Ramadan
110 % increase in content consumption for Ramadan on Anghami in the UAE and Egypt
Dubai-23 May 2017- Anghami, the leading music streaming company in the MENA region, is gearing up for Ramadan, offering its 40 million listeners additional content specifically tailored for the Holy Month. This includes religious and spiritual songs and Anasheeds by iconic Muslim singers, Quranic recitals and Duaa’ by world famous Sheikhs, themed songs from Ramadan television blockbusters, cooking, and workout content.
To respond to the needs of its listeners, Anghami has curated additional content for users who seek an alternative audio consumption. Global and regional singers of the spiritual and religious genre, such as Sami Yousif, Maher Zain and Hussein Al Jasmi feature their Anasheed songs on Anghami this Ramadan. Also, through its partnership with MBC, Anghami will be hosting the soundtracks of the channel’s blockbuster television series, featuring leading stars of the music industry.
A 2016 Anghami research suggests that the GCC and Egypt recorded 110% increase in content consumption on specific topics during Ramadan including religious, workout and cooking content. While 50% of the consumption on Anghami remains from the mainstream libraries, the remaining and growing 50% is for Ramadan content and customised playlists for the Holy Month. Saudi Arabia, UAE, Egypt and Kuwait take up to 70% share of traffic in Ramadan.
“Anghami’s triple digit year-on-year growth has attracted an audience of various tastes. We have seen 63% rise in religious content streaming in the GCC and Egypt. There is also 123% growth in workout content streaming and 110% upsurge in cooking content. Brands are working to connect with their consumers during this period, celebrating love, family, and many of the other Arab values that are underscored during the Holy Month,” says Elie Abou Saleh, the company’s Commercial Director.
For him, the introduction of dedicated and focused sections with enhanced content will accommodate the likes of the platform users around the region. This also presents a great opportunity for brands to interact and connect with consumers ahead of the Holy Month. Last year for example, we helped a brand create 30 different audio messages to advise people on a healthier lifestyle during Ramadan. As the digital revolution continues to dominate the region, digital marketing provides a more effective and cost efficient way to reach a target audience.
TikTok has launched a Ramadan-inspired video series to present data and insights related to the Holy Month on the platform in a fun and interesting way. TikTok took a creative approach to deliver this narrative, integrating the numbers into “mousalsalat” style episodes akin to the TV shows that are so popular during Ramadan.
Connected through one storyline, the mini-series called “أرقام بينحكى فيها” which translates in English to “Numbers Worth Remembering,” sheds light on how brands of all categories can drive results on TikTok. The series follows the story of the main hero, who knows key insights by heart as they help him navigate tricky situations throughout the six episodes.
Each episode was developed to focus on key verticals, including automotive, online retail, consumer goods, food and beverage, beauty, and luxury.
Key figures and insights highlighted in the series include:
- 80% of people develop a positive opinion about car advertisements on TikTok, based on research by Walnut Unlimited.
- 72% of users on TikTok look for product reviews and unboxings based on data from IPSOS.
- Last year, Ramadan recipes on TikTok received 564 million views in MENA, based on internal data.
- 57% of TikTok users get inspired by content creators to try new household products during Ramadan, based on findings from IPSOS.
- 67% of users discover and find inspiration for luxury products on TikTok, based on research by Redseer.
Commenting on the series, Elias Walid Bassil, Head of Business Marketing & Creative Strategy for Consumer, Retail, ECOM – MENA at TikTok, said:
“This year, TikTok is encouraging brands to #BelongDifferently during Ramadan, and our video series proves that we are practicing what we preach. Following the principle of “show, don’t tell,” we make data and statistics entertaining and memorable through short-form video storytelling. The cherry on top is that we are presenting the mini-series in a format relevant to the region and occasion, namely “mousalsal” style episodes, which resemble the beloved Ramadan TV series. We hope marketers in the region find this series enjoyable and useful as they begin activating their Ramadan campaigns.”
TikTok MENA launched its Ramadan campaign “Katar Khairak” which translates as Spread Kindness. The campaign encourages users on and off the platform to recognize people who champion kindness in their daily lives.
The regional campaign is spearheaded by superstar Nelly Karim and TikTok content creators Ahmed Sabry, Youssef Magdy, Nancy Zidan, Rand Majali, Mohammed Sweidan, and Hadeer Hameed.
@tiktokmena شاركونا في هذا الشهر الفضيل واستعملوا خاصية الستيتش لنسلط الضوء على ناس يستحقون كل الشكر والثناء #StitchKindness #كتر_خيرك
The campaign Moto on TikTok was “Join us in this holy month and use the “Stitch” feature to shed light on people who deserve all thanks and appreciation,” and it gained 454.4M views.
@tiktokmena شاركونا في هذا الشهر الفضيل واستعملوا خاصية الستيتش لنسلط الضوء على ناس يستحقون كل الشكر والثناء #StitchKindness #كتر_خيرك
Fresh Egypt, a Home Appliance company kicked off its Ramadan campaign with a 1:43-minute Ad promoting the company’s products. Starred by Ruby and Mahmoud El-esseily.
The Ad gained more than 600L views on YouTube and over than 1.2M views on Facebook. Fresh Egypt Ad caught the audience’s attention with its beautiful rhythmic song, saying, “because everything is much better when it’s fresh, make your life fresh and day delightful.”
Some people described it as one of the most beautiful ads this Ramadan, especially Ruby and Mahmoud El-esseily fans. Although it’s a bit different than last year’s ad that was performed by Ruby and Dina El-Sherbiny went viral in a split second.
Watch last Ramadan’s Fresh Ad featuring Ruby and Dina El-Sherbiny.
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