Twitter MENA reports 16% YoY growth in average monetisable daily active users in Q2 2022

Twitter MENA has reported an over 16 per cent year-on-year (YoY) growth in average monetisable daily active users (mDAUs) recorded in Q2 2022 (237.8 million).

The social media platform also reported a 39 per cent increase in Tweet engagement and an over 29 per cent increase in watch time on the platform.

These figures were announced at an event held in Riyadh to highlight the platform’s plans for Q4 2022 to its partners.

Antoine Caironi, interim regional director Twitter MENA, commented: “As a platform, we have never been more committed to growth and innovation in MENA and, with so many moments ahead of us, it is essential for brands and marketers to tap into the conversations and communities that aid brand awareness and drive performance during moments that resonate best with local audiences.”

New launches
Twitter has continued to increase its feature offerings with launches such as ‘Branded Likes’, which allows advertisers to own the Twitter Timeline for a 24-hour period and transform the ‘Like’ button into a custom animation using brand imagery.

Launched across four key markets globally, including Saudi Arabia, Twitter’s ‘Timeline Takeover’ has witnessed a more than 277 per cent lift in recall and over 202 per cent lift in purchase and consideration intent when paired with ‘Branded Likes’.

Twitter has also rolled-out internal testing of the ‘Edit Tweet’ feature before expanding to ‘Twitter Blue’ subscribers in the coming weeks. Through the ‘Edit’ button, the platform aims for Tweeting to feel more approachable, allowing people to participate in the conversation in a personalised way.

Read: Twitter launches an edit button for paying subscribers

Top Twitter trends in Saudi Arabia
Twitter MENA also released the Twitter Trends 2022 Report for Saudi Arabia for the first time this year, which revealed three key trends. In Saudi Arabia, ‘Finance Goes Social’ was identified as a significant global and regional trend. It highlights a shift in behaviours and conversations, recording an over 49 per cent YoY growth in conversations related to offers, competitions and discounts.

The trend also marked a YoY growth in conversations around the digital economy (over 36 per cent) and cryptocurrencies (over 595 per cent). Whether it’s cryptocurrencies, online retailers, digital banks, or smart cities, the trend nods to people’s growing sense of financial empowerment.

The second trend, ‘Identity in Transit’, reflects feelings of pride in place, openness to new experiences, more gender balance in relationships, a desire to be recognised, and a melding of identity and personal aspirations. The report outlined an incredible growth in conversations around pride for smart cities and NEOM (over 172 per cent), alongside aspiring to achieve the Saudi dream (over 161 per cent).

The third trend was ‘Eco-innovation‘, with sustainability driving excitement about the future of the nation, as well as individual advancement and opportunity. The platform recorded a YoY increase in conversations around tech (over 49 per cent), electric cars (over 55 per cent) and smart cities (over 180 per cent).

In August, Twitter saw a 74 per cent spike in average monthly football conversations in comparison to the previous 12 months – reaffirming that football is one of the biggest conversations in the region.

Twitter recently partnered with beIN Sports, the official broadcaster of the FIFA World Cup Qatar 2022 across the Middle East and North Africa (MENA), to share bespoke content throughout the world’s biggest football event this year, which kicks off in Qatar on 20 November 2022.

Read: Twitter, beIN Sports partner to share content ahead of FIFA World Cup 2022