Most Popular Social Media Platforms in Middle East: A Statistical Analysis

Social media is now a key part of life, especially in the Middle East. With lots of young people who love tech and easy access to the internet and mobiles, social media use has grown a lot. But what platforms are people using the most in this area? We’re going to look at the stats to find out the top social media sites in the Middle East.

We’ll check how social media use in the Middle East differs from the global scene. We’re aiming to figure out which sites are most popular in the region. This analysis dives deep into what people like to do on social media and the latest trends. It gives businesses and marketers important info to consider.

Key Takeaways

The UAE has 9.6 million internet users, with most having access to at least one social media channel.¹
Residents of the UAE spend an average of 2 hours and 33 minutes on social media daily.¹
The top reasons for using social media in the UAE are keeping in touch with friends and family (46.8%), filling spare time (33.8%), and reading news stories (32.3%).¹
WhatsApp, Facebook, and Instagram are the top three most used social media platforms in the UAE, with 85.80%, 80.30%, and 80.10% user penetration, respectively.²
TikTok’s popularity has been surging in the Gulf region. Top influencers grew their followers by 65% on average between February and August 2020.²

Social Media Usage Trends in Middle East and Africa

The Middle East and Africa have seen a big jump in using social media. This is because more people now have access to the internet and mobiles, especially in the United Arab Emirates (UAE). In the COVID-19 era, the importance of staying digitally connected has increased greatly. This led to a big rise in using social media all over the region.³

High Internet and Mobile Penetration in UAE

The UAE boasts a young and tech-loving community. They are on track to have mobile internet use reach 96 percent by 2025.³ Lower smartphone costs have made more people use mobiles in the UAE. Also, with fast internet available at affordable prices and mobile internet speeds of over 86 Mbps, social media use has gone up.³

Social Media Consumption Surge During COVID-19

The COVID-19 pandemic pushed even more people in the Middle East to connect online. This caused a big increase in using social media.³ With the need for social distancing, people are turning to social media to keep in touch, share, and be part of online communities.⁴

Multi-Account Usage Among Internet Users

People in the Middle East like to have many social media accounts for different things. It’s a common practice all over. On average, they use about 7.2 to 8.2 social media platforms every month.³

Facebook Dominance in the Region

Our study shows that is very common in the Middle East and North Africa. Egypt is a big market for it. There are 44 million people using Facebook there as of October 2020. This number makes Egypt the 9th largest Facebook market in the world.⁵

Libya, UAE, Qatar: Highest Facebook Reach

When we look closer, we see some countries have a lot of people on Facebook. Libya has 100% of its population using it. The United Arab Emirates and Qatar are close behind, with 93% and 90% of their people on Facebook.⁵

North African Countries: Fastest-Growing Facebook User Base

The trend is strong in North Africa too. Egypt, Morocco, and Algeria have quickly growing Facebook user numbers. They are in the Top 10 worldwide for the fastest growth in Facebook users. This shows Facebook is still growing in these markets.⁵

Snapchat’s Widespread Popularity

Snapchat is booming in the⁶ Middle East. It’s popular for engaging people through creative content. The region has a lot of young people, who love how Snapchat tells stories in a new way. This is why it’s such a big hit there.

High Snapchat Usage During Ramadan

Snapchat shines during Ramadan in the Middle East.⁶ In 2020, UAE, Saudi Arabia, and Kuwait users spent 77 minutes daily on the app. This shows how much people there enjoy using Snapchat.

Rapid Growth in Monthly Active Snapchat Users

⁶ Snapchat sees 67 million users every month in the Middle East and North Africa. This number grew by 38% from October 2019 to 2020. More and more people are finding Snapchat important in the Arab world.

Lens Interaction Among Daily Snapchatters

⁶ Snapchat’s Lenses are a big hit in the Middle East. More than 85% of people there play with Lenses every day. This shows how creative and expressive Snapchat makes its users feel.

