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    • Report

    Back to School 2023

    Insights from brand activity in the MENA region


    Discover multifaceted world of the back-to-school season through Sila's recent study. 

    The back-to-school season stands as a crucial juncture for businesses striving to connect with their audiences and offer valuable solutions for students and parents. In our detailed report, we delve into the data, unveiling insights that shed light on the emerging trends, challenges, and strategies during this dynamic period. 

    Conducting a thorough analysis spanning the three-month duration of the back-to-school season, we aggregated data from public posts on Instagram, TikTok, Twitter, and Facebook with #backtoschool hashtags across the MENA region. 

    The back-to-school (B2S) season extends over a 3 month period, split into three crucial phases.

    Before the Promotional Peak (July 1 – August 15), Phase 1 focuses on building awareness, utilizing back-to-school hashtags, and witnessing a gradual engagement increase. 

    The Promotional Peak (August 16 – September 5), Phase 2 sees a surge in call-to-action communication, with extensive promotions across various categories by brands, influencers, and retailers. 

    Following the Promotional Peak (September 6 – October 3), Phase 3 strategically communicates product utility, particularly in food-related content and lunchboxes, predominantly driven by influencers. 

    Leveraging early consumer interest in Phase 1 presents a valuable opportunity, as intensified efforts during this phase show promising results, evident in rising engagement levels.

    The social media dimension

    The number of posts on Instagram surpasses Tiktok by a factor of 8, yet Tiktok sees significantly higher engagement, outperforming Instagram by 7-fold.

    On Tiktok, there is a higher ratio of influencers to brand accounts actively posting, standing at 34%, compared to Instagram’s 16%. This difference can partly account for the variation in engagement, as influencers generally generate higher engagement levels than brands.

    Concerning category representation, Tiktok exhibits a more balanced distribution, while Instagram tends to focus more on products like school supplies and apparel, particularly up to phase 3.

    Key Takeaways

    In the 13-week back-to-school period, brands navigate three phases for optimal engagement: 

    Phase 1, starting in July, prioritizes brand and product awareness, offering heightened engagement, especially in categories like food. Lifestyle influencers are key. 

    Phase 2, the peak in August, demands finely tuned promotions and compelling content. Both lifestyle and food influencers shine. 

    Phase 3 in September maintains engagement, focusing on utility content tailored to the school routine. This resonates with parents, and food influencers remain vital. 

    Brands can optimize strategies throughout this period, adapting to the distinct characteristics of each phase for effective brand building.

    Interested to get a copy of the full report? Download for free now.

    Through the use of Arabic-language AI, Sila was created to gain insight and create strategies that drive brand growth across MENA and beyond.

    If you want to stay informed about how society is evolving and changing, subscribing to Sila’s research studies can provide valuable insights that help you stay ahead of the curve.

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