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RIYADH: This week, Twitter held its #TwitterConnect event in Riyadh, bringing together advertisers, influencers and media partners to discuss the company’s achievements.
Antoine Caironi, Twitter’s Acting Regional Director for the Middle East and North Africa region, said: “Twitter remains the most important communication platform through which you can follow everything that is happening in the world, with real-time moment-by-moment events and interactions.
“The company’s continued investment in modernizing and improving services over the current year has helped achieve real growth.”
This year, Twitter introduced new features like Branded Likes, which let advertisers “own” the timeline for a 24-hour period and transform the “Like” button with a custom animation using branded images. The feature was initially rolled out in four key markets, including Saudi Arabia.
In testing, Branded Likes generated a positive impact when paired with the Timeline Takeover feature, resulting in a 277% increase in recall and a 202% increase in purchase intent and consideration.
While other platforms, such as TikTok and Instagram, lure users in with short videos and endless scrolling, Twitter is considered by many to be for those who like to engage with more than just videos.
Saudi influencer Talal Al-Azhari said, “Twitter is suitable for those who like writing and reading articles more than watching videos.”
A number of Twitter representatives, including Kinda Ibrahim, Director of Partnerships, and Rabih El-Khoury, Head of Agency Partnerships, shared details of successful campaigns and trends from the past year.
For example, on Saudi National Day 2021, conversation volume increased by 12% compared to 2020. The most popular content format was video, with 573 million video views recorded that day.
In August this year, Twitter recorded a 74% increase in the average number of monthly football conversations compared to last year, confirming that football is one of the most interesting trends in the region.
In line with this trend, Twitter recently teamed up with beIN Sports, the official broadcaster of the 2022 FIFA World Cup in the MENA region, to share key moments throughout the world’s biggest football event, which will kick off in Qatar on November 20, and provide brands and retailers with association opportunities.
Each match will be highlighted through content clips, a match recap and in-studio analysis, all shared via beIN Sports’ official handle, @beINSPORTS.
Commenting on the role of social media and Twitter in journalism, Abdullah Al-Qattan, CEO of Digital Influencer Company and contributor to Rwad Alaamal magazine (The Entrepreneurs), said: “I believe that the journalist has now become a complete journalist in because of social media.”
Twitter also announced the next chapter in its strategy moving forward: Drive People to Buy. In 2021, shopping tweets received 56 billion impressions. People on the platform talk about ‘buying’, ‘booking’, ‘selling’, ‘watching’, ‘trying’ and ‘helping’, the event heard, showing that people turn to Twitter at different stages of the buying cycle.
The move comes as other platforms are also jumping on the social commerce trend, which is expected to become a $1.2 trillion industry by 2025, according to Accenture.
Twitter’s second-quarter revenue showed a 16% year-on-year increase in the average number of “monetizable” daily active users. This is reflected in audience engagement, which increased 39% in terms of tweet engagement and 29% in platform watch time.