Social Youth In The Arab World by The Online Project - ArabNet Digital Summit 2014
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Social Youth In The Arab World by The Online Project Speaker: Ramzi Halaby, Co-Founder, The Online Project
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Social Youth In The Arab World by The Online Project - ArabNet Digital Summit 2014
- 2. Social Youth in the Arab World
- 3. “More Than 11 Million Youth Have Fled Facebook Since 2011” -Time Magazine
- 4. 32% fewer users are on Facebook in the US… Source: iStrategyLabs
- 5. East WestVS.
- 6. Source: The Online Project Jan-11 Jan-14 Age Users Percentage Users Percentage Growth 13-17 6,042,140 21% 4,880,000 11% -19.20% 18-24 8,439,260 30% 14,336,000 33% 69.8% 25-34 8,765,960 31% 15,520,000 36% 77% 35-44 3,692,420 13% 5,424,000 13% 46.8% 45-55+ 1,384,440 5% 2,770,800 6% 100% Country KSA 5,941,500 22% 7,708,000 17% 29.7% UAE 3,759,500 14% 4,470,000 10% 18.9% Egypt 9,553,420 35% 17,000,000 38% 77.9% Jordan 2,238,600 8% 2,934,000 7% 31.1% Qatar 742,020 3% 1,092,000 2% 47.2% Bahrain 482,620 2% 510,600 1% 5.8% Oman 396,720 1% 834,600 2% 110.4% Iraq 999,700 4% 5,746,000 13% 474.8% Palestine 945,340 3% 1,329,600 3% 40.6% Kuwait 1,108,880 4% 1,306,000 3% 17.8% Lebanon 1,311,000 5% 1,900,000 4% 44.9% Total 27,479,300 44,830,800 81.7%
- 7. Source: The Online Project -20.00% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 13-17 18-24 25-34 35-44 45-55+ 0% 50% 100% 150% 200% 250% 300% 350% 400% 450% 500%
- 8. Social Arab youth are still very big on Facebook
- 9. Where are youth in the Arab World spending their time?
- 10. Social Youths in Egypt 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% SnapChat Instagram Facebook Twitter Vine LinkedIn YouTube Pinterest Keek Other Which of the following Social Media platforms do you use the most?
- 11. Social Youths in KSA 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% SnapChat Instagram Facebook Twitter Vine LinkedIn YouTube Pinterest Keek Other Which of the following Social Media platforms do you use the most?
- 12. Social Youths in Kuwait 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% SnapChat Instagram Facebook Twitter Vine LinkedIn YouTube Pinterest Keek Other Which of the following Social Media platforms do you use the most?
- 13. Social Youths in UAE 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% SnapChat Instagram Facebook Twitter Vine LinkedIn YouTube Pinterest Keek Other Which of the following Social Media platforms do you use the most?
- 15. Tips on How to Engage Social Youth in the Arab World
- 16. Incorporate what’s trending in real life among the youth in the campaign or the daily content1 . Selfie Song
- 17. Happy Video
- 18. Involve the audience and ask them to be part of your campaign2 .
- 19. Involve the audience and ask them to be part of your campaign2 .
- 20. Be part of popular events among the youth if it’s relevant3 .
- 22. Thank you!
Notas del editor
- Hi, A few things make youth in the Arab world stand out compared to youth in other more developed markets. 1-Youth in our world make up a huge % of the population, over 60% are under the age of 25 2-Youth for the very first time in the history of the Arab world have access to a very powerful media, that being social media which has allowed them to express themselves freely, changed the way they engage with brands, each other and governments. This has caused a disruptive shift. The Arab region has a few unique attributes that make us stand out from other more developed markets. 1-A big portion of its population is under the age of 25. The segment of youth is of great significance to any marketer or brand manager who is planning to engage with audiences in our markets. What does this mean to us as brands targeting Arab youth? It means we really need to understand the youth in the Arab world! We need to also do our own homework on where they youth are spending their time, because we have a lot of reports on youth and teens in more developed markets like the US but very little on Arab youth and there are differences. Understanding these small differences makes a big difference and can lead to the success/failure of your engagements with your audiences.
