Social media plays an important role in beginning the consumer’s purchasing journey. FMCG brands need to spend their budgets efficiently and effectively to get fans engaging with their content. This is especially true during special sales events and the holy month of Ramadan.
Socialbakers analyzed the 50 biggest FMCG Food and Beverage brands from the UAE and KSA on Facebook during Ramadan 2016 to discover the best social marketing techniques to help drive future revenue.
- An average page from the FMCG industry promoted 29% of content published during Ramadan 2016
- 16% increase in share of promoted posts compared with the previous year lead to 44% growth in terms of Total Interactions
- Number of FMCG brands adopting paid-only approach doubled in 2016
- There was a 26% increase in total number of posts published by an average FMCG brand during Ramadan 2016 compared to the previous year
- Average share of videos nearly doubled during Ramadan 2016 in comparison with the previous year
Ramadan 2016 benchmarks in the FMCG industry on Facebook
Investment in promoted content is on the rise
FMCG brands in the UAE and KSA increased share of promoted posts by 16% during Ramadan 2016 in comparison with the previous year.
An average page promoted 29% of content during Ramadan 2016, while in 2015 the share of promoted posts was at 25%.
26% of FMCG brands in the UAE and KSA did NOT promote any posts during Ramadan 2016; this represents a 21% decrease in Facebook pages relying on organic-only strategy compared to Ramadan 2015.
On the other hand, the number of FMCG brands adopting a paid-only approach (investing in 100% of posts) doubled in 2016.
Paid-only strategy does NOT guarantee success
Socialbakers’ global research conducted on 6,274 pages on Facebook found out that brands keep promoting more content, however, their Total Interactions remain relatively flat:
Promoting 100% of content is a risky strategy, as it increases your chances of investing in under-performing posts, which can have serious consequences for your brand:
- 100% higher Cost per Click (CPC)
- Nearly 20% higher impression cost (CPM)
- 7x less viral
- 4x more negative feedback
Key takeaway for Ramadan 2017
Do not promote 100% of your posts. Evaluate organic performance of every piece of content first and only then invest in the best-performing posts to maximize Reach and Engagement.
Video is becoming a key part of social strategy
There was a 26% increase in the total number of posts published by an average FMCG brand during Ramadan 2016 compared to the previous year. An average page included in this analysis published 24 posts during Ramadan 2016.
This is in line with posting strategy of global brands that tend to publish 4 Facebook posts per week on average. Considering the overall trend of brands decreasing volume of content published on Facebook, Socialbakers expects FMCG brands to continue publishing around 3-5 posts per week during Ramadan in 2017, increasing share of promoted posts, rather than sheer volume of content.
“I see video as a mega trend, same order as mobile,” said Facebook CEO Mark Zuckerberg during a Q4 2016 earnings call. This is a clear indicator that video content will continue to play a bigger role for the platform in the upcoming years. Diversification of Facebook video formats (Facebook Live, 360 videos, VR) will further amplify this trend.
FMCG brands in the UAE and KSA are clearly taking this into consideration, as average % share of video posts nearly doubled during Ramadan 2016 in comparison with 2015. 15% of all posts published by an average page included in the analysis were represented by videos.
Top 5 FMCG brands on Facebook by total interactions during Ramadan 2016
Learning from the leaders
Indomie KSA published significantly more content than an average FMCG page during Ramadan 2016. With 74 posts in total, the brand was posting nearly 2 pieces of content per day on average during this time period (only 4% of these posts were promoted).
Indomie KSA drove Engagement with its community primarily through contests, encouraging fans to answer questions related to the holy month of Ramadan to win various prizes; this led to the brand achieving the biggest number of comments (39,870) received from users among all FMCG brands included in the analysis.
AANI & DANI
Aani & Dani was the second most engaging FMCG brand in terms of Total Interactions during Ramadan 2016 thanks to a highly successful promoted post announcing a special new product from the chocolatier, which generated 76% of Total Interactions received by Aani & Dani during Ramadan 2016.
Overall, Aani & Dani’s content strategy revolved around high-quality visuals (91% of page’s content was represented by photos) of the signature brand’s chocolates and cakes
FAKIEH POULTRY FARMS
Fakieh Poultry Farms published 21 posts during Ramadan 2016 with 62% of content represented by photos and 38% by links.
All links published by Fakieh Poultry Farms led to brand’s YouTube videos with majority of them being cooking recipes. The brand could have generated more Engagement from this type of content by uploading it directly on Facebook as Socialbakers’ past research shows that native videos have become the main driver of Reach and Engagement for brands in the past few years.
Socialbakers’ recommendations for Ramadan 2017
- Do not promote your every post during Ramadan 2017 – evaluate organic performance of every piece of content first and only then invest in the best-performing posts to maximize Reach and Engagement
- Video should be a vital part of your content strategy on Facebook – think about how you can leverage various formats (Native videos, Live videos, 360 videos) to drive Engagement with your community
- Need inspiration for video content? Check out Socialbakers’ Facebook Native Video Trends report for the FMCG Food industry in the Middle East
- Competitive analysis is crucial for your success during Ramadan – look into the strategy of your competitors (how active they are; what is their share of promoted posts; what type of content generates the best results for them, etc.) to optimize your own performance