Most Popular Social Media Platforms in Oman: The Complete Guide (2026)

Oman’s digital landscape is booming. With 5.14 million internet users and a 95.3% online penetration rate as of early 2025, the Sultanate has become one of the most connected nations in the Gulf region. Over 3.29 million social media user identities were recorded roughly 60.9% of the total population making social media marketing in Oman not just an option, but a necessity for any business looking to grow.

But which platforms actually matter? Where is your target audience spending their time? And how should your brand show up?

This guide breaks down every major social media platform active in Oman, complete with the latest user data, audience demographics, and practical marketing tips for each.

WhatsApp – Oman’s Most Used Platform

 

WhatsApp dominates everyday communication in the Sultanate. According to the Ministry of Transport, Communications, and Information Technology (MTCIT), 92% of respondents in Muscat reported using WhatsApp, making it the single most widely adopted social platform in Oman.

Across the wider Arab world, more than eight in ten users engage with WhatsApp daily, placing it well ahead of competitors like Facebook and Instagram.

Why it matters for your business: WhatsApp Business allows companies to set up product catalogs, automate responses, and communicate directly with customers. In a market where personal messaging reigns supreme, this platform offers unmatched direct access to your audience.

Best for: Customer support, order confirmations, appointment booking, direct promotions, and building personal relationships with clients.

YouTube – The Content King

YouTube holds the top spot for video consumption in Oman, with 81% of Muscat respondents using the platform, according to MTCIT data. A 2025 study on Arab internet usage confirmed that YouTube leads as the most popular platform in Oman, ahead of even TikTok.

Globally, YouTube boasts over 2.7 billion monthly users, and Oman’s audience is no exception to the trend. The platform’s ad reach in the Sultanate remains substantial, particularly among the 25–34 age bracket.

Why it matters for your business: YouTube gives brands three powerful channels to work with. First, YouTube Ads’ skippable and non-skippable formats let you place video content in front of highly targeted audiences. Second, influencer partnerships in Oman’s growing creator ecosystem mean there are niche channels relevant to almost any industry. Third, a branded channel consistently publishing valuable content builds trust and long-term brand authority.

The smartest strategy? Use all three together. Ads and influencer collaborations drive new audiences to your channel, where they become loyal subscribers.

Best for: Brand storytelling, product demonstrations, tutorials, thought leadership, and long-form content marketing.

Facebook – Still a Giant Worth Your Attention

Facebook remains the world’s most-used social media platform with nearly 3 billion monthly active users globally. In Oman, 56% of Muscat residents reported using the platform, and data from NapoleonCat showed roughly 2.9 million Facebook users in the country, nearly half the total population.

Oman’s Facebook audience skews male (approximately 70%), with the 25–34 age group forming the largest segment. While younger users have migrated toward visual and short-video platforms, Facebook continues to be the go-to space for community groups, local business pages, and event promotion in Oman.

Why it matters for your business: Facebook’s advertising tools remain among the most sophisticated available. Detailed targeting by location, interests, behavior, and demographics lets even small businesses in Muscat or Salalah run highly efficient campaigns. The platform also excels at retargeting — reaching people who’ve already interacted with your website or content.

Best for: Local business marketing, community building, event promotion, lead generation, and targeted paid advertising.

Instagram – The Visual Powerhouse

Instagram has steadily grown in Oman, with approximately 44% of Muscat users on the platform and an estimated 2.5 million users nationwide as of early 2025. The ad audience grew by over 4% in just the last quarter of 2024 alone.

Like Facebook (its parent company), Instagram in Oman has a predominantly male audience, though the female user base is growing — particularly in lifestyle, fashion, food, and beauty niches.

Why it matters for your business: Instagram is where visual brands thrive. If your product benefits from being seen — whether that’s fashion, food, real estate, interior design, jewelry, or fitness — Instagram gives you Reels, Stories, carousel posts, and Shopping features to showcase it all.

Influencer marketing is particularly effective here. Finding the right Omani creators through hashtag research can put your product in front of thousands of engaged followers at a fraction of traditional advertising costs.

Best for: E-commerce, lifestyle brands, restaurants, visual portfolios, influencer collaborations, and brand awareness.

TikTok – The Fastest-Growing Platform in the Region

TikTok has exploded across the Gulf, and Oman is no exception. Data from TikTok’s advertising tools showed 1.83 million adult users (18+) in Oman at the start of 2025, meaning TikTok ads could reach roughly 47% of all Omani adults.

Across the wider Arab world, TikTok has become the most popular app in the UAE, Saudi Arabia, Kuwait, Qatar, and Bahrain. While YouTube still edges it out in Oman, TikTok’s growth trajectory is steep and showing no signs of slowing.

The platform’s algorithm rewards creativity and engagement over follower count, meaning even small businesses and new creators can go viral with the right content.

Why it matters for your business: TikTok’s interest-based communities (#FoodTok, #CarTok, #BeautyTok, and more) allow brands to reach highly engaged niche audiences. Short-form video is the fastest-growing content format globally, and businesses that master it now will have a major advantage.

Best for: Brand awareness, reaching younger demographics (Gen Z and Millennials), trending content, product launches, and creative storytelling.

Snapchat – A Gulf Favorite With Serious Reach

Snapchat had 2.15 million users in Oman at the beginning of 2025 — meaning over 50% of the eligible population (aged 13+) and nearly 49% of all adults were on the platform. The platform’s ad audience grew by 12.4% year-over-year, making it one of the fastest-growing channels in the country.

Snapchat’s gender split in Oman is relatively balanced, with about 45% female and 54% male users. Five of the world’s top 20 Snapchat markets by audience size are in the MENA region, underscoring how culturally embedded the platform is in the Gulf.

Why it matters for your business: Snapchat’s strength lies in ephemeral, authentic content that resonates with younger audiences. AR filters, Snap Ads, and Story placements offer creative ways to engage users. For brands targeting 18–34-year-olds in Oman, Snapchat is an essential part of the media mix.

Best for: Youth-focused campaigns, AR brand experiences, event coverage, behind-the-scenes content, and product previews.

LinkedIn — The Professional Network

 

While exact 2025 user figures for LinkedIn in Oman are harder to pin down, the platform had approximately 769,500 users in the country as of late 2022, concentrated in the 25–34 age group. LinkedIn is widely used across the UAE and Saudi Arabia, and its relevance in Oman continues to grow alongside Oman Vision 2040’s push for economic diversification and private-sector growth.

Why it matters for your business: If you’re hiring, building B2B partnerships, or positioning yourself as an industry expert, LinkedIn is the platform. It’s also increasingly effective for organic content — thought leadership posts regularly outperform expectations in reach and engagement.

Best for: Recruitment, B2B lead generation, professional networking, industry thought leadership, and corporate branding.

X (Formerly Twitter) — Niche but Engaged

X had roughly 937,000 users in Oman in early 2025. While its user base is smaller compared to other platforms, the audience tends to be highly engaged — particularly around news, politics, sports, technology, and business topics.

Globally, X’s growth has been uneven, but in the GCC, the platform remains a go-to space for real-time conversations, trending topics, and direct brand-consumer interaction.

Why it matters for your business: X is where brands build their voice. It’s an opportunity to be timely, witty, and part of the cultural conversation. For B2B companies, tech brands, media outlets, and anyone in entertainment or sports, X offers a unique space that other platforms don’t replicate.

Best for: Real-time engagement, thought leadership, B2B marketing, customer service, and PR/reputation management.

Key Takeaways for Social Media Marketing in Oman (2026)

Oman’s social media landscape has evolved far beyond just Facebook and YouTube. Here’s what you need to remember:

Go where your audience is. WhatsApp and YouTube lead in overall usage, but TikTok and Snapchat are where the growth and younger demographics are concentrated. Facebook and Instagram remain essential for targeted advertising and e-commerce.

Video is non-negotiable. Whether it’s YouTube long-form, TikTok short-form, or Instagram Reels, video content consistently outperforms static posts across every platform in the region.

Demographics matter. Oman’s social media users skew male and young (25–34 is the dominant bracket on nearly every platform). Understanding your specific audience’s platform preferences is the difference between wasted budget and real results.

Localize your content. With 62.8% of the Arab world’s population under 35, and Arabic being the fourth most spoken language globally, creating content in Arabic — or at least bilingual content — significantly boosts engagement in Oman.

Don’t spread too thin. It’s better to dominate two or three platforms than to be mediocre on seven. Choose based on your business type, target audience, and content capabilities.

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The digital opportunity in Oman is massive and growing every year. Businesses that invest in the right social media strategy today will be the ones leading their industries tomorrow.