The ongoing digitisation of all aspects of life has undoubtedly reshaped how people approach Ramadan, and many individuals and companies are personalising their content to reach contemporary audiences of all ages on social media.
In order for their products to reach customers, they are using platforms such as Facebook, Instagram, TikTok, and Snapchat, often all at the same time. Such integrated advanced technology has become the new window for digital marketing.
“It is the second year that I have been watching favourite television dramas on Watch It or Shahed or other digital platforms that don’t have advertisements that interrupt the episodes,” said Kareem Mohamed, a father of two in Cairo.
“It’s crazy how many advertisements there are now on television streaming channels, though we would still rather watch our favourite televison shows at convenient times via streaming.”
“Every member of the family is watching something on the streaming services. When it comes to social media and TV on demand, they spike in activity at different times. I am finding it very difficult to make my children balance their screen time with studying, going to school, observing prayer times, and going to Iftar gatherings. It is crazy this year with so many other activities on social media,” Mohamed said.
He added that while he and his wife watch whole episodes of dramas on digital channels, their children tend to watch shorts on YouTube and TikTok and sometimes Telegram.
Media market analyst Hesham Hamed said that this Ramadan we are seeing changes in the social media landscape driven by the needs of the different generations. “Digital consumers and the digital market are changing every year,” Hamed said.
There have been changes in the social media landscape this Ramadan as new platforms are emerging and sweeping the market. TikTok and Snapchat in particular are taking over from older platforms.
“We have seen a tremendous change in the platforms as well, due to multiple reasons. The younger generations are not focused on reading text, which is why Facebook is not their ideal platform because it is more focused on sharing posts,” Hamed added.
“TikTok on the other hand allows young people to express themselves via trending sounds and images. It supports independence, creativity, and self-expression.”
Many people use multiple platforms where they can watch, for example, parodies on Instagram, shorts on YouTube, and still use Facebook and TikTok for other purposes.
There is always a peak in the consumption of social media during Ramadan. Almost 75 per cent of social media consumers increase their usage by 25 to 50 per cent in Ramadan, especially just before Iftar.
However, for Hamed the increase in consumption this year has been relatively low because Ramadan is taking place in the middle of the school year, meaning most youngsters have school and university to go to and the need to study.
“A lot of the social media we see in Ramadan focuses heavily on food and cooking, as well as fashion for girls and sports and gaming for boys. There is not as much focus on TV shows this year, and there is more focus on sharing content made by young people themselves,” Hamed noted.
He said it was too early to know what kind of trends are sweeping the market this year. “However, there is a lot of commentary on this year’s Ramadan TV shows out there, and there is a lot of debate on what to watch and why,” he added.
According to recent statistics, 54 per cent of users engage with platforms like TikTok, Facebook, and Instagram. Fifty-five per cent watch linear television, and 50 per cent use connected television (CTV) streaming services during Ramadan.
Studies indicate that social media consumption rises in the holy month as individuals seek entertainment, cooking tips, and spiritual content. A 2023 survey across Africa, the Middle East, and Asia found that 74 per cent of people plan to spend more time on social media during Ramadan.
This heightened engagement offers advertisers a prime opportunity to connect with consumers, as people race to follow the latest trends in fashion, cooking, and spiritual souvenirs.
This year, the rise of traditional kaftans for women and galabiyyas for men has become a main trend of Ramadan fashion. Kaftans, a blend of a robe and a tunic, have been popular across many cultures for thousands of years and were known and worn in ancient Persia, mediaeval Andalusia, and the Ottoman Empire.
“I bought a kaftan a couple of days ago for the holy month of Ramadan from a popular page on Instagram,” said Mariam Adel, a 35-year-old mother in Cairo. “As I scrolled down my Instagram page, I saw that many influencers wear kaftans and that even many of my friends were also wearing them, taking pictures of themselves while doing so.”
“That’s why I decided to buy one as well, and I am finding it easy and elegant to wear. It is a statement of timeless elegance. I can wear it when hosting my friends or family or when visiting others,” she said.
Kaftans are often worn in Ramadan by women at celebratory events and during times of prayer. This year, they are coming in vibrant colours and with heavier fabric so they can be worn in colder weather.
For men, there is the traditional galabiyya, which, always worn for religious events, has become trendy to wear even on an everyday basis. “This Ramadan is different, as many customers have been asking me for Ramadan galabiyyas,” said Ahmed Nashat, a 40-year-old businessman.
“I have sourced the galabiyyas I sell from several Egyptian brands, and this year they are coming in vibrant colours and heavy textures to suit all sizes. Men and boys can wear them when and where they like.”
However, with the explosion of social media use this Ramadan, there have been concerns about balancing time on screen with prayers and quality time with the family. Yasser Massoud, a social media strategist, warned about the sheer volume of social media consumption during Ramadan for people of all ages.
He advises people to limit their screen times as one of the most effective strategies for balancing media consumption.
“People should be mindful of the content they consume and opt for high-quality material in line with the Ramadan spirit. Be mindful of what you consume and when you consume it in order to avoid being overwhelmed by the sheer volume of content,” Massoud wrote on LinkedIn.
* A version of this article appears in print in the 20 March, 2025 edition of Al-Ahram Weekly
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