The new platform, Media Academy, aims to help the next generation of content creators. Rashid Al Awadhi, chief executive of the academy, expressed this as a new marketing channel with the power of elevating impactful and scalable campaigns for both the public and private sectors.
The first webinar gained huge support with more than 50 participants from both government and semi-government bodies, included Roads and Transport Authority, Dubai Police, Ministry of Culture, Youth and Community Development, Abu Dhabi Media Company, and the Ras Al Khaimah Government Media Office. This new collaboration is said to increase the content creators in the region and also help boost Arabic content. A Dubai Freelance visa now enables creators to make Emirate their base.
Suicide video horrifies parents
A bait and switch video of an American man taking his own life has been circulating across social media sites visited by children. The video resents graphic scenes of an ex-army veteran, 33 taking his own life with a shotgun. The video was first uploaded to Facebook on 31 August and later spread across various platforms including TikTok.
Even though TikTok took down the footage on its first upload on 6 September, it has been re-uploaded multiple times in a bait-and-switch videos format. These disturbing video begin with conventional child-friendly content and cuts without warning to disturbing footage.
Several parents have been warning to keep an eye out. Rachel D’Gama, a Dubai based mum and social media professional wrote on Facebook, “Please keep your kids off social media, including YouTube, until this awful video circulating has been removed entirely.”
The TikTok followers in the UAE more engaged than global average
TikTok is a Chinese video-sharing social network mainly used for users to create short dance, lip-sync, comedy, and talent videos. The platform is owned by ByteDance. In 2018 the app became available in UAE after its merger with Musically. TikTok is now the most downloaded Chinese app.
HypeAuditor ranked UAE 11th by the number of TikTok influencers. Accordingly, 2.16% influencers from UAE collaborate with brands and get paid for advertising. Engagement Rate (ER) helps determine the connectivity of the influencer and the range of their audience, often calculated in terms of likes, shares, and comments. The region expresses a 26% higher ER rate than the rest of the world, indicating more audience engagement to influencer content in UAE. Core audience in the region is male viewers between the age of 18 and 34 years old, compared to the US whose core audience is female between 13 and 24 years old.
On 29 June, the Indian government released a statement banning 58 Chinese mobile apps along with TikTok, claiming them to be a “threat to sovereignty and integrity.” The ban has caused a $6 billion dollar loss to TikTok.