In the Gulf region, trade professionals and consumers are amongst the highest users of social media information in the world. This makes it a key method for businesses looking to engage with the Arab World, both in English and Arabic. Key drivers for social media usage include the high penetration of smartphones and mobile internet speeds, of which the UAE, Qatar and Kuwait are particularly strong.
According to multiple sources, Facebook, Instagram and WhatsApp have a combined user base of over 200 million regionally as of January 2023. For trade communications, LinkedIn is also highly relevant. Other platforms such as TikTok, Twitter and Snapchat have a significant role to play as well. Of course, the choice of one social media platform vs another must be made based on the target demographic of our clients’ messages. Choice of language for messaging is another consideration.
A well thought out and tailored social media strategy is critical. GMA offers both in-house social media programs as well as working with regional specialized website/social media companies, which we manage on behalf of our international clients.
The most common goals we set for our social media campaigns are increasing brand awareness, increasing followers, increasing community engagement, driving traffic to our clients’ websites and lead generation. Based on pre, during and post-Covid time periods, we have found that the most productive posts/reels/videos/carrousels feature content that emphasizes brand personality and values first, rather than plain promotional messages. Likewise, content that has been created in the region resonates much better than stock posts developed in a source country corporate office.
Let’s have a chat about how we can help you leverage the power of the Middle East social media scene!