March 28, 2019

Choosing the right platform is key to success of content, say panelists

Selecting the right social media platform is key to ensuring the success of content, according to panelists speaking at the ‘Arab Social Media Influencers’ Cafe’ at the 18th Arab Media Forum held at the Dubai World Trade Centre.

Panelists at the session included Kaswara Alkhatib, Chairman and CEO of UTURN, and Alaa Fadan, founder of Talfaz11. The session discussed the major factors driving the success of content.

Alkhatib said that the success of content is defined by the number of views, regardless of the quality of content. Sometimes, content that is considered ‘trivial’ turns out to be the content that generates more views. However, describing a piece of content as ‘trivial’ is subjective.

Fadan said that the only criterion for attracting advertisers is the number of views, regardless of the quality of content. He also said that people who don’t like the content generally are those who promote and increase awareness about it, giving it higher viewership.

Another factor that drives content success is the choice of platform. Content that suits YouTube doesn’t necessarily suit Snapchat or Instagram and vice versa.

Panelists also said that Arabic content has limited influence globally, adding that the reason behind this is that content in the region is produced with a local mindset to address domestic issues.

Held under the patronage of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, the theme of this year’s Forum is ‘Arab Media: From Now to the Future’. The region’s leading annual event for the media industry has brought together more than 3,000 prominent regional and international media leaders, scholars, writers and experts, to share their views on the current state of the Arab media and the shifts that are shaping the future of the industry.