3 New Ramadan Characters, this year

Last year, Ramadan differed a lot. Due to restrictions, big gatherings were replaced by small family invitations at home. Also, the audience spent more time logging on the internet. This shall likely continue within this year.

With the continuance of pandemic, it is expected that new segment of audience shall joint the YouTube to learn, escape or discover their spiritualties and they are as follows:

1. The seeker of mental refuge:

This category is seeking for building positive mental status through domestic exercises, Yoga, self-care a spending their times enjoying nature.

Statistics refer to the rise of interest in searching for physical exercises in Egypt, UAE and KSA at %11.5 within Ramadan 2020 comparable to its counterpart in 2019.

Top Tips for Marketers:

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Use Google Trends to define the audience interests, and attract the attention of your clients through mixing these interests so as to adjust their variable needs and offer a relevant communication strategy.

2. The Escapist:

As the search request for Ramadan decorations increased by %50 all over MENA Region to create a celebrating spirit at home, there was a category that was not interested in arts and crafts field.

This category’s interest increased in games on the internet at %107 this year in Egypt, KSA and UAE, especially multiple player-games as people seek for group work via the internet

Top Tips for marketers:

■ Suggest different forms of entertainment via the internet that your audience may use or take into consideration the different advertisement tools such as YouTube advertisements on T.V. This category spends a big part of their time enjoying videos via the internet on big screens.

3. The Progress Seekers:

This segment of audience represents the most productive-type. As they search for courses via the internet to take in their leisure time to help them to progress at home, they succeeded to manage their homes and set up a multi-dimensional-healthy living area to live and work at the same time.

In fact, Ramadan-related video clips increased accompanied with the term of “Routine” in the title at %120 in MENA Region in Ramadan 2020 comparable to the same period of the previous year. Searching operations about “learning via the internet” increased at %300 in KSA.

Top Tips for marketers:

■ Provide to this category the products and services that let them feel empowered and stabilized and that help them achieve their goals.

■ As well as market services that enable them to concentrate a facilitate working at home for them.