The UAE’s digital landscape is evolving at an unprecedented pace, driven by a unique blend of rapid economic growth and a tech-savvy population. As the nation continues to assert its presence on the global stage, understanding the social media trends that shape this dynamic environment is crucial for businesses and marketers aiming to succeed in this market. To understand which social media platform people use in UAE to discover brands like yours? In this analysis we have covered the 2024 social media trends in UAE:

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.