Top Snapchat Markets in the Middle East	Number of Users (in millions)
Saudi Arabia	17.9
Turkey	9.7
Iraq	9.6
Egypt	8.9

Instagram’s Rising Dominance

In the Middle East and North Africa (MENA) region, Instagram stands out. It’s easily one of the top social media sites.⁵ Turkey, Saudi Arabia, and Egypt are among the leading countries in the number of Instagram users. They are in the global top 20.⁵ In many MENA nations, over half of the people online use Instagram. This includes places like Kuwait, Turkey, Bahrain, and Israel.⁵

High Instagram Adoption in Gulf Countries

In the Gulf Cooperation Council (GCC) countries, Instagram has become a must-have.⁵ The UAE, Saudi Arabia, and other Gulf nations have quickly adopted it. The young, tech-loving population there helps. Instagram is their favorite for keeping up with content, sharing, and following big influencers.² By 2024, about 80.10% of the UAE’s social media users will likely be using Instagram.²

Most Popular Social Media Platforms in Middle Eastern Countries

In the Middle East, a few social media giants stand out. Facebookmiddle east> and WhatsAppmiddle east> are the top picks. Our study shows almost everyone prefers these two. About two-thirds of users like them the most.

Facebook and WhatsApp Lead the Way

Facebookmiddle east> and WhatsAppmiddle east> have stayed popular. Other platforms like Twitter and Snapchatmedia usage middle east> have ups and downs. Fewer people use Twitter now – only about one in five. But, WhatsAppmiddle east> and Facebookmiddle east> are still favorites.

Age and Education Influence Platform Preferences

Our research discovered something interesting. Facebookmiddle east> and WhatsAppmiddle east> are loved by everyone. But younger and more educated users like other apps too. They enjoy Instagram, Snapchat, and TikToksocial networks middle east> along with the usual ones.⁷

Twitter’s Declining Reach

Despite being known all over, Twitter has not spread equally in the Middle East. The number of people using Twitter in different Middle Eastern countries varies a lot. For example, six out of ten people in Saudi Arabia use Twitter. But in Tunisia, only 4% do. This shows that Twitter is becoming less popular in the Middle East. It’s true for every country there since 2013.

Saudi Arabia: Largest Twitter Audience

In the Middle East, Saudi Arabia has the most Twitter users. Six out of every ten Saudis use the platform. The popularity of Twitter in Saudi Arabia has had its ups and downs. It had a big drop from 2015 to 2016. But, it got back on track in recent years.

Tunisia: Lowest Twitter Penetration

Comparing, Tunisia has the least amount of people using Twitter in the Middle East. Only 4% of Tunisians are on Twitter. This big difference in Twitter use across the Middle East highlights the need for marketers to pay close attention. They need to understand these trends for making successful plans.

Content Sharing Trends on Social Media

More and more people in the Middle East are using social media. This has led to major changes in how people share content. Video sharing stands out as the favorite among internet users in Arab nations.⁸ About half report they’ve posted videos, comments, or shared them in the last month, making videos the top content type on social media.

Video Sharing Dominates

The love for video content is getting stronger in the Middle East. Alongside videos, folks are sharing more music, news, sports, movies, and TV shows. The number of people sharing these topics has doubled in the last five years. This shows a big interest in different kinds of content on social media.

Photo and Video Sharing Patterns Across Countries

Photo and video sharing vary by country in the Middle East. While videos are popular everywhere, photos get more or less attention depending on cultural and age differences.

Gender Differences in Content Sharing

Men and women share and like different kinds of content online. Knowing what each gender prefers can help market better and create content that appeals to everyone.

Age-Based Variations in Content Consumption and Sharing

Youth in the Middle East are very active on social media. They enjoy and share a wide range of content. This means content creators should think about all age groups when designing their strategies.⁸

Direct Messaging Habits

In the MENA region, there’s a new trend in how people use direct messaging. Now, Arab nationals send direct messages to individuals twice as often as they message groups. This is a change from 2017 when it was almost equal.

But it’s similar to what was found in 2015.

One-on-One Messaging More Common Than Group Messaging

One-on-one messaging is now clearly preferred over group messaging in MENA. This fits with the rising use of WhatsApp in the region and its popularity across the Arab world.

Group Messaging for Work, Hobbies, and Communities

But group messaging is still essential, especially for work, sharing hobbies, and connecting with communities. It shows that group messaging has many uses and is key in the MENA digital world.

