If you’re a brand aiming for viral reach, you can’t afford to ignore the dominant social media platforms in the UAE.
Why? Because the numbers speak for themselves. According to UAE social media statistics 2025, internet usage in the country is sitting at an insane 99%, and around 98% of users are actively using social media. That’s not just high, it’s one of the highest in the world.
People here scroll, swipe, and share all day long. Whether they’re hunting for restaurant recommendations, shopping straight from Instagram, watching TikTok recipes on repeat, or tuning into a YouTube review before buying that new gadget, social media is where conversations and decisions are happening.
So, let’s break down what’s actually trending, which platforms are dominating, and what kind of content the UAE audience truly wants in 2025. This is your guide to showing up smart, standing out, and staying ahead.
1. Instagram
With over 6 million active users in the country, Instagram remains one of the top social media platforms in UAE, where Dubai social media influencers thrive and luxury brands shine.
Instagram users in UAE don’t just scroll; they strategically curate. From polished #DubaiLife stories to flash giveaways and fashion hauls that sell out in hours, this app has become a full-blown marketplace for attention, influence, and aspiration. Whether you’re a local brand or an international name, if you’re not shining on the ‘Gram, you’re invisible.
Why it still dominates:
- Highly visual culture in the UAE pairs perfectly with Instagram’s image-driven format.
- Businesses use it for everything from showcasing luxurious products to quick Q&A sessions via Stories.
- Instagram Reels have seen a major boost, thanks to short-form video trends led TikTok.
2. TikTok
Remember when TikTok was “just for kids”? Not anymore. The app has exploded across the Emirates, and TikTok users in UAE now include everyone from high school students to high-level execs scrolling between meetings.
With over 5.5 million active users in the UAE each month, TikTok isn’t just fun, it’s unpredictable, wildly creative, and yes, addictive. Whether it’s trending challenges, storytelling skits, or that one coffee recipe going viral, TikTok is one of the fastest-growing trending platforms in UAE, where culture is being shaped in real time
What’s fueling the TikTok takeover?
- Short-form content has become the go-to for quick entertainment and learning.
- TikTok’s popularity in UAE surged during the pandemic and hasn’t slowed since.
- Brands and creators use TikTok to connect without needing Hollywood-level production.
Read: What Role Does Social Media Play in Growing E-Commerce Businesses in the UAE?
3. YouTube
Think TikTok owns video? Think again. With over 90% of the UAE’s population using YouTube, it’s pretty clear this platform still wears the crown, especially with creators who’ve built loyal fanbases that keep coming back for more.
YouTube content creators in UAE are thriving, especially the ones posting in Arabic, Urdu, and English. The variety is wild, and the reach? Even wilder. Most importantly, YouTube Shorts are a huge reason why YouTube keeps holding its ground.
Why YouTube holds strong:
- Ad revenue for creators makes it one of the most rewarding platforms financially. That’s why you’ll keep seeing fresh, high-quality content rolling in.
- It’s perfect for long-form storytelling, how-to videos, product reviews, and building loyal communities, especially in Arabic, Urdu, and English.
- YouTube Shorts is now seriously competing with Reels and TikTok in the short-form game. Fast, viral, and everywhere.
4. Snapchat
Snapchat in the UAE has found its niche among Gen Z and millennials who love to keep things temporary but stylish. According to UAE social media statistics 2025, Snapchat has carved out over 2 million active users, most of them under 30 and fully addicted to the fast, flashy dopamine hits. It’s not just an app, it’s a vibe.
Why it still works in 2025:
- UAE audience can’t miss breaking their streaks, they are online most of the time, sharing spontaneous moments, and following local creators.
- Brands target this group with custom filters, AR lenses, and geo-based campaigns.
- With Arabic content increasing, local relevance is stronger than ever.
5. Facebook
Despite shifts to newer apps, Facebook remains one of the best apps for social networking UAE, especially for function over flash.
While it’s no longer the shiny new thing, Facebook usage statistics UAE prove it’s still got serious utility. From community groups in Abu Dhabi to business ads in Sharjah, it’s still holding strong.
Still relevant because:
- UAE businesses use it for laser-focused ad targeting, community building, and handling customer service via Messenger.
- Expat communities lean on Facebook groups for everything—housing, job hunts, buy/sell pages, and event updates.
- Older demographics (35+) are still highly active, using it for news, family updates, and marketplace shopping.
Top Social Media Trends in UAE (2025 Edition)
If you want your brand to stay relevant in the UAE’s competitive digital landscape. Then you need to stay on top of the social media trends exploding across the UAE’s leading social media platforms. Trends attract potential customers and put your brand in front of a wider audience.
Here’s what’s really trending right now in the UAE’s social media space:
1. Short-Form Video Reigns Supreme
TikTok, YouTube Shorts, and Instagram Reels are dominating scroll time in the UAE. Brands and creators are using quick, engaging videos to tell stories that stick. If you want more reach, mix trending audio with UAE-localised captions and hashtags to hit the right audience mix.
2. Voice Search is Reshaping Discovery
The majority of users prefer speaking to their phones rather than typing. That’s why voice search is on the rise, especially for bilingual users. Optimizing for spoken phrases in Arabic and English is becoming non-negotiable across YouTube, TikTok, and Google.
3. Micro-Influencers
UAE brands are shifting budgets to niche creators with loyal and local followings. Unlike broader UAE trends, Dubai social media apps show higher engagement in influencer-led content and luxury lifestyle campaigns. Nowaday’s brands are partnering with foodies in Sharjah, tech reviewers in Abu Dhabi, and fitness moms in Dubai to connect with hyper-local audiences.
4. Bilingual Content is a Must
English still dominates, but honestly? Arabic-first content is picking up major speed, and Urdu and Tagalog are right behind it. If you’re trying to grow on a UAE social media app, TikTok and Instagram have become the go-tos for supporting both English and Arabic natively. So, start posting in multiple languages. It’s one of the easiest ways to connect with wider, more specific audiences across the Emirates.
5. Live Content is Back in Demand
UAE audiences are hungry for authentic content, and live content is delivering just that. Whether it’s a fashion haul on Instagram Live, a cooking challenge on TikTok, or a Q&A with a local creator on YouTube. Live streams offer the kind of unfiltered authenticity that edited posts just can’t match.
6. Private Communities Are Growing Fast
2025 is the year of going private. Think Telegram channels, WhatsApp broadcasts, and even Discord servers, they’re the new digital hangouts. These spaces feel more personal, more exclusive, and way more real. And for UAE users who are tired of the noise, they’re becoming the perfect place to share ideas, drop insider content, or just chill with people who actually get it.
7. Shopping Meets Scrolling
UAE users are increasingly discovering, exploring, and buying products without ever leaving the app. Social commerce is a full-blown sales machine. Instagram Shops, TikTok product tags, and even live-stream selling are turning content into conversions right from the feed.
8. Hyper-Local Hashtags Are Trending
Hashtags are one of the smartest ways people in the UAE are discovering content that actually matters to them. From #DubaiFoodies to #UAEStyle and #AbuDhabiMoms, these local tags are turning into mini-communities.
Final Thoughts
Social media platforms in UAE aren’t just trending, they’re shaping culture, commerce, and conversations in real-time.
It’s not just about being online, it’s about showing up the right way. On the right platform. With the right tone. For the right people.
In order to thrive, your brand has to learn the platforms, speak the languages, and build content that feels real. Because out here, the scroll is fast… but the connection? That’s what sticks.
Ready to level up your brand across UAE’s top social platforms?
Start your strategy with Code Rushers. We’ve helped dozens of businesses and creators show up smarter, scale faster, and stay relevant in the UAE.
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Frequently Asked Questions
Right now, it’s all about Instagram, TikTok, YouTube, Snapchat, and yes even Twitter (X) still has its crowd. Each platform owns its space whether it’s reels, viral trends, vlogs, or real-time takes.
Hands down, it’s Instagram. From fashionistas and foodies to influencers and brands it’s the go-to app for all things glam, curated, and camera-ready in Dubai.
In the UAE market, short-form videos, bilingual posts, lifestyle content, influencer collaborations, and behind-the-scenes reels performs the best.
Very much so. With over 90% of the UAE’s population on YouTube, it's one of the top platforms especially with the rise of Shorts, tech reviews, and vlog content.
