1 Billion Followers Summit live: Emaar’s Alabbar says influencers need to up their game
Social media influencers have a sizeable reach, and that the digital collective of YouTubers, Instagrammers, podcasters and content creators at large – which was cutting its teeth only 10 years ago – is now a thriving, multimillion-dollar industry.
The UAE saw the potential of the buzzing social media industry several years ago, recognising the changing media landscape, including how it was evolving and transitioning away from traditional formats. Technology and innovation have long been touchstones of the country's plans for the future. So it comes as little surprise that the Emirates has positioned itself as a hub for creatives, by providing investment, infrastructure and space for this growing online world.
In the spirit of such championing, Dubai is hosting, for the third time, some of the world's most influential social media influencers and content creators, in an event organised by the UAE Government Media Office. “We welcome those with ideas and creativity,” said Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai. “In the UAE, we are hosting the 1 Billion Followers Summit. We welcome 15,000 content creators followed by 2.3 billion people.”
The scale of the event and the numbers speak for themselves, and of the remarkable growth the industry has seen. Since the early days, the UAE has supported talent and innovation in the creative economy – an endeavour that is aligned with the country's diversification plans.
Just last year, Sheikh Mohammed announced a Dh150 million fund to support the development of creative and effective content, which would help content creators sharpen their skills and tell the UAE story, its achievements and cultural contributions to international audiences in global markets.
As well-known names such as Tucker Carlson, Maye Musk, Jay Shetty and several reputable personalities from the Arab world take the discussion forward, the event also creates a framework for accountability and responsible dissemination of information.
Influencers with large followings have a responsibility to ascertain facts and curb misinformation, particularly as they draw in people of all ages and backgrounds.
The challenges in a fast-paced digital world are immense, for all those associated with the field. It is vital for creators to use their voices and platforms with caution, posting reliable content and not misrepresenting reality or veering towards malign agendas. By not taking these responsibilities seriously, creators would end up misleading followers, possibly with damaging consequences, and eventually risk losing subscribers, and thus income. The onus is also on consumers of such content to verify the information as well as the sources.
Besides the reliability and trust aspect, there are also business-related challenges for influencers and content creators, who often struggle with pressures of the job, sustaining an income, staying relevant and making the necessary leap from being personality-driven platforms to professional, trustworthy brands.
The support and encouragement that cities and their leaders then provide, in terms of investment and infrastructure, becomes ever more important. Social media influencers cannot create content in a vacuum or in hostile environments.
The UAE recognises their value and, through events such as the 1 Billion Followers Summit, feeds and seeds the aspirations of many talented young professionals. They, too, can then dream of fulfilling their creative potential by creating responsible content that appeals to their growing numbers of followers.
