experience survey to encourage businesses to use the platform based on customer-centric specifics and user behaviour. A detailed side report features industry vertical guides highlighting consumer expectations and their shopping preferences during the ongoing pandemic.

The app’s highlights for Ramadan include Snapchat’s Augmented Reality (AR) Lenses Experiences and Ramadan Majlis, touted as a hot favourite in the region, with 33 percent of consumers using them more during Ramadan than any other month. The report also included case studies of businesses that have seen a spike in their ROIs following creative approaches such as gamified AR- and video-led campaigns.

For brands looking for planning a campaign from scratch, help is available on the site in the form of Snapchat Ad formats and other creative tools.

(Reporting by Jethu Abraham, editing by Seban Scaria)

(seban.scaria@refinitiv.com) 

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© ZAWYA 2021