With state-of-the-art infrastructure, strategic investments in the technological and advertisement sector, high internet penetration, mobile usage rates, and a vibrant digital and social media landscape. According to data provided by Proxyrack, UAE was named the “Social Media Capital of the World” in 2023, a title reflecting its massive media consumption and engagement .
Attributing largely to the UAE’s digital and social media landscape are the unique perspectives that each emirate offers on life in the UAE, whether through the different lifestyles, economic, and cultural offerings or the unique demographics that hold as many similarities as they do differences. This requires marketers and social media experts to localize their social media strategies be it on Facebook or on Instagram.
In this blog, we’ll discuss the differences in the social media landscapes of two particular emirates, Abu Dhabi and Dubai, on the basis of factors such as:
Demographics of Media Users
Demographics is one of the most important factors in social media. It allows you to understand your end users and their interests, thereby creating tailored social media content that they will engage with. This will bring you closer to achieving your business’s KPIs on social media be it on Facebook or Instagram.
Looking at the demographic data of both cities from afar, they may look the same, and they sure do share many similarities, but diving deeper reveals distinct differences across different social media channels between the two emirates.
While both emirates attract diverse nationalities, Dubai holds a larger population, further contributing to a multicultural identity and opening the doors to more languages, cultures, and interests in its social media landscape.
Instagram Influencers in the UAE
There is no doubt that influencers play a prominent role in social media, especially within lifestyle and product-based media content on platforms like Instagram, with millions of social users depending on them to be their eyes and ears on the ground for the newest products, trending places, and services in the UAE.
Regarding influencers, both emirates share many similarities due to their diverse offerings on digital media, which leads them to require influencers in different industries to cater to their audiences in the UAE.
However, because Abu Dhabi is the capital of the United Arab Emirates and boasts a larger number of government entities, the influencer scene tends to include a bigger local presence and experts/changemakers within the industry of the different government entities and digital initiatives.
Content Trends on Social Media
The UAE offers incredible experiences to its residents and visitors. However, Dubai emphasises a faster lifestyle and jumps into new media experiences head-first, whereas Abu Dhabi takes a slower approach, with its residents and visitors savouring experiences.
You will find end users in Dubai engaging with media trends featuring newer music and newer creative approaches on different social media apps, many of which are populated by the Gen-Z generation. In Abu Dhabi, content with a more traditional and nostalgic approach is always at the top of the trends, engaging the end user with what they are more familiar with and automatically more comfortable with.
The Future of UAE Social Media
With the continuous growth of the technological and advertising sector, the expansion of social media platforms, and the high demand for online services, entertainment, and e-commerce, UAE’s social media landscape promises to grow exponentially.
Both the cities in the UAE can adapt effectively and quickly to the ever-changing social media landscape and demographic shifts that occur. When you understand these changes and the nuances of each emirate, you can position your business to thrive in this competitive landscape.
Understanding your business’s audience in the UAE is the key to successfully knowing the difference between Abu Dhabi and Dubai’s social media landscapes. Through that, you will be able to create content that is within the social media landscape and engages your target audience, yielding results that help you reach your business goals.
Do you want to learn more about your target audience and the correct mediums, content, and platforms to reach them in the UAE? Reach out to us at info@digitalfarm.ae.