- Recently a US based company called iStrategyLabs released related to teens and youth migrating from Facebook to other new platforms.
- What was interesting about this study is the fact that there was a big trend of migration from Facebook to other new platforms. The biggest drop was from the ages of 13-17 and 18-24. This is a big shift. Showing 32% fewer users on Facebook in the US in 2014 compared to 2011.
- There are a lot of global reports related to social media but very few that are customized to our region and target audiences, even fewer related to youth in the Arab world. We wanted to understand what was the state of the Arab youth and if the same migration was happening in MENA. We decided to replicate the report by using the exact same methodology to get insights and answers. We see a lot of similar reports that address communities and audiences that do not necessarily reflect our audiences, geography, languages, culures and utilization habits. So the big questions is, what is the state of Arab youth today when it comes to social media. Are we following the same pattern. We noticed some clear differences.
- Although we do notice some loss of youth within the segment of 13-17 to other platforms it is much less than that of the US study. So the migration is not as aggressive. As for the age group of 18-24 the growth is still aggressive whereas in the US there is a big decline.
- Another key insight is that there are markets in the Arab world that are still experiencing very steep adoption of Facebook amongst their youth like Iraq and Egypt or even places like Oman.
- Again bottom line for brands and marketers, Facebook is still the main platform for the youth in the Arab world. The only difference today is that youth are much more exposed to a lot of activations, content and so it really depends on what you do on Facebook that will determine how successful your engagement with youth is. Another difference is that Facebook is now an old timer, more mature of a platform, there are best practices, and is becoming part of our mainstream media mix. But that does not mean youth are not heavily using it.
- We took this research to the next level and ran a survey to find out where youth are spending their time in each of the key markets in the Arab world. We asked them which of the following social media platforms do you use the most?
- In Egypt Facebook is still exploding amongst the youth… as you saw in the last slide, a guy called his daughter Facebook jamal ibrahim… great affinity to the platform… but more importantly still an aggressive pattern of adoption in Egypt for Facebook. 95% of youth in Egypt use Facebook, about 20% use Youtube and 10% use Twitter, Instagram still at 5%. Again the age gourp is 17-25
- In Saudi the youth are also using Facebook heavily, Youtube is also significant at 40%, Twitter at 30% and 20% use Instagram the most. There are other platforms being used as well like Keek and SnapChat but still small numbers compared to FB, YouTube and Twitter.
- Facebook is highly used amongst Kuwaiti youth, so is Instagram, YouTube, vine and Twitter. Even Pinterest shows up more amongst Kuwaiti Youth.
- In the UAE we find less of the youth are on FB, about 70% so maybe a more mature market, a significant % of youth on Twitter, YouTube, Instagram is quite high with almost 40%.
- No piece of research is perfect but some research is better than no research to avoid sticking to assumptions from global reports. Some of the weaknesses of these studies that TOP has done would be that the survey samples are rather small relative to more in depth reports and surveys. Another restriction is that the surveys were advertised on Facebook only.
- Moving forward to some tips on how to engage with social youth in the arab world based on some of the examples we really like!
- Tip number 1, incorporate what’s trending in real life among the youth in your campaign or daily content… check out what Mcdonalds did with the selfie song… or what Nescafe Arabia tweeted when the selfie song was trending amongst the youth…
- Other examples would be how Mobiliy did their own version of the Happy video… … they got amazing traction on social amongst youth by doing so… this requires quick action and ability to produce almost real time content.
- Tip number 2, involve your audience and ask them to be part of your campaign. Have you seen the recent Lay’s Arabia Campaign? Check it out, it is fully based on the audiences’ participation. Or our friends from Uturn asked their audience to imitate a famous video clip to get a chance to win tickets for a comedy show
- Telfaz in Saudi asked their audience to create a design for them and the incentive is that they will unfollow everyone and follow the winner only. The power and use of social currency at its best!
- Tip 3, be part of popular events amongst the youth if it is relevant, check out what cheetos and lay’s arabia did…! Very timely and impactful!
- Another few examples related to champions league and the oscars!