Marketing to Gen Z during Ramadan requires a nuanced approach that prioritizes authenticity, engagement, and social responsibility. By understanding their values, brands can effectively connect with this audience.
As we explore marketing strategies to engage Gen Z during Ramadan and Eid al-Fitr, we encounter a fascinating blend of tradition and innovation. Meta reports a 72% increase in shoppers exploring new product categories during the holy month, detecting a surge in searches for Ramadan-related topics and products.
This surge presents a crucial opportunity to connect with a future customer base–Gen Z, who make up over 1.4 million in the UAE alone. This article unveils 5 marketing tricks to attract Gen Z during Ramadan.
1. Understand Gen Z’s Habits and Values
Understanding the challenges of connecting with a certain generation is crucial for a successful marketing strategy. Gen Z spends a significant amount of time online, with an average screen time reaching 49 hours per week, making it important to choose the right communication channels. However, amidst the saturation of these platforms, especially during major events like Ramadan, standing out becomes increasingly difficult. Prioritizing authenticity in content and communication is vital because it evokes emotion and sticks in the mind of the audience.
Another aspect to keep in mind is that Gen Z values social responsibility. Companies engaging in activities such as supporting the less fortunate or collaborating with charitable foundations resonate deeply with this generation. However, these actions must be consistent. One-off campaigns may be perceived as insincere, potentially eliciting negative reactions from the audience.
2. Explore New Frontiers But Prioritize Authentic Content
Banner blindness poses a constant challenge in capturing Gen Z’s attention, particularly with the abundance of online content. Swift and sincere interaction with Gen Z is a surefire way to earn their trust. Additionally, embracing interactive collaboration formats such as audience questions, polls, and engaging in comments helps foster deeper connections with the audience. Authenticity outweighs adherence to conventional standards for Gen Z when it comes to the visual component as well. Opting for user-generated and creator-driven content over polished productions proves to be more effective, with engagement levels typically increasing by 4-5 times on our social media channels when utilizing UGC photos instead of stock images.
3. Utilize Short-Form, Video-Based Content
Gen Z prefers brief, engaging content, often finding lengthy videos challenging. With mere seconds to capture their attention, focus on hooking them right from the start. One important tip is to post regularly, several times a week. Collaborating with local creators for eye-catching content proves to be highly effective, too. Even if you’re dealing with long-form content, providing a snippet of the key moments at the beginning can pique the interest of a Gen Z viewer.
Video content is more effective than static imagery, showing higher organic reach across various channels, so we recommend prioritizing dynamic content to maximize your engagement and visibility–both during Ramadan and beyond. We utilize video content across most of our social media platforms–Instagram, TikTok, and Snapchat–to ensure that we are present wherever this format thrives.
4. Embrace Long-Term Influencer Partnerships
Influencers can give depth to your brand and showcase what makes it special. Plus, these ongoing partnerships help you bypass the unpredictable algorithms of social media. By consistently showing up in the influencer’s content, you can ensure your message gets through to their followers, building familiarity and trust along the way. When influencers use your product or service regularly over an extended period, their endorsement feels more genuine, resonating better with their audience.
Another perk of long-term partnerships is exclusivity. Working with the same influencers over time ensures that your brand stands out from the competition. That said, it’s essential to choose your partners wisely. Testing the waters with short-term collaborations will allow you to assess whether an influencer is the right fit for your brand.
5. Foster Truly Creative Campaigns
Innovative campaigns are the lifeblood of marketing during Ramadan, offering a chance to capture Gen Z’s attention. Looking at past Ramadan campaigns, we’ve seen brands push the boundaries with unique offerings, with activations like makeup workshops by Charlotte Tilbury and exclusive dinners hosted by Fendi in collaboration with local restaurants.
Partnering with other brands allows you to share resources, expand your audience, and create special projects that cut through the noise of the crowded festive season.
