Ramadan 2023 Insights

CO R E R A MA D A N MA R KETS
NO VEMB ER 2022
Introduction The goal of this report is to uncover consumer shifts
during Ramadan across core markets where the season
is celebrated and observed. From media consumption
changes, to creators, to business messaging and vertical
deep dives, this research covers various insights to
understand the role of Meta Technologies during
Ramadan for marketers. This is the latest 2022 update
to a study we first conducted in 2019 with YouGov.

This research evaluates the factors that drive product

discovery online and shows Meta technologies are
key to connecting consumers with relevant content,
community and immersive shopping experiences
during the Ramadan season and Eid moment.
INTR OD U CTION

Methodology
OVERVIEW A global consumer research study on discovery, shopping and
celebrating the Ramadan and Eid season, for the 3rd consecutive year.
Meta internal platform analysis to uncover seasonal trends on
Facebook and Instagram.

Survey fieldwork was conducted between the 4th and 25th of May, after
TIMING Ramadan.
Internal data analysis period covers 1st March to 31st May 2022

METHOD Online, quantitative survey conducted by YouGov in 12 markets including Indonesia,

Malaysia, Pakistan, Bangladesh, UAE, Turkey, Saudi Arabia, Egypt, Nigeria (core
markets) and Germany, UK, USA (growth markets)
Internal platform analytics cover multiple Meta data sources across the same markets.

The findings in this report are based on the core markets where the majority of the
population celebrates/observes. The same selection of markets was covered in both
2022 and 2021.

AUDIENCE Survey research: Approximately 1,500, 18+ online nationally representative

consumers per market. The core audience for analysis for 2022 seasonal insights are
Ramadan shoppers or observers.
Meta internal platform analysis based on users 18+
INTR OD U CTION

Key themes
Four key themes are covered in this document:

01 02 03 04

Ramadan is a month A moment of media A moment of personalised Strengthen connection

of community and consumption change and connections to drive through Business
togetherness opportunity for brands to commerce Messaging & Cross Border
connect through brand
storytelling
 Ramadan is a month of
community and togetherness

Join group
01 A MONTH OF COMMU NITY AND TOGETH ER NES S

The beginning of Ramadan and Eid are key

moments of community, togetherness and
connecting with loved ones on Meta.

3rd May: Eid

94% 13.4M
CrowdTangle - Total Interactions (Global) 2M interactions2

Total Interactions
2nd April: First of Ramadan
of Ramadan interactions with 1.2M interactions2
shoppers/observers togetherness, connection
surveyed in Indonesia and community on
like to see content that Instagram2*
promotes community
and togetherness on
Facebook / Instagram1
Date

1. Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May
2022.
2. Source: Crowdtangle, Global Instagram pages interactions from 27th March to 7th May 2022
Search terms used: (together, togetherness, connection, connecting, community) AND (Ramadan, Ramzan, Eid)
01 A MONTH OF COMMU NITY AND TOGETH ER NES S

Well wishing on Meta platforms peaks at the start and end of

Ramadan and there were more than 2 million mentions of
charity and generosity on Facebook during Ramadan 2022.

2M+
Facebook Conversation data – Ramadan Kareem & EID Mubarak (Ramadan Markets)

45% Eid Mubarak Conversation Ramadan Kareem Conversation

mentions of ‘Charity’ and related words in

Percentage Of Total Ramadan Kareem

40%
posts in Ramadan markets with 70% of these

and Eid Mubarak Conversation

occurring during the month of Ramadan itself. 35% 21% of all ‘Ramadan Kareem’
30% conversations occur on 1st April, 40%
25% of ‘Eid Mubarak’ posts on 3rd May.
20%
2022 saw a higher peak in IG posts with
15%
the hashtag ‘Month of Good’, with
10%
5.3% of the total posts occurring near the
5%
start of the month vs 4.4% in 2021.
0%
2022/03/20

2022/04/21

2022/04/29
2022/03/28

2022/04/05

2022/04/13

2022/05/07

2022/05/15
Source: Meta internal data: Facebook data for people 18+ in Core Ramadan markets: AE, BD, EG, ID, MY, NG, PK, SA, TR, March 2022 – May 2022
(accessed August 2022)
01 A MONTH OF COMMU NITY AND TOGETH ER NES S

Creator content Most enjoyed types of creator/influencer

content during Ramadan/Eid
resonates during
Ramadan, especially
inspirational content 84%
with a community focus. Community and
Nezahat_in_bloom

Togetherness

90% 85%
Reels Entertainment
(+1pp vs 2021)
and inspiration
of Ramadan
shoppers/ observers
surveyed in Indonesia
follow online creators

#MONTHOFGOOD

Learn more

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of

820
1,502 people aged 18+ in Indonesia). May 2022.

