The holy month of Ramadan is almost upon us. It will be a period of extended fasting, prayers, personal reflection, and celebration for Muslims. So how can brands potentially be a valued partner during this period? We’ll be presenting some online Malaysian consumer habits during Ramadan to help.
Spiritual Education, Great Cooking, Trendy Fashion, and Celebratory Music
Muslims depend heavily on the internet for a variety of Ramadan needs. In July, we see searches increase on both google.com.my and YouTube for prayers (35% month-on-month), recipes (32% month-on-month), and Malay apparel (28% month-on-month). On YouTube, searches for celebratory Raya music increases 1,133% in July.
Create Content Around These Interests and Promote Them
Brands looking to be loved and valued this Ramadan should create online content around these categories of interests and promote them on mass awareness channels such as:-
1. Display Networks and Video Platforms
2. Search platforms where Muslims are actively looking for content.
To give a sense of what’s important to Malaysians in the year 2015, we’d like to share the top searches around recipes, Raya music, and Malay apparel in 2015 thus far. For example, you might want to consider promoting how-to recipe videos for chicken and cake dishes, because they’re so popular. How-to-wear tutorials for popular apparel such as tudung bawal will surely earn you love as well.
Definitely Promote Yourself on Mobile
Searches for recipes, Raya music, Malay apparel, and prayers have quickly shifted from desktop to mobile. The share of these searches on mobile more than doubled in the past 2 years, from 27% to 67%. Here’s how you can make sure you’re ready for a mobile strategy:-
- Make sure your site is mobile-friendly here with the mobile-friendly test: https://www.google.com/webmasters/tools/mobile-friendly/
- Spruce up your video creatives with mobile-optimized visuals, such as with YouTube Cards, which provides carousel images enticing viewers to explore multiple offerings: http://youtubecreator.blogspot.com/2015/03/make-your-videos-even-more-interactive.html
Source:Google Malaysia; 16 June 2015