Ramadan is an important religious event observed by nearly 2 billion people worldwide. During this ninth month of the Islamic lunar calendar, participants engage in fasting, prayer, and reflection, culminating in the Eid feast. Meta recently released the results of its “Meta Ramadan Moment Study” conducted in partnership with YouGov among 18,000 adults in 12 countries, including the UAE, Saudi Arabia, and Egypt.

Ramadan is a time for promoting kindness and community. Meta’s technology recorded over 7.8 million interactions containing the word “kindness” on Facebook on the last day of Ramadan 2022. Instagram saw over 13.4 million interactions mentioning togetherness, connection, and community during the month. 91% of surveyed Ramadan observers in the UAE preferred content promoting community and togetherness on Facebook and Instagram, and 81% participated in charitable activities during the event.

Fares Akkad, Meta’s regional director for the Middle East and North Africa, highlighted the opportunity for marketers to connect with audiences through positive, emotionally-rich messages during this season of unity and kinship.

For businesses looking to create meaningful connections this Ramadan, here are three tips:
  1. Connect through brand storytelling using tools like Reels, in-stream video, branded content, and augmented reality to bring communities together through immersive experiences. 58% of UAE shoppers felt more connected to a brand after seeing Ramadan or Eid content on Facebook or Instagram.
  2. Utilize trusted creators to influence discovery on social media. Creators have grown in influence over the past three Ramadan seasons, and 58% of UAE shoppers are more likely to trust a brand that partners with a trustworthy creator.
  3. Personalize connection with discovery commerce by offering personal recommendations to shoppers exploring different product categories during Ramadan. 71% of UAE shoppers agreed that personal recommendations made their Ramadan shopping easier.

Business messaging is also key to strengthening connections during Ramadan. 67% of UAE shoppers felt more connected to a brand through instant messaging, and it provides a quick and convenient way to address customer inquiries and facilitate purchases.