Ala Shashaa, Data, and Insights Director at the regional digital marketing agency Netizency, shares a social recap with Communicate, analyzing the discussions in the GCC’s public sphere and highlighting the most relevant trends.
At the end of each month, here at Netizency, we delve into the ever-evolving world of social media and online platforms in the Gulf. Our goal? To shine a spotlight on the key trends that matter and dissect the conversations making waves. To achieve this, we've curated a set of keywords in both Arabic and English that encapsulate discussions relevant to the region's main industries. These keywords are then sorted based on the frequency of mentions, allowing us to analyze the discourse across social and online media throughout the entire month.
Electronics remains the most mentioned category, while Health surged from fourth to second in August, surpassing Entertainment and Education. In terms of interactions, Entertainment and Automotive dominate, leading the pack among all categories. What’s all the chatter about? Let’s explore the details.
Top Themes
Electronics/Technology
HONOR stole the spotlight in August's Electronics chatter with the debut of its Magic V3 at the IFA 2024 Consumer & Electronics Show in Berlin. The launch created a buzz with tech reviews, pre-order links, and extensive media coverage. However, the conversations particularly intensified following HONOR’s playful jab at Samsung for flaunting the V3’s slimmer 9.2mm profile versus Samsung’s latest 12.1mm model. In a clever twist, a mini apology to Samsung users was etched onto the Magic V3's hinge, in collaboration with UK micro-artist Graham Short. Here’s the first part of the message:
“Dear Samsung Galaxy Z Fold owners, we’re sorry. We know you were excited to buy a phone that folds in half and fits in your pocket, awkwardly. You were promised the future, a technical marvel, a world of boundless multitasking and performance. And now, you're probably looking at the new HONOR Magic V3 and feeling a little... betrayed…”
This bold move generated lively discussions and bolstered HONOR’s reputation as a daring competitor.
Nostalgia often hits us in unexpected ways, and feature phones seem to be one of those triggers, as evidenced by the recent spike in the Electronics dashboard following HMD's Barbie phone launch in partnership with Mattel. It's a simple flip phone, clad in bright pink, with minimal apps and a cheerful “Hi Barbie” greeting you on startup. As the buzz about Barbie phones grows, we've noticed particularly interesting reactions from Saudi women who are eager to buy them. They fondly remembered a time when phones were just for calling and texting and saw this phone as a perfect tool for a digital detox. Meanwhile, others joked that this phone would have been a big hit—20 years ago!
Meanwhile, the launch of Grok 2 on X stirred up a variety of reactions, leading to a surge in chatter. Tech enthusiasts were quick to highlight the platform's new image generation capabilities and other enhancements designed to elevate X’s generative AI experience. Others eagerly shared screenshots of the diverse outputs they received from the AI chatbot, ranging from witty quotes to altered images of political figures—an option made available due to Grok 2’s lack of restrictions on political illustrations and real people. While many found these entries amusing and reposted them, others raised concerns about misinformation and deep fakes, underscoring the need for regulation and tech governance.
Health
Mpox dominated Health headlines across the GCC this August. Numerous reports covered the World Health Organization's declaration of the outbreak as a public health emergency of international concern following the identification of a new virus variant. Conversations centered on the number of cases, quarantine protocols, and intensified surveillance for early detection. Health entities used social media to highlight how easily the virus spreads through routine close contact, while providing information on its symptoms, diagnosis, and treatment.
Outbreak news gained further traction in Health discussions this month, particularly regarding Polio's resurgence in Gaza after 25 years. Reports detailed the urgent efforts by the United Nations and local health authorities to launch a comprehensive polio immunization program in the city. The UAE’s pledge of $5 million for a polio vaccination campaign in Gaza as a response to the outbreak was also a popular discussion theme.
McDonald’s UAE also entered the Health conversations this month, with its new initiative supporting the first free medical center in the Emirates. Building on a six-year partnership with Emirates Red Crescent, McDonald’s UAE has pledged ongoing donations to provide free healthcare services to over 3,000 patients each month across the country. Many users praised the CSR campaign, especially against the backdrop of the rising cost of living.
Entertainment
Securing third place across categories, the Entertainment chatter was anything but dull. Let’s explore the details.
Cristiano Ronaldo launched his YouTube channel, “UR· Cristiano,” in August, and within just 24 hours, he amassed an astonishing 20 million subscribers, setting a new record for the quickest subscriber growth on the platform. He’s now cruising with 56 million subscribers (by the time this article was written). The soccer superstar has been posting videos covering everything from soccer and family to wellness, nutrition, and business. Fans flocked to social media to celebrate his milestone, while others eagerly crunched the numbers to see just how much the soccer icon made from his YouTube debut.
The Indian film 'Aadujeevitham: The Goat Life', which recently premiered on Netflix, also made waves in Entertainment chatter, though not for the best reasons. Adapted from Benyamin's novel, the film depicts an Indian man’s working conditions in Saudi Arabia after seeking work there. This portrayal has faced criticism from Saudis, leading to boycott campaigns against Netflix. The film’s IMDb rating reflects this discontent as well, with Saudi viewers giving it a dismal 1 out of 10. Hashtags like #GoatLifeDoesNotRepresentUs and #Saudi_Is_A_RedLine (in Arabic) have also trended, with critics accusing the film of exaggerating a rare instance of abuse, perpetuating negative stereotypes about Saudi Arabia’s treatment of migrant workers.
On a brighter note, August saw an uptick in positive sentiments among football fans across the GCC as Saudi Arabia’s bid to host the 2034 World Cup was confirmed. The tournament will span 15 stadiums across five cities, including 8 in Riyadh. Fans flooded social media with videos of the stadiums using #Saudi2034bid, further igniting excitement and national pride. Coverage also highlighted FIFA's publication of Saudi Arabia's official World Cup 2034 bid book and noted the support from over 140 countries for the country’s bid, marking a significant milestone for the tournament.
That wraps up our monthly recap! To stay in the loop with the latest social media trends, subscribe to our weekly newsletter and receive them directly in your inbox.
