Chart of the week: TikTok remains fastest-growing social platform in UAE

User base grows 30.4%, or 2.5 million, to surpass 10.7 million

As thousands of social media content creators gathered in Dubai for the 1 Billion Followers Summit, the state of the influencer market in the UAE took centre stage. The summit attracted more than 15,000 creators and 420 speakers for workshops and discussions exploring the economy, content and technology.

The UAE's social media landscape continues to grow and evolve rapidly, with platforms like TikTok, Instagram, YouTube, Snapchat, LinkedIn, and X (formerly Twitter) driving user engagement. Global Media Insights 2024 reported that the UAE's social media user identities account for 112.30 per cent of the total population, meaning many individuals maintain multiple profiles across various platforms. This high engagement is evident in the average daily time spent on social media, at two hours and 58 minutes.

Last year, TikTok was the fastest-growing platform in the UAE, with its user base increasing by 30.4 per cent, adding 2.5 million users to reach 10.73 million. The platform's short-form content makes it a favourite among Gen Z. Influencers such as Noor Stars have helped TikTok dominate the region. Known for her GRWM (get ready with me) videos featuring major beauty and make-up brands, Noor's growing influence places her on track to become the Middle East's first social media billionaire.

Instagram saw similar growth, increasing its user base by 41.4 per cent, or 2.1 million users, to seven million. The platform's visual storytelling and e-commerce features have turned influencers into entrepreneurs. Karen Wazen, a Lebanese-British influencer, exemplifies this shift with her fashion and eyewear brand, which generates approximately $1.8 million annually.

YouTube retains a strong presence, with 8.82 million users representing 92.3 per cent of the UAE's population. However, the platform experienced a slight decline of 1.9 per cent. Despite this, YouTube remains a force, particularly among male viewers. Anas Bukhash's #ABTalks, a popular interview series, showcases the platform's ability to host meaningful content.

Snapchat's user base grew by 14.4 per cent, adding 575,000 users to reach 4.58 million. Its short, fleeting content and augmented reality features resonate with younger audiences. One of the most followed regional celebrities is Saudi TV presenter Lojain Omran, who has 5.4 million followers and uses the platform to share positive messages, reinforcing its appeal.

But it's not all fashion and celebrities. LinkedIn expanded by 19.7 per cent, gaining 1.3 million new members to reach 7.9 million. The platform's professional focus is essential for career development and networking in the UAE. Sheikh Hamdan bin Mohammed, Crown Prince of Dubai, Deputy Prime Minister and Minister of Defence, is the most-followed individual on LinkedIn in the region, with 3.5 million followers.

X, formerly Twitter, grew by 2.5 per cent, adding 77,000 users to 3.13 million. The platform's role in real-time news remains critical, particularly during regional events. Activity surged during developments in Lebanon and Syria, reaffirming X's relevance in Middle Eastern news and current affairs.

The UAE is a microcosm of the upward global trend in digital ecosystems, which shows no signs of slowing down. The UAE has attracted many influencers and has become a hub for social media stars and content creators who want lucrative branding and content creation collaborations. This vibrant influencer culture contributes to the dynamic social media landscape in the Emirates.