Meta’s annual global consumer research, titled “Meta Ramadan Moment Study,” has been released along with some top tips for businesses to create meaningful connection this Ramadan.

The study, which aims to better understand the behaviours of people who observe Ramadan and who shop for this season, was conducted in partnership with YouGov during Ramadan 2022. Over 18,000 adults took part in 12 countries, including the UAE, Saudi Arabia and Egypt.

Connecting through brand storytelling

There are more ways than ever to create meaningful connections this Ramadan. With brand storytelling tools – such as Reels, in-stream video, branded content, and augmented reality – businesses can bring communities together through rich and immersive experiences. The study revealed that 58% of shoppers or observers in the UAE said they felt more connected to a brand after seeing Ramadan or Eid content on Facebook or Instagram.

Personalising connection with Discovery Commerce

As shoppers are exploring different product categories during Ramadan than the rest of the year, they are increasingly looking for personalised recommendations to help navigate their purchasing decisions. 71% of shoppers or observers in the UAE agreed it is easier to complete their Ramadan shopping with personalised product and gift suggestions.

Strengthening connection with business messaging  

Conversations are a powerful gateway to connection and commerce, especially during Ramadan. For many, instant messaging provides a more accessible way to communicate with businesses. In the study, 67% of shoppers or observers in the UAE said they feel more connected to a brand through instant messaging during Ramadan and Eid.

At its core, Ramadan is a time for community and kindness. Observed by almost two billion people, it falls on the ninth month of the lunar Islamic calendar, it’s a time widely associated with fasting, prayer, and reflection – culminating with the celebratory feast of Eid.

In 2022, it also provided the single kindest moment on Meta technologies, with over 7.8M interactions containing the word “kindness” taking place on Facebook on the final day of Ramadan last year.

Fares Akkad, Meta’s regional director for the Middle East and North Africa, said: “As a seasonal moment, the focus on unity and kinship during Ramadan is unmatched. For marketers, this creates an opportunity to connect with audiences through positive, emotionally-rich messaging.”

On Instagram, there were over 13.4M interactions mentioning togetherness, connection and community during the month-long period. Meanwhile, over 91% of surveyed shoppers or observers in the UAE said they like to see content that promotes community and togetherness across both Facebook and Instagram during Ramadan and Eid.

Image by Photo by Bagus Hernawan via Unsplash