Instagram is going to be the primary marketing channels for small and medium sized businesses in the Middle East and North Africa region within a span of five years. A recent research  in the UAE, Egypt and KSA, by YouGov, commissioned by Instagram, 77% of SMBs use Instagram as an effective way to reach new and global audiences . Additionally, 96% say that Facebook is also an important marketing channel for their business with 59% saying it helps them to directly engage with customers. The vast community on Instagram helps over one billion people to get connected through its platform and  can find audiences who are in a unique mindset of discovery and open to learning about products or brands in all sectors.

Priya Patel , Product Marketing Lead at Facebook Middle East says that small and medium sized businesses are the backbone of the MENA economy and are often some of the most creative users of Instagram. Whether it’s telling their unique brand story, showcasing a product or driving direct sales - the research shows that Instagram is a powerful marketing tool that drives real business value.

With more than 90% of people on Instagram following a brand, the YouGov research shows that entrepreneurs and SMBs are using the platform as a place to show how they are different from competitors to  generate new leads and drive sales . Instagram provides a range of free tools to support the growth of businesses around the world, including business profiles, which provide access to insights and the ability to promote. SMBs clearly believe in the long-term benefits of social media marketing with two in three expecting to increase marketing spend on Instagram over the next five years.

Three quarters of SMBs surveyed also say Instagram has been effective for saving on traditional and existing advertising costs and the research shows SMBs are choosing to blend paid-for branded content like boosted posts and ads with organic posts. The most popular content for the community includes short videos, offers and promotions and images.

Instagram levels the playing field for small and medium sized businesses. No matter the size or budget, any business is able to directly engage with, and share their products and services with the Instagram community. As a result small budgeted businesses prefer Instagram as their main marketing tool to grow their business.