What would happen if the internet suddenly disappeared? This thought-provoking question transformed the discussion at the Congress of Arabic & Creative Industries in Abu Dhabi, where leaders from Meta, TikTok, and Snapchat debated on the future of Arabic creative content Creator.
Industry experts requested that creators across the MENA region move beyond the overdependence on the global platforms. In addition, they requested to focus on creating authentic communities and sustainable brands.
The Risks of Over-Reliance on Platforms
Mazen Hayek, Media Advisor and former Director at MBC Group, warned that Arab creators are building on weak ground. Moreover, he questioned what would happen if tech giants like Meta, Alphabet, TikTok, or Snap suddenly shut down operations in the region. He alerted, “We have created complete economics on the basis of only a few platforms, and that makes us risky”.
UAE as a Global Hub for Creators
The Director of Global Partnerships at Meta for the Middle East, Africa, and Turkey, Moon Baz, praised the efforts of the United Arab Emirates (UAE) to create creators. Moreover, she highlighted the Golden Visa program, funding opportunities, and regulatory support.
All these efforts are making the Emirates a top destination for digital talent. Furthermore, Baz said, “The UAE is giving content creators opportunities to create for the world”. Hence, it notices a steady glow of talent relocating to the nation.
Building Authentic Communities
Samer Lahoud, Creative Strategy Lead at Snapchat MENA, highlighted that creators should aim for authentic voices rather than follower counts. Moreover, he explained, “Technology will change – but your voice and your people, that’s what survives.” Lahoud also revealed the upcoming AR spectacles of Snapchat. In addition, it is capable of overlaying interactive 3D visuals on the real world for gaming, learning, and partnership.
TikTok’s Advice: Find Your Niche
Basel Anabtawi, Head of Content Operations at TikTok MENA, warned the creator against copying trends. Instead, he motivated them to look for their niche and give consistent value. In short, they should avoid the mindset of the gold rush of the early influencer era.
Arabic Creative Content Creator Should Become the Entrepreneurial Creator
Panelists accepted that modern content creators must adopt an entrepreneurial mindset, managing teams, cash flow, and sustainable growth strategies. Moreover, Lahoud said, “It is not only about creating a platform, it is about developing something lasting”.
MENA creators have a unique chance to shape the future of Arabic content, as the UAE is emerging as a global hub. Hence, they could create beyond platforms and grow real communities.
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