Social media has evolved into a powerful way to reach people. The Middle East ranks among the world’s leading regions in terms of social media usage, thanks to high smartphone ownership, internet penetration and a growing digitally-savvy audience.

Here are a few key trends that you should get on-board with.

• Video is king.

Short attention spans and the need for instant gratification makes video the most popular way to consume content in 2019. Cisco predicts that video will account for nearly 80% of all internet traffic by 2021 with live video content increasing 15-fold. According to Arab Youth Survey, those between the ages of 15-24 spend an average of 72 minutes a day watching videos online.

• Instagram is the future.

Let’s talk numbers. With 63 million Instagram users in the MENA region i.e. 10% of global users, Instagram represents a valuable opportunity for brands to connect with their audience. 70% users follow business pages and 75% say they act after seeing a post, whether it is visiting a website, sharing with a friend or shopping.

Does this mean that it’s not worth advertising on Facebook?

No. Although organic reach is declining, there is still a significant percentage of the population who are active on Facebook. In the UAE, a whopping 83% of users who are 25 years or older still use Facebook. Similarly, in Lebanon, active Facebook users increased from 62% in 2016 to 74% in 2018.

• Stories are here to stay.

Mass adoption is the first indication that a trend is here to stay. Snapchat rolled out the first story format with Snapchat Stories in 2013, followed by Instagram in 2016 and more recently, WhatsApp, Facebook and YouTube. Stories are fun, easily discoverable, and the best way to ensure that your brand is memorable. You can give them a sneak peek of your day, ask questions, share stories and do so much to connect with current users and new ones.

So, Snapchat or Instagram? With just 10% of UAE’s population using Snapchat actively, budget-conscious brands can expect better returns with Instagram Stories.

• Influencer campaigns move from ‘one-off’ to ‘always-on’.

We know Influencer marketing works, especially in the UAE. So far, brands have been engaging with influencers on a one-off project basis. But brands are now leveraging influencers to become official brand ambassadors. This provides more control, authenticity of content, active engagement over a longer period and tangible measurement metrics to evaluate the success of campaigns.

• English content picks up pace.

A study by Northwestern University found that the percentage of young Nationals and Arab Expats who use the internet in English has increased from 51% in 2016 to 61% in 2018 in the UAE. Similarly, in KSA, the numbers have increased from 16% in 2016 to 30% in 2018 and from 77% in 2016 to 85% in 2018 in Lebanon.

Source:

• MidEastMedia.org – MEDIA USE IN THE MIDDLE EAST, 2018
• Arabian Gazette – MENA Social Media Usage Trends Report 2018
• Meltwater, March 2018 – Influencer Marketing: 9 Trends to Look Out for in the Middle East