This paper introduces a term that I believe better defines what social media has become. Scroll Media. Because today’s platforms are not built for dialogue or community. They are built for velocity, for volume, for uninterrupted motion. The feed never ends. The posts are rarely personal. And the user, more often than not, is silent. You do not log on to talk. You log on to consume.

The numbers prove it. Most users do not post. They do not comment. They barely like anything. But they scroll for hours. The architecture of the platforms rewards it. TikTok, Instagram Reels, YouTube Shorts, Facebook, Snap, even LinkedIn now: they all function as infinite loops. The algorithm does not wait for you to choose. It delivers. It adjusts. It learns. And it keeps feeding you more. What you see is not a result of your social network. It is a result of your behavioral data. The machine does not care who you follow. It cares how long your thumb pauses.

This is not a minor evolution. It is a full behavioral shift. Yet we continue to market, measure, and strategize as if we are still operating in the same world we knew ten years ago. Brands still talk about engagement. Creators still chase followers. Campaigns are still judged by likes, comments, and shares. But that is not how attention works anymore. What matters now is scroll-through rate. How fast the feed moves. How long you hold someone for. Whether your content breaks the loop long enough to be noticed.

This shift is not just technical. It is psychological. The scroll works because it rewards your brain with constant novelty. One more post. One more video. One more surprise. You do not know what is coming next, and that is exactly why you keep going. It is the same mechanism that makes slot machines addictive. We are not participating. We are reacting.

That reaction economy has completely changed the way advertising works too. In the old model, you created content for your community. You built up to a message. You invited interaction. But in Scroll Media, you have a fraction of a second to land. No one is waiting for your big reveal. No one is listening with sound on. No one is loyal to your brand unless you earn it with immediacy. The creative has to hit before the skip. And the metrics need to reflect that urgency. It is not about clicks or comments anymore. It is about pause duration, first-frame hold, and scroll-based conversions.

If this sounds harsh, it is because the landscape is. There is no room for nostalgia. There is only a choice. Adapt or stay irrelevant. The platforms have changed. The behavior has changed. The rules have changed. All that is left is for the language to catch up. That is why I believe we need to stop calling it social media. It sends the wrong signal. It implies interaction where there is none. It misleads marketers. It misinforms creators. And it holds back any honest attempt at designing for the reality of now.

Scroll Media is not just a name. It is a wake-up call. It is a reframe that forces us to look at digital platforms for what they are: systems of infinite passive engagement, powered by algorithms and measured in milliseconds of attention. The sooner we understand that, the sooner we can begin to build content, campaigns, and tools that actually work in this environment.

This is not a pessimistic view. It is a clear one. There is still space for creativity, for influence, for meaningful media. But only if we respect the shift. Only if we stop pretending that people come online to talk to each other. They do not. They come to scroll.

And if we want to matter in that scroll, we have to build for it.

The above is condensed version from a full white paper which can be found here.

The report highlights the intensifying competition overseas brands pose to local eCommerce retailers, which saw their own UA investments shrink. This likely reflects a mix of budget reallocations, mounting competitive pressure, and market consolidation. However, AppsFlyer experts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns.

iOS shows breakout growth and lower fraud rates

The report underscores how iOS is entering a breakout phase in the UAE. While by the end of this year, Android app installs are projected to grow 713% since 2017, iOS is surging to over 1383% over the same period, with installs expected to more than double year-on-year in 2025. iOS has also seen a marked improvement in fraud prevention, with fraud rates dropping 63% year-on-year in H1 2025. By contrast Android’s fraud rate jumped 234% in the same period. This suggests iOS is becoming an increasingly attractive, and safer, channel for marketers, even as Android remains critical for scale.

UA spend dips overall despite strong early-year performance

Despite the UAE’s advanced mobile ecosystem, with smartphone penetration at 97% and average daily mobile internet use exceeding four hours, UA ad spending by eCommerce apps declined in H1 2025. Android UA spend fell 21% compared to the same period in 2024, while iOS spending was down just 6%, reflecting its relative resilience. Yet, H1 2025 still delivered the largest half-year remarketing spend to date, with Q1 alone tripling Q1 2024 levels — a clear sign of the impact of seasonal spikes during Ramadan and major retail events.

Saudi Arabia’s global reputation has seen a significant positive transformation, according to CARMA’s 5th Edition of the Kingdom Reputation Report. The report indicates a notable increase in positive sentiment and a decline in negative media coverage, largely attributed to the country’s Vision 2030 initiatives, economic diversification, and growing soft power.

The latest insights from CARMA’s Report include:

A Surge in Positive Global Sentiment

Positive mainstream media coverage of Saudi Arabia increased by 25% in 2024, compared to the previous year. Since 2020, negative media coverage has declined by 55%, signaling a decisive reputational shift. CARMA’s survey, encompassing respondents from the UK, the USA, India, Singapore, and Russia, revealed that 59% expressed positive sentiment towards Saudi Arabia. Additionally, 37% of respondents reported that their views have become more favourable over the past 12 months.

Vision 2030 Shaping The Narrative

Vision 2030  dominated international discourse in 2024, directly tying into 60% of all global media coverage about Saudi Arabia, the highest share recorded to date. For the first time since 2020, coverage of Saudi Arabia’s economic and social transformation under Vision 2030 has outpaced political discourse.

Events, Tourism and Entertainment Drive Global Interest

Media coverage of Saudi Arabia’s economy rose by 77% in 2024, driven by events like the Future Investment Initiative (FII)LEAP tech conference, and World Defense Show. Tourism and entertainment media coverage increasing by 60% compared to 2023, representing a strong rebound and highlighting Saudi Arabia’s growing appeal as a destination. While overall media volume on sports decreased by 7%, it still accounts for 11% of all media coverage, maintaining its significant influence. High profile sports events, such as the announcement of hosting the 2034 FIFA World Cup, continue to generate headlines and build international connections.

Influencing the Influencers

Influential figures like Cristiano Ronaldo, Neymar, MrBeast, and Elon Musk amplified engagement through their posts, showcasing Saudi Arabia’s evolving cultural, sporting, and entertainment landscape. Saudi Arabia’s leadership emerged as influential figures in global media, widely portrayed in a positive light for driving transformative reforms, advancing landmark mega-projects, and deepening regional diplomacy. The public survey found that 59% of respondents were interested in visiting Saudi Arabia,  60%  would consider doing business there, and 52% were open to working in the Kingdom.

CARMA’s report, which utilizes AI analysis, sentiment tracking, human interpretation, and considers international media, influential social voices, multi-market public surveys, and AI-driven search trends, provides a comprehensive view of Saudi Arabia’s evolving perception.

This shift reflects global recognition of Saudi Arabia’s determined efforