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Social Media Usage and Trends in the Middle East

Created: Nov 06, 2023

Updated: Nov 13, 2024

Social media has become an integral part of people's lives across the globe, and the Middle East is no exception. The Middle East has witnessed significant growth in its digital landscape in recent years. With increased internet penetration, the use of social media platforms has become more prominent than ever. In this article, we will explore the statistics and trends of social media usage in the Middle East, shedding light on the platforms people prefer and how businesses are leveraging this digital landscape for growth.

Social Media Platforms in the Middle East

  • Facebook
  • Instagram
  • WhatsApp
  • LinkedIn
  • Facebook Messenger
  • Snapchat
  • Twitter
  • Pinterest

Trends

E-commerce on Social Media

The Middle East is witnessing a surge in e-commerce on social media platforms, with businesses using them as virtual marketplaces.

Influencer Marketing

Influencer marketing is on the rise, with influencers across various niches collaborating with brands for promotions.

Video Content

Video content, especially short-form videos, is becoming increasingly popular, with platforms like TikTok gaining ground.

Localized Content

Creating content in the local language is a trend as it helps businesses connect with their audience more effectively.

The Impact on Businesses

Customer Engagement

Businesses in the Middle East are using social media to engage with their customers, gather feedback, and offer personalized experiences.

Brand Awareness

Social media is a powerful tool for building brand awareness and recognition in the region.

Sales and Lead Generation

Many businesses are using social media platforms to drive sales and generate leads.

Social Media Usage in the Middle East: Infographics

Social Media Usage in Middle East

Infographics by GO-Globe Social Media

Social Media Usage in the Middle East: Facts, Figures and Statistics

The Middle East is a market leader in social media use. Multiple countries in the Middle East and North Africa (MENA) region rank above the global average in terms of the percentage of the population using social networks.
Five MENA nations can be seen in the Top 10 for take-up of social networks.
  1. UAE - 1st - Ranked top with over 100%
  2. Bahrain - 2nd, 98.7%
  3. Qatar - 3rd, 96.3%
  4. Lebanon - 6th, 90.5%
  5. Oman - 7th, 90.5%
  • South Sudan has one of the lowest levels of social media use. Less than 5% of the population (4.3%), some 470,000 citizens in a country of nearly 11 million people, use social media.
  • Five MENA nations - UAE, Saudi Arabia, Turkey, Israel, and Morocco - all rank above the worldwide average of 59.3%.
  • Egypt, the region’s most populous nation, is still some way off this level of adoption. Under half (44.5%) of the country’s 112 million inhabitants are currently social.
  • Every month, the average number of social media platforms harnessed by internet users aged 16-64 was 8.2 in the UAE, 7.9 in Saudi Arabia, 7.6 in Turkey, and 7.2 in social networks in Egypt.
  • Globally, the average user can be found on 7.2 networks in a given month. Internet users in India use the most social networks, averaging 8.7 platforms in a given month.
  • Internet ad spending in MENA14 amounts to around US$4.4 billion in a year
  • The MENA market is anticipated to grow to be worth US$7.9 billion a year by 2024.
  • Arabic is the fourth most popular language in the world in terms of native speakers (362 million), behind English (373m), Spanish (485m), and Chinese (1.3 bn), generating the most online content.
  • Internet penetration is almost universal across the Gulf Region, with five GCC countries having adoption levels of 99%.
  • Egypt is home to 42 million users, making it the 10th biggest national market for Facebook.
  • Turkey, with 32.8 million users is ranked 14th for the biggest national market for Facebook.
  • Arabic is the 15th most common language for content on the internet, it is ranked 4th in terms of the primary language used by those on Facebook, and Turkish is ranked 14th.
  • Over a third (35%) of internet users aged 16-64 in Egypt say Facebook is their favorite social network, with just under a third of this cohort (31%) in Morocco saying the same thing.
  • Turkey is now the 5th largest market for Instagram, globally, and the 4th largest in terms of reach.
  • Instagram has nearly 49 million users in Turkey, representing more than 7 in 10 people (71.1%) in the country aged 13+.
  • Egypt is ranked 19th with 15.4m users (19.3% reach) and Iraq is 20th with 14m users (46.5%), for Instagram.
  • An Instagram post by the Argentinian footballer Lionel Messi, after his team won the 2022 World Cup in Qatar, became the most-liked post in the history of the platform, garnering more than 75.4 million likes.
  • With more than 2 billion users, WhatsApp is the most popular messaging app in the world, and the third most popular social network (after Facebook, 3bn and YouTube 2.6 bn users).
  • WhatsApp is the most popular social network among internet users aged 16-64 in Israel, Saudi Arabia, and UAE.
  • 2022 Social Media Report found that 51% of those sampled in Israel, 20% in Saudi Arabia, and 30% in UAE, identified WhatsApp as their favorite messaging service.
  • In UAE, WhatsApp is used by more than eight in ten (80.2%) of the population, some way ahead of Facebook Messenger (64%).
  • In Turkey, the average WhatsApp user spends 11.9 hours a month using WhatsApp.
  • More than 8 in 10 Arabs use WhatsApp apps daily, some way ahead of Facebook (72%), Instagram (61%) and YouTube (53%).
  • Globally, nearly 1 billion people are using Facebook Messenger and it’s a major platform in multiple MENA nations.
  • In terms of reach, four MENA nations are found in the Top 20 for Facebook Messenger worldwide.
  • In Libya, three-quarters of those aged 13+ (75%) use Facebook Messenger, the second-highest reach globally for the service.
  • Egypt is home to nearly 33 million users of Facebook Messenger, akin to 41.4% of the population aged 13+. This makes it the seventh-biggest market for the app. This is followed by Turkey (14th with 15.8m users), Iraq (15th, 15.1m users) and Algeria (18th, 13.6m users).
  • There are now more than 75 million unique Snapchat users in the Middle East, with numbers growing 33% every year.
  • Five of the Top 20 markets for Snapchat - by total audience size - are in MENA. Three of these are in the Top 10.

