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: University of Central Florida
At the end of each month, here at Netizency, we explore the ever-evolving world of social media and online platforms in the Gulf. Our aim? To cast 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.
Photo Source: Netizency
In February, Electronics and Entertainment continued to lead in terms of mentions volume. However, Education surpassed Health to claim the third position. In terms of interactions, Entertainment emerged as the most engaging category, with Automotive taking the second spot from Electronics, which now ranks third for the month. Let’s explore the details.
Top Themes
Electronics/Technology
Artificial Intelligence (AI) took center stage in this category throughout February. The conversation spanned a broad spectrum of topics, ranging from tech influencers sharing tips on the best AI tools and prompt writing techniques to discussions about the latest apps utilizing this technology. Negative sentiments were also expressed by users, voicing concerns about AI's impact on humanity. OpenAI emerged as a key player in these discussions as well, largely due to the buzz surrounding the launch of Sora—a text-to-video tool powered by AI that creates lifelike video content based on textual prompts. Videos showcasing Sora’s creations shared on social media sparked a wave of positive reactions within the community. Adding to the hype, Elon Musk purportedly chimed in, highlighting that Tesla had this capability (real-world video generation with precise physics) since the previous year, further boosting momentum among users and news outlets in the GCC.
Photo Source: Forbes (Adobe Stock)
The annual tech extravaganza, Mobile World Congress 2024 (MWC), recently concluded, leaving the Electronics category buzzing with chatter throughout February. Naturally, the conversation covered various subjects, such as title winners, keynote speeches, and new product reveals. Tech enthusiasts shared standout moments, including the Google Pixel 8 series winning the “Best Smartphone” title over the iPhone 15 Pro series and the Galaxy S23 lineup. Qualcomm Snapdragon 8 Gen 3 was recognized for “Breakthrough Device Innovation,” while the Samsung Galaxy Tab S9 Ultra won “Best Connected Consumer Device.” Remarkable tech innovations also garnered attention, with users and news accounts heavily discussing them. This includes the Lenovo ThinkBook Transparent Display laptop, which allows you to see through the laptop's lid, the AI Pin with its impressive question-answering and voice command abilities, and Motorola's bendy phone, which can wrap around your wrist. Demo videos of the bracelet-like phone at MWC 2024 were trending, proving that the future is not just here; it's almost in your hands (or wrapped around your wrist!)
Photo Source: CNN Underscored (Michael Andronico)
#MWC2024 wasn't the sole technology event that stirred up activity within this category. LEAP, KSA's annual tech gathering, also generated considerable hype. Scheduled to take place March 4-7, 2024, the event's social media accounts, @LEAPandInnovate, alongside various tech accounts, contributed to the buildup by sharing pre-event content encouraging registration. The third edition is poised to welcome over 1,800 global tech exhibitors and industry leaders. News outlets reported on this year's theme, "Into New Worlds," promising discussions on cutting-edge topics that offer attendees a glimpse into the future of technology. We anticipate that this will continue to be a key topic driving conversations next month - and we're eager to see how it unfolds!
Photo Source: LEAP
Entertainment
The Entertainment category remained vibrant as usual, with ongoing events and occasions fueling conversation momentum throughout the month without any signs of slowing down. From the excitement surrounding Valentine's Day, the Super Bowl, and the Grammys 2024, to the celebrations for Saudi Founding Day 2024 and the promotion of new series and shows for Ramadan, the buzz reached fever pitch. Amidst all this, several key stories stood out. Let's delve into the details.
Photo Source: The Hollywood Reporter (Michael Owens/Getty Images)
Music has always been a key element in TikTok's success, with trends and dances forming the essence of what the platform is all about. However, the narrative that dominated discussions during the month was far from upbeat. TikTok failed to renew its license with Universal Music Group (UMG) due to a dispute stemming from the latter's concerns regarding artist compensation and artificial intelligence. This has resulted in many TikTok videos going silent due to the removal of UMG’s owned songs. The abrupt silence on TikTok following Universal's departure resonated strongly within the community. Users and popular creators found their once-viral clips suddenly muted, sparking frustration. This led to a surge in both mentions and negative sentiments, highlighting the impact of the absence of UMG's music on the platform's community and content ecosystem.
Photo Source: Arise News
In the realm of TikTok drama, another story also captured attention during February within this category. Under the title "Who TF Did I Marry?," an American woman named Reesa Teesa took the spotlight, sharing nearly eight hours of video content on TikTok to unravel the complexities of her tumultuous marriage and subsequent divorce from a "pathological liar." Each of her 50 videos garnered millions of views, a testament to the captivation of viewers from start to finish. As the saga unfolded, a growing number of viewers became immersed in Teesa's candid exploration of the numerous red flags she had overlooked, offering a raw and honest reflection of her experience. However, amidst the high view counts, Teesa encountered a mixed response in her comments section, with some expressing disapproval of her decision to share such personal matters with the world. Nevertheless, she stood by her decision, emphasizing her hope that by sharing her traumatic story, others would be empowered to trust their instincts and avoid similar pitfalls. Others suggested that Teesa's story possessed the potential to become a Netflix series.
Photo Source: Time Magazine(@reesamteesa/TikTok)
Furthermore, the return of "Al-Rawabi School for Girls" on Netflix, after a two-year hiatus, sparked a significant surge in mentions and interactions within the Entertainment chatter during the month. As the trailer for the second season made its debut, the Netflix MENA comments section exploded with eager fans, excited to dive back into the captivating storyline established in the first season. However, akin to the unpredictable dynamics of high school life, viewers were introduced to fresh faces and new drama as an entirely new cast embarked on a journey through the intricacies of adolescence, social media, and self-discovery. Our TikTok feeds became inundated with snippets of episodes, highlights of beloved characters, and reviews of the series. Additionally, users took to comparing the first and second seasons, sharing flashbacks of the original characters, and expressing their preferences.
Photo Source: Grazia Magazine (Supplied)
Education
This month, Saudi Arabia made significant strides in the Education discourse, particularly with the unveiling of key initiatives. One noteworthy announcement was the launch of an educational visa program by the Ministry of Education and the Ministry of Foreign Affairs. This initiative aims to attract foreign students and academics to the country, thereby strengthening its educational and research sectors. Through the "Study in Saudi Arabia" platform, the newly introduced educational visa simplifies the application process for international students seeking to pursue studies in Saudi universities. Educational institutions and mainstream media outlets alike shared the news, emphasizing how this program enhances the Kingdom's status as a global educational hub.
Photo Source: Zawya (Ali Jarekji, Reuters, Reuters Images)
The introduction of Huawei's WiFi 7 for educational purposes in Saudi Arabia marked another groundbreaking development that captured headlines in this category. In a pioneering move, King Faisal School partnered with Huawei Saudi Arabia to implement the Kingdom's inaugural Wi-Fi 7 installation dedicated to education. By leveraging cutting-edge technology, this alliance aims to revolutionize the educational landscape in Saudi Arabia, offering students access to innovative learning experiences and equipping them with essential digital skills. Similarly, the initiative has been met with resounding applause from academics.
Photo Source: Arab News
The App Olympics award ceremony, hosted at Dubai's Museum of the Future, stood out in the Education conversation this month as well. Launched by the Dubai Chamber of Digital Economy, it resonates with Sheikh Hamdan bin Mohammed's vision of positioning Dubai as a global hub for app development. Articles emphasized that the competition drew over 1,100 entries worldwide, with winners in various categories receiving Dh500,000 each to advance their concepts. The spotlight was also on Emudy, an app created by three teenage boys, which received the prestigious titles of "Dubai's App of the Year" and "Best Youth-Made App." Emudy offers a groundbreaking solution to help students prepare for the EmSATS exam, simplifying their path to university and scholarship applications. User comments on relevant posts highlighted the inspiration drawn from this, emphasizing the potential of innovation to streamline students' lives and the support within Dubai's digital landscape.
Photo Source: Dubai Media Office via X
That’s all for our February updates and trends! To stay updated on the latest social media trends, sign up for our newsletter to get them delivered straight to your inbox every week.
