*This podcast was recorded before recent events across the Middle East, and as such makes no mention of the geopolitical situation in the region.

In this special episode of The MadTech Podcast, ExchangeWire's head of content, John Still, is joined by Rad Arekat, founder of the Middle East Social Media & Digital Association (MESMDA).

They discuss the changes and opportunities in MENA's social media and digital industry, areas of growth and spend, and the vision for the association.

Motivation & Vision for MESMDA

Across conversations in the industry, a common theme has emerged: many feel social media and digital work is misunderstood and undervalued compared to PR, comms, and marketing roles. As the digital economy grows at pace, a unified body is needed in order to build credibility and set standards across the region.

Beyond content creators and influencers, industry professionals also handle strategy, planning, and ecosystem-building. MESMDA wants to spotlight these roles, encouraging recognition and collaboration. They aspire to expand globally after establishing strong regional foundations.

Industry Evolution and Opportunities

Social and digital evolve continuously with frequent updates. There is also rising demand for specialised tracks: influencer relations, platform management, and sector-specific expertise (eg. government, luxury, lifestyle). This diversification reinforces the case for a regional body to address skills gaps across niches.

Many underestimate the technical demands of social media until they are faced with the day-to-day challenges. As such, a key opportunity is to highlight the distinct roles and responsibilities within social and digital, versus adjacent functions like client servicing.

Platform Trends and Spend

Platform performance is country- and objective-specific. X is strong in Saudi; Instagram leads in UAE, followed by LinkedIn, which is suited to driving high-quality leads. While TikTok captures Gen Z attention, real spending power still skews to millennials and older cohorts.

YouTube remains powerful for education, storytelling, and genuine influence via long-form content. Within Meta, Instagram is costlier than Facebook, but both complement each other. With WhatsApp under Meta, there are now discussions around WhatsApp monetisation and potential advertising, signalling new spend channels.

More emerging products and platforms now support Arabic and regional languages, enabling data-driven decision-making. There is also growing discourse around modernising traditional business offerings by integrating technology such as data analytics and media intelligence.

We will be heading to MENA for our first ever ATS Dubai event in November. If you're interested in commercial opportunities at the event, contact sales@thewirecorp.com