Social Media Strategy for the Gulf Region: Platform-by-Platform Guide

The Gulf region has some of the highest social media usage rates in the world. With smartphone penetration exceeding 90% in the UAE, a strong social presence isn’t optional—it’s essential. This guide covers how to win on each platform.

Gulf Social Media Landscape

Platform Penetration (2024-2025 data)

Key Demographics

• Youth-heavy: 65% of population under 35
• Multicultural: Expat majority in UAE, diverse audiences
• Mobile-first: 95%+ social usage on mobile
• Bilingual: Arabic and English both important

Platform Strategies

Instagram

Who’s Here: Everyone—consumers, professionals, brands

Content That Works:

• High-quality visuals (luxury aesthetic performs well)
• Reels (algorithm favors video heavily)
• Stories for daily engagement
• Carousels for educational content

Posting Strategy:

• Feed: 4-5x per week
• Stories: Daily
• Reels: 3-5x per week
• Best times: 12-2pm, 8-10pm (local time)

Tactics:

Content Ideas:

• Behind-the-scenes of your business
• Customer success stories
• Industry tips and insights
• Local event coverage
• Team introductions

TikTok

Who’s Here: Gen Z, Millennials, increasingly all ages

Content That Works:

• Trending sounds and challenges
• Educational content in entertaining format
• Before/after transformations
• Day-in-the-life content
• Humor (culturally appropriate)

Algorithm Tips:

Posting Strategy:

• Minimum: 1x daily
• Optimal: 2-3x daily when growing
• Best times: Evening hours, weekends

LinkedIn

Who’s Here: Professionals, B2B decision-makers

Content That Works:

• Thought leadership posts
• Industry insights and data
• Company culture and hiring
• Case studies and results
• Personal professional stories

Posting Strategy:

• 3-5x per week
• Best times: Sunday-Thursday, 8-10am
• Long-form posts outperform links

Tactics:

Snapchat

Who’s Here: Youth, particularly strong in Saudi Arabia

Content That Works:

• Raw, authentic behind-the-scenes
• AR filters and lenses
• Time-limited offers
• Event coverage
• Interactive content

Tactics:

X (Twitter)

Who’s Here: News consumers, opinion leaders, brands

Content That Works:

• Real-time commentary
• Industry news and insights
• Brand personality and humor
• Customer service
• Threads for long-form content

Posting Strategy:

• Multiple times daily
• Real-time during events
• Threads for depth
• Engage in trending conversations

WhatsApp Business

Who’s Here: Everyone—personal and business communication

Usage:

• Customer service inquiries
• Order updates and notifications
• Appointment confirmations
• Quick sales conversations
• Broadcast lists for updates

Best Practices:

Content Localization

Language Strategy

Bilingual Approach:

• Lead with audience’s preference
• Mirror their language in responses
• Translate key campaigns
• Use translators, not just Google Translate

Code-switching: Mix Arabic and English naturally (common in Gulf)

Cultural Considerations

Do:

• Celebrate local holidays (National Days, Eid, Ramadan)
• Feature diverse faces in content
• Respect prayer times in live content
• Showcase local landmarks and culture
• Support local causes and initiatives

Don’t:

• Use religious imagery without care
• Ignore cultural events
• Post controversial political content
• Use humor that doesn’t translate
• Schedule posts during prayer times

Ramadan Strategy

The holy month requires special attention:

Content Adjustments:

• Warm, reflective messaging
• Family and community themes
• Iftar and Suhoor timing for posts
• Charitable and giving focus
• Reduced frequency, higher quality

Posting Schedule:

• Pre-Iftar: 4-6pm (anticipation)
• Post-Iftar: 9-11pm (prime time)
• Suhoor: 2-4am (for night owls)

Campaign Ideas:

• Ramadan recipe series
• Daily reflection/inspiration
• Charity initiatives
• Countdown to Eid
• Special offers and gifts

Influencer Marketing

Finding the Right Influencers

Tiers:

Vetting Checklist:

• Authentic engagement (check comments)
• Audience demographics match yours
• Previous brand collaborations quality
• Alignment with brand values
• Content quality and consistency
• No fake follower indicators

Campaign Types

1. Sponsored Posts: One-off content creation
2. Ambassador Programs: Ongoing relationships
3. Takeovers: Influencer runs your account for a day
4. Reviews: Product/service experience
5. Events: Influencer presence at launches

Paid Social Advertising

Platform Selection

Targeting in the Gulf

Available Segments:

• Location (city-level)
• Language (Arabic, English)
• Demographics (age, gender)
• Interests and behaviors
• Lookalike audiences
• Retargeting

Note: Some detailed targeting limited compared to Western markets

Measuring Success

Key Metrics by Goal

Awareness:

• Reach and impressions
• Video views
• Follower growth

Engagement:

• Engagement rate
• Comments and saves
• Shares

Conversion:

• Click-through rate
• Conversion rate
• Cost per action
• ROAS

Reporting Framework

Monthly report should include:

1. Executive summary
2. Key metrics vs. targets
3. Top-performing content
4. Audience insights
5. Competitor analysis
6. Recommendations

Conclusion

Social media success in the Gulf requires:

• Platform-specific strategies
• Cultural sensitivity and localization
• Consistent, high-quality content
• Community engagement
• Paid amplification for reach

At Sajima Solutions, we manage social media for brands across the Gulf. Contact us to elevate your social presence.