TikTok’s Surging Popularity in the Gulf

The TikTok craze has hit the Gulf region hard. It’s becoming very popular among the young people. This is especially true in countries like the UAE, Saudi Arabia, Bahrain, Kuwait, Oman, and Qatar.⁹ Recent data shows TikTok is really taking off in the GCC. For example, in the UAE, it ranks 6th on the Apple App Store and 3rd on the Google Play Store. In Bahrain, it’s 8th on Apple and 5th on Google. In Saudi Arabia, it’s 3rd on Apple and 5th on Google.⁹

Influencer Growth and Engagement on TikTok

The rise of TikTok in the Middle East is clear from the growth of big regional influencers. Between February and August 2020, big TikTok creators saw their followers jump by 65% on average. For example, during that time, @jumana_khan_ from the UAE had 15% more followers. And @sarahhmiladd from the UAE had a huge 65% growth.⁹ Plus, Saudi Arabia’s @a5_l saw a massive 131% increase.⁹ These numbers show how TikTok is becoming so big in the Middle East.

TikTok Adoption Among Arab Youth

The platform is especially loved by the tech-savvy youth of the Arab states. Huda Kattan, Lojain Omran, Ahlam Al Shamsi, and Khalid & Salama are big influencers. They have from 66 thousand to 2.1 million followers. This info shows how TikTok is spreading in the Gulf and Saudi Arabia.

Despite TikTok’s fast growth, brands are still figuring things out. According to reports, only 1% of 8,000 influencer posts were about product promotions on TikTok. This means brands need new strategies to make the most of TikTok in the Middle East.

YouTube’s Dominance in Egypt

The Middle East and North Africa (MENA) have seen a big jump in YouTube use. Egypt is a key example, with¹⁰ 77% of the country’s millennials watching YouTube daily. This has led to a 160% rise in YouTube channels in the MENA region lately.¹⁰ Now, YouTube is the most loved social media platform in Saudi Arabia, even more than Facebook. Saudi Arabia stands out, with the highest YouTube use per person globally.¹⁰

Daily Viewership Among Egyptian Internet Users

In Egypt, 70% of those online watch YouTube every day.¹¹ So, this shows just how powerful and well-liked YouTube is in Egypt and the whole Middle East.¹¹

Record-Breaking Ramadan Live Stream Viewership

YouTube really shined in the MENA region during the last Ramadan. Six YouTube creators got a Guinness World Record for the “most viewers for an Iftar YouTube live stream”. They saw 183,544 people watching together at one time.¹¹ This notable achievement highlights YouTube’s popularity in the region. It shows how well YouTube can engage people during important times like Ramadan.¹¹

Localized Social Media Apps in the Middle East

Big players like Facebook, Instagram, and Twitter are leading the way worldwide. Yet, the Middle East is seeing its own social media platforms taking flight. These apps are designed to meet the unique needs of the Middle Eastern people. They become popular by offering content and features that specifically suit the region.

Rise of Homegrown Platforms in the Region

The Middle East wants social media that reflects its culture and language. Local apps provide Arabic support and content specific to the region. They stand out from the global platforms with features that appeal to locals.

The app Yalla is a great example. In 2022, it made AED 1.1 billion and grew its user base by 14%. This success shows how much people in the Middle East value their own social media apps.¹²

Cultural and Language Considerations

Arabic is widely spoken in the Middle East, which shapes social media use. Users look for apps that speak their language and reflect their culture. This is a big reason why local platforms are doing so well.

These local social media apps are doing more than just existing beside global giants. They are making a name for themselves by meeting the specific needs of the Middle East.

Social Media Influencers in the Arab World

Social media has become a key player in the Middle East’s digital scene. It has paved the way for a new type of star – the social media influencer. These people have gained huge followings on sites like Instagram, Twitter, and YouTube.

Brands and marketers see them as valuable partners. They want to use their influence to connect with more people.³

Most Influential Personalities on Various Platforms

Lebanese singer Elissa leads as the most influential person on Twitter from the Arab world. She also ranks among the top 50 international influencers on the platform. Alongside her are Instagram stars like Rosy Daou, who has 731K followers, and Aicha Ayach, with 520K followers. Na’el Abu Alteen stands out with an impressive 1.5M followers.

