Meta has released the results of its annual global consumer research titled “Meta Ramadan Moment Study” to better understand the behaviors of people who observe Ramadan and shop during this season. During Ramadan 2022, the study was conducted in collaboration with YouGov with over 18,000 adults from 12 countries, including Egypt, the UAE, and Saudi Arabia.
During the month-long period, there were over 13.4 million interactions on Instagram mentioning togetherness, connection, and community, while 88 per cent of surveyed Egyptian shoppers or observers said they like to see content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid. Additionally, 82 per cent of Egyptian shoppers or observers participated in charitable activities during Ramadan and Eid.
Fares Akkad, Meta’s regional director for the Middle East and North Africa, commented: “As a seasonal moment, the focus on unity and kinship during Ramadan is unmatched. For marketers, this creates an opportunity to connect with audiences through positive, emotionally-rich messaging.”
Meta highlighted three aspects for brands to engage with the customers, with personalisation, brand storytelling and using instant messaging options being key factors.
Personalisation
Because Ramadan shoppers explore different product categories than the rest of the year, they are increasingly looking for personalised recommendations to help them navigate their purchasing decisions. 64 per cent of Egyptian shoppers or observers agree that personalised product and gift suggestions make it easier to complete their Ramadan shopping.
Storytelling
This Ramadan, there are more opportunities than ever to make meaningful connections. Businesses can bring communities together through rich and immersive experiences using brand storytelling tools such as Reels, in-stream video, branded content, and augmented reality. After seeing Ramadan or Eid content on Facebook or Instagram, 51per cent of Egyptian shoppers or observers said they felt more connected to a brand.
Over the last three Ramadan seasons, the influence of creators in social media discovery has grown. Creators serve as a trusted conduit for inspiring audiences and aligning with Ramadan values. In Egypt, 50 per cent of shoppers or observers are more likely to trust a brand that collaborates with a reliable creator.
Using the right business messaging
Conversations, especially during Ramadan, are a powerful conduit for connection and commerce. For many people, instant messaging is a more convenient way to communicate with businesses. 58 per cent of Egyptian shoppers or observers feel more connected to a brand via instant messaging during Ramadan and Eid.
Business messaging can be a significant commerce enabler during high-traffic times, in addition to providing a more accessible customer experience. It provides a quick and easy way to address any questions or concerns, assisting customers in moving from consideration to purchase in minutes.