59
01 A MONTH OF COMMU NITY AND TOGETH ER NES S

Creators inspire real action among

Ramadan shoppers/observers.
Trying new recipes stands out as
the most popular action taken. Baking kit
140.00 RM

Top 5 most likely taken actions as a result of creator/ influencer content

55%
Try a new recipe 45%

Make healthier nutritional choices 40%

NET: Try a new recipe/

make healthier choices Research a product/ service 40%

Visit a website 40%

Donate to charity 43%

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of

1,502 people aged 18+ in Indonesia). May 2022.
 A moment of connecting with media
and opportunity for brand storytelling
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Sponsored

DO GOOD.
FEEL GOOD.

3.2K Learn more

02 A MOMENT F OR B R AND S TOR YTEL L ING

Communication technologies
Normally spend Normally spend
enjoy a substantial increase in less time during more time during
Ramadan / Eid Ramadan / Eid
usage during Ramadan/Eid, led
by messaging platforms. Using my mobile device 22% 48%

Using technology to connect 41%

24% 36%
with others during the season

Hi there, can we make a

custom order for 10 people? Using WhatsApp 21% 45%
2:45 PM

Using Facebook 25% 22%

Of course! Can you tell us
more about your dietary
requirements please?
2:46 PM Using Instagram 26% 29%

Using TikTok 21% 22%

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+
in Indonesia). May 2022.
02 A MOMENT F OR B R AND S TOR YTEL L ING

During Ramadan, increased use

Reels
of Meta Technologies is much
more notable than use of TikTok.

Increased usage of
Meta Technologies is

2.7x
higher than on TikTok

Increased usage on Increased usage on 820

Facebook is Instagram is

1x
higher than on TikTok
1.3x
59

higher than on TikTok Feroldi’s

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged
18+ in Indonesia). May 2022.
02 A MOMENT F OR B R AND S TOR YTEL L ING

2 in 3 Indonesians watch
more online videos % of those spending more time on other
during Ramadan/Eid. media/formats during Ramadan/Eid

Browsing on social media 54%

Live TV Shows / Movies on TV 44%

68% *Long videos (>3 min.)

Shows / movies streamed online 42%

47%

Ramadan shopper/observers
surveyed in Indonesia spend
*Short videos (<3 min.) 41%
more time watching videos
during Ramadan/Eid
(Net Long / Short Videos / Video games / Mobile games 48%
Videos created by influencers*)
*Videos created by influencers 20
%

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online

study of 1,502 people aged 18+ in Indonesia). May 2022.
02 A MOMENT F OR B R AND S TOR YTEL L ING

Eid stands out as a clear Reels creation moment, with the total number
of Reels created increasing by 150k daily on average post Ramadan.

Instagram Reels Creation Non-Specific (Ramadan Markets)

Number of Reels Posted

Pre-Ramadan Ramadan Post-Ramadan

Reels
Count of Reels Created

#MONTHOFGOOD

+9%
v.s. pre-ramadan
403
2022/03/31

2022/05/30
2022/03/01

2022/03/11

2022/05/10
2022/03/21

2022/05/20
2022/04/30
2022/04/10

2022/04/20

94

LaLueur

Source: Meta internal data: Instagram data for people 18+ in Core Ramadan markets: AE, BD, EG, ID, MY, NG, PK,
SA, TR, March 2022 – May 2022 (accessed August 2022)
02 A MOMENT F OR B R AND S TOR YTEL L ING

The influence of Creators in

discovery on social media has
grown over the past three Nezahat_in_bloom

Ramadan seasons.
Shop now

ENJOY THE MOMENT

Discovery via social media influencers

37% (+1pp vs 2021)

(+10pp vs 2020)
LaLueur

Gen Z/Millennials

39% (-2pp vs 2021)

(+7pp vs 2020)
Learn more

Significantly higher/lower than

average at 95% confidence level

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502
people aged 18+ in Indonesia). May 2022.
02 A MOMENT F OR B R AND S TOR YTEL L ING

In 2022 average daily branded content creation increased 12% during

the Ramadan period vs Pre-Ramadan period, peaking just before Eid.

