From hobby to global reach: Creators discuss the realities of building an audience

The "Spontaneous Content Creation" session at Arab Media Summit 2026 explored the experiences of content creators Omar Fruitflan and Yogi Peliza, and how simple ideas that began as hobbies evolved into careers with large followings. Their content is largely driven by direct interactions with people and the exploration of different languages and cultures. The success of their content was not planned from the start. Yogi began making videos after graduating from university, motivated by his passion for talking to people and learning their languages. Over time, the experience developed into a career. Omar also started as a hobbyist before gaining popularity through content centred on guessing the countries and cultures of the people he meets. Time economy The session shed light on the “time economy” behind short-form videos. The speakers noted that audiences only see a small portion of what is actually filmed. Yogi said that about 70 per cent of people refuse to participate in interviews, while Omar said he publishes only around 20 per cent of the clips he records. The speakers stressed that building a large follower base brings greater responsibility in deciding what to post. This includes respecting the people involved, providing useful content, and dealing with rejection or negative comments without allowing them to hinder progress. New ideas The session also addressed the challenge of algorithms, which can tie creators to a single content format that has proven successful. This can make it more difficult to experiment with new ideas. The speakers agreed on the importance of continuing short-form content as a key way to reach audiences, while also expanding into long-form content, documentaries, travel, and the exploration of new cultures. The challenge of professional burnout was also highlighted. The speakers described content creation as work that effectively continues around the clock, from generating ideas and filming to editing, publishing, and planning the next video. They stressed the importance of taking breaks and maintaining consistency without exhausting the creator. Digital content One of his goals is to become fluent in at least 10 languages, Yogi said. He also aims to learn more about other languages, particularly minority languages and cultures that are less represented in digital content. Yogi also revealed that he hopes to write books and establish language schools in the future. Omar said he wants to gradually transition from street interviews to documentary filmmaking and travel, with a focus on exploring different cultures and countries.