VMLY&R: Twitter’s Feminine Arabic

text that reads 'feminine Arabic' on a blue background

VMLY&R: Twitter’s Feminine Arabic

Sparking a wave of inclusivity across the Arabic-speaking world

The Arabic language contains pronouns that refer to both women and men. However, brands and government entities across the Middle East often use the masculine form to address both men and women.

VMLY&R COMMERCE saw an opportunity to change the narrative by introducing the world's first feminine Arabic language option on Twitter. This permanent addition to Twitter's backend was coupled with the #FeminineArabic campaign, inviting brands to speak more inclusively and use the feminine form of Arabic to address their female audiences.

People who select this setting will be addressed in the feminine form. For example, "Tweet" will be "غرّدي" (which addresses women) rather than the default Arabic today which is "غرّد" (addressing men). Also, "Explore" will be "إستكشفي" rather than "إستكشف".

Twitter was the ideal platform for this change, as its where important conversations happen, change is triggered and voices are amplified. It’s only natural that the language on Twitter should reflect the many voices that shape the conversation.

Twitter was also looking to drive deeper engagement with brands and make brands influencers. This campaign allowed brands to communicate more inclusively with feminine audiences.

Carla El Maalouli, Head of Business Marketing, Twitter MENA, said: “At Twitter, every voice can impact the world, and the conversations that happen on our service are defined by the people having them. With this update, we’re hoping to provide Arabic-speaking women with an option to share their unique voice and participate in an inclusive conversation, while being addressed based on their preferences.”

Twitter allowed brands to communicate with every single one of their users by integrating feminine Arabic to the experience, making Twitter the first social platform to create genuine inclusivity. It also contributed towards helping brands rethink engagement strategies, leading to business and commercial success. Brands embraced the movement, partnering with Twitter to create their own #FeminineArabic campaigns, and cementing Twitter’s status more than ever as the home of inclusive and genuine conversations.

The campaign became a trending topic in UAE, Egypt, Kuwait, and Saudi Arabia, and gained 18+ million views on launch day. Brand partnerships with Twitter increased by 23% during the campaign and over 140 media outlets covered the campaign and over 50 of the region’s leading brands committed to using more inclusive language.