As we welcome 2023, it’s clear that the digital and social media marketing landscape is evolving rapidly. Just like every other PR agency, we’ve been eagerly analysing these changes, especially those affecting the UAE market. This blog, brought to you by a leading social media agency, aims to explore these trends to help businesses, influencers, and professionals navigate the UAE market effectively.

A recent survey gives us insightful data about social media usage in the UAE:

  • 53% of the UAE’s internet users utilize social media to connect with friends and relatives.
  • WhatsApp, with 8.08 million users, is the most popular messaging app.
  • 70% of UAE’s internet users are on TikTok.
  • Facebook, YouTube, Instagram, LinkedIn, Snapchat, and Twitter also have millions of users.

These stats should serve as a starting point for every social media agency and PR agency to understand the UAE market. However, choosing the right platforms depends on your specific industry, product, and target audience.

Social Media Marketing Trends in 2023: What Works in the UAE?

Trend 01: Podcasts: Podcasts have seen a surge in popularity in the UAE, thanks to the changing audience preferences. As a PR agency or a social media agency, creating podcast content for brands allows businesses to voice their perspectives and build a positive reputation. Podcasts are an excellent way for brands to connect with their audience on a more personal level.

Trend 02: Twitter Spaces: Twitter Spaces has become a popular platform for businesses to conduct conferences, virtual events, and discussions. UAE residents enjoy connecting with people behind their favourite brands and government organizations. As a PR agency or a social media agency, it’s crucial to consider Twitter Spaces as a part of your strategy.

Trend 03: Reels, Reels, and More Reels: Instagram reels and TikTok videos continue to dominate social media marketing. Their ability to go viral makes them a must-include for every social media agency in their marketing strategy. It’s advisable to keep them short, creative, and valuable to the audience.

Trend 04: Small Businesses & Home Businesses Embrace Social Media Marketing


Small businesses and home-run businesses have increasingly adopted social media as their primary marketing tool. They create unique content, collaborate with influencers, set up Insta shops, and use messaging apps for customer service. As a PR agency or a social media agency, keeping a tab on these businesses helps shape competitive strategies.

Trend 05: Authenticity in Influencer Marketing: Influencer marketing in the UAE demands authenticity. Users are becoming more aware of sponsored content, which affects their perception of brands. A successful PR agency or social media agency must strive to facilitate authentic reviews from influencers. This involves giving influencers a chance to try your product and share unedited reviews, thus attracting genuine followers and customers.

The future of social media marketing in the UAE in 2023 looks promising, yet challenging. Success in this domain will require strategic foresight, agility, and an in-depth understanding of the market dynamics from every PR agency and social media agency. With these trends and insights at your disposal, you’re better equipped to formulate strategies that resonate with the UAE audience.

Marketing S.W.O.T. In the ever-evolving world of influencer marketing, your PR agency or social media agency must stay ahead of the curve.

As a trusted PR agency and social media agency, we are here to provide valuable insights into the strengths, weaknesses, opportunities, and threats surrounding influencer marketing in 2023.


  1. Relevancy and Authentic Quality Content: Statistics show that 63 per cent of consumers trust an influencer’s message more than the brand’s, and 86 per cent of consumers cite authenticity as a crucial factor in their brand choices. As a leading social media agency, we suggest working with content creators that align with your brand, ensuring relevancy and authenticity from the start.
  2. Short-form and Portrait Video: Your chosen PR agency or social media agency should capitalise on the popularity of short-form video content. With 73 per cent of consumers preferring short videos for product evaluation, platforms such as TikTok, YouTube Shorts, and Instagram Reels offer prime opportunities for your brand to shine.
  3. Branded Content: Our experience as a top PR agency and social media agency tells us that authentic connection is key. Around 61 per cent of consumers trust influencer recommendations, and 60 per cent of marketers shared that influencer-generated content outperforms branded posts. Thus, leveraging influencers in your branded content is crucial for successful digital marketing.


  1. Reactive or Campaign-only Approach: A common mistake is viewing influencer marketing as a short-term channel. Your PR agency or social media agency should maintain a constant influencer marketing presence to optimise performance and build trust with consumers.



  1. Nano/Micro Creators: As your social media agency, we suggest focusing on nano and micro creators to achieve superior engagement levels. Their relatable content and cost-effectiveness make them an attractive prospect for brands targeting specific market segments.
  2. Bold Messaging: 2023 presents an opportunity for your brand to take a bold stance. As a PR agency and social media agency, we can help you capitalise on shifting consumer attitudes and emerging markets to distinguish your brand from competitors.


  1. Sales Metrics – Driving Revenue and Proving ROI: In 2023, social commerce will continue to evolve. As your trusted PR agency and social media agency, we believe that marketers will begin to realise and prove the business value of influencer marketing this year. Despite the challenges, influencer marketing ROI remains strong.

Final Thoughts

In conclusion, whether you’re looking to strengthen your influencer marketing strategy or overcome its weaknesses, the opportunities for growth are endless. As your preferred PR agency and social media agency, we’re committed to guiding you through the exciting opportunities and potential threats that lie ahead in the influencer marketing landscape. We look forward to helping you maximise the value of your reach, no matter the size or platform.