Instagram Grows, Twitter Declines In Ad Reach In UAE, KSA

Major social media platforms saw significant growth in their advertising reach across UAE and Saudi Arabia, according to reports released by socially-led creative agency We Are Social and Hootsuite.

Digital 2020: UAE found that Instagram saw the biggest growth in its advertising audience of the major social media platforms with +12%. Snapchat also saw strong growth with +9.3%, and Facebook’s ad audience increased by +5.2%. However, not all platforms performed so well; LinkedIn saw a drop of -2.3% and Twitter was down by -0.5%.

Meanwhile, Digital 2020: Saudi Arabia found that Instagram’s advertising audience has stalled with 0% growth in the region. Facebook was the stand-out performer with an increase of +8.3%, Linkedin +5.1% and Snapchat +2.9%. Again, it was bad news for Twitter with a -2.6% fall.

Amongst internet users aged 16 to 64, more people in UAE report using YouTube than any other platform, with 88% of internet users aged 16 to 64 stating they used it in the last month. Facebook and WhatsApp follow with 79% apiece.

Short-form video app TikTok hit the press headlines this year, but still falls relatively low in the usage charts, with 29% of internet users aged 16 to 64 in UAE stating they had used the platform in the last month. In Saudi Arabia, TikTok use rates are slightly higher, at 31%, though the platform still trails the likes of Snapchat (45%).