How the Middle East used Social Media in 2020

64 Pages Posted: 15 Apr 2021

See all articles by Damian Radcliffe

Damian Radcliffe

University of Oregon, School of Journalism and Communication; Cardiff University, School of Journalism, Media and Cultural Studies; The Tow Center for Digital Journalism part of the Graduate School of Journalism at Columbia University

Hadil Abuhmaid

University of Oregon

Date Written: March 14, 2021

Abstract

This report is the ninth in an annual series of publications, dating back to 2012, showcasing the latest developments in social media across the Middle East and North Africa (MENA) region.

This year’s study is produced in partnership with the New Media Academy. The New Media Academy was inaugurated in June 2020, by His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and ruler of Dubai, to work within the space of development, with a focus on harnessing opportunities in the digital space.

Using a broad range of industry, academic and media sources, we dive into the trends - and biggest stories - which shaped MENA’s relationship with social media during the past year. Not surprisingly, this study is heavily influenced by the impact of COVID-19. The novel coronavirus impacted on everyone’s lives around the world, including the Middle East. One by-product of the pandemic could be seen in our changing media habits. Social media usage - across all platforms - increased during the early stages of the outbreak.

More widely, given the importance of social media in our media diets, platforms, industry and governments alike sought to use these networks to promote public health messages, as well as counter misinformation related to the COVID crisis. Alongside these developments, we have also seen continued investment in content on social media platforms - especially during Ramadan - and growing partnerships between traditional media players and social media channels and influencers.

These developments reflect the popularity of high quality digital content consumed on social media, and a desire to reach audiences on these platforms, or bring existing social audiences onto other networks. We expect that this synergy will only rise, not least because many media habits developed during the pandemic may well continue post-COVID.

As a result, social networks will become an increasingly important source for talent spotting, as well as a key avenue for content and information consumption. This trend, as we outline at the end of this report, matters for brands, creators and influencers, as well as governments and other public entities.

Social media is already an important part of digital media habits and digital marketing strategies. In 2021, that importance looks set to continue and grow even further.

Keywords: social media, social networking, Middle East, Arab World, Facebook, Twitter, Instagram, Snapchat, Instagram, trends, digital media, YouTube, TikTok, social media influencers, online misinformation, fake news, COVID-19, coronavirus, media, UAE, Egypt, Saudi Arabia, Israel, Palestine, internet

JEL Classification: O53, O55, O38, O3, O30, M3, M30, M31, M37, M39, I18

Suggested Citation

Radcliffe, Damian and Abuhmaid, Hadil, How the Middle East used Social Media in 2020 (March 14, 2021). Available at SSRN: https://ssrn.com/abstract=3826011 or http://dx.doi.org/10.2139/ssrn.3826011

Damian Radcliffe (Contact Author)

University of Oregon, School of Journalism and Communication ( email )

1280 University of Oregon
Eugene, OR 97403
United States

HOME PAGE: http://journalism.uoregon.edu/member/radcliffe-damian/

Cardiff University, School of Journalism, Media and Cultural Studies ( email )

Aberconway Building
Colum Drive
Cardiff, Wales CF10 3EU
United Kingdom

HOME PAGE: http://www.cardiff.ac.uk/people/view/201298-radcliffe-damian

The Tow Center for Digital Journalism part of the Graduate School of Journalism at Columbia University ( email )

3022 Broadway
New York, NY 10027
United States

HOME PAGE: http://towcenter.org/academics/damian-radcliffe/

Hadil Abuhmaid

University of Oregon ( email )

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