Largest reach for Facebook in the Middle East:

  1. Libya has the largest reach for the platform globally, with 96.1% of those aged 13+ using the social network
  2. UAE with 88.9% reach is ranked 4th
  3. Qatar at 83.6% is 8th on the list.

Largest Reach for Snapchat in the Middle East:

  1. Saudi Arabia ranks highest (6th) with 21.2 million users
  2. Iraq (9th) at 16.1m
  3. Egypt (10th) has 15.4m users

How GO-Globe Enhances Middle East Social Media Strategies for Businesses

1: Target social media campaigns to attract UAE audience 

One of the most effective ways to attract local audiences is to make social media campaigns according to their preferences. GO-Globe understands the cultural shades and language preferences of the UAE and creates relevant content for campaigns. So, this helps each message perfectly resonate with the specific needs and interests of the local users. 

Moreover, it focuses on popular Middle Eastern social media platforms like LinkedIn, Facebook, and Instagram to target the right audience. It also use previous campaigns' helpful data to continuously improve targeting. Such as audience interaction, post reach, and engagement rates. 

This data will help to minimize future efforts and adjust campaigns for maximum results. 

2: Optimizing social media content for local audience

Optimizing social media content helps to create content that matches the interests of UAE audiences. By analyzing current trends, and cultural values of the target audience, we can engage with them more. GO-Globe helps to make each piece of content relevant, so the audience does not watch but feels content, which improves overall post-interaction. 

Additionally, using local popular hashtags and appropriate Arabic phrases helps visuals resonate with the UAE lifestyle. Creating content on Eid, Ramadan, and UAE national day will attract a larger audience of social media in the UAE. However, GO-Globe will post content at that time when the local audience is mostly active to ensure maximum engagement. 

Also, we continuously improve content strategy by analyzing content performance to learn more about the culture. So, this will build a strong relationship with local followers while delivering valuable and locally relevant content. 

3: Take advantage of influencer collaborations

Influencing the power of social media collaboration will help a lot to reach a wider range of audiences. GO-Globe collaborates with local influencers who have already won the trust of their followers to expand your business to potential customers. So, this influencer marketing approach will expand businesses to a more authentic local community. 

Also, we’ll ensure that influencers have a similar target audience to ensure they communicate your brand message effectively. Middle East social media

Influencers have the power to show your products and services in a positive light. This influencer marketing strategic approach will boost online visibility and strengthen your business in the UAE. 

4: Engage in local communities to build brand trust 

Engaging in local communities will also be important to build your brand trust in the Middle East social media users. We’ll also use social media to promote interactive content such as Q&A sessions, polls, and live events to interact directly with local audiences. This two-way communication approach will not only build strong relationships but also strengthen customer loyalty. 

For instance, conduct a live session on current industry topics and ask the followers to share their opinions. Also, by identifying local problems and providing valuable solutions, you can set your business apart from others. As it will show to the people that your business genuinely cares about its audience. 

This will not only build trust but also foster a long-term relationship with the audience of social media in the UAE.

Challenges and Opportunities

Content Regulation

Regulation of social media content remains a challenge, with governments implementing various policies.

Data Privacy

Data privacy concerns continue to be a topic of discussion, and businesses need to navigate these concerns carefully.

Market Expansion

Businesses see significant opportunities for market expansion and growth through social media.

Future Projections

The future of social media in the Middle East looks promising:
  1. Innovation: We can expect continued innovation in the social media landscape with new features and platforms.
  2. Market Growth: Social media usage in the Middle East is likely to increase, making the Middle East an attractive market for businesses.
  3. Evolving User Behavior: User behavior and preferences will evolve, shaping the type of content and features that will gain prominence.
  4. Regulatory Changes: Regulatory changes are expected, impacting the way businesses operate on social media.
  5. Data Privacy: Data privacy concerns will remain a central topic, potentially leading to new standards and practices.

Conclusion

Social media usage in the Middle East is on a rapid upward trajectory, presenting numerous opportunities for both users and businesses. As social media platforms continue to evolve, staying informed about the latest statistics and trends will be crucial for individuals and enterprises looking to harness the power of this digital landscape and beyond.

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