Before you misunderstand the purpose of this blog, let me reiterate that we mean an effective social media or campaign strategy. This is not a guide on how to deal with family members during Raya (unfortunately). Anyway, managing any social media account or special campaign is never an easy feat. It can be time-consuming, hectic or cause headaches. However, with the right strategy, you could increase your reach and that, hopefully, leads to an increase in customers. On top of that, Raya, and a lot of other special occasions, is the perfect time to gain your online engagement. Thus, you could plan a 2023 Raya strategy and we’re here to help!
Source: Kewpie Malaysia
Celebrated by Muslims all over the world, Eid Al-Fitr or Hari Raya Aidilfitri is a religious holiday that takes place after a month of fasting in Ramadan. Usually, this is the time to have feasts and spend time with family and loved ones. It’s a time to seek forgiveness and start anew. Almost like starting on a blank slate. This allows room for new beginnings, better relationships and stronger bonds.
Now that you know the significance of the occasion, let us tell you why a good social media strategy can thrive during Raya. As Raya is a festive occasion, almost every person who celebrates it is looking to stock up on their Raya essentials like traditional clothing, accessories, food, drinks, as well as green packets. This is why the Raya season is when Malaysian Muslims tend to spend more. On top of that, not only do retailers or online businesses benefit from this festive time of the year, even malls and fast food chains can benefit from it. So, without further ado, let’s get into how you’re going to get ahead of this festive season with an effective Raya strategy.
Source: Subway Raya Campaign
The key to a successful Raya campaign is to plan and start ahead. The campaign shouldn’t be launched on Raya day, instead should be live from the start of Ramadan, which is a month ahead of Raya. Not only is this smart planning but it’s ensuring that you make the most out of any campaign you’d like to run. To make it easier to plan, imagine that Raya has three parts:
Part 1: Pre-Raya is when all Muslims are fasting in the month of Ramadan, usually a whole month before Hari Raya Aidilfitri, the perfect time to hype up Raya campaigns.
Part 2: During Raya is the day right after people finish the month of fasting and is usually two days to a week. However, Raya is generalized as lasting a whole month as well, perfect for Raya promotions and so on.
Part 3: Post-Raya, as the label suggests, is after Raya is over and everyone is settling down from the hype. You can still end your Raya campaigns with a bang by doing end-of-Raya promotions or sales.
Following this, you can plan out any strategy, campaign or social media postings accordingly and set your objectives and goals for each part. So, once you’ve broken it down into these 3 parts, you can start planning a content calendar. No matter what business you’re in, a social media page always comes in handy. And with a social media page comes content planning. For a smooth Raya strategy, you can plan out the content you plan to post to the public during those three parts. Plan out the type of content, the visuals, when you’d post it and with what caption. This should ensure a smooth Raya strategy.
Understand Your Targeted Audience
In any line of business, it is important that you know and understand your target audience. For instance, a store selling kids’ clothes would obviously target parents that are looking for good quality clothes for their children. During Raya, the target audience would be Malay Muslims or anyone else who is celebrating Raya Aidilfitri. So, to find your target audience, understand the products or services you’re offering and do demographic research. This is to determine the age, sex, race, location or pain points of your target audience. With this, you can better understand them, deliver the right message and provide what they need.
Utilising the Right Channels
After you’ve understood your target audience, you’ll have an easier time deciding which channel is the best to carry out your strategy. This is because different demographics use different social media platforms. For instance, as of 2023, 17.6% of global Facebook users are 25 to 34-year-old males and 22.4% of Tiktok users are 20-29 years of age. On top of that, 54% of all Tiktok users are women. By knowing all this, you can make the decision of where you will carry out your strategy to attract the demographic you are targeting. If you can, you could also consider creating a page on all social media platforms.
Engage With Your Audience
Consumers value a caring or attentive business. In other words, businesses that engage with their consumers get more support than those that don’t. Things like creating interactive content or responding to people’s comments are always attractive. It’s also handy to have a digital marketer or social media manager in your team to be the person who engages with your consumers. This is because engaging with consumers could be quite time-consuming, so allocating this responsibility to a dedicated person or team would be much better. Overall, engaging with your consumers would result in better, and hopefully long-lasting, relationships with them.
Adapt, Adapt & Adapt
Over the years, different trends have been popping up. Thus, when dealing with social media content, campaigns or interactions, it’s good for a business to keep up to date with those trends. For instance, the current traditional clothing design trend for Raya is the Pario wrap skirt or a “sarong” skirt. This has become a local favourite this year and almost every online or physical store has it in stock. To do this takes a lot of research. Be it Google Analytics or keyword research, try to do anything you can to determine the current trends and stay on top of it. Adapt and shift your strategies accordingly.
Source: Whimsigirl on Pinterest
Similar to Christmas, Chinese New Year or Deepavali, Raya is the perfect time to reel in customers by evoking emotions through Raya-related advertising and providing what people need such as clothes, accessories or new furnishing. However, if you feel like this is too much to organize, leave it to CR8’s team. Here at CR8, we do more than just branding. We handle designs, social media management as well as digital marketing too. Leave it to us and we’ll help you create an effective Raya strategy. CR8 Consultancy wishes you a blessed Ramadan and a Happy Raya Aidilfitri!
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