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.
Photo Source: Kawa News
At the end of each month, here at Netizency, we explore 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.
In March, the categories ranking remained the same compared to the previous month, with a minor change: Malls moved to 6th place, swapping spots with Automotive. As for interactions, Entertainment, Automotive, and Electronics continued to hold the top three spots in that respective order.
Photo Source: Netizency
Top Themes
Electronics/Technology
Last month, we predicted that LEAP 2024 would generate considerable buzz in March in the Electronics dashboard, and we were right! The conversation largely originated from Saudi Arabia, reaching its peak during the first week of the month. Reportedly, this year's conference set a new attendance record, attracting 215,000 visitors — an impressive 25% uptick from last year—making it the most-attended technology conference globally. Mentions surrounding the event took various turns, with a notable focus on the conference securing an astounding $13.4 billion in investments upon its conclusion. Other highlights included discussions on the Metaverse Academy, Nokia’s plans for a 5G-focused regional logistics hub in KSA, and Zoom’s introduction of new services such as Zoom AI Companion, Zoom Phone, and Zoom Contact Centre. These topics, among many others, sparked lively discussions and kept the momentum going.
Once again, TikTok took center stage within this category. The chatter increased when news outlets reported on the US House passing a bill to ban TikTok, which gained significant bipartisan support from both Republicans and Democrats. Despite originating in the US, the conversation extended far beyond its borders, with users in the GCC also sharing their perspectives. The topic sparked heated debate between proponents of the ban, citing national security concerns, and opponents, primarily free-speech advocates, who argue that it promotes censorship and government control. Furthermore, TikTok CEO Shou Chew's video response to the proposed US ban was shared widely. In it, he emphasized the adverse impact the ban would have on small businesses who rely on the platform for income. On a related note, closer to the region, news outlets have also reported on the Iraqi Minister of Communications' new proposal for a TikTok ban due to societal concerns. Similarly, the announcement elicited a divided response from online users.
Photo Source: Unsplash (Solen Feyissa)
The next trending story sees the worlds of Android and iOS collide! It appears that Google’s Gemini might power the next iPhone, with talks currently underway between the two tech giants. This news has prompted heightened discussions among interested users in the GCC. The details of the agreement remain undisclosed; however, should this deal materialize, it would mark Google's second integration within the iOS ecosystem, following their prior agreement to serve as the default search engine for Safari on both Mac computers and iPhones. With AI stirring things up and Apple CEO Tim Cook pledging to introduce generative AI features to Apple devices by this year, it seems like the perfect time for the brands to bring this deal to fruition we’d say!
Entertainment
Ramadan's arrival ignited lively conversations within this category during March – unsurprisingly! From shopping promotions and Iftar tent reviews to influencers flaunting Ramadan outfits and brands offering customized deals, the atmosphere was bustling! Furthermore, the fervor surrounding the latest series (yes, "Ramez Gab Men El Akher" was unmistakably prominent!), resonated across social feeds with viral scenes and users’ impassioned discussions on what's worthy of their screen time. Our dashboard experienced frequent spikes and rare lulls throughout the month, and we anticipate this buzz about Ramadan to carry over into April.
The 2024 Oscars took the spotlight in Entertainment this month as well. Enthusiastic reactions poured in as Oppenheimer clinched seven Oscars, including Best Picture, Best Director, and Best Actor Awards. Many GCC users confidently anticipated Oppenheimer's success, expressing sentiments like 'of course' and 'no surprise there' on relevant posts. Beyond the winners, discussions buzzed around celebrity fashion, and key performances, among others. One standout was the advocacy for a ceasefire in Gaza by numerous celebrities at the ceremony, symbolized by their display of red Artists4Ceasefire pins or the Palestinian flag. Users actively shared and commented on images of this gesture. Moreover, two Oscar moments that resonated widely were also tied to pro-Palestine sentiments. Mark Ruffalo's hurried entrance to the ceremony, expressing solidarity with pro-Palestine protests outside the theater, was one such moment. Another was 'The Zone of Interest' director Jonathan Glazer's acceptance speech, which addressed the situation in Gaza, emphasizing the relevance of his Holocaust-themed film to the current situation.
Photo Source: Getty Images (Patrick T. Fallon)
Miss World 2024, which was held in Mumbai, India on March 9, 2024, emerged as yet another trending story in the Entertainment discourse. While much of the spotlight shone on the winner, Krystyna Pyszková of the Czech Republic, there was a remarkable surge of positive sentiments in the GCC surrounding Yasmina Zaytoun of Lebanon, the first runner-up among 112 contestants. Yasmina's Instagram post announcing her achievement resonated deeply, with many users sharing it and highlighting her as a symbol of beauty, strength, and women's empowerment. Additionally, TikTok was abuzz with videos of the contestants and the ceremony's key moments, fueling active engagement from users.
Automotive
Remember the days when flying cars were our idea of the future? Well, the future is here! Dubai-based aviation company Aviterra announced its acquisition of over 100 flying cars from Dutch firm PAL-V, which is set to revolutionize public transportation in the UAE and the broader region. These flying cars will soon be able to transport residents directly from their doorstep, starting in 2025-26. News sources published statements from Mouhanad Wadaa, Aviterra's Managing Director, who revealed that initially, they will be used for private and government purposes. He also added that individuals will undergo a few months of training before they can operate these vehicles. (Count us in!)
In other news, Saudi Arabia and electric vehicles (EV) also gained popularity this month, fueled by several announcements. One was related to the EV startup Lucid securing a $1 billion investment from Ayar Third Investment Company, facilitated through the issuance of newly created convertible preferred stock via private placement. Another headline-grabbing announcement was from the Saudi EV brand Ceer, which awarded a $1.3 billion contract to Modern Building Leaders for the construction of an electric vehicle manufacturing complex in King Abdullah Economic City. This facility will feature dedicated zones for every stage of vehicle production, promising a bright future for the EV industry in the Kingdom!
Photo Source: Global Business Outlook
Finally, Bahrain-based social accounts also took part in the Automotive conversations this month, particularly after McLaren's ownership officially shifted to Mumtalakat. While previously the largest single shareholder, the Baharini fund Mumtalakat now holds complete ownership of the Group. Experts' discussions on this transition have surfaced, with many foreseeing a positive impact on McLaren's financial stability in the near term, especially in light of recent challenges, such as production setbacks and workforce reductions.
That wraps up our updates for this month! To stay in the loop with the latest social media trends, subscribe to our newsletter and receive them directly in your inbox every week.
