In the mid-2020s, it is trickier than ever for energy brands to communicate their position effectively. Competition is intensifying. Public scrutiny is mounting. Consumers and stakeholders alike are demanding more transparency, faster engagement, and clearer commitments. 

Meanwhile, digital consumption continues to explode. In the UAE and KSA alone, over 90% of the population are active on social media, spending an average of 3 hours per day across various platforms. (Global Media Insight, 2024) 

For energy companies, social media is no longer just a nice-to-have. It has become a reputation management tool, an ESG amplifier, a recruitment platform, and a strategic asset, all at once. But with growing expectations and limited trust, simply being present isn’t enough. 

You have to be precise. You have to be credible. And you have to be fast. 

Social Media as a Strategic Engine 

Ask yourself: How will stakeholders know what your energy brand stands for? 

Social media offers a chance to prove your promise visually, responsively, and credibly. But it requires more than broadcasting sustainability pledges. It means showing your work. You need to back your claims with progress, build relationships across different stakeholder groups,  and choose the right platform for the right purpose. 

As an energy brand looking to be present in the conversation, each of the big platforms offers unique opportunities to engage, inform and connect with your intended audience. 

LinkedIn 

• Ideal for B2B engagement, policy thought leadership, talent acquisition, and investor relations. 

• The UAE has one of the world’s highest LinkedIn penetration rates (62%), making it a prime platform for professional positioning. (DataReportal, 2024) 

• Suitable content: ESG updates, climate policy commentary, company milestones, employee storytelling. 

X (formerly Twitter) 

• Great for real-time engagement with journalists, stakeholders, and regulators. 

• Suitable content: Respond to breaking news, correct misinformation, and shape sector narratives. 

• Platform expectations are high: 79% of users expect a brand response within 24 hours. (Sprout Social, 2023) 

Instagram & TikTok 

• With 30 million+ active users in KSA alone, these are crucial platforms for brand storytelling, especially among Gen Z. (We Are Social, 2024) 

• Suitable content: Short-form video, motion graphics, and behind-the-scenes content; these all help to humanise complex topics like carbon offsets or hydrogen development. 

• Remember: 60% of users in the region have called out brands for greenwashing. (Deloitte Digital ME, 2023) 

Trends That Can’t Be Ignored 

1. Real-Time Engagement = Real-Time Trust 

• Social is now your first responder platform. From outages to COP announcements, energy brands must listen, react, and clarify—fast. 

• 64% of MENA consumers say they’re more likely to support brands that respond quickly online. (YouGov, 2022) 

2. Visual Storytelling is Non-Negotiable 

• Posts with visuals generate 650% more engagement than text-only. (HubSpot, 2023) 

• Infographics, videos, and animations help simplify sustainability reporting and show tangible progress. 

• This matters more than ever: Only 28% of Gen Z trust what companies say about sustainability on social. (Bain, 2023) 

3. Platform Streamlining = Smarter Conversations 

• Every platform has a role. LinkedIn shapes investor confidence. Instagram drives awareness. X helps you react in real time. 

• The goal: choose channels intentionally—not just to be visible, but to be strategically aligned with business outcomes. 

What This Means for Energy Brands 

As sustainability becomes a baseline expectation—not a differentiator—how you communicate it makes all the difference. With greenwashing accusations on the rise (now appearing in 1 in 5 global brand crises, according to BCG), credibility is the most valuable currency.This means putting an end to vague, aspirational messaging. Every post, video, and infographic must: 

• Show verifiable impact 

• Align with your broader ESG strategy 

• Speak to the region’s values and ambitions 

• Create a feedback loop between your organisation and the public 

How We Can Help 

At Acorn Strategy, we help energy and government clients across the Middle East connect communications to outcomes. As winners of the Best Energy Campaign at the 2024 Middle East PR Awards, we understand the complexity of engaging both public and policy audiences—digitally, strategically, and credibly. 

Our approach to social media strategy is: 

• Data-informed (audience segmentation, performance analytics, A/B content testing) 

• Culturally localised (Arabic/English tone-of-voice, platform preferences by region) 

• Content-integrated (across visual storytelling, internal comms, and ESG frameworks) 

We don’t just help you post. We help you Prove Your Promise.