The Back to School (B2S) season offers brands across the MENA region a unique 13-week window to engage with consumers and capitalize on shifting priorities during this period. Sila’s comprehensive analysis of social media trends highlights critical opportunities for businesses to optimize their marketing strategies. Below are the key insights from the report, broken down by the three phases of the B2S season.

The Back to School Opportunity

The Back to School season is a three-month-long window divided into three distinct phases, allowing brands to target their messaging effectively. It spans from July 1 to October 3, making up 13 weeks of potential engagement across various categories.

Phase 1: Pre-Promotional (July 1 – August 15)

25% of conversations around B2S occur during this early phase, with a primary focus on driving awareness. This phase is crucial for establishing top-of-mind brand presence, particularly in sectors like school supplies and apparel, which account for 79% of posts.

  • 94% of content during this phase is brand-driven, with influencers contributing just 6%. Despite this, influencer posts yield engagement rates that are 29x higher per post compared to brand posts.
  • A significant opportunity exists for food brands, as community interest in food content (10%) exceeds the current brand presence (8%).

Phase 2: Promotional Peak (August 16 – September 5)

This is the most active period, accounting for 57% of Back to School related conversations. Promotional content dominates during this phase, with 50% of posts mentioning promotions such as discounts, bundle deals, and giveaways.

  • Food content increases significantly as parents prepare lunchboxes for the upcoming school year, with posts on recipes and lunchbox prep 3x more common than in phase 1.
  • Influencers see a 13% rise in their presence compared to phase 1, expanding the marketing reach for brands. TikTok and Instagram remain key platforms, with TikTok driving higher engagement despite fewer posts than Instagram.

Phase 3: Post-Promotional (September 6 – October 3)

During the final phase, 18% of conversations revolve around product utility, focusing on the practical use of B2S products, particularly food-related content (Page 18).

  • Food brands take center stage, as 52% of content during this phase is food-related, up from 29% in phase 1 (Page 20). Influencers continue to play a pivotal role, particularly those focused on food and lifestyle, making this phase ideal for content related to lunchbox prep and easy recipes.
  • Engagement remains steady, as influencers help consumers transition into the new school year by sharing practical tips and product uses.

Platform Preferences: Instagram vs. TikTok

While Instagram generates 14x more posts than TikTok during the B2S season, TikTok drives 5x higher engagement. This highlights the importance of using both platforms strategically. Instagram is more product-focused, with a stronger presence of school supplies and apparel, while TikTok thrives on food and lifestyle content, particularly in the later phases.

Actionable Insights for Brands

  • Maximize Phase 1: Brands should invest more in awareness-driven campaigns early in the season, especially in underrepresented categories like food.
  • Capitalize on Phase 2: Promotional content and influencer collaborations can drive significant engagement during this peak period. Consider bundling deals and exclusive offers to capture consumer interest.
  • Focus on Utility in Phase 3: As parents settle into routines, brands should focus on promoting the practical use of their products. Content related to food, especially easy lunchbox recipes, can resonate strongly with parents.

The 13-week Back to School season provides multiple opportunities for brands to engage with their audiences in meaningful ways. By understanding the nuances of each phase and leveraging key platforms like Instagram and TikTok, brands can tailor their strategies to maximize engagement and conversion. Whether it’s driving awareness in the early phase or offering practical tips post-school start, the key lies in being responsive to consumer needs at every step of the journey.

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