The Fatafeat app also saw more than a quarter of a million downloads in H1, highlighting the region’s appetite for user-friendly, and easily accessible content.
Fatafeat has announced a substantial increase in subscribers across all social channels, with content engagement at an all-time high across owned and partner content, with 8.5m, 1.4m and 1.14m on Facebook, Instagram and YouTube, respectively. This increase has been attributed to the brand’s bespoke approach to content creation for prominent brand partners in the lead up to, as well as during, the Holy month of Ramadan.
Ahead of the holy month, Fatafeat inked an exclusive food content partnership with Facebook MENA, which saw Fatafeat delivering over 2,000 long-form content pieces, including Ramadan tailored content, available to access via Facebook Watch – the platform’s in-build video-on-demand service.
Fatafeat delivered over one hundred sponsored pieces of content, all of which were filmed and delivered on time, despite staff limitations due to covid-19 restrictions.
Overall, Fatafeat’s peak H1 period was during Ramadan, which reportedly saw an 88% month-on-month (MoM) increase in engagement on Facebook, with over 29.7m video views throughout the month. Instagram followers saw a 63% MoM increase in reach, with audiences on both platforms primarily residing in Saudi Arabia, followed by UAE and Oman. YouTube-specific content achieved a total 2.49m views, with 73% of viewers residing in Saudi Arabia, yielding 20,000 additional new subscribers.
Commenting on the H1 results, Layla Tamim, Commercial Manager at Discovery – the parent company of Fatafeat, said: “Fatafeat has seen impressive results year-on-year, with H1 2021 being a standout for the brand. Ramadan 2020 was naturally difficult year in the midst of lockdowns, but we managed to deliver for our clients and exceed expectations with some quick and creative thinking. For Ramadan 2021, we wanted to build on this success and further amplify results for our clients, rounding out a strong H1. Fatafeat’s results across Saudi Arabia have been standout so far this year. There is a clear appetite for Fatafeat’s creative recipes and content in the Kingdom. We have grown and developed with our fans across the Middle East, and those in Saudi Arabia, in particular, continue to demonstrate their passion for the brand with peaking engagement.”
