How Social Media is transforming Public Relations in the Middle East
In an era defined by digital interconnectivity, social media has reshaped virtually every industry, and public relations is no exception. The Middle East, home to a tech-savvy and young population, is witnessing a significant transformation in its PR sector as social media channels become integral to shaping public perception and driving brand narratives. From amplifying voices to bridging cultural and geographical divides, social media is enabling a more dynamic, responsive, and authentic approach to public relations across the region.
While traditional PR strategies in the Middle East heavily relied on print media, TV and radio, the advent of social media platforms like YouTube, X, Instagram, Facebook and TikTok has transformed the storytelling landscape by offering direct access to the public. According to a study conducted by Strategy&, in collaboration with Google News, 68 per cent of MENA consumers use social media as their main news source while 90 per cent identified mobile as their top device for accessing news. The report stated that 66 per cent respondents identified mobile videos as their favourite news format, adding that consumers in the region exhibit high daily usage across various media channels compared with consumers globally.
Another statistics by DataReportal reveal that as of April 2023 YouTube is the most popular social media tool in the Middle East with 150.7 million users in the region, followed by Instagram with 127 million active users and Facebook with 111.1 million active users. These mediums are changing the way in which brands tell their stories, by capturing customer attention through engaging videos, live sessions, and influencer collaborations. Hence, most PR companies in the region are adopting a social-first strategy to analyse customer response and respond in real-time.
Social Media Benefits for PR
One of the key benefits of social media for a company’s PR is that it can significantly strengthen a brand’s online visibility and help it reach untapped market segments. Moreover, Gitnux report 2024 states that 71 per cent of consumers are more likely to recommend a brand with which they have had a positive social media experience.
Most social media platforms offer advanced customisation features to broadcast key brand messages to audiences belonging to specific demographics, and geographical locations. They can even filter audiences based on their browsing habits and preferences. This helps ensure that impactful brand messages are sent to the right audience, enhancing brand recall and brand awareness.
Since the Middle East’s audiences are highly discerning, brands are leveraging key social media features to build robust relations with their audience and foster trust. In addition, studies show that around 58 per cent of consumers prefer to connect with a brand through its social media page rather than visit a physical store. Therefore, leading players in the region utilise social media to broadcast authentic messages that resonate with their target audience and address their concerns. Moreover, since the region is a melting pot of diverse cultures, social media serves as a powerful tool to communicate with various segments and promote inclusivity.
Crisis Communications through Social Media
Yet another critical application of social media in the region is for efficient crisis management and crisis communication. In the fast-paced modern world, news travels fast, especially through social media. During crises, brands can leverage social media platforms to swiftly address false narratives and ensure that customers are provided with accurate and up-to-date information at all times. Furthermore, brands can immediately put out statements through their official social media pages, even before reaching out to traditional media channels like newspapers and TV broadcasters (for which we strongly recommend media training).
Influencer Marketing becomes part of PR
Though influencer marketing is gaining traction all around the globe, this is especially true in the case of the Middle East, due to the presence of a highly tech-savvy and young demographic segment. Several local influencers in the regions have amassed millions of followers in a short timespan, serving as a bridge for nurturing organic connections between brands and their audiences. Moreover, influencer collaborations also help foster brand trust and loyalty, since customers are more likely to opt for the product or service promoted by their favourite influencer. According to Gitnux report 2024, 45 per cent consumers make online purchases based on recommendations from social media influencers.
The power of influencer marketing was further demonstrated by Meta’s ‘Meals for Reels’ campaign created in collaboration with the Mohammed Bin Rashid Al Maktoum Global Initiatives (MBRGI). It convened 120 influencers and 70 content creators from across the Middle East and beyond to fund the distribution of one billion meals across fifty nations.
The Global Media Intelligence Report 2022 / (Source)
As global brands venture into the Middle East, it can prove rather difficult to appeal to the unique preferences of local audiences and overcome language barriers. Both local and international brands can address these challenges by broadcasting localised content in Arabic to engage customers in their native language. This strategy has been successfully replicated by several world-renowned brands like Coca-Cola and PlayStation, leading to a significant increase in Arabic social media content, which has helped them foster stronger connections and loyalty. Moreover, statistics from Go-Globe assert that English and Arabic are the most common languages on social media platforms, used by 48 per cent and 45 per cent users in the Middle East, respectively.
Government-citizen communication trough Social Media
Social media platforms are also proving to be a potent tool for government-citizen communication, with authorities leveraging platforms like X and Instagram to broadcast updates on public health, safety, and government initiatives. In nations like Saudi Arabia and the UAE, where the government is committed to modernisation and transparency, social media is regularly utilised to engage citizens and enhance information accessibility.
| Sr. No. | Social Media Platform | Responses |
|---|---|---|
| 1 | 58.50% | |
| 2 | 18.90% | |
| 3 | Snapchat | 15.80% |
| 4 | 5% |
Data Analytics help gaining valuable PR insights
In addition, social media platforms offer advanced data analytics features, which can be used by PR professionals to gain crucial insights. In the Middle East, since customer preferences can widely vary from one region to another, these metrics help better analyse campaign performance and customer response to key products and services. This strategy is even more significant for regional companies seeking to expand into global markets. Prior to expanding outside of the Middle East, local companies can reach out to global audiences through social media, study their needs and preferences, and then customise products and services accordingly, to ensure success.
Key Benefits of Social Media for Public Relations At-a-Glance
- Impactful brand positioning
- Authentic messaging
- Relationship building
- Audience segmentation
- Ad-hoc reaction and real-time dialogues
- Effective crisis management options
- Fostering trust
- Integrating Influencers
- Enabling Government-citizen communication
- Providing valuable insight via data analytics
Conclusion
As social media continues to transform the Middle East’s PR landscape, professionals and key players in the domain should stay ahead of emerging social media trends to consolidate their brand’s online visibility. Though traditional PR strategies cannot be entirely overlooked, it is pertinent to give equal importance to enhancing a brand’s social media presence. In addition, the number of social media users in the region is rapidly rising, positioning it as an indispensable tool for fostering trust, transparency, and dynamic engagement.
Source: https://www.gcpr.net/blog/how-social-media-transforming-pr-middle-east/
