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The new Arab media.. (3)

Faisal Mohammed Al-Shamry

November 20 2021

“My heart is reassured” .. a humanitarian program that was shown for the first time on May 13, 2018, and achieved the highest rates of viewership and interaction. It began showing on the Sharjah channel, then moved to the Abu Dhabi channel, and from there to other channels, and his YouTube channel achieved the highest viewing rates. for Arabic content.

The Emirati “Ghaith” is a humanitarian organization and team that sought to help the deserving, as realistic social cases are presented, which are assisted in different countries, and the program presents 30 humanitarian cases in Ramadan each year, at a time when four seasons have been shown so far.

The program's presenters deliberately concealed the character of "Ghaith" to focus on charitable work.

The program achieved 9.4/10 on IMDB, and 97% of Google users liked the program. The human content and the noble lofty message are tyrannical, so there is no shame or obscenity for the purpose of fame as some do, and it is the noblest message that we hope all influencers will work on. .

The “YouTube” channel achieved viewership rates of more than 30 million views for the first eight episodes of the current year, and the number of followers reached 3.5 million followers on 2020-05-26, and this noble Emirati model achieved on April 27, 2020, third place in “Google search With over 10 searches and nearly 571,748 impressions on Twitter.

The story of this positive Emirati success is not the only one. There is Khaled Al Ameri and his wife Salama Mohammed, who are Emirati content makers. Khaled has 1.8 million followers on “Instagram”, and he recently celebrated one million followers on “YouTube”, and his wife has 1.2 million followers on “Instagram”, A plan for the manufacture of cosmetics began, and they discuss various topics in an entertaining framework aimed at the family to protect the child, and their professional work includes professional advertising in a modern and renewed style.

Some may wonder about the importance of focusing on the influencers industry and their role, so we put forward some negative and positive models as a start. As for their societal impact, it still needs social studies, as their imitation has become a common behavioral pattern.

On the financial front, the estimates of the advertising market for influencers are estimated at $13.8 billion, double its estimates in 2019. The figures indicated that it did not exceed $1.7 billion in 2016, so what happened and led to this impact and the increasing value of this market and modern industry?

The forecast spending on influencer marketing in the United States in 2021 will reach an all-time high of $3.7 billion, as influencers have proven their ability to boost brand visibility, increase engagement, and influence the purchasing decisions of millions of users. Spending based on influencer collaboration is increasing, and gaining more speed and magnitude in the future.

According to a recent survey, Instagram remains the most popular platform for influencer marketing worldwide.

In 2020, the global Instagram influencer market exceeded $2 billion for the first time.

Video-based platforms such as TikTok are also becoming increasingly popular among marketers. In 2020, the number of influencers increased from about 35.5 thousand to more than 106 thousand.

The government’s relentless efforts to adopt advanced concepts of marketing preceded our private sector, and this is evidenced by the Government Communication Award, and the Best Service Provider Award, within the Fourth Generation Awards for Institutional Excellence 2.0, as well as the smart government enablers measured by “TDRA”, which includes measuring the use of Social media channels to raise awareness and introduce services, and the work on using influencers and cooperating with them for noble goals, was initiated by distinguished bodies such as the Ministry of Interior, represented by the Ministry of Interior Child Protection Center, which I had the honor to establish in 2010, and its work included cooperation with brilliant stars for humanitarian purposes, and on a voluntary basis. Nabil, represented by the star Hussein Al Jasmi, the artist Angham, and the poet of the homeland Ali Al Khawar, when they released the first Arab operetta in 2012 about the dangers of sexual exploitation of children over the Internet.It has achieved an unprecedented effect in raising awareness, surprising me personally, despite being the owner of the idea, as well as artist Tariq Al-Ali and media figure Mustafa Al-Agha in marketing for “My Protection Application”, as well as voting for the World Summit on the Information and Knowledge Society Awards, and all these efforts were made by a noble self-motivation without compensation. .

These enlightening practices and models overwhelm several shabby negative examples, and place a moral responsibility on advertisers in choosing only positive and honorable models for advertising, and pose challenges for advertising regulators to adopt influencers worthy of advertising work, and the “influencer” attribute is not a normal feature, but rather puts A huge responsibility rests with those involved, and requires them to develop a binding charter on the content they create.

Certified Management & Digital Transformation Consultant and Corporate Excellence Expert

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