The Gulf's social media ecosystem looks nothing like China's, and applying domestic platform instincts here often leads to misplaced priorities.
Instagram is still the core platform
In the Gulf, Instagram plays a hybrid role similar to Xiaohongshu and WeChat Moments combined — it's where consumers discover new brands and where they maintain an ongoing relationship with the ones they trust. Visual presentation and long-term content consistency both matter here.
TikTok is the fastest-growing discovery channel
TikTok's penetration among younger Gulf audiences keeps climbing, and it's particularly effective for brand awareness and viral reach. Content style leans entertaining and authentic rather than polished advertising.
Snapchat carries surprising weight in some markets
Many Chinese teams underestimate Snapchat's influence in markets like Saudi Arabia, where daily active usage among younger users remains very high. It's a channel worth including rather than dismissing as legacy.
X (Twitter) functions as the region's public conversation
Similar to Weibo's role domestically, X in the Gulf carries much of the real-time public discussion and news commentary. It suits brands engaging with trending topics or handling PR moments, more than day-to-day content operations.
Our influencer marketing team manages content and creator partnerships across these platforms daily, and can help your team quickly get oriented in an ecosystem that looks very different from China's.