Logistics in the Middle East, to meet the strongest Ramadan consumption season, Snapchat announced a new strategy for the Middle East.

With the popularity of consumer social networks in Saudi Arabia, social software is no longer the domain of young people. Imagine that 90% of the 67 million people in the Middle East use Snapchat, and 71% of parents in Saudi Arabia alone use Snapchat every day, which means diversified consumption habits and huge consumption potential.

The age span of consumer social groups in the development of e-commerce in the Middle East can gradually increase. How to carry out a new marketing strategy layout? Brand business owners may wish to use Ramadan as a starting point to see what’s new in the Middle East market in 2022.

During Ramadan this year, snapchat is expected to have a spending power of $425 billion, which also confirms a larger spending potential than in previous years. Personal care (56%), fashion (42%), luxury jewellery and accessories (42%) and daily necessities (41%) topped the merchandise category during Ramadan.

In 2022, users in the Middle East are showing a great reliance on social and video apps for grass growing. Taking fashion items as an example, 62% of Snapchatter purchases are inspired by social media content, and other categories are also heavily influenced by social media.

On social media, Middle Eastern users recording and sharing videos of Ramadan celebrations are very popular among the younger generation. For example, Snapchat's story channel posted 1 billion photos during Ramadan, and AR gameplay was so popular that Snapchat's AR filters were used more than 90 billion times in Saudi Arabia alone. This innovative form of interaction resulted in a 94% increase in conversion rates.

Middle Eastern users generally have a strong sense of family. Therefore, household consumption is the focus that cannot be ignored in the Middle East market. In the buying atmosphere discussed with family, parents and children are the influence of Snapchat on each other's spending behavior.

According to a recent survey by snapchat and kanter, more than 80% of parents believe that the promotion of snapchat will influence their spending decisions. 90% of parents click on ads, read reviews, and share information with family members. In terms of consumer products, the top three are mobile apps and streaming services, technology products and furniture products.

During Ramadan in the Middle East in 2022, how can brand owners make full use of online social media, exert the grass-growing effect of new games, and then adjust their marketing management strategies?

The marketing front of Ramadan actually lasts 50 days, and Snapchat sums up precise marketing rules with a creative strategy at the core.

The first 10 days of Ramadan: the first wave of stimulation of shopping inspiration, telling brand stories and product information in a creative form to capture the hearts of consumers;

Phase 1: The best time to focus on promotion work, when people are immersed in the joy of sharing. Efforts are made to let brands join the Chinese sharing army, quickly transmit market information of cultural products, and encourage students and consumers to purchase;

The second stage: in the critical period of the rapid start of the brand business, it is necessary to directly point out the discount information. Using CTA can clearly guide and encourage behavioral App ads and Cloection ads in the form of direct visual impact ads, helping brands achieve rapid contact with users;

10 days after Hari Raya: As the heat continues to grow, brand business owners need students to show the joy of celebrating with consumers and build a deeper emotional educational connection. Some light-hearted and interesting lifestyle stories are the most attractive content and strong stories in China at this stage. National Lens and R&F Lens do not lose quality product selection.

If you need a fresher gameplay, it's naturally an AR filter. Zhang, head of Trapchat's China business, said Snapchat has a mature AR ecosystem that enables brand owners to freely create and deliver desirable results beyond other formats. During Ramadan 2021, Snapchat provided Center Point an immersive experience with 7.7 million AR filters, increasing offline ROI by 13.8x. Sales of personal care brand OGX rose 36% to 1.9 million people.

In addition, AR creative marketing also shows great potential in increasing brand awareness and influence. For example, when Xiaomi's "Mi 11T Pro" launched its flagship product in the Middle East, the immersive, high-quality interactive experience created through the Snapchat AR filter powered 5.6 million Saudi users within 24 hours at 108MP. Helped Xiaomi brand increase by 6%.

For Ramadan, Zhang Cuicui advises not to overlook the profound religious significance of Ramadan itself. Burnout pointed out that generosity and happiness were popular search terms on social media during Ramadan, and brands playing Ramadan marketing might want to convey traditional Ramadan beliefs, with lanterns, crescents and other elements coming into the Middle East's most popular shiny visual design, read Burn after users share Ramadan blessings to attract more organic traffic.

Ramadan 2022 is coming, it is easier and more worry-free, but the effect is better is the aspiration of many Chinese overseas brands. Because of its huge influence in the Middle East market, Snapchat has become the preferred platform for brands to go overseas, especially to reach and influence the younger generation. Snapchat's one-stop marketing strategy may lead to a different marketing experience. While brand owners can accurately acquire core groups, they can also share the happy Ramadan time with consumers in the Middle East.

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