The Middle East has seen significant changes in media usage. Now, more than ever, media is shaping how populations in the Middle East communicate, work, shop and behave. Through it all, several trends are appearing that businesses should know about and can use to shape their marketing efforts.
- Facebook Cannot Be Ignored
It’s the largest social network in the world. Facebook’s use in the Middle East has tripled in the past five years and its growth shows no sign of slowing down.
It isn’t just Facebook’s core service that’s growing, Instagram and WhatsApp have shown significant growth too, with WhatsApp being the most popular direct messaging service in the region.
Instagram is also showing incredible growth.
- Video Is Important
Throughout the world, video content is often cited as one of the best forms of content for engagement. But the Middle East it is different – it’s the best form of content for your business.
In the Middle East and North Africa, video consumption is twice the global average, and online video viewership in MENA is only second to the USA.
Instagram and Snapchat fuel a lot of this – but YouTube is trying to get a slice of the market and offer many in the region the option to download and then view content offline.
- Mobile Content Is Important
Social media is becoming more mobile than ever. 93% of those on Facebook in MENA are accessing the network through their mobiles, and a high proportion of YouTube views are on mobile devices.
This can have constraints on the content you publish.
Mobile Ad-Blocking browser add-ons are reducing the effectiveness of ad-space on websites. With 6.4 million users in UAE, Egypt and Saudi Arabia alone, businesses will need to look at using native advertising rather than traditional Ad space to reach new customers.
- Real-Time Messaging
With so many apps now offering real-time messaging, businesses are going to have to offer live online chat services across their domain during their open hours, and perhaps at other times too. Twitter DM just isn’t going to be good enough.
The way digital media is influencing MENA is changing, and you will need to adapt the way you market to meet the new consumer behaviors. Long gone are the effectiveness of traditional ads. Now social media and native adverts are going to be more effective.
What trends have you noticed? What are you doing to meet the future trends?
Let me know in the comments below.