UAE Social Media Growth

The UAE has witnessed remarkable social media growth over the past decade. According to recent reports, over 99% of the UAE population (9.55 million) uses the internet. This widespread adoption is fuelled by the country’s high disposable income, advanced technological infrastructure, and the pervasive influence of smartphones.

Platforms like TikTok, Facebook, Instagram, YouTube, Twitter, LinkedIn, Snapchat and Twitter X dominate the social media space in the UAE, with Instagram particularly popular among younger demographics and expatriates. The government’s proactive digital strategies, including initiatives like Dubai Internet City and smart city projects, have further propelled social media usage by fostering an environment conducive to digital innovation.

2024 Social Media Trends in UAE

In January 2024 there were 10.73 million active social media users in UAE, which is 112.3% of the total population of 9.55 Million.

TikTok is UAE’s most-used social media platform in 2024 with a potential ad audience of 10.73 million. The TikTok audience is 113.5% of total internet users (9.46 Million) in UAE & 112.3% of the total population (9.55 Million) in UAE.

Share of Web Traffic in UAE:

In UAE, 75.30% of web traffic by the device is through mobile phones. This shows that companies should pursue “brand in hand initiative” by integrating mobile marketing into overall marketing strategies. 23.67% of web traffic is from laptops & desktop computers, whereas 1.02% is from tablets & only 0.01% from other devices.

In UAE, the share of web traffic by browser (Search Engine) in 2024 is 74.8% through Google, 14.3% Safari, 2.9% through UC  browser, 2.4% Edge, 2.3% Opera, 2.1 Samsung internet, 0.8 Firefox and 0.5% others.

In 2024, The share of web traffic referrals from social media platforms in UAE is 65.5% through Facebook, 11.2% by Instagram, 8.3% through YouTube, 6.5% by Twitter X, 5% by Pinterest, 2.8% by LinkedIn, 0.6%  by Reddit, and 0.2% through others.

In line with global trends, the UAE’s social media landscape in 2024 is expected to be shaped by several key trends:

1. Rise of Local Influencers: Local influencers will continue to play a crucial role in brand marketing. Their deep connection with the audience and cultural relevance makes them valuable partners for brands looking to establish a strong presence in the UAE.
2. Increased Use of Arabic Content: With a significant portion of the population being Arabic-speaking, there is a growing emphasis on creating content in Arabic to engage more effectively with the local audience.
3. Advanced AI and Analytics: Businesses will increasingly rely on AI and advanced analytics to gain insights into consumer behavior, optimize content, and enhance engagement. AI-driven tools will help in crafting personalized marketing strategies that resonate with the target audience.
4. Sustainable and Ethical Marketing: Reflecting global trends, there will be a stronger focus on sustainability and ethical marketing. Brands that demonstrate social responsibility and sustainability in their operations and messaging will gain favor with UAE consumers.
5. Interactive and Immersive Content: The adoption of AR and VR in marketing will grow, providing consumers with interactive and immersive experiences that go beyond traditional advertising methods.
6. Social Commerce Expansion: Social commerce will become more prevalent, with platforms like Instagram and Facebook enhancing their e-commerce capabilities, allowing for seamless shopping experiences directly within the apps.

Global Social Media Trends 2024

Globally, social media continues to evolve, with several key trends shaping the landscape in 2024:

1. Short-Form Video Content: Platforms like TikTok and Instagram Reels have popularized short-form videos, and this trend shows no signs of slowing down. These bite-sized, engaging snackable videos are becoming a staple in digital marketing strategies.
2. Augmented Reality (AR) and Virtual Reality (VR): AR and VR are revolutionizing the way brands interact with consumers, offering immersive experiences that enhance engagement and drive conversions.
3. Social Commerce: The integration of e-commerce with social media platforms is streamlining the shopping experience, making it easier for users to purchase products directly from their feeds.
4. Personalized Content: Advanced algorithms and AI are enabling more personalized content delivery, ensuring users receive relevant, tailored content that resonates with their interests.
5. Sustainability and Social Responsibility: Consumers are increasingly valuing brands that demonstrate a commitment to sustainability and social responsibility, influencing brand messaging and marketing strategies.

The UAE’s social media landscape is a reflection of its dynamic economy and tech-savvy populace. As social media continues to evolve globally, the UAE is not just keeping pace but often leading the charge with innovative approaches and rapid adoption of new trends. For businesses and marketers, staying attuned to these trends and leveraging the unique opportunities presented by the UAE market will be key to achieving digital success in 2024 and beyond.

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Economic Outlook

The global economic recession posits various challenges for consumers and businesses alike. Rising inflation levels have impacted consumer purchasing power. According to Mastercard Economics Institute, people are responding to hyperinflation by opting for inexpensive brands and also by staying on budget. Not only this, the Mastercard report suggests people shop more in person and spend less. Through this, consumers seek to better manage their finances. Similarly, demand for discretionary retail items such as furniture and electronics has fallen as compared to perishable goods. People are now reflecting on their choices and buying goods that suit their budgets.

Understanding your customers

Drastic economic changes are now impacting how customers spend. People look for inexpensive ways to stay happy and spend quality time. For instance, street food and live music have become very popular. Not only this, but consumers now stick to a budget for ease and accessibility. For retailers, understanding consumer purchase decisions is the key coupled with effective communication. Vying for customer attention is easy, thanks to digitization. From social media to reading emails on the go to texting, advertising your product this way has become agile. Businesses can now reach globally in a matter of seconds. But this is just the tip of the iceberg. Communication may be easier but then again meeting customer needs and wants is still challenging. Here is how businesses can counter this:

• With rising inflation, many consumers look out for offers and discounts. Retailers would want to optimize this as the audience has become more offer driven. In this case, marketing channels such as promotion via sms are very useful.
• The key to innovation is personalization. Retailers need to collect customer data but in lieu of privacy and use it to come up with products. The best way to do this is to understand how customers interact on social media. A lot of people rely heavily on Instagram for better understanding. Influencer marketing is another way to ensue personalization. Not only this, but retailers can change their advertising dynamics to suit their customer preferences and encourage “cross-selling”. This term refers to highlighting complementary products to customers. For instance, if you buy a wing chair at IKEA, the website will highlight a few products to go along with it such as side tables and lamps.

Reaching Customers

Retailers are now opting for an omnichannel approach to reach customers effectively. Retailers are now diversifying to retail-media networks and social commerce to reach a wider customer base. The Mastercard report suggests a 160 billion global spend on retail media networks. Via such networks, digital channels owned by the retail company are offered to third-party businesses for advertising and marketing purposes. In this way, retailers are able to reach captive customers (those who are willing to spend), opening a new stream of revenue for all parties involved. Famous companies such as Ulta beauty sell their advertisements to vendor brands that can effectively reach willing customers.

Not only this, but social commerce has taken precedence over the years. In this way, retailers are able to reach Gen-Z on the go. Spending time and investing money on social media channels such as TikTok and Instagram have increased over the years. Makeup giants such as MAC cosmetics, Fenty Beauty and Rare Beauty interact with customers through influencer and content marketing.

Keeping Customers

Retaining customers amid economic uncertainty is key. Businesses now realize, optimizing customer experience goes beyond loyalty points. A whopping 53% of consumers have sought cheaper alternatives to suit their budget in 2022. This shows that retailers need to opt for innovative ideas to keep customers. Retailers might be looking to cut back expenses as well. But they will have to juggle with ideas to retain their loyalty budget. The report suggests that loyalty programs are not a cost but rather a profitable tool for businesses to ensue.

The report further emphasizes going beyond the ‘points for money spent’. A useful way to retain customers is to opt for small yet meaningful gestures. Such as, offering an off on the next purchase or promoting a reward system for referrals or early access to new products and services. In this way, customers become actively engaged and also feel a part of the brand’s family.

Retailers should also look into sustainability. Social efforts and environmental conservation has taken precedence over the years. Generation Z has become increasingly aware regarding what their favorite brands represent. Consumers support businesses that care about the environment and the carbon footprint they leave behind. For instance, Nesvita offers a paper straw with their calcium-enriched milk. IKEA promotes its People and Planet Positive sustainability strategy to ensue waste management tactics.

Paying for Purchases

Technological advancement has paved way for better ease and accessibility. Previously, people only had three ways to pay for their purchases; cash on delivery, card, or check. With increasing privacy concerns, retailers are now opting for gateways that ensue better experiences and secure transactions. This includes paying via QR codes during the point of sale or opting for installments.

The report emphasizes that 25% of consumers are interested in paying for their purchases through installment options. Many leading giants including Samsung offer the ‘buy now, pay later option’. This approach ensues a strategic maneuver pertaining to the economic crisis. Not only this, but small businesses are also using this payment approach to increase customer satisfaction and ease such as Zayfied cosmetics.

The Mastercard report further suggests people opt for a better-tailored retail experience via mobile apps. They conducted research that indicates users opting for a ‘super app’ that lets them shop, order and pay swiftly.

Privacy is important to customers

As e-commerce continues to grow rapidly, consumers are demanding more privacy pertaining to their data. This is especially in lieu of social media. Customers are aware of third-party data collection companies. Cyberattacks have surged post pandemic and the retail industry has been targeted the most. Many customers are prioritizing online safety in lieu of phishing attacks. In order to curb this, businesses now need to use effective measures such as reliable payment gateways, ensue fraud prevention tools, and invest in IT professionals for security practices.

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Microsoft’s Power Platform is a group of products that develop and build complex business solutions, analyze and draw data visualizations, automate a business process, or build virtual agents for communication.  Power products offer a platform in which no code is required to build applications.

Zara and Zenubia’s father also has a background in technology and stimulated his daughter’s interest by replying to their tech questions. The girls learned about the platform and programming through self-learning websites on the internet. During their free time, they learned about the software.

Arfa Karim the youngest Microsoft Certified Professional (MCP)

Talk about the youngest Microsoft geniuses is incomplete without remembering Arfa Karim. The 9th death anniversary of Computer Prodigy Arfa Karim, the youngest Microsoft Certified Professional (MCP) is being observed today.  She passed away on 14 January 2012 following a cardiac arrest. She represented Pakistan at various international forums and was also invited by Bill Gates to visit Microsoft Headquarters in the United States. She is the pride of Pakistan.

The twins Zara and Zenubia hope that their accomplishment will inspire more kids especially girls to participate in Information Technology. Zara and Zenubia made Pakistan Proud!

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Integrating chat-based platforms

The idea of integrating chat-based platforms have long been floating around. Previously many mobile applications catered integrating chats with SMS. However, the idea was deemed rather haphazard by many users. But the social media giant has come up with an interactive idea for both android and iOS devices terming it as ‘new way to message on Instagram’.

Once the user is done updating their apps their regular direct messages (DM) icon will be replaced by the Facebook messenger logo. Also, keeping in view the colorful panorama of Instagram chat, the new update will ensue a more lively and flamboyant chatting experience. But for now, it isn’t possible to message Facebook users from Instagram. More updates and features will roll out subsequently.

Moreover, this is just the beginning. Facebook has made it clear that it will merge chatting/messaging platforms together. Not only this, but the social media giant has been busy building an infrastructure to support this as well. The purpose is to let users under the Facebook umbrella (Messenger, Instagram, and WhatsApp) connect with each other using a single dias. Further, plans include integrating with Apple’s iMessage that will lead to a digitized collective.  Pertaining to privacy measures, there will be the end to end encryption.

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Let’s celebrate the spirit of Independence with four notable things about Pakistan:

Tourist spots in Pakistan

Pakistan is undoubtedly an epitome of beauty. The northern areas are known for their crystal blue lakes, lofty mountain peaks and picturesque beauty. Places like Hunza, Skardu, Naran and many more have made it the list of must-visit tourist spots. From lush green forests to flowing streams to surreal wilderness everything reverberates natural beauty at its finest.

Foods of Pakistan

Second on our list is mouthwatering and delicious Pakistani cuisines. Many international tourists visit Pakistan to eat Karachi’s famous ‘Student biryani’ and enjoy pipping hot tea. But this is just the tip of the iceberg. From hot buttery nan to spicy barbecue to desi quormas, Pakistani food is an experience that will leave you reeling in flavors.

Culture of Pakistan

Four provinces, two autonomous territories and one federal capital, every area reverberates beauty and culture. There are so many traditions, cultures and diversity residing in Pakistan. For instance, Sindhi’s are known for their handicrafts and traditional ‘Saraiki topi’. Whereas, Punjabis are known for their love for food and agricultural affinity. Besides cultural diversity, Pakistan is also home to different religious minorities. The white part of the flag is a notion to the latter. 

Economic progress in Pakistan

Our country is known for agriculture and agri-products. This sector is the backbone of our country and also ensues a major role in our exports. Not only this, but the COVID-19 situation provided an opportunity to our country to explore other industries too which includes manufacturing ventilators and critical medical equipment. Moreover, locally manufactured leather and sports apparel have made it to international platforms FIFA world cup.

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The phone replaces last year’s Pixel 3a and 3a XL. However, Pixel 4a is an amalgamation of the best features taken from the previous models and marketed at an economical price. The phone has a sturdy body that emits quality. The screen dimension is 5.8 inches (FHD plus OLED) and is reasonably slim with 8.8mm thickness. As compared to its predecessors the phone has a 4.5% bigger screen but overall body is 5.8% smaller.

Pixel 4a looks smaller but it is power-packed with great features without any extra frills such as face scanner or wireless charging. The phone may look smaller but it is power-packed with great features. There are no extra features or frills such as face scanner or wireless charging. However, there is a universal USB-C socket for power which is commonly found in other phones as well. Also, the phone has stereo speakers for music aficionados on a budget. The only downside is that the phone isn’t water-resistant which could be a problem for many if any mishaps should happen.

Pixel 4a specifications

The 5.8 inches phone has a powerful Qualcomm Snapdragon 730G processor. Pixel 4a has only one variant with 6GB ram and 128 storage. This is great for storing hundreds and thousands of photos, videos, and applications. The phone has the latest Android Q version also called Android 10. The camera is the real deal with 12.2 megapixel rear and 8 mega pixel selfie camera powered by artificial intelligence and machine learning. The chic phone has 4G LTE only but Google plans to introduce a 5G variant soon.

Performance

The budget-friendly Pixel 4a ensues 6 GB ram which makes it easier for the user to swap between different applications without the glitchy nuance. The phone is relatively great for gaming purposes also. Regarding the battery time, the phone can easily last for a whopping 31 hours as compared to the last two predecessors. Obviously, battery time is dependent on the usage as well.

Environmentally sustainable

Pixel 4a ensues 45% of post-consumer recycled material. An approach that is pertinent in times of climate change and ecological degradation. Making this as a benchmark, Google plans to shift dynamically towards a ‘greener approach’ by 2022. The objective is to manufacture products using recyclable material to lessen environmental impact.

Superior Google Assistant experience

Pixel 4a uses advanced tech with a local recognition system that lets you command back and forth speedily. There are no lags whilst you rattle with tasks, instructions, or processes. The phone also has Google’s Now Playing system which lets you recognize songs on the go just like Shazam.

The Phone is economical but not perfect

However, there are a few downsides of Pixel 4a as well. But depending on the high-quality specs they seem redundant. Firstly, the phone isn’t water-resistant which is a deterrent for many. Also, ensuing the physical aspect, Pixel a4 has a plastic body. This could be discouraging in comparison to other leading competitors. But if the price factor is relevant then the phone posits as a great option.

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Featured Snippets

Snippets have taken over the search engine. Basically, it summarizes what you are looking for and will help you to optimize for SEO trends relevant to your business niche.  You enter a query on the search engine bar and google then brings you a clear answer (before links). This improves the user’s experience. However, the featured snippet is basically above the number one organic result. Referred to as ‘Position 0’. To drive more traffic to your website make sure to provide clear and concise answers. Google has an algorithm that determines which snippet to be featured. Also, future predictions show that snippets will drive almost 56% of traffic to your website.

Influencer Marketing is taking precedence

Intrusive advertising doesn’t garner a lot of attention from users. Most go unnoticed or are eventually reported. The point is users are looking to gather useful information about products or services. Most intrusive ads are considered biased and unhelpful. Thus, companies are now opting for ‘organic influencers’. Organic influencers basically provide honest opinions about a brand. They usually invest their own resources and provide useful information. In this way, potential customers are able to engage with an influencer and are more likely to buy the end product when satisfied. Seeing this digital marketers are now investing in influencer marketing programs. Many companies also seek influencers as their brand ambassadors as well.

Besides this, influencer marketing can help improve your content reach, help generate more traffic, and also become valuable backlinks for your website. This will, in turn, boost your search engine rankings.

Rank Tracker

Rank Tracker is a useful way to bring you better keyword searches. All you have to do is identify which keywords are important to your industry. Once identified, use the rank tracker with google search console account and analyze the keywords you have selected. This will basically provide you with useful insights. As to which keywords will bring you more clicks (drive traffic) to your website. 

BERT

Google uses its own algorithms to improve user experience. These algorithms help avoid blogs or stories that are excessively filled with keywords only. However, in 2020 nothing of this sort will take precedence. Google will now be ensuing searches or pages with relevant information and proper use of keywords. Thanks to their new algorithm ‘BERT’ companies will now have to come up with a strong content derivation strategy. Then again to show up in rankings make sure to utilize the Rank tracker software!

Semantic Search

The concept of Semantic Search isn’t new at all. However, things have changed. Google doesn’t look for exact keyword matching searches anymore. Google now looks into query context and search intent. In simple words, this actually means, a semantic search aims at finding out the users’ intent. This is different from what lexical search ( match keywords to web pages) is. For instance, if you enter ‘Grey’s Anatomy’ in your search bar. Google will display results in accordance with a hierarchy. Like a TV show, medical books, actors and actresses profiles, reviews, and many others. The point is every one of the search displayed is related to a conceptual level. The figurative point here is then again ‘content’. Google will analyze how useful the information is to reach a conceptual-hierarchical level. 

Besides this, make sure your website ensures a ‘secure browsing’ sign. For this activate SLA as per the need of your website. This is extremely important for user safety. Even if your digital marketing strategy brings in traffic if your website isn’t secure a user will leave immediately. This will also increase your bounce rate and all your efforts will go in vain. 

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Facebook Ads Manager

Through excel via Facebook ads manager, you can easily download ad performance reports. This will help managers to discuss how campaigns are performing and what steps to take next. This feature will also help with making social media and content strategies. Excel has long been proven beneficial for businesses. It is a critical tool that ensues multiple functions and can help with various business operations. Including budgeting, cost/benefit analysis, financial statements, equity analysis, and much more.

Here are some benefits that you can achieve via excel for Facebook ads manager:

• As a business manager, you can easily download performance reports. Including break down of ads, ad sets, and campaigns. You will easily be able to apply tools on the spreadsheet as well. Such as filters, data ranges, ad status, and objectives.
• You can easily download and create single or multiple data reports via Facebook ads manager. 
• Further options include creating custom templates according to your needs. There are also preset templates available to download if required.
• You will also be able to refresh your data or account every 15 to 20 minutes or once a day. There are also excel pivot tables for making your own analysis.
• You can also use Excel to analyze ‘effective ad placement’. Also, research demographics, location, and target market easily. 

Make sure to incorporate Excel for Facebook in your reporting and analysis. Let’s hope Facebook brings in more tools and features similar to Excel. As this could be a stepping stone in marketing and social media strategy.

Make sure you stay up-to-date with all the latest marketing news & trends by following our marketing blog on Twitter, Facebook, Instagram, and LinkedIn.

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Basically, social media influencers have a strong fan following. By this, we mean people who actually believe and trust them fully. Many influencers also called modern entrepreneurs usually start their journey by showcasing products bought from their own money which is basically the first step towards building a staunch follower base. This isn’t it, influencers also gain trust and loyalty by speaking about their own experiences be it personal or any other relatable topic; letting your feelings out is the anthem of the modern era. But behold, not every social media influencer is an entrepreneur, here is how you can differentiate:

Influencer Vs entrepreneur

The entrepreneur is a wholesome term. They are characterized by qualities such as risk-taker, innovative, and visionary. They often conduct market analysis as the first step to come up with a product or service that will fulfill a need. But what an influencer does, affects consumer behavior through social media. So, if you combine both, you get a powerhouse to develop a much bigger influence and impact. Basically, traditional entrepreneurs can employ influencers to form more close and personal relationships with potential customers.

Tech Vs Capital 

A traditional entrepreneur basically has to raise capital to invest in the business. There are startup costs, procurement, inventory, running expenses that have to be borne by the entrepreneur initially until the business is up and running. Whereas, all modern entrepreneurs (influencers) need are social media accounts and a mobile phone; which has now become a necessity. Moreover, influencers do not have to spend huge amounts of money. 

Building a brand

Entrepreneurs initially have to set up a foundation for their brand. And that literally means brick by brick. They build their brand value over time with most efforts promulgated towards differentiating themselves from the competition. This also includes building a customer base from scratch and keeping them engaged with better services and product development. This is the same thing for influencers as well. They have to build their brand as well as nurture their personality with it. Gaining followers isn’t easy and at the same time setting yourself apart is time-consuming yet rewarding in the longer run. 

Making an income 

Entrepreneurs make money the traditional way which is basically marketing your product and then selling it. However, it isn’t as easy as it sounds but the flow is more or less the same. For influencers gaining followers may be taxing but when they have a huge base to influence, most companies employ them which then enables a steady flow of income. Social media influencers can easily enter several partnerships to help sustain their following and indirectly influence customers to buy products. 

This interesting entrepreneurship guide and toolkit will help you out if you are a new or growing entrepreneur The Ultimate Guide to Entrepreneurship.

Seemingly, influencers have created their own space in the economy. With unique talents and forming close relationships with followers, they are ingeniously boosting the economy and impacting people besides the confines of their local market.

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The global pandemic besides health woes but has also resulted in millions of people losing their jobs. Majorly due to lockdown and staunch restrictions. None of the countries were prepared for the pandemic that resulted in thousands of deaths. The healthcare workers are risking their lives every day to bring the pandemic under control. Whilst navigating around such extraneous circumstances including dwindling medical supplies. 

Warman is just one example; there are thousands of other overseas students who have paid a fortune to study in the world’s best universities. But now, they have to stay back in their native countries and resume studying via online sessions. The sad reality also pertains to the fact that many students with dreams and aspirations to land a job, now have to suffer even more. There is a hiring freeze everywhere with the economy downtrodden sue to high unemployment and inflation. Also, travel bans and restrictions to ensue precautions and stop the virus from spreading have led to further disruptions. 

International students

This is just the tip of the iceberg. Many international students are also suffering due to uncertain prospects. Thousands of students have borrowed huge sums of money from banks with no means or source of paying the debt. This has further led to frustration as interest compiles with no job opportunity in pursuit. Also, taking online classes after paying a fortune is leading to depression and anxiety in many. Furthermore, these students have been robbed off of the opportunity to make important social and professional connections. One of the benefits of studying abroad is meeting equally accomplished colleagues. In this way, international students have the opportunity to form powerful connections. 

MBA from prestigious universities

An MBA from prestigious universities including Stanford can cost up to $150,000. Imagine paying up a fortune only to resort to online sessions via zoom application. The pandemic is challenging every aspect including ripping off people with a source of income and students with viable opportunities to pursue. 

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