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.
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 that are 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.
During July, Electronics, Entertainment, and Education once again stole the spotlight in mentions and interactions, while Automotive held its ground, securing third place in interactions.
Top Themes
Electronics/Technology
The top trending story in this category reveals a nearly comical truth: in our high-tech world, a tiny glitch can bring everything to a screeching halt, reminding us just how tethered we are to technology! This was starkly demonstrated by a massive tech outage in July, caused by a faulty software update from cybersecurity firm CrowdStrike, which crippled Windows computers worldwide. The disruption grounded flights, delayed bank transactions, and nearly brought the world to a standstill, leaving millions stranded. As news of the outage spread, social media platforms erupted with complaints and, inevitably, memes. While many users shared their frustrations over missed appointments and canceled travel plans, others humorously suggested that Microsoft should schedule such outages for Fridays more often to better align with their weekend plans. Despite the humor and the eventual resolution of the issue, this tech crisis has ignited discussions among experts about the critical need for robust backup systems to prevent future disruptions.
Remember the iconic rivalry between Apple and Nokia? It seems we’re witnessing a new clash of titans, this time between Google and OpenAI! The latter made headlines across July’s conversations with its latest venture: SearchGPT. This AI-powered search engine, still in its prototype phase promises to redefine information retrieval. Unlike traditional search engines, it offers a conversational interface, allowing users to interact with search results as naturally as chatting with a friend—whether it’s asking follow-up questions or seeking specific details. The potential impact of SearchGPT has sparked chatter among tech enthusiasts, who speculated that it could challenge Google’s dominance in the search engine arena. They, along with mainstream sources, have noted a dip in Google’s stock price following SearchGPT's debut. Didn’t we hint at the beginning? We might be on the cusp of another tech rivalry, and we're here to see how it unfolds!
Another tech spectacle that captured attention in July was Samsung Unpacked 2024. As anticipated, the event generated momentum, with influencers sharing livestream links and providing detailed coverage of the key debuts. Highlights included the Samsung Galaxy Watch Ultra, Galaxy Buds 3, and Galaxy Z Fold 6, but the standout was the Galaxy Ring. The buzz centered around its lightweight design, impressive battery life, variety of colors, and AI-powered sleep-tracking features. Additionally, Samsung Gulf Electronics amped up local excitement by offering enticing pre-order benefits for its latest flagship devices following the global launch—a move that received a positive response in the comments.
Entertainment
In Entertainment, the Olympic Games Paris 2024 took center stage in July, sparking a whirlwind of reactions that spanned every tone imaginable—good, bad, and downright ugly. Leading up to the Games, social media was abuzz with sports social media pages posting about their participation, VIPs like Saif bin Zayed meeting the UAE police support team, sports pages posting match schedules, and more. There were also nostalgic articles highlighting Arab athletes who had previously won gold medals. However, the opening ceremony took a controversial turn. The tableau, which drew comparisons to Leonardo da Vinci's "The Last Supper," faced intense backlash. Many GCC-based users criticized the ceremony, compared it to previous years’ openings, and highlighted the superiority of the 2022 FIFA World Cup in Qatar's opening performance. The controversy lingered for days, prompting an apology from the Paris Olympics organizers for the offense caused. Eventually, the focus shifted back to the ongoing games, and the initial uproar faded.
“Dubai’s winning streak continues” was another standout theme in Entertainment this month. Following its successful bid, Dubai has been chosen to host the Games of the Future 2025, a milestone that had gamers celebrating on social media. Slated for autumn 2025, this event promises to push the boundaries of sports and technology, drawing athletes and esports professionals from around the globe. The announcement not only adds another jewel to Dubai’s glittering crown but also cements its status as a premier hub for innovation, entertainment, technology, and sports. The response? It sparked a surge of patriotic pride, with users lauding the UAE’s ongoing global successes.
Smash, smash, smash! It seems stress-busting has gone mobile, and July’s social media chatter was all about it. Enter the Smash Mobile—an exciting new addition to the UAE’s entertainment scene that brings the thrill of smashing objects right to your doorstep. As a regional first, this innovative venture had users buzzing online, with posts highlighting its availability for bookings across Dubai, Abu Dhabi, Sharjah, Al Ain, and Fujairah. So, if you’re ready to take a swing at stress, keep an eye out—this smashing sensation might just be rolling into your area next!
Education
Samsung has made waves beyond Electronics this month and stepped into the Educational realm with its latest venture. In collaboration with e&, the brand has launched the Samsung Smart Schools initiative in the UAE, marking a significant leap in e-learning. Introduced at a 'Transforming Education' workshop, this initiative brought together over 70 education leaders to discuss how technology can revolutionize the classroom experience. With Samsung’s advanced devices and security solutions at its core, the Smart Schools program aims to create dynamic and interactive learning environments. This partnership garnered praise from experts for its potential to reshape the educational landscape.
Saudi Arabia's Mawhiba Foundation has recently joined forces with UNESCO to elevate STEM education throughout the Arab world, making headlines across Education discourse during July. The collaboration focuses on students from 6th to 12th grade across Arab nations, with a particular emphasis on empowering Arab girls and young women to excel in STEM disciplines. Mainstream sources posted about the initiative highlighting its aim to cultivate young talent and provide students with the skills needed to address global challenges.
Amidst the summer camp buzz, a new UAE AI Camp generated interest in the Education sector throughout July. This five-week program aims to educate children, students, and coding enthusiasts about artificial intelligence and its applications across various domains. Participants will explore diverse aspects of AI, including its mechanics and its use in fields such as education, healthcare, and robotics. With experts from both government and major tech companies leading the way, it's set to be a summer of both smart learning and fun times!
That concludes this July’s recap! To stay in the loop with the latest social media trends, subscribe to our weekly newsletter and receive them directly in your inbox.
