Twitter in Ramadan: Which MENA brands are engaging the most?
As users turn more and more to social media platforms during the month of Ramadan, it’s no surprise that brands are following suit.
During this period, Twitter is compiling its annual brand index: a leaderboard based on the engagement scores of all brand handles related to moments in that week. The score is calculated by the sum of likes, replies and retweets across all organic and paid activity.
“During the month of Ramadan, between shortened working hours and the natural instinct of our bodies to conserve energy, people’s minds turn to quiet exploration and discovery,” says Fahad Osman, brand strategy, Twitter MENA, to Communicate magazine, AMEinfo’s sister title.
“These brands have leveraged that insight by delivering engaging and emotive content, ideas and interaction opportunities to the users as they are scrolling through their timelines. A number of the brands on the list engaged the audience with competitions and others with beautifully executed content,” adds Osman.
This week, Twitter shared its second weekly index, highlighting Saudi menswear retailer Alemtiaz; Al Rajhi Bank; Abdullatif Furniture, also in Saudi Arabia; Alkaffary Group, another furniture retailer; and Saudi Telecoms Company (STC), as the top brands that generated the most Twitter engagement during the covered time period.
Commenting on this week’s list, Osman points out that nearly all the brands listed are running Ramadan themed competitions, which allow people to test their knowledge about their religion and also distract them during fasting hours.
During the first week of monitoring engagement, Twitter revealed that the following brands were most engaged with by Twitter users in the region.
Abdullatif Furniture ranked first, followed by Al Rajhi Bank, Abdel Samad Al Qurashi, Vimto and STC, consecutively.