Ramadan and the Impact of Social Media

We’re only a week or so away from the holiest month of the Islamic year, when Muslims fast to remember the first revelation of the holy Koran to the Prophet Muhammed. Just as the Middle East has embraced social media, so have Muslims. Ramadan is one of the most active times of the year for social media in the Middle East, on all social media channels, as Muslims reach out to friends and family, as they prepare for the Holy Month, and as they celebrate in the run up to Eid.

First of all, let’s look at Twitter. The short messaging service recorded over 51 million mentions of Ramadan last year, with 8.4 billion impressions.

The number of Tweets during Ramadan in 2015 based on Twitter's own internal statistics

The number of Tweets during Ramadan in 2015 based on Twitter’s own internal statistics

Google’s focus is on YouTube, in particular channels which have a specific relationship with this period of the year. Cooking is initially popular (Ramadan meals are cooked and served at home), followed by religious channels and general entertainment.

YouTube viewership during Ramadan changes dramatically as you can see from this internal Google data

YouTube viewership during Ramadan changes dramatically as you can see from this internal Google data

And last but not least, there’s Facebook. During 2014, 14.6 million Muslims in the MENA region posted 47.6m updates on Ramadan and Eid. The attached presentation from Facebook provides fascinating insights into when Muslims are online and how much more time they’re spending online, as well as the shift towards mobile and a breakdown of chatter by age and sex. Facebook believes that millenials are shifting away from television and towards the internet, which may be disconcerting for advertisers and television networks.

Facebook MENA Ramadan Insights

While it’d be fascinating to understand how Muslims are using Whatsapp and other messaging services to spread religious messages and other related content, I don’t have any data on this (and other) channels.

Whatever you’re planning for Ramadan, do remember the importance of social media channels to Muslims across the region. Make your content engaging (either entertaining or informative), relevant, and shareable. And Ramadan Mubarak!

Do you want to know more about social media in the Middle East? Download the TNS ArabSMIS report here

Do you not know where to start when it comes to social media and the Middle East? This report may be your answer (image source: http://blue16media.com)

Do you not know where to start when it comes to social media and the Middle East? This report may be your answer (image source: http://blue16media.com)

We have our fair share of big events in Dubai and this week was no exception. The past two days has seen the Emirate become the place to be for social media influencers. Whilst we found ourselves invaded by all types of beautiful people (and others) waving their selfie sticks and pouting for the camera, there were some handy takeaways for an audience looking to learn more about how to use social media to build brands for themselves, their companies or their countries. Oh, and Twitter has finally decided to open an office in the MENA region, obviously in Dubai.

The most impressive part of the Arab Social Media Influencers Summit was the report. Coming in at a whopping sixty seven pages, the report by research house TNS covers a whole host of areas of social media interest across the MENA region. The study combines both qualitative research with a quantitative survey of more than 7200 users of social media spread evenly
across 18 Arab countries.

If you’re looking to know which channels are used across MENA, then look no further. The report includes stats on LinkedIn, Facebook, Twitter, Instagram, Whatsapp, Google+, and YouTube. It also includes social media usage habits, including time of use, duration of use and devices used. Most importantly, the report looks into attitudes about social media across the region and what people are doing online.

If you’re doing anything online in the MENA region, download this report and start dissecting. You can thank me later, on social media.

The ASMIS Social Media MENA Report