The approach to Eid sees overall Instagram Branded Content Creation (Ramadan Markets)
branded content volume increase
as users look to capture the Pre-Ramadan Ramadan Post-Ramadan
opportunity that this time brings.

Count of Branded Content

+12%

2022/03/31

2022/05/30
2022/03/01

2022/03/11

2022/05/10
2022/03/21

2022/05/20
2022/04/30
2022/04/10

2022/04/20
Source: Meta internal data: Instagram data for people 18+ in Core Ramadan markets: AE, BD, EG, ID, MY, NG, PK, SA, TR, March 2022 – May 2022
(accessed August 2022)
02 A MOMENT F OR B R AND S TOR YTEL L ING

Engagement with branded content ads increases significantly towards

Eid, with volume of clicks increasing by 48% before and during Eid.

An increase in branded content Branded Content Ad Clicks by Day

ad clicks demonstrates increased
engagement, aligning with Pre-Ramadan Ramadan Post-Ramadan

Count of Branded Content Ad Clicks

increased marketing spend in
order to reach a wider audience.

2022/03/31
2022/03/01

2022/03/11

2022/05/10
2022/03/21

2022/05/20
2022/04/30
2022/04/10

2022/04/20
Source: Meta internal data: Instagram data for people 18+ in Core Ramadan markets: AE, BD, EG, ID, MY, NG, PK, SA, TR, March 2022 – May 2022
(accessed August 2022)
 A moment of personalised
connections to drive commerce

Here is the product

you are looking for!

Sigma 50-100mm
F1.8 DG DN Art

Start my order
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

Shoppers/observers are
increasingly exploring different Metal base
hanging pot

product categories during

Ramadan than the rest of the year.

71% 79%
(+16pp vs 2021) of shoppers/observers surveyed
of shoppers/observers surveyed in in Indonesia agree that planning
Indonesia say they often explore ahead financially for this
Indoor Cactus…
different product categories during the Ramadan/Eid season is more 106.00 AED

Ramadan/Eid season than they do important than ever

during the rest of the year
72% Gen Z / Millennials

67% Gen X/ Boomers

Significantly higher/lower than

2021 at 95% confidence level

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in
Indonesia). May 2022.
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

Planning timelines shifted this year, with more

Ramadan shoppers in a constant state of consideration
before and during early weeks of the season.
55%
of shoppers/observers
% of those spending more time on other media/formats during Ramadan/Eid 2021 2022
surveyed in Indonesia started
planning at least 10 days
before Ramadan in

10%
of shoppers/observers
surveyed in Indonesia said
there is no fixed time frame
for planning in 2022
(-1pp vs 2021)

Significantly higher/lower than

2021 at 95% confidence level

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

Food and Apparel remain the most popular shopping

categories during Ramadan, while travel purchases
are back to increase year on year.

Top shopped categories - 2021 vs 2022 2021 2022

Top growth categories:

74%
71%

Travel
61% 67%
Fashion/apparel
35% 57%
26% 30%
26%
42% 30% 31%
42%
38%
Top 3 declining categories:
25%

12%
Charitable donations

Food & Baverage Apparel/Fashion Confectionary Restaurants/food Charitable Health & beauty Religious/s Travel/life Confectionary
delivery donations piritual events
items
Home and garden

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

Experiences and Designer Goods Purchases are

planned early, whilst planning for Apparel/Fashion
and Charitable Donations happens during Ramadan.
Ramadan/Eid shopping planning timelines

Apparel/Fashion 60% Restaurants/Food delivery 26%

Experiences 60%
Charitable Donations 58%
Designer Goods 54% Sporting goods 26%
Significant Food and Beverage 53%
differences by Religious items 41% Video and mobile game 29%
category Confectionery 52%
(95% confidence level) Home & Garden 43%

Film or music Restaurants/Food delivery 52%

46%

Sporting goods 50% Travel/vacation/life events 54%

Jewelry 51%

Across BEFORE RAMADAN DURING RAMADAN/EID NO FIXED TIMEFRAME

categories
55% 35% 10%

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

Meta continues to outperform against competitors for discovery.

Online channels of discovery There were,

2x
Artisanal
confectionary
gift set
Meta technologies 77%
as many clicks on the product tag
than the generic call to action button
eComm Websites 64%
on Instagram ads with product tags
during Apr-May 2022 across2
Artisanal treats
₺450.00
Search Engines 47%

There were almost

6m
Store Websites 40%

YouTube 49%
lead ad submissions on Facebook in
37% core markets throughout the
Social Media Influencers
Ramadan period3

1. Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
2. Source: Meta internal data: Instagram data for people 18+ in Core Ramadan markets: AE, BD, EG, ID, MY, NG, PK, SA, TR, March 2022 – May 2022 (accessed August 2022)
3. Source: Meta internal data: Facebook data for people 18+ in Core Ramadan markets: AE, BD, EG, ID, MY, NG, PK, SA, TR, March 2022 – May 2022 (accessed August 2022)
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

During Ramadan, almost 2 in 3 shoppers/observers enjoyed

personalised shopping experiences through Meta platforms.

63%
Channels of discovery for personalised ads :
Reach for the stars
Limited edition Ramadan
collection 2023

Check out our Ramadan collection of shoppers/observers

Meta Technologies 62%
here: wa.com/Ramadan
surveyed in Indonesia
2:46 PM
agree that it's easier to
View catalog Any social media 82%
complete Ramadan/
Eid shopping with
personalised product Facebook 36%
and gift
recommendations
Instagram 48%

TikTok 30%

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
03 A MOMENT OF PER S O NAL IS ED CONNECTIONS

New, engaging and

personalized shopping
experiences play an
influential role in purchase
decision among those who
are open to them.

76% 62%
of shoppers/observers Shoppers/observers
surveyed in Indonesia open to AR purchased a
say AR has an product discovered
influence on their through personalised ads
purchase decision on Meta technologies

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people
aged 18+ in Indonesia). May 2022.
 Strengthen connection through
Business Messaging & Cross Border

Get started

What topic can we help

you with today?

Cross border delivery

Delivery times

Ramadan offers
04 S TR ENGTH EN CONNECTION

Instant messaging makes people feel

more connected to a business/brand.

I'm size 6.5, but you don’t

have half sizes in these flats...
should I go with 6 or 7?

57% Great question! They run small

so I would go up to size 7.

of Ramadan
shoppers/observers
Awesome!
surveyed in Indonesia
feel more connected to
a business/brand
through instant
messaging

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in
Indonesia). May 2022.
04 S TR ENGTH EN CONNECTION

During Ramadan/Eid, 8 in 10 shoppers/observers surveyed used any

instant messaging services and more than 7 in 10 have used any
Meta instant messaging services.

79%
Ways used to message a business during Ramadan/Eid
Hi, do you offer free delivery?
2:45 PM
Meta instant
of Ramadan 74%
messaging services*
Hi there! We offer free delivery shoppers/observers
on all orders above 300AED. surveyed in
2:46 PM Indonesia have Other instant 14%
communicated to a messaging services
business via instant
messaging during 22%
Emails
Ramadan/Eid

*Net of WhatsApp, Facebook Messenger and Instagram Direct Message

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
04 S TR ENGTH EN CONNECTION

Whilst Cross Border spend increased, slightly fewer Ramadan

shoppers/observers shopped cross border during Ramadan 2022.

36%
of shoppers/observers
surveyed have made any
Cross-Border purchase
28%
Meta Quest Pro of those
(-2pp vs 2021) shoppers/observers
surveyed have spent
more on products
shipped from abroad
than in previous
Lightweight years
headscarf -
(+14pp vs 2021)
100% silk

Significantly higher/lower than

overall social/observers at 95%
confidence level

Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people
aged 18+ in Indonesia). May 2022.
S UMMAR Y

Takeaways
01 02 03 04

Creating connections drives Creators are a growing source Ramadan shoppers are in a Opportunities exist in
increased usage of Meta of discovery during Ramadan. constant state of cross border shopping &
Technologies during Creator content around self- consideration with fewer business messaging
planning their purchases at a across a variety of
Ramadan/Eid. improvement reaches the
specific time. verticals.
68% of Ramadan greatest levels of Meta remains the top
shopper/observers surveyed engagement with shoppers. channel for Ramadan
in Indonesia spend more time discoveries
watching videos
Source: "Meta Ramadan Moment Study" by YouGov (Meta-commissioned online study of 1,502 people aged 18+ in Indonesia). May 2022.
S UMMAR Y

Implications

Discovery during Ramadan through social

media channels is becoming ever more
prevalent underlining the marketer opportunity
to support customer experiences from
discovery to purchase across these channels.

Utilize the power of personalized advertising

across social media to offer shoppers a relevant
shopping experience for their Ramadan
purchases

Enlist creators and leverage short-form videos

to promote your brand and form deeper
connections with new and existing customers.
Thank you
Ramadan Kareem!