MENA’s cultural depth and government backing give platforms room to scale creator ecosystems responsibly, writes Hoda Rizk.
Behind the creators who appear on our feeds every day, an entire ecosystem is working tirelessly in the background. Tech enablers form the infrastructure that makes that influence possible. Their teams are constantly refining algorithms, updating user experiences, and setting the standards that determine which content is seen, shared, and monetized.
By the end of 2025, around 5.66 billion people globally were active on social platforms, representing 68.7 percent of the world’s population, according to the International Telecommunication Union (ITU) and Statista.
As internet penetration continues to rise, these platforms are connecting users across languages, borders, and cultures at an unprecedented scale. In this context, Communicate spoke with leading tech enablers in the creator economy to understand why mastering the systems behind the screen has become just as important as understanding the creators themselves.
Cracking the algorithm
Creators often talk about “cracking the algorithm.” But is such a process a myth or reality?
“We hear that phrase a lot, but honestly, there’s no secret code. Our ranking systems are designed to reflect what people actually care about, not to dictate what they should see. We don’t operate with one single algorithm. Feed, Reels, and Explore each rely on specific signals tailored to a user’s past interactions and preferences,” says Moon Baz, Director of Global Partnerships for Africa, the Middle East, and Turkey at Meta.
Baz adds that platforms are also moving toward a more search-driven experience. By using relevant keywords in captions, creators help the system better understand their niche.
“Whether that’s modern seasonal fashion or Levantine food, we can connect creators with people who have a genuine intent to discover that content,” she continues.
In short, Baz highlights the “big three signals” tech enablers prioritize today: watch time—particularly completion and rewatch rates—saves, and direct-message shares.
“In this region, a ‘share via DM’ is incredibly powerful. It’s the ultimate signal that a piece of content was meaningful enough for someone to recommend it to a friend.”
Painting the picture
Follower count is no longer the primary currency it once was. According to Baz, platforms have deliberately worked to make discovery more meritocratic.
“Today, an emerging creator in the MENA region has the same opportunity to reach a global audience as an established icon,” says Baz. “Our Reels Discovery Engine is a huge part of this; it uses AI to shortlist content based on topic relevance rather than how many followers you have.”
She adds that the process is intentionally progressive. Content is first shown to a small, relevant audience. If it resonates, the system expands its reach to broader, like-minded communities globally.
For established creators, consistency remains a key factor. “What we reward over time is community trust. When creators consistently post within their niche, it helps the system clearly understand who their audience is, ensuring their content continues to reach the people most likely to value it,” notes Baz.
What sets MENA creators apart, she adds, is their ability to blend innovation with cultural depth.
“Whether it’s Chef Husen Fayad reimagining recipes or Karen Wazen sharing family traditions, that ‘real soul’ is what makes content relatable globally. We prioritize originality first. Unique storytelling using our native tools like AR filters or AI capabilities will always be prioritized over reposted content from other platforms,” Baz adds.
In that sense, platforms tend to design for where culture is already heading, rather than actively forcing new preferences onto users.
“It’s a mix of technology and culture. When Gen Z and Gen Alpha gravitate toward fast, visual storytelling, formats like Reels naturally rise in popularity. Tools such as our music library, ‘Add Yours’ stickers, and AI features like automatic dubbing and lip-syncing simply help creators bring those ideas to life at scale,” Baz says.
She adds that platforms also surface inspiration in more direct ways: “Creators can discover inspiration content on Edits, remix trending templates, and see what’s resonating across the platform. Ultimately, the soul of the content always comes from the creators. The platform provides the canvas, and they paint the picture.”
Money talks?
In the MENA region, the creator economy is transitioning from hype to structure, according to Julien Hawari, CEO of Million, a content monetization platform.
“One estimate puts the MENA creator and influencer market at around $576 million in 2024, on track to reach nearly $900 million by 2029, with close to 1.5 million creators. Yet we are still far from where we should be,” Hawari says.
He notes that despite the rapid growth, many creators in the region continue to prioritize visibility over sustainability. “There is still a strong focus on chasing fame rather than building a real business,” he says.
Government intervention, however, is starting to push the ecosystem toward maturity, with initiatives such as the UAE’s recently announced AED150 million ($40.8 million) fund for creators.
