Mobile photo-sharing app Instagram’s community has crossed the 63 million mark across the Middle East and North Africa.
For businesses, a community of this size represents a valuable opportunity to connect with customers in MENA and internationally.
Globally, 600 million people use the platform each month while 400 million use it each day. Besides, around 150 million use Instagram Stories every day.
Also, 500,000 advertisers are using Instagram to grow their business.
Over the last two years, some local brands have taken to Instagram to share campaigns, including Saudi Telecom, Alshaya, Emirates, Dubai Tourism, and Loreal.
Instagram has doubled in size from 300 million to 600 million in the last two years alone, said Jonathan Labin, managing director, Middle East, North Africa and Pakistan at Facebook.
Over 63 million people in MENA use Instagram every month—making the region one of Instagram’s fastest-growing communities globally, according to Labin.
More than 70%t of Instagrammers follow a business, with 75% saying they take action after seeing a post, from visiting a website to searching, shopping or telling a friend, Labin said.
In April 2012, social media giant Facebook acquired Instagram for approximately $1 billion in cash and stock.
Post the deal, Instagram said it would remain an independently branded standalone app that’s separate from Facebook, though the services will increase their ties to each other.
Last month, a survey by the Federal Competitiveness and Statistics Authority found Facebook and messaging app WhatsApp to be the most popular social media platforms among users in the UAE.
As per the survey, 97% of respondents in UAE use WhatsApp while 89% use Facebook. Video sharing site YouTube finished third behind WhatsApp and Facebook with 73%.
There are clear differences in usage patterns between citizens and residents.
While citizens preferred WhatsApp (96%), Instagram (78%) and Snapchat (62%) in that order, residents preferred WhatsApp (97%), followed by Facebook (93%) and YouTube (75%).
LinkedIn (16%) and Snapchat (%) are least popular social media platforms among users in the country.