How Instagram is engaging with Millennials in the Middle East

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The slow dying of Snapchat meant Instagram is drawing more interest and has noticeably grown for the past few months.

The UAE is a young and social media savvy country.


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According to the Mohammed Bin Rashid School of Government’s Arab Social Media Report, UAE has the Middle East and North Africa’s highest Instagram adoption rate and second-highest number of daily users, at 1.2 million.

So, how is it spreading?

Instagram is a significant platform for spreading culinary love in the UAE. A BCG survey shows that Millennials eat out over three times a week, 20% higher than non-Millennials.

“UAE Millennials are Middle East innovators in transforming foodie culture, from posting photos on Instagram to ‘in real life’ communal experiences,” social media watchers announced recently ahead of the launch of a new social food concept on Yas Island.


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Millennials, get your Instagram ready

Food lovers and foodie content creators can participate in more than 15 kinds of food experiences, live cooking stations and workshops, beach retail and sports, performances, an outdoor beach cinema, and a moveable feast of post-worthy backdrops.

Bringing together the UAE’s Millennial foodies, experiential event agency BRAG and Miral, the developer behind Yas Island’s leisure attractions, are collaborating to create Club Social.

The full weekend’s worth of dining, lounging, sunning, snapping, and posting on Yas Island will take place from 27-28 April 2018 from 10:00 AM – 10:00 PM; Free Entry, including Insta-Worthy Food Trucks, Cooking Classes, and Workshops. With the hashtag #SocialInRealLife.


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“The UAE’s restaurants, hotels, and celebrity chefs are all harnessing Instagram to engage with youth audiences and to enhance their brands.

Food is playing a starring role on Instagram. Millennials want more than to dine out, as they want to spread the culinary love with communal experiences that they can share with friends and family,” said Ramzi Nakad, co-founder of BRAG.

Millennials in the UAE are already posting some excellent food content on Instagram.

The article appeared on AMEInfo, GMR’s sister publication.