A comprehensive analysis of social media platforms in the UAE market (2025)
How to use this chart: This comparison provides detailed insights into the major social media platforms in the UAE. Use this information to determine which platforms best align with your target audience, content type, and marketing objectives.
Platform Demographics & Usage
Platform | Penetration Rate | Primary Demographics | Secondary Demographics | Daily Active Users | Avg. Time Spent |
---|---|---|---|---|---|
86% | 18-34 years (65%) | 35-44 years (22%) | 9.7 million | 63 minutes | |
82% | 25-45 years (58%) | 45-65 years (24%) | 9.2 million | 49 minutes | |
TikTok | 78% | 16-24 years (72%) | 25-34 years (21%) | 8.8 million | 95 minutes |
Snapchat | 68% | 13-24 years (76%) | 25-34 years (19%) | 7.7 million | 42 minutes |
52% | 25-55 professionals (83%) | 18-24 students (12%) | 5.9 million | 17 minutes | |
47% | 21-45 years (67%) | 45-65 years (21%) | 5.3 million | 28 minutes | |
YouTube | 92% | 18-44 years (73%) | 13-17 years (15%) | 10.4 million | 72 minutes |
Content Performance by Platform
Platform | Top Performing Content Types | Optimal Content Length | Best Posting Times | Engagement Rate Benchmark |
---|---|---|---|---|
Lifestyle, luxury, food, travel | Reels: 15-30 sec Captions: 70-100 words | 7-9 PM weekdays 2-5 PM weekends | 4.7% | |
Community events, news, video content | Videos: 60-90 sec Posts: 100-250 words | 1-3 PM & 8-10 PM weekdays | 1.2% | |
TikTok | Entertainment, challenges, tutorials | Videos: 15-60 sec | 6-9 PM weekdays 11 AM-1 PM weekends | 18.3% |
Snapchat | Behind-the-scenes, exclusive content | Stories: 5-7 snaps Videos: 10 sec | 8-11 PM daily | 2.1% (open rate) |
Industry insights, thought leadership | Articles: 1,500-2,000 words Posts: 150-250 words | 8-10 AM & 1-2 PM weekdays | 2.8% | |
News, opinions, trending topics | Tweets: 70-100 characters | 12-1 PM & 5-6 PM weekdays | 0.7% | |
YouTube | Tutorials, reviews, entertainment | Videos: 7-15 minutes | 6-10 PM weekdays 2-6 PM weekends | 3.2% |
Advertising Performance by Platform
Platform | Avg. CPM (AED) | Avg. CPC (AED) | Best Ad Formats | Targeting Capabilities | ROI Rating |
---|---|---|---|---|---|
18.50 | 2.75 | Story ads, Shopping ads, Carousel ads | Excellent (5/5) | High | |
12.30 | 1.85 | Video ads, Lead gen ads, Carousel ads | Excellent (5/5) | Medium-High | |
TikTok | 25.70 | 3.20 | In-feed ads, Branded hashtag challenges | Good (4/5) | Medium |
Snapchat | 22.40 | 3.10 | Story ads, AR lenses, Collection ads | Good (3.5/5) | Medium |
32.80 | 5.90 | Sponsored content, Message ads | Excellent for B2B (4.5/5) | High for B2B | |
15.60 | 2.30 | Promoted tweets, Trend takeovers | Good (3/5) | Low-Medium | |
YouTube | 20.40 | N/A | Skippable in-stream ads, Bumper ads | Very Good (4/5) | Medium-High |
Emirate-Specific Platform Preferences
Emirate | Top Platform | Second Platform | Third Platform | Unique Characteristics |
---|---|---|---|---|
Dubai | Instagram (91%) | TikTok (83%) | YouTube (92%) | Highest luxury content engagement, international audience |
Abu Dhabi | Facebook (87%) | Instagram (85%) | YouTube (90%) | Higher engagement with cultural and educational content |
Sharjah | Facebook (84%) | YouTube (89%) | Instagram (79%) | Stronger preference for Arabic content, family-oriented |
Ajman | TikTok (81%) | Facebook (80%) | YouTube (87%) | Higher engagement with value-based offers |
Ras Al Khaimah | Facebook (82%) | YouTube (86%) | TikTok (76%) | Tourism content performs exceptionally well |
Fujairah | Facebook (79%) | YouTube (85%) | TikTok (74%) | Higher engagement with community-based content |
Umm Al Quwain | Facebook (78%) | YouTube (83%) | Instagram (72%) | Highest response to local business promotions |
Language Performance by Platform
Platform | Arabic Only | English Only | Bilingual (Arabic First) | Bilingual (English First) | Recommended Approach |
---|---|---|---|---|---|
+32% engagement | Baseline | +58% engagement | +21% engagement | Bilingual (Arabic First) | |
+27% engagement | Baseline | +43% engagement | +18% engagement | Separate Arabic/English ad sets | |
TikTok | +18% engagement | Baseline | +47% engagement | +23% engagement | Bilingual with mixed language |
Snapchat | +41% engagement | Baseline | +37% engagement | +12% engagement | Arabic Only |
-12% engagement | Baseline | +8% engagement | +15% engagement | English with Arabic support | |
+23% engagement | Baseline | +31% engagement | +14% engagement | Bilingual (Arabic First) | |
YouTube | +29% engagement | Baseline | +52% engagement | +17% engagement | Bilingual with subtitles |
Note: Data in this chart is compiled from multiple sources including DataReportal’s Digital 2025 Report, UAE Communications Regulatory Authority, and proprietary research. Engagement rates and performance metrics may vary based on industry, content quality, and specific campaign objectives.
© 2025 Dubai Marketing Pro | Created based on data from DataReportal, UAE Communications Regulatory Authority, and industry research
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