What would happen to the digital realm if the internet vanished overnight? This question was posed by leaders from social media giants like Meta, Snapchat, and TikTok at the Congress of Arabic & Creative Industries in Abu Dhabi, focusing on the future of Arabic creative content.
Conference leaders urged Arab creators to establish genuine communities and sustainable brands beyond the global platforms.
“In the absence of the internet, people would revert to forming real communities, spending time together, and sharing stories face-to-face,” stated Samer Lahoud, Creative Strategy Lead at Snapchat Mena. “Our role as platforms is to support those connections, not replace them.”
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Mazen Hayek, Media Advisor and Former Director of MBC Group, cautioned that creators who depend solely on social platforms are on shaky ground. “What remains for us as Arabs if the five major international platforms disappear tomorrow? Without them, how many of our creators would retain their audience?”
Hayek highlighted the risks of reliance on international platforms in the region. “If Meta, Alphabet, Amazon, TikTok, ByteDance, and Snap were to withdraw tomorrow, what would happen to us as Arab content creators? We’ve built entire economies on just a few platforms, making us vulnerable.”
Moon Baz, Director of Global Partnerships at Meta for the Middle East, Africa, and Turkey, emphasized that the UAE has fostered a uniquely supportive environment for content creators. “The UAE has developed a promising ecosystem. Content creators benefit from Golden Visas, funding access, and clear regulations. They also receive education through workshops to use platforms effectively. Such a structure is rare elsewhere.”
She noted that Meta has seen a significant influx of talent moving to the Emirates. “In the UAE, many opportunities are available for content creators to produce content for the world.”
Samer Lahoud, Regional Head of Creative Strategy at Snapchat Mena, reiterated the importance of anchoring digital creativity in community rather than algorithms.
He stated, “Don’t succumb to the pressure of followers and likes. Begin with something authentic, something you truly believe in. Audiences appreciate authenticity. Technology and platforms will evolve — but your voice and your community are what endure.”
Lahoud also previewed Snapchat’s upcoming augmented reality spectacles, expected next year. “These are the first glasses to fully overlay AR onto the real world. They scan the environment and add 3D visuals to real objects. You can play chess on a virtual board, learn cooking, or take piano lessons as the glasses guide your hands. Designed with transparent lenses, they keep you engaged with the real world while collaborating creatively.”
Basel Anabtawi, Head of Content Operations at TikTok Mena, cautioned against reverting to the early influencer era’s gold rush mentality. “Discover your niche and expand within it. Avoid imitating others. The key is to be yourself and consistently deliver value.”
The panel concurred that creators now have the resources to build sustainable businesses — if they approach their work with seriousness. “Today’s content creator needs an entrepreneurial mindset,” said Lahoud. “It’s not just about collaborating with platforms, but also about team building, cash flow management, and creating something sustainable.”
