Meltwater hosted an exclusive webinar on one of the main audiences for many brands – Arab women online! Modern Arab women have emerged as a more powerful consumer force than ever before. In many households today, young Arab women are believed to do the lion’s share of household shopping. The rise of social media use in Arabia means more empowerment for women in the region. Aspiring Arab females are turning to social networks for news, advice, socializing and shopping. Although Arab males still outnumber females on social media, female users in the region are more actively engaged and are 45% more likely to buy from brands they follow.

The webinar aimed at providing marketers with new insights and a deeper understanding of the Arab female consumer and connecting with her on social media. During the webinar, Amira Azzouz, Founder and Editor in Chief of shared with the audience her experience developing to become one of the largest bilingual fashion and lifestyle portals in the Middle East. The webinar was concluded with an interactive session during which Amira answered many questions raised by attendees on several topics and issues related to marketing, engaging and resonating with Arab female consumers on social media including:

  • The lifestyle, aspiration and ambition of the modern Arab woman
  • Online behavior of Arab female consumers
  • Most popular social networks used by Arab females
  • Top tips on engagement with Arab women on social media
  • Content and messaging the appeals to the Arab female consumer today

Guest speakers

amira azzouz
Amira Azzouz
Founder, Creative Director and Editor in Chief,
Amira Azzouz is the Founder and Editor-in-Chief of, one of the leading fashion and lifestyle destinations in the Arab world. She started off during her last year in college, September 2009, where she studied Telecommunication Engineering.
Amira has high goals in life and is always willing to step outside of her comfort zone to break the norm. She is a foodie who is work oriented and very proud of being an Arab woman. Amira finds inspiration in everything around her and she’s the youngest Middle Eastern Editor-in-Chief.

Farah Souhail
Marketing Manager MENA, Meltwater
Farah Souhail is the Marketing Manager at Meltwater MENA. With an 8 year career in marketing and business development, she is passionate about all things related to social media, PR and marketing. Speaking 3 languages, Farah loves observing the impact of marketing on society and takes a special interest in MENA’s social media landscape.

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