There is still much opportunity for many non-profit organizations to enhance their public image and increase their financial resources through digital media. According to a recent study, Instagram, owned by Facebook, will become the main marketing channel for 73% of small and medium-sized enterprises (SMEs) in the Middle East and North Africa over the next five years.

Through the Instagram community, which includes over a billion people connecting around their interests, companies of all sizes and in all sectors can reach an audience with a unique exploration mindset and are open to discovering new products or brands.

According to new research on small and medium-sized enterprises in the UAE, Egypt, and Saudi Arabia conducted by YouGov on behalf of Instagram, 77% of SMEs use Instagram as an effective means to reach new audiences globally, making it the primary reason for their presence on Instagram. Additionally, 96% stated that Facebook is an important marketing channel for their businesses, while 59% said it helps them connect directly with customers.

For her part, Priya Patel, Product Marketing Manager at Facebook Middle East, stated: "Small and medium-sized businesses are the backbone of the economy in the Middle East and North Africa and are often among the most creative users on Instagram. Whether they are telling the unique story of their brand, showcasing a product, or seeking direct sales, research shows that Instagram is a powerful marketing tool that drives real value for businesses. Our priority is to help businesses of all sizes connect with existing and new customers to build deeper relationships both online and in the real world."

As more than 90% of people on Instagram follow a brand, YouGov's research shows that 74% of entrepreneurs and small and medium-sized enterprises use the platform to showcase how they differentiate themselves from competitors, 76% to reach new customers, and 77% to increase sales.