As folks ramp up their content material consumption throughout Ramadan within the Middle East and North Africa (MENA), entrepreneurs have a possibility to attach extra deeply with customers.YouTube is a superb place to just do that, being the highest platform alternative for regional customers watching video content material.1If you’re trying to construct brand affiliation and nurture long-lasting relationships with prospects this holy month, you want to guarantee your video content material owns the second:1. Understand and align with folks’s values this RamadanDuring Ramadan, folks wish to join with values they affiliate with this time of 12 months. For instance, 83% of individuals expect to find non secular inspiration, which kinds a part of the extra conventional values folks relate to.2However, rising values — like wellbeing and sustainability — are taking priority too, with 83% of regional customers being extra keen on eco-friendly merchandise.People’s values coincide with the three distinct phases of the holy month — fasting, iftar, and post-iftar. And this then informs the forms of video content material they eat throughout these occasions:Fasting is a time of self-reflection when folks concentrate on content material that they personally take pleasure in, like short-form movies on self-care and spirituality.Iftar — when folks break their quick — is oriented round household and connection. Content is extra cross-generational, that includes longer sequence that the household can watch collectively.After iftar it’s about interacting with pals and the broader neighborhood. During this time, co-viewing moments come into play, with folks having fun with entertaining content material that they will watch collectively. For instance satirical comedy.Regional customers take into account YouTube their predominant window to the world throughout Ramadan. In reality, 53% of viewers in MENA say the platform allows them to search out the precise content material they need at any second, rating considerably larger than TV.3This offers manufacturers an excellent alternative to construct stronger associations and join with customers by video marketing. However, to make sure their content material is contextually related, manufacturers should resolve which Ramadan values — conventional or rising — they wish to hook up with, taking into account the professionals and cons of every.Traditional values are steady and examined over time, however as a result of the viewers could count on them, they might really feel overdone. If your brand decides to tie its content material to a standard worth, it wants to make sure consistency over the long run.Automotive brand Tata Motors is nice at this. Year after 12 months, they produce constant tales linking their brand to Ramadan values like generosity and togetherness. Both their 2021 Ramadan advert and their 2023 Ramadan advert, beneath, tie into these values with out feeling repetitive:
https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/creative-ramadan-2024-video-marketing-strategies/
