Middle East records more than 32.1 million mentions across social media during Ramadan
During the month of Ramadan, consumers in the Middle East witnessed an increase in bright marketing campaigns and initiatives by global and local brands, across various social media platforms. According to Meltwater, the Middle East recorded over 32.1 million total mentions across social media for the month of April, with Saudi Arabia and Egypt leading the conversations, making the season an important month for digital platforms.
Based on data, the growth of online activities is driven by 65.9 percent of male users and 34.1 percent of female users. Consumers from various segments of the society were interacting online, with 22.8 percent of users being writers, 12.9 percent engineers, 11.1 percent founders, 10.5 percent entrepreneurs, and 7.5 percent journalists, with top interests including news, people and society, arts, and entertainment.
TikTok highlighted its strong growth prospects in 2022, with video views increasing by 21 percent and engagement increasing by 22 percent, strengthening the platform’s position as a hub for Ramadan content.
Spotify revealed the ‘Sounds of Ramadan Around the World’ user-generated playlists with top spiritual music and podcasts. As per data, the platform also refreshed its dedicated ’Ramadan Destination’ playlist, which offered Ramadan-themed content throughout the day, including Ramadan songs, oud sounds, and health and fitness podcasts. The ‘#RamadanTalks2022: Ramadan for Good,’ a four-part series, featured a number of experts discussing insights on marketing strategies and consumer behaviour during the holy month, attracting over 80k+ users in the month of April.
Insights also highlighted that Meta's Ramadan hashtag was revived this year. The initiative invited content creators from all over the world to help raise awareness and funds for the distribution of over one billion meals in 50 countries. In addition, the 'Meals for Reels' campaign, in collaboration with the Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI), allowed more than 120 influencers and 70 content creators to include a donation wallet on their 'Ramadan Reels' on Facebook and Instagram during the holy month. The campaign was supported 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 also witnessed a spike in engagement this year during Ramadan compared to last year when the campaign was first launched.