The scene is rich with variety thanks to influencers like Haifa Beseisso, a beauty and lifestyle figure with 594K Instagram followers and 829K YouTube subscribers. Lana Rose, with a staggering 3.9M Instagram followers, also commands a strong presence.¹³

Impact of Influencer Marketing in the Region

Brands in the Arab world are waking up to the potential of influencer marketing. They are starting to collaborate with these online trendsetters. For example, the Ainfluencer marketplace links thousands of influencers with brands in need. This kind of connection helps brands more accurately target their audience.¹³

Given the popularity of platforms like Instagram and Snapchat in the area, influencer partnerships have become essential. They help brands connect more deeply with consumers, raise awareness, and improve sales.³

Social Media Marketing in the Middle East

The Middle East is now a fast-growing place for social media marketing. Many people there use the internet and mobile phones a lot. This region has a lot of young people who love technology. So, businesses are using social media more and more to reach their customers.³

Brand Presence and Engagement on Social Platforms

In the Middle East, brands know it’s vital to be active on social media. For example, in the UAE, more than 100% of the people are on social networks. This makes the UAE a key place for businesses to reach out to people.³ Also, the people in the UAE, Saudi Arabia, Turkey, and Egypt are very active on social media. They use between 7.2 to 8.2 social platforms each month.³

Big social media sites like Facebook, Instagram, and WhatsApp are very popular here. Facebook is especially big, and places like Libya, the UAE, and Qatar have a lot of users.³ Instagram and Snapchat are loved in Turkey and Saudi Arabia. These countries are some of the top places for these platforms.³

Challenges and Opportunities for Businesses

But, there are also tough challenges for businesses in the Middle East. Issues like privacy and data rules are important.³ Also, new social media sites and how people use social media are always changing. This means companies must always update their strategies.³

Overall, the Middle East offers great chances for social media marketing. With its young, tech-loving people and high social media use, it’s a great place for businesses. Tapping into the local trends and strategies can lead to big growth.³¹

Misinformation and Fake News on Social Media

Social media is very popular in the Middle East. However, it faces a big problem with fake news and misinformation.¹⁴ Meta (Facebook’s parent company) said they removed a lot of accounts. This included 39 accounts, 16 pages, and two groups, and 26 Instagram accounts. They did this because these accounts were acting fake.¹⁴ There were about 22,000 accounts that liked the bad pages. And around 12,000 followed the bad Instagram accounts.¹⁴

Efforts to Combat Misinformation in the Region

Regional governments are trying to solve the fake news issue.¹⁴ Turkey made a law that could put people in jail for three years if they share fake news online. A journalist has already been arrested for this.¹⁴ Also,¹⁴ Israel is working on a law that could delete bad content from social media.

But, it’s not just about laws.¹⁴ A study found that Android users in the Middle East and South Asia are targets for spyware. It’s being spread through fake SecureVPN sites.¹⁴ Another expert,¹⁴ Dr. Marc Owen Jones, found fake accounts on Twitter. These fake accounts pretend to be women to spread false information in the Middle East.

Role of Social Media in Spreading Misinformation

¹⁵ The tension between countries like Bahrain and Qatar in 2017 was fueled by social media. This involved hacked emails and fake news.¹⁵ Iran’s false information got about 21,685 clicks. They spread lies about countries like Saudi Arabia and the United States.¹⁵ Saudi Arabia even paid people to bully others online and promote its ideas on Twitter.

¹⁵ Iran and other countries use many tricks. They create fake news, change real news, and pretend to be journalists or political opponents online.¹⁵ The effect of all this fake news in the Middle East is unclear. It’s hard to tell if it really changes people’s minds.¹⁵ Plus,¹⁵ Saudi Arabia tries to make it tough for people who speak out online. They have harassed people like Jamal Khashoggi online for a long time.

But, there are some good things happening too.¹⁴ In Yemen, some activists are using social media for a good cause. They are using platforms like Instagram, Twitter, and TikTok. They’re trying to shed light on the crisis in Yemen and fight against digital dangers.

Conclusion

The Middle East is now a hot spot on social media. The UAE stands out as the area’s top online hub. It has a soaring rate of social media use, more than 100%. This achievement shines over its neighbors, Bahrain and Qatar, with high adoption rates too.

This surge is due to better internet, cheap smartphones, and a tech-loving crowd. In the UAE, people use up to 8.2 social platforms a month on average. This blends into the wider GCC, where almost everyone is online.

Here, we’re also seeing more local social sites pop up. They’re shaped by the area’s unique culture and language. Arabic is now the fourth top language for making online content. This trend marks a new chapter in the region’s digital story, vibrant with diversity and energy.³ For businesses and brands, this evolving space offers rich chances to reach a keen, tech-savvy audience. They’ll need to step up in the fight against false info and stand for ethical social use.