Ala Shashaa, Data and Insights Director at the regional digital marketing agency Netizency, shares with Communicate a social recap analyzing the discussions in the GCC’s public sphere and highlighting the most relevant trends.
Photo Source: Grazia Magazine (via Instagram @elgounafilmfestivalofficial)
At the end of each month, here at Netizency, we explore the dynamic realm of social media and online platforms in the Gulf. Our aim? To shine a spotlight on the key trends that matter and dissect the conversations that are making waves. To accomplish this, we've curated a set of keywords in both Arabic and English that encapsulate discussions relevant to the region's key industries. These keywords are then categorized based on the frequency of mentions, enabling us to dissect the discourse across social and online media throughout the entire month.
Education surged into third in December's mentions, displacing Health, but Electronics and Entertainment held onto the top spots. The rest followed: Finance, Malls, Automotive, and Telecommunication.
Photo Source: Netizency
To shake things up this month, we're adding a new layer to our analysis—interactions! This allows us to go beyond the typical chart-topping industries in terms of mentions and explore trending stories that are also actively engaging audiences across diverse categories. As illustrated in the chart, Entertainment leads in interactions, with Automotive following in the second position, and Health securing the third spot. Let's delve deeper to unveil further insights.
Top Themes
Entertainment
The Entertainment category experienced notable surges in both mention volume and interactions throughout December, primarily due to several festivals hosted during this period.
Photo Source: Time Out Jeddah (via Red Sea International Film Festival)
Leading the list was The Red Sea Film Festival, held in the early days of the month, generating considerable buzz among celebrities, media outlets, and movie enthusiasts across the GCC. The conversations centered around the hashtag #RedSeaIFF23 and encompassed diverse themes. Highlights included the presence of globally and regionally acclaimed celebrities like Will Smith, Johnny Depp, Abdullah Al-Sadhan, Kosai Khauli, Adel Karam, Shereen Reda, and many others. Our social feeds were inundated with videos capturing moments from the event, featuring celebrities warmly greeting each other and immersing themselves in the festivities. Moreover, fans were posting pictures of their beloved celebrities' appearances at the festival, sparking a flurry of reactions from their community rating their looks.
The El Gouna Film Festival also garnered attention throughout the month, particularly for its distinctive demonstration of solidarity with Palestine. Originally scheduled for October, the festival management postponed it twice due to the prevailing circumstances in Gaza. Upon rescheduling for December, they embraced a special theme featuring a dedicated program for Palestinian cinema, in collaboration with the Palestine Film Institute, aimed at shedding light on the current conditions in Gaza. Additionally, they announced that the festival would proceed without any celebratory elements. With its poignant message, the event evoked significant emotional reactions from online users, notably seen in posts featuring attending celebrities with messages on their hands or arms, advocating for a ceasefire and peace. These posts received substantial shares. Media outlets also covered the planned fundraising dinner during the festival, which aims to collect donations for humanitarian aid efforts in Gaza in collaboration with the Egyptian Red Crescent.
Photo Source: The New Arab (AFP via Getty)
Additionally, gaming experienced a surge in this category this month, notably propelled by The Game Awards and the introduction of Qiddiya's gaming and esports district in KSA. Despite criticisms about its length, The Game Awards spurred active discussions among GCC gamers, led by influential gaming accounts like @BlueGamingSA, @TMFaisalx, @BrhmVG, and others, who closely monitored and shared updates about the winners. Baldur's Gate 3 was hailed as the Game of the Year, while Alan Wake 2 scooped awards for Best Game Direction, Best Narrative, and Best Art Direction. However, users expressed disappointment in the comments regarding Elden Ring not winning or receiving the attention they believed it deserved. Moreover, the news of Qiddya Investment Company's plan to establish Qiddiya as a global gaming hub sparked discussions not only among Saudi gaming enthusiasts but also resonated with gamers in Kuwait. The announcement video on X by @QiddiyaGaming garnered significant interactions, surpassing 12.5 million views, underscoring widespread interest. Many expressed their aspirations to excel in gaming, viewing Saudi Arabia as an emerging hub for the same.
Photo Source: Variety (via Getty Images)
As expected, the holiday season emerged as a prominent topic in the trending conversation within this category. However, the discussion deviated from the usual festive chatter. Multiple mentions revealed users choosing to pause or tone down their celebrations this year in light of the ongoing situation in Palestine. Several news outlets reported on countries and cities, including Bethlehem and Jordan, opting to cancel Christmas celebrations. Similarly, officials emphasized Pakistan and Sharjah canceling New Year's celebrations in solidarity with Gaza, garnering significant shares.
Photo Source: The Telegraph (via Quique Kierszenbaum)
Automotive
Despite typically having lower mention volumes, Automotive secured the second-highest engagement category in December. Let's explore the reasons behind all the buzz.
Anticipation for CES 2024 roared through the Automotive sphere, fueled by influencers like Arab GT, automotive brands, and news outlets. They actively disseminated teasers about the expected reveals during the event scheduled for January 9-12, 2024. Among those was KIA Bahrain’s Instagram announcement about the official launch of its global 'Platform Beyond Vehicle' business planned at CES. Similarly, Honda Oman posted about its upcoming launch of a 'new global EV series' as part of its exhibit at the show. Marelli, a leading global independent supplier to the automotive sector, also contributed to the conversation by unveiling plans to introduce a new platform supporting automotive development at the event.
Photo Source: CNN Business (via David Becker/GDA/AP)
The Riyadh Motor Show also garnered the interest of automotive enthusiasts in the GCC during the month. The five-day event hosted the largest gathering of car dealerships in Saudi Arabia, with 50 leading companies in the automotive industry showcasing the latest global car and motorcycle models. Attendees actively shared posts on social media about the cutting-edge vehicles and accessories on display. Some also posted videos highlighting the diverse range of activities hosted during the show, such as off-road vehicle shows, go-kart racing tracks, simulator races, and a special car driving experience designed for women.
#COP28 spurred an increase in both mentions volume and interactions this month. Amidst the broader discussions surrounding the Climate Change Conference, the spotlight was on the first Formula E car crafted from electronic waste, prominently showcased at COP28. This innovative vehicle, named Recover-e, is entirely constructed from electronic waste, incorporating items like vapes, iPhones, and patched-up circuit boards donated by young individuals and charity partners. Responses to relevant posts revealed that both users and media outlets expressed interest and curiosity about the potential benefits that can emerge from integrating technology and recycling into our daily lives and addressing climate concerns.
Photo Source: Envision Racing
Health
Consistent with the patterns noted in the preceding two months, the escalating casualties, injuries, and deteriorating living conditions in Gaza remained central to conversations within the Health category. News outlets prominently covered continuous updates from the World Health Organization on the situation, emphasizing the ongoing initiatives and the dispatch of medical aid to Gaza from various countries, including Qatar, UAE, Egypt, and others.
Also, COVID resurfaced in Health discussions this month, triggered by a surge in global cases and accompanied by statements from the World Health Organization. The organization is urging countries to enhance surveillance, and individuals to adopt protective measures due to rising respiratory diseases, including COVID-19 and its new sub-variant JN.1, along with influenza. Health officials from several countries, including KSA and Kuwait, reported JN.1 cases. In response, users in the GCC sought information on symptoms, and preventive measures, and expressed concerns about potential lockdowns and the return to online learning upon cases surge.
Photo Source: Healthcare IT News (via Department of Health Abu Dhabi)
Finally, Dubai has prominently entered the Health conversation this month, following the announcement from Dubai Health about the establishment of a fully-equipped field hospital in the downtown Burj Khalifa area for New Year's Eve celebrations. This safety initiative aims to provide immediate medical support at the center of the festivities to ensure the well-being of visitors. The conversation gained momentum seeing posts featuring Sheikh Mansoor Bin Mohammed, Vice Chairman of Dubai Health, visiting the field hospital and reviewing its preparations for the occasion. News outlets contributed to the discussions by posting articles that underscored the hospital’s readiness, highlighting its support from a dedicated team of 96 clinical and administrative professionals, with expertise in various specialties.
Photo Source: Government of Dubai Media Office
We've concluded our December 2023 monthly recap. To stay current on the latest social media trends and news, sign up for our newsletter to get them delivered to your inbox every week.
