Content Creators: Credibility and impact matter more than trends

Participants in the "Tools for Creating Influential Content" session at the Arab Media Summit 2026 stressed that the success of digital content should not be measured solely by the number of views. They said success also depends on a creator's ability to make a lasting impact and build a relationship of trust with audiences. They highlighted the importance of creativity, a clear identity and adherence to values when producing content for digital platforms. The session was moderated by financial journalist Nourhan Abu Samra and featured content creators Rawa Al-Jallad, Omar Qasqas and Musab Al-Tuwaijri. Participants shared their personal experiences and discussed the key lessons they had learned throughout their content creation journeys. Omar Qasqas said creating content for social media platforms requires a number of essential elements. Chief among them is presenting ideas in a simple and engaging way. He stressed the importance of delivering a message within a short period, ideally no longer than one or two minutes. He highlighted the importance of a strong "hook" that captures the audience's attention from the very first moments. He said successful content requires a smart presentation style that suits both the platform and the target audience. He stressed that content creation should be built on genuine influence. He said credibility has been the main standard throughout his career, including in business partnerships. He added that he had learned valuable lessons from mistakes made early in his journey and had removed some content that no longer met the standards he set for himself. He stressed that he promotes only products and services whose quality he trusts. He said consistency is one of the most important factors in content creation. Building an audience does not happen overnight, he noted, but requires continuous effort and long-term commitment. He added that successful content should be engaging and concise, with a clear idea and message that can be delivered quickly to the audience. For her part, Rawa Al-Jallad stressed that view counts should not be the sole objective for content creators. She said some content may not achieve wide reach but can still bring satisfaction and enjoyment to its creator, which is an important aspect of the content creation experience. She reflected on her early days in the field, noting that a simple photo she posted of a white boat generated significant engagement and helped increase her follower count. This marked the beginning of her journey in content creation. She stressed that building impactful content is a long process that requires patience, consistency and credibility to maintain public trust. Musab Al-Tuwaijri stressed that content creation should focus on content with a lasting impact rather than material tied solely to short-lived trends. He said the goal should be to produce content that leaves a positive and enduring impression. He also stressed the importance of adhering to societal customs and values and avoiding trends that do not align with a creator's identity. He highlighted the importance of creativity and continuous skills development. He said content that carries a positive message from the outset helps build a clear identity for its creator. It also establishes red lines that preserve credibility and ensure a sustainable presence among audiences. Musab Al-Tuwaijri also stressed the importance of consistency in publishing content and avoiding reliance on individual efforts alone. He said the success of a content creator is linked to having an integrated work system and a qualified, well-trained team that operates according to a clear and organised structure. He added that consistency and discipline help improve content quality and sustain its presence. He stressed that building an effective digital identity requires a clear message and a commitment to values and principles that reflect the creator's personality.