Ramadan triples engagement. Here is the playbook nobody publishes.
Why Ramadan is different
Ramadan in MENA isn't just a religious month — it's the largest commercial event of the year. E-commerce volume +260% vs. baseline. Food delivery +400%. Late-night content consumption +180%.
The 4 windows that matter
- Pre-Ramadan (10 days before) — Brand setup. People are stockpiling. Run "Get ready for Ramadan" campaigns.
- Suhoor window (1:30 AM – 4:30 AM) — High-attention, low-competition. Cheap CPM. Best for top-of-funnel.
- Iftar to midnight (7 PM – midnight) — Peak engagement. Food, family, entertainment categories explode here. Highest CPM.
- Last 10 days — Conversion-heavy. People shop for Eid. Run heavy retargeting + abandoned cart sequences.
What to NOT do
- ❌ Generic "Ramadan Kareem" creative — every brand does it
- ❌ Cut sales tone but be vague — clarity wins
- ❌ Schedule daily posts at random times — they get buried
What to DO
- Tell a real story (people, faith, family)
- Offer something genuinely useful (Suhoor meal plans, Iftar gift guides)
- Time-sensitive deals (discount expires at Suhoor)
- Plan Eid week separately — different mood entirely
Budget shift
Most agencies in MENA see clients shift 30–40% of their annual budget to a 30-day window. Plan ahead — competition for creators and inventory spikes in February.