How the Middle East Uses Social Media: 2021 Edition

Abstract

This is the tenth report in a series of annual studies exploring the latest social media trends across the Middle East and North Africa (MENA) region.

Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year.

Specifically, we dive into developments on major networks (Facebook, Instagram, YouTube, Snapchat and Twitter), emerging platforms (TikTok, LinkedIn and Clubhouse) as well as messaging apps (WhatsApp, Yalla and Telegram). It also examines the role of Influencers, and how COVID-19 and Online Misinformation played out on social media across the Middle East in 2021.

This year’s study was once more produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.

Keywords: social media, social network, social networking, Middle East, Middle East and North Africa, MENA, MENA region, Arab World, digital, Facebook, Twitter, Instagram, YouTube, Snapchat, TikTok, LinkedIn, Clubhouse, Social Audio, digital media, trends, influencers, Arab Youth, Arab, Arabic, Egypt, UAE

JEL Classification: O53, O55, O38, O3, O30, M3, M30, M31, M37, M39, L18