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Initiating brand connection: Mastering the online video moment for Ramadan 2024

Ramadan, the holy month of fasting, reflection, and community, presents a significant opportunity for brands to establish deeper connections with consumers in the UAE. As content consumption surges during this time, particularly online video content, marketers have a prime opportunity to engage with audiences in meaningful ways. Through strategic use of online video platforms, such as YouTube, brands can effectively communicate their messages and foster lasting relationships with consumers.



YouTube emerges as the top platform choice for regional consumers in the UAE, offering a wide reach and engagement opportunities. As people spend more time online during Ramadan, brands can leverage the power of video content to captivate audiences and resonate with their values.


Understanding the values associated with Ramadan is crucial for brands aiming to connect with consumers during this sacred time. Spiritual inspiration, family bonding, and community engagement are among the key values that resonate with individuals during Ramadan. By aligning their messaging with these values, brands can create content that resonates with the UAE audience and fosters a sense of connection.


Furthermore, brands must recognize the three distinct phases of Ramadan – fasting, iftar (breaking of the fast), and post-iftar – and tailor their video content accordingly. During fasting hours, individuals may seek content focused on self-care and spirituality, while iftar is centred around family and connection. Post-iftar moments provide opportunities for co-viewing and entertainment, such as satirical comedy, as people engage with friends and the wider community.


With YouTube serving as the primary window to the world during Ramadan, brands have the opportunity to build stronger associations and connect with consumers through video marketing. Collaborating with creators who have established connections with their audience can enhance brand associations and provide valuable insights into consumer preferences.


Personalization is key in reaching and resonating with UAE consumers during Ramadan. Brands must go beyond contextual relevance and ensure their content is situationally relevant, aligning with the specific preferences and behaviours of individuals during this time. By tapping into unexpected Ramadan topics and leveraging multi-format strategies, brands can maximize the impact of their video campaigns and reach audiences effectively across various platforms and devices.


In conclusion, Ramadan 2024 presents a unique opportunity for brands in the UAE to master the online video moment and initiate meaningful connections with consumers. By aligning with Ramadan values, understanding consumer behaviours, and leveraging the power of online video, brands can establish a strong presence and foster lasting relationships with their audience during this auspicious time.

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