2. Introducing an
independent
strategist
Outdoor – Direct and Not Invasive
• The most prominent form of marketing communication to Emiratis that is
also the most underestimated.
• For many years, Emiratis in focus groups have reiterated time and again
that they love to see outdoor advertising, the bigger the better, the more the
merrier
– It says the company who's advertising cares and invests in their products or services.
– It tells them company has nothing to hide.
– It tells them what's the latest.
– Its non invasive unlike some social media or direct marketing.
3. Introducing an
independent
strategist
Emirati Social Media (National Males, 20s)
• They’re very private – their social media use is much like the way they live
as a community – little information or conversation with the outside world
and they make it tough for the outside world to come in.
• They like to use nicknames and not use their own names.
• Use it mainly to just chat, waste time.
• Guys like to cuss at each other, look at girls photos and comment on them.
• They like Facebook to create an identity and make themselves seem
“high, high” i.e. sophisticated (older guys, see Teens later).
• They come up with a persona where they are the the cool guy, the top
dog.
4. Introducing an
independent
strategist
• They like to make fun of each other.
• They like to post pics of what they see in public or in their environment that
are outrageous or funny.
• They like to keep their personal life private.
• They use Vclip.
• They use Kik – the latest hot thing.
• They also use Keek – personal files, funny things people do…probably
became popular via Saudi Arabia.
• They like to put down others and feel great about it.
Emirati Social Media (National Males, 20s)
5. Introducing an
independent
strategist
• They don’t use any one type of social media for long and are not loyal
to any one form.
• They can change platforms entirely within a year.
• They don’t talk politics via social media.
• Always aware that they might be watched.
• Kik though is used for more serious chatting as well as WhatsApp.
• For videos its Keek, Vclip, Youtube and Facebook.
Emirati Social Media (National Males, 20s)
6. Introducing an
independent
strategist
• They like to see break dance videos but also the funny stuff like Harlem
Shake.
• They like to watch TV series like Game of Thrones and anything from How I
met Your Mother to Arabic Anime – modern ones not like kids cartoons.
• They like anime series like Naruto or Bleach.
• Twitter is also used by many (at least they have an account).
Emirati Social Media (National Males, 20s)
7. Introducing an
independent
strategist
• Younger guys are less into Facebook (teens) but use WhatsApp and Kik.
• Some teens don’t even have a Facebook account.
• Social Games are very hot like World of Warcraft, League of Legends, and
Amal al Shuoob (there’s an Arabic version of it).
– A lot of older guys are into it.
• Younger guys are closing their World of Warcraft accounts for Amal Al
Shuoob because mainly its totally free.
• That said, it’s taboo to ask or talk about if its affordable or not.
Emirati Social Media (National Males, TEENS)
10. Introducing an
independent
strategist
Emirati Social Media (National Females)
• Have a different sense of privacy then males.
• Are much more paranoid about being watched or letting information out
including pics.
• Horror stories of veiled girls that spread like a forest fire in the digital world
make many keen on what they share.
• However, they do like to use Instagram and carefully choose the pics they
post, mostly without showing family faces but scenic views of places they
visit.
• Most groups are closed, Facebook especially.
11. Introducing an
independent
strategist
Emirati Social Media (National Females)
• Public profiles are few and far between.
• However, their usage of WhatsApp and Kik is massive – almost to the point
where it has replaced phone conversation because it allows to them to chat
anytime and anywhere with whomever they like.
• Conversations are not saved.
• They love to share fashion, funny jokes, photos of places they
visited, Poetry, Islamic prayers and Hadeeths.
• They also use Twitter but not as much (similar to male usage).
12. Introducing an
independent
strategist
Emirati Social Media
• In summary, there is no real public social media for Emiratis as compared to other
communities.
• Some seem to open accounts just for the status of having an account.
• A very closed knit virtual community where it is very difficult to know who is who because of the
false information that is used during registration.
• The commercial application of social media seems to be more for females than it is for males (i.e.
fashion).
• Guys do not take social media seriously, i.e. it is just a fun activity and has not replaced anything
in the real world (i.e. human f2f interaction as with other communities).
• For females, it seems to have opened more “practical” doors since they are relatively less mobile
than their male counterparts and use it as a form of continuous communication with their friends
and family.
