Did you know that Ramadan is a peak time for beauty and fashion content on YouTube? During the holy month of Ramadan, there is an acceleration in searches for hair care (18 percent increase), makeup (8 percent increase), and fragrances (22 percent increase), with the peak occurring around Eid. Previous years’ most popular search items were “hairstyles” and “oud”1. During Ramadan, the Lifestyle and Comedy content categories also see a 30% increase in viewership, which is where blogger Njoud Al Shammari shines.
Njoud Al Shammari, who was born in Saudi Arabia, became famous for the first time around three years ago when her fashion and beauty videos started going viral on YouTube. She is now one of Saudi Arabia’s most well-known faces at just 24 years old.
Ramadan is a crucial time to connect with an engaged audience for content creators like Saudi lifestyle and comedy vlogger Njoud Al Shammari. She is the first Saudi woman to reach one million subscribers with funny tutorials, makeup tips, and comedy videos. On her YouTube channel, Njoud shared her favorite Ramadan recipes, Ramadan preparation tips, and tricks with millions of viewers last Ramadan. In Saudi Arabia, women make up 60% of Njoud’s audience, with over 50% of them between the ages of 13 and 24. During Ramadan, 50% more people watch Njoud’s channel!
She frequently features her brothers Moha and Lofan, who are also YouTubers with a large following. “My brothers were already on social media, and I used to watch them and how they communicate with people before starting my own channel,” she shares. “Now, the platform is a way for me to communicate with my female fans, whom I consider my e-friends and e-family. Young girls are exposed to all types of data and information from all around the world, so the best I can do for them is to just continue being myself and inspiring them.”
According to third-party research, Njoud is Saudi Arabia’s Most Influential Female on YouTube because she received the highest Tubular Influencer Score (TIS) score. When creating the rankings, the report takes into consideration ten distinct metrics, including: the channel’s activity, the creator’s reach, and engagement with viewers and subscribers. The results showed that the most popular female YouTube creators produce content that is nearly five times more engaging than the average video.