At the same time, he adds, AI influencers and AI-driven content are already affecting brand partnerships. “It is becoming harder for ‘celebrity’ profiles to justify their rates if they cannot demonstrate real performance,” Hawari says.
Still, money is flowing into the creator economy—but unevenly.
“While the global creator market has surpassed $200 billion, more than half of individual creators still earn less than $15,000 a year from content. The distribution funnel itself is being reshaped,” Hawari notes.
Short-form content continues to dominate reach, but Hawari argues that deeper formats are where long-term value is created.
“Platforms such as Million that allow users to publish courses, long-form video, memberships, live experiences, and community-led content will rise. These are the areas where audiences are willing to spend more time and money, giving creators a chance to further monetize their knowledge,” he adds.
Meta is also advancing monetization for creators.
“We’re simplifying monetization by bringing programs like Reels and in-stream ads into a single dashboard, so creators can spend less time tracking performance and more time creating. Beyond this, features such as Broadcast Channels and WhatsApp help creators deepen relationships with their most loyal fans,” reveals Baz.
According to her, the world has moved beyond the era where “likes” alone defined success.
“Many creators now rely on their Instagram presence to secure brand partnerships, launch their own products, and use the platform as a high-conversion marketing tool. Today, our focus is on helping creators build sustainable businesses, not just visibility,” she continues.
Unique government support
Circling back to the role of government support in the GCC, Julie Bogaert, Head of Talent Partnerships for Snap Inc., EMEA, agrees that what sets the region apart most clearly is the level of institutional backing behind this growth.
“What’s unique to MENA is the level of public and private sector support. Initiatives like Dubai’s 1 Billion Followers Summit signal how seriously the region is investing in creators as an economic and cultural force—not just as influencers, but as founders, educators, and businesses with global reach,” she says.
The region is shaping trends, Bogaert notes, driven by a new generation of creators who combine cultural storytelling, entrepreneurship, and platform fluency.
With Gen Z and millennials making up nearly 75 percent of Snapchat’s user base and wielding growing influence in the GCC, Bogaert explains how platforms are unlocking new opportunities and revenue streams for creators.
“On the commercial side, we focus on making brand collaboration more natural and scalable. With tools like Collab Studio and Creator Discovery APIs, creators can partner with brands to co-create native advertising, including Sponsored Snaps, which allow brands to show up inside real conversations using the same visual language creators already use with their audiences.”
“Underpinning all of this is a strong revenue-sharing model and monetization programs that ensure creators directly benefit from their creativity and reach, reinforcing Snapchat’s role as a long-term partner in creator growth across MENA.”
Expecting familiarity, building trust
One of the most pressing challenges for tech enablers and creators alike is maintaining authenticity in the face of growing demand. According to Julie Bogaert, audiences today do not expect more polished content; they expect closeness and familiarity.
“On Snapchat in particular, 77 percent of Snapchatters say creators feel like friends, which raises the bar for creators to stay genuine as they scale,” she explains.
Technology, she adds, is further reshaping those expectations. New tools, including AI, are accelerating how creators ideate and produce content, creating both pressure and opportunity.
“At the same time, 66 percent of youth say they learn fastest through AI, and 43 percent see it as a gateway to new creative possibilities,” Bogaert notes.
Looking ahead this year, Bogaert sees creators continuing to professionalize.
“Creators are fully evolving from influencers into brands. Many are already building their own IP—from beauty products to podcasts, newsletters, and live shows—and that shift will only accelerate,” she says.
Baz agrees, pointing to a future defined less by scale and more by relevance. As a result, platforms are investing in formats that support deeper engagement.
“We’re investing in spaces like Broadcast Channels and WhatsApp, where creators can build high-engagement, intimate audiences. Influence is becoming hyper-local and niche-driven. People want experts they can trust, whether for financial advice, cultural storytelling, or lifestyle guidance. In fact, 67 percent of users in MENA now turn to creators over traditional institutions for financial guidance,” notes Baz.
The verdict is clear: the creators who thrive will be those who build the strongest, most authentic connections with the communities they serve. And tech enablers will be the key facilitators of that connection.
