For many influencers and even more so for the people who follow and love them, the night of April 28 was a big night. The finale of Sadeem’s second season crowned the region’s best upcoming social media celebrities with a flourish – and a prize of one million riyals (over $260,000).
An all-social-media show that garnered millions of views, Sadeem not only hunts for the best young digital content creators in the Arab region and presents a fun show – among other things, the event had two hosts, including Kharboush the virtual cat who threatened to take over colleague Sherif Fayed’s career in the upcoming season of Sadeem, as well as an expressive performance of contemporary dance in 3D mapping.
It also aims to help fledgling talents improve their content, grow their audiences and share their messages with the world.
Since 2012, influencers in the Middle East have seen their power increase rapidly, holding a large number of social media users under their sway. Sharing their personal lives and details, they form a deep bond with their following, driving what they wear, how they dress, what they listen to and what they watch.
Suffice to look at digital celebrities like beauty guru and entrepreneur Huda Kattan (36.4 million Instagram followers and 3.2 million Youtube subscribers) or reality TV star and TV host Joelle Mardinian (10 million Instagram followers and 191,150Youtube subscribers).
success stories led many aspiring influencers to dream that they could too, one
day, achieve a similar notoriety. However, getting there isn’t that easy, and that’s
where Sadeem comes to play. The online competition/show gives its audience a
chance to understand more who they’re following and why they’re following them.
Acting as a whole campaign in its own right, Sadeem aims to shape the next
influencers’ community by focusing on strong messages and content.
As fashion blogger and Sadeem judge Ascia tells Communicate Levant, “We’re moving towards a more socially-responsible radius […] Beautiful content is everywhere now. It’s amazing to see so much content online, but finding content that has a really strong message and finding people that you really want the youth to be watching to aid in their growth is nice to see now.”