How Cultural Psychology Drives Social Media Ads in Egypt vs.the USA?
Culture influences how users interact with content on the internet, guiding everything from different cultures to brand reputation. Different cultural values explain the stark Egyptian and American digital marketing differences. Whereas America adopts an individualized behavior trust model, Egypt is sociocentric and operates within an honor-shame framework where reputation is the currency of power.
In Egypt, social media marketing is not simply about marketing, but about dealing with a world where people engage with controversy, and normativity derives virality. In America, social media marketing operates within a self-marketing, creative, and activity-based trust credibility. This blog highlights the primary differences in digital marketing between Egypt and the USA, with an emphasis on the cultural factors that affect consumer behavior.
Egypt: A Collectivist and Scandal-Thirsty Society
Egyptian society is highly collectivist, meaning that individuals are judged by their place within the community rather than personal achievements. Social reputation and public perception matter more than individual accomplishments.
1. Scandal and Controversy drive virality.
Unlike in the USA, where relatability, humor, or an element of surprise send content viral, in Egypt, the need for scandal is oftentimes a prerequisite for virality. Whether a celebrity in trouble with a scandal, a dying exposition of a leaked video on simple gossip, or even just brand actors getting publicly humiliated in a major PR crisis.
Marketing Takeaway: Brands can ride on the back of the trending conversation to their advantage, as long as they remain cautious and avoid the backlash.
2. Honor and shame dictate trust.
In Egypt, the most trustworthy people do not tend necessarily to be the most successful or knowledgeable—they are simply people who have somehow managed to go through life without being publicly shamed. Due to the dynamic of honor and shame, a person or brand's association with disgrace can generate a severe credibility fall.
Marketing Takeaway: Egyptian consumers trust brands that harbor a clean, respectable image; thus, reputation management becomes a key driving force for their digital marketing campaigns.
3.Diving deeper in what it means Egypt is aCollective society
Collective society is a society where social harmony, family ties ,and community values play a central role in daily life .Family, friends ,and social groups’ opinions influence decisions rather than individual preferences .Reputation and trust are built through relationships ,and society dictates behaviors, including consumer behavior
Marketing takeaway:Brands can use group-oriented messaging by stressing how the product is good for the group not only an individual to enhance the selling.Also,Brands should make messages aligns with social norms and traditions, particularly regarding gender roles, religion, and modesty.
USA: An Individualistic Society Where Branding and Behavior Drive Success
Contrasting Egypt's collectivist culture, the USA is more of an individualistic paradigm where success is determined by personal achievements and innovations. This is reflected on social media marketing by influencer branding, consumer trust in behaviors instead of status, and power of authenticity.
Controversy exists ,but it’s not the primary driver of vitality.
Whereas scandals certainly make the news in the USA,viral trends are more likely to be fueled by creativity, humor,and relatability.Things that teach, entertainer get people talking have a tendency to do well.
Marketing takeaway: Humor, storytelling ,and relatability can be utilized by brands to capture people’s attention rather than controversy
Behavior-based trust vs honor -based trust
Americans prefer to trust individuals and brands based on actions, customer service, and transparency.A company can restore their trust if they own up to their error, whereas in Egypt,once a reputation is lost, it’s harder to regain.
Marketing takeaway:Transparency and customer engageemnt are key to creating long term trust in the USA.
Advertising appeals are founded on individual success ,self actualization, and individuality.
Emphasizing on personal achievement ,USA can make ads that highlight success stories, self-improvement ,and individual accomplishments.Also ,the American dream narrative could be frequently used to inspire consumers.
Marketing takeaway:brands can use data analytics to tailor content to individual preferences ,because consumers expect products and services that cater specifically to their needs and tastes .
Pepsi advertisement in Egypt vs in USA
Pepsi advertisement in USA
Pepsi advertisement in Egypt
Pepsi masr vs Pepsi USA
Pepsimasr Ads (Egypt) analysis:
The ad is an engaged video that shows Pepsi used in various social settings-family gatherings, football games, workplace achievements, and intergenerational moments. This reflects Egypt's collectivist culture, where collective experiences, relationships, and holidays are significant to daily life. In addation,The emphasis on enjoyable and pleasant moments with Pepsi reinforces the idea that the brand is a component of good social experiences. Lastly, through the different demographics (young, old, family, friends), the ad reaffirms Pepsi's association with unity, nostalgia, and happiness in the community.
Pepsi Ads( USA) analysis
The advertisement is minimalistic, with only a can of Pepsi in front of Netflix and the caption emphasizing individual choice: "You can't eat dinner until the vibes are right.".This is analogous to American individualism, where self-expression and personal enjoyment are prioritized first.It appeals to the idea of making one's own experience, emphasizing personal choice in setting the mood for a daily activity.Also,the lack of people in the ad reinforces the motif of independence and self-indulgence rather than shared experiences.
Verizon advertisement in USA VS Vodafone “mobile company”in Egypt
Vodafone Egypt Ad:
The ad features a group of friends dancing, taking photos, and sharing shared moments together, cementing the social bonds.The slogan "Together we are stronger" emphasizes unity, relationships, and the idea that connectedness makes social life richer. It is suitable to Egypt's collectivist heritage, where people prioritize collective belonging, group experience, and emotional identification over technical specifications. There is an emphasis on people connection, so Vodafone is a brand that gets families closer to each other.
Verizon USA Ad
A commercial begins with a cell phone filming a dog; it then zooms up to a Verizon shop filled with millions of other cell phones, prompting one to upgrade.The ad, "Trade in any phone, any condition," appeals to the American consumer's desire for self-betterment, new technology, and new technology. Rather than highlighting human relationships, the ad highlights consumer benefits and high technology, reinforcing a product-focused and competitive marketplace. Personal benefit and effectiveness are emphasized, targeting a technologically oriented audience that is interested in innovation and trade-in offers.
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Caption:Two faces.Two cultures.One platform-but completely different rules .To know more this topic click below.