Source: Think with Google website. Changes in statistics for Musalsalat, a platform for Ramadhan TV series, during the month.
The Think with Google blog highlights the need for specialized digital marketing strategies in the Middle East and North Africa during Ramadhan. Google Analytical Consultants Vrinda Singh and Younis Maqousi, along with YouTube Specialist David Lacklen, observed a significant increase in mobile internet usage, YouTube viewership, and search engine activity throughout the month.
The authors noted, “Ramadhan sees a surge in audience engagement with brands, including increased YouTube ad viewership, sharing, liking, and commenting. This heightened engagement extends beyond the month, making a strong Ramadhan presence vital for sustained success.”
Google’s data reveals that during Ramadhan 2016, compared to the rest of the year, the average YouTube video view duration rose by 11%, subscription rates increased by 13%, and comments surged by 57%.
The inaugural Lantern award highlighted six key takeaways from successful Ramadhan ads in 2016:
1. Develop multi-part narratives.
2. Approach campaigns from a service provider’s perspective, similar to banks or telecom companies.
3. Prioritize audience engagement.
4. Explore diverse storytelling methods.
5. Reconsider relying on celebrity endorsements.
6. Leverage the Eid festive period.
Timing is crucial. The lead-up to Ramadhan, starting a month prior, sees a 50% increase in recipe searches compared to the yearly average. YouTube cooking video views also experience an uptick a month before Ramadhan, peaking at nearly 30% above average during the first week. Think with Google reports a 44% viewership decline from the first to the last week of Ramadhan, with a 25% overall increase in viewership compared to other months.
Source: Think with Google page. Spikes in searches for recipes during Ramadhan.
For instance, internet usage typically peaks in the hours leading up to breaking the fast and declines afterward. The blog authors observed a 144% increase in UAE food delivery searches between 1 pm and 7 pm. Peak search times for restaurant information occur between 6 pm and 8 pm, around iftar, and persist until approximately 2 am.
Searches related to faith and religion also rise, particularly for music and films, as well as animated movies, possibly for children’s entertainment. The blog authors also noted heightened search activity for luxury vehicles, fashion, and beauty.
Interested?
Explore detailed statistics on Ramadhan digital trends in Ramadan Insights part 1, focusing on data analysis and insight generation
Discover the top-performing videos of Ramadhan 2016 in Ramadan Insights part 2, which delves into creative development
Explore the Ramadan Insights part 3 post on campaign design