Haribo
Active on Instagram, inactive everywhere else.
Presence at a glance
What the numbers mean
- Posts about three times a week on Instagram, mostly static images, which draw the lowest engagement of any format here.
- The TikTok handle is registered with no videos. The YouTube channel last uploaded in 2019.
- Runs a small paid presence on Meta in the UAE: 6 ads, 4 currently live.
- Comments are 90% English, the most expat-skewed audience in the set.
The year in motion
What the audience is saying
Comments are 77% neutral and 90% English, mostly friend tags and short reactions from a UAE-expat audience. Little talk of flavour or where to buy.
998 comments, almost all tied to the Dubai Festival City Mall activation, not the product.
'Dubai', 'Festival City' and 'Mall' lead the corpus. Comments are people tagging friends to the location and reacting to the store, not discussing candy.
Direct transactional intent (where is it, what does it cost) that goes largely unanswered.
The engaged audience is UAE-expat, with almost no Arabic and almost no product or flavour talk.
One notable service complaint: a customer says Haribo never responded when they reached out for an event. Otherwise neutral-to-positive reactions to the venue.
- «when I contacted Haribo for your surprise party last year… they still didn't respond»
Top-performing content
The highest-engagement posts of the year, by total interactions.
Creators & collaborations
Haribo ran nine collaborations, the most in the set, all with UAE food bloggers. Every one landed under 650 engagements: volume without fit, with creators not matched to a candy audience.
- @editionsumair — 644
- @suheyee — 272
- @yummytreatuae — 137
- @simplyvoyager — 87
- @arshia_eatsnexplores — 67
Recommendations
Move off static images
Static posts draw Haribo's lowest engagement. Shift the three-a-week cadence to Reels and short video.
Start the empty TikTok account
The handle has no videos while Bazooka and Juicy Drop earn 1.9% to 2.9% on TikTok. An Arabic-first feed is the largest open channel.
Run the first creator collaborations
Haribo runs none. Collab posts earn over 100 times brand posts across the category. Begin with two Gulf creators.
Add Arabic content
Comments are 90% English. Arabic posts reach the Saudi national audience the brand currently misses.
Revive or close YouTube
Last upload was 2019. Either post short video there or close it.