Social media has transformed the way people share content, interact with brands, and consume information. In Dubai, where social media penetration is 112%, users actively engage with diverse content that blends global trends with local culture. Understanding what people share is crucial for businesses aiming to optimize their social media strategy and drive engagement.
In this article, we explore the most shared content types, key statistics, and how businesses can leverage these insights for maximum impact.
1. Key Types of Content People Share on Social Media
1. Short-Form Video Content
- Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate social media.
- 66% of consumers find short-form videos the most engaging content format. (Source: Statista, 2022)
- In Dubai, TikTok has 67.4% user penetration, making it a prime platform for video content. (Source: Meltwater, 2024)
2. Influencer Collaborations & Sponsored Content
- 49% of consumers rely on influencer recommendations for purchase decisions. (Source: Sprout Social, 2023)
- In Dubai, influencer marketing is a dominant force, especially in fashion, beauty, and lifestyle. (Source: Prontosys.ae)
3. Culturally Relevant Arabic Content
- Arabic-language content is highly shared in Dubai, emphasizing local culture and traditions. (Source: Sprinklr, 2024)
- Brands that localize content in Arabic see higher engagement and trust from UAE users.
4. User-Generated Content (UGC)
- 85% of people trust UGC more than brand-created content. (Source: Tint, 2023)
- In Dubai, brands encourage UGC through campaigns, hashtags, and customer testimonials. (Source: Prontosys.ae)
5. News, Opinion Pieces & Informative Content
- 45% of users share opinion pieces they agree with. (Source: Statista, 2018)
- 54% of U.S. adults get their news from social media, a trend mirrored in the UAE. (Source: Pew Research, 2024)
6. Social Commerce & Product Recommendations
- The integration of shopping features in Instagram, Facebook, and TikTok has made social commerce mainstream.
- 44% of users prefer learning about products via video, leading to increased shares of unboxing videos and shopping hauls. (Source: Sprout Social, 2024)
2. Social Media Usage Statistics in Dubai & the UAE
Dubai has one of the highest social media penetration rates globally, making it an essential platform for businesses.
Social Media Penetration in the UAE (2024)
- Total internet users: 9.46 million (99% of the population). (Source: Datareportal, 2024)
- Social media users: 10.73 million (112% penetration). (Source: Datareportal, 2024)
Most Popular Social Platforms in the UAE
| Platform | Usage Rate (%) |
|---|---|
| 85.8% | |
| 78.7% | |
| 73.4% | |
| TikTok | 67.4% |
| YouTube | 88.2% |
Social Media Engagement Trends
- Daily internet usage: 8 hours 11 minutes. (Source: Global Media Insight, 2024)
- Average time spent on social media daily: 2 hours 58 minutes. (Source: Global Media Insight, 2024)
Content Sharing Behavior by Gender
- Male users: 69.6%
- Female users: 30.4% (Source: Meltwater, 2024)
Top Reasons People Use Social Media in the UAE
- Connecting with friends & family – 46.8%
- Filling spare time – 33.8%
- Reading news stories – 32.3%
- Finding inspiration for purchases – 30.4%
- Watching or following sports – 29.2% (Source: Meltwater, 2024)
3. How Businesses Can Leverage Social Media Sharing Trends
1. Create Engaging Short-Form Video Content
- Use TikTok and Instagram Reels to showcase products, trends, and brand stories.
- Implement AI-powered video personalization to increase engagement.
2. Collaborate with Local Influencers
- Leverage Dubai-based influencers to increase brand awareness and trust.
- Run sponsored campaigns with macro and micro-influencers.
3. Optimize for Arabic-Language Audiences
- Translate content into Arabic for greater resonance.
- Incorporate culturally relevant themes in marketing campaigns.
4. Encourage User-Generated Content (UGC)
- Launch hashtag campaigns to incentivize users to share brand experiences.
- Feature customer testimonials and real user stories in social posts.
5. Utilize Social Commerce Features
- Enable Instagram Shopping & Facebook Marketplace to increase conversions.
- Share customer reviews, unboxing videos, and product demo clips.
6. Share Educational & Industry-Specific Content
- Publish how-to guides, industry reports, and business insights.
- Create LinkedIn thought leadership articles for B2B audiences.
4. Enhance Your Social Media Strategy with Go-Gulf
To maximize brand visibility, engagement, and sales on social media, businesses need a data-driven, localized approach.
- At Go-Gulf, we specialize in:
- Social Media Marketing – Optimizing content strategies for maximum engagement.
- Influencer Marketing – Connecting brands with the right influencers in Dubai.
- E-Commerce Marketing – Leveraging social commerce for online growth.
- SEO & Content Marketing – Creating shareable, high-value content.
Contact Go-Gulf today to enhance your social media presence and grow your brand in Dubai!
Social media users in Dubai and the UAE actively share a mix of short-form videos, influencer content, Arabic-language posts, user-generated content, and news. Businesses that align their content strategy with these trends can boost engagement, drive brand awareness, and increase conversions.
Want to dominate social media in Dubai? Let Go-Gulf help you craft a winning strategy!