The most popular social media platform in the UAE is Facebook, with eight million users, while English is the preferred language for social media users in the country across all platforms, according to a report by Crowd Analyzer, the Dubai-based data intelligence provider and social media listening platform.
The ‘State of Social Media 2020’ report by Crowd Analyzer targets brands and industry professionals that are keen to meaningfully engage with audiences on social media.
The annual report covers Egypt, Saudi Arabia (KSA), the UAE and Kuwait, offering insights on key social media platforms in these markets, including their popularity, breakdown of platform users in 2020 as well as their habits and interests.
Speaking on the report, Ahmed Saad, CEO and Co-founder of Crowd Analyzer, said: “In the context of the current uncertainties, and as part of our wider efforts to identify the most effective solutions to the issues we face, this year’s report aims to empower businesses, marketeers and industry professionals to leverage the available insights and dig deeper into key platform data to recalibrate their brand content and customer outreach strategies. There is no doubt that for the foreseeable future, data and insights will form the foundation of any successful business while shaping our understanding of emerging trends. In doing so, data serves as a vital tool for effective communication with customers.”
The report highlighted that the most viewed page by Facebook users in the UAE is the TV news channel, Sky News Arabia.
The preferred platform for social media users in KSA, on the other hand, is Twitter, which has seen a significant increase in usage from 2019 to 2020, surging from 11 million to 14 million Saudi users. The vast majority of online content from Saudi Arabia is published in Arabic across all platforms, with the exception of Facebook, which has more content generated and shared in English, the report revealed.
The report also unveiled that Egypt is the most active nation in the region on Facebook, while Twitter is gaining uptake among Egyptians with most tweets revolving around TV, music, and fashion.
In Kuwait, more than half of the country’s population– 2.7 million out of four million – is on Facebook, with English users outnumbering their Arabic counterparts by more than one million. Instagram, specifically Instagram for Business is gaining popularity in Kuwait, with users uploading personal photographs to the main platform while Instagram for Business supports marketing initiatives.
For marketeers, this data reveals that developing winning content strategies is mostly dependent on understanding your target audience interests, behavior, habits and preferences. To ensure greater reach and engagement, businesses today must be aware of changing interests and preferences on social media platforms.
Furthermore, the report analyzed the top performing industries in 2019. The telecommunications industry was the most talked-about sector across all social media platforms compared to the monitored industries, accounting for 37.7 million interactions out of the total 131.6 million recorded interactions. The banking and finance industry accounted for 30 million activities, while the automotive industry followed with 29.4 million activities and the e-commerce industry with 26.3 million activities. The ride-hailing sector came in last with only 8.2 million interactions.
For more information about the State of Social Media 2020 Report, please visit Crowd Analyzer website here.