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 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.
From Father’s Day to Eid Al Adha, Euro 2024, the US Presidential debate, and more, June was anything but dull. Amid all the buzz, the usual suspects—Electronics, Entertainment, and Education—still topped the charts in mentions and interactions, although Automotive managed to sneak into third place for interactions.
Top Themes
Electronics/Technology
Thanks to Apple’s 2024 Worldwide Developers Conference held from June 10–14, June saw a lively buzz in the Electronics and Technology dashboard. The brand unveiled a lineup of new features that not only caught the attention of mainstream media but also thrilled users in the GCC. Key announcements included macOS Sequoia, a significant evolution of Apple’s desktop OS, visionOS 2 featuring an Ultra-Wide Mac Virtual Display, and “Apple Intelligence,” a groundbreaking generative AI designed for iPhone, iPad, and Mac. The latter, particularly, drove high chatter as users posted about how this new personal AI would streamline daily tasks, discussing features like Writing Tools, Priority Notifications, Image Playground, and Genmoji (my personal favorite!). Genmoji allows users to create custom emojis using text prompts that can be seamlessly integrated into messages, shared as stickers, or used as Tapback reactions in the Messages app. There was a lot to talk about, and tech influencers wasted no time in sharing features reviews and answering their followers’ inquiries.
However, the buzz didn’t stop there! At #WWDC2024, Apple announced its collaboration with OpenAI to integrate ChatGPT into its ecosystem. This move elicited diverse reactions from users and drew the attention of Elon Musk. While many applauded the partnership for its potential to enhance user experience and drive technological innovation, concerns about data privacy, security risks, ethical implications of AI manipulation, potential job displacement, reliance on external AI providers, and regulatory hurdles were also voiced. Musk bluntly tweeted his concerns, stating, “If Apple integrates OpenAI at the OS level, then Apple devices will be banned at my companies. That is an unacceptable security violation. ”Skimming the replies to his tweet shows that users suggested he enter the smartphone market with an “X Phone,” potentially creating unexpected business opportunities.
Next up, if you're awaiting a package, prepare for it to be delivered by robots! Yes, you heard it right! Dubai Integrated Economic Zones Authority and Aramex began pilot testing for an autonomous robot delivery system at Dubai Silicon Oasis. UAE-based news outlets have picked up the story, highlighting how this project aims to enhance logistics efficiency and reduce carbon emissions. Users' feedback has been mixed, with some praising it as "amazing" and "the future is here," while others have used it as an opportunity to voice frustrations about delayed deliveries and customer service issues with Aramex.
Entertainment
Posts from and about influencers consistently spark discussions across this category. From fashion trends and travel advice to event coverage, discount codes, daily vlogs, and more, they're everywhere you look. Not to their favor, however, the chatter peaked in June with users cheering on the UAE’s latest policy on influencer marketing. According to the Abu Dhabi Department of Economic Development, social media influencers operating in Abu Dhabi must now obtain licenses to conduct business within the UAE. Failure to comply could result in fines of up to Dh10,000. As a response, users have been quick to share the news, with comments ranging from “about time, too many wannabes cluttering the feed” to “Good move.”
Saudi Arabia has truly embraced the ethos of “GO BIG” when it comes to entertainment in recent years. Therefore, it’s no surprise that its festivals consistently dominate the spotlight across this category. Jeddah Season 2024 exemplifies this spirit! It kicked off with a bang at the end of June, capturing interest across social media. Videos from the opening ceremony featuring drone displays, fireworks, visual presentations, and dynamic performances quickly went viral. Moreover, promotion of the Season has been widespread, involving media outlets, tourist accounts, Saudi users, celebrities, and influencers alike. Scheduled until mid-August, we expect the hype to continue in the coming months as well.
While analyzing the trending Entertainment stories during June, something unexpected caught our attention: the word “Banana” was prominently featured in this dashboard’s word cloud. Intrigued, we clicked on it to uncover the story behind this trend and pondered how simple, even silly, things manage to top the charts! It turns out that Banana is a game on Steam where players click on a banana picture. Persistent clicking can earn players rare bananas, which can be traded or sold on the Steam market for real money. This blend of simplicity and potential profit had gamers hooked, and the game has become one of the most-played games on Steam, rivaling major titles like Counter-Strike.
Education
Driven mainly by academic accounts and news outlets, there were several updates that fueled the Education discourse during June. One of the key highlights was Crimson Education, a global leader in education and technology, partnering with AstroLabs, the Gulf's top business expansion platform, to extend its operations to Saudi Arabia. There were several articles that delved into the details of this partnership, emphasizing that the launch of Crimson Education's new office in Riyadh underscores its commitment to serving Saudi students and facilitating access to top-tier education opportunities.
Additionally, several accounts highlighted the story of Grade 10 Dubai students at GEMS New Millennium School NMS who developed Aquatral, a tool designed to reduce the ocean's acidity caused by rising carbon dioxide levels. This device aims to help marine life, especially fish and coral reefs, by creating a friendlier environment in the ocean. The project, led by students Agnes Binosh, Tarana Hari Krishnan, and Alaina Manoj Mathew, involved research and collaboration with experts to improve the design and ensure its effectiveness. The students' dedication to protecting the environment and solving scientific problems has received praise by the online community, showcasing how young minds can make a difference.
A group of Grade 10 students in Dubai have developed a tool to make the ocean less harsh for marine life, from fish to coral reefs.
Finally, get ready to see education take a thrilling ride! There has been an uptick in discussions surrounding a new CSR initiative involving Miral, renowned for creating immersive destinations in Abu Dhabi, and Aldar Education, a leading education group in the UAE. Together, they have entered into an MoU to roll out impactful educational programs across 12 schools in Abu Dhabi under Aldar Education. These initiatives will include quarterly talks by industry experts aimed at inspiring and educating students, as well as bi-annual internship opportunities at Yas Island theme parks for students aged 16-18, providing practical experience in tourism and entertainment sectors, among others.
That concludes this month’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.
