Managing Consumers During Ramadan: Media Trends and Best Practices

The Holy Month of Ramadan deeply influences consumer behavior and media consumption in the UAE, requiring businesses to adapt their strategies for sustained visibility. As daily routines shift, brands must tailor their messaging to align with evolving media habits and remain relevant.

Understanding Ramadan Media Consumption Trends

During Ramadan, media consumption experiences a significant surge, especially on digital and streaming platforms. For instance, TikTok reported an 8% increase in entertainment content consumption, a 22% rise in sports content, and a 23% surge in food and drink content during Ramadan 2024. Streaming services see higher engagement, with 65% of UAE residents using platforms like Netflix more frequently.

Creating Culturally Aligned Content

Ramadan is centered around spirituality, generosity, and family, therefore, consumers expect brands to reflect these themes, with 78% preferring culturally relevant campaigns. Campaigns focused on charity, gratitude, and community engagement perform best.

Visuals and tone should also align with the season. Soft color palettes and symbols like the crescent moon and lanterns enhance cultural connection. Overly promotional messaging before Iftar should be avoided, with a focus instead on empathy and storytelling.

Timing and Digital Strategy for Maximum Impact

Ramadan alters peak engagement hours, with social media interactions increasing by 43% between 7 PM and 3 AM. Email open rates and ad click-through rates see a 20% rise during nighttime hours. To enhance digital marketing strategies during Ramadan, brands should prioritize short-form video content, as 79% of UAE viewers consume videos under 10 minutes on smartphones.

Live streaming and interactive sessions can significantly boost engagement; 65% of UAE residents watch streaming content daily. Additionally, localized ad placements incorporating Ramadan-related keywords and visuals can enhance visibility and resonate more deeply with the target audience.

Leveraging Influencers and Community Engagement

Influencer engagement rises by 21% during Ramadan, as consumers seek product recommendations from trusted voices. Collaborating with regional influencers ensures that messaging feels authentic and culturally appropriate. Charitable initiatives also enhance brand reputation. 64% of UAE consumers prefer brands that engage in Ramadan-related philanthropy, such as food donation drives or CSR initiatives. Aligning with charitable causes builds consumer trust and long-term loyalty.

Adapting Business Operations for Ramadan

Beyond media strategies, adjusting operations to match Ramadan norms can enhance customer engagement. Brands offering flexible hours, Ramadan-exclusive promotions, and tailored customer support often see higher sales. Special discounts and Iftar meal deals drive consumer interest, aligning with increased spending trends during the holy month.

Ensuring Visibility Throughout Ramadan

Understanding Ramadan’s media shifts allows businesses to create meaningful, well-timed campaigns. A combination of culturally relevant messaging, strategic digital engagement, and influencer partnerships ensures that brands remain visible and connected with their audience throughout the month.

Ready to optimize your Ramadan marketing strategy? Let’s create impactful, culturally resonant campaigns together. Contact us at [email protected]