ALKHOBAR: As fasting hours compress daytime activity, engagement across social media platforms shifts sharply into the night. Posting schedules change and tone softens while interaction peaks after Taraweeh prayers and again before sahoor.
A previous Arab News report on Ramadan consumer trends highlighted a rise in digital transactions and e-commerce during the holy month, particularly in evening hours. The same behavioral logic applies to content consumption. When spending shifts to night, scrolling follows. Platforms such as TikTok, Instagram and Snapchat see stronger late-night engagement, while afternoon activity slows noticeably.
For creators, Ramadan requires strategic recalibration.
“I don’t use my normal schedule,” said Sara Al-Harbi, 26, a Riyadh-based lifestyle content creator. “If I post before iftar, engagement drops. After Taraweeh, people are active. That’s when interaction increases.”
Timing, however, is only part of the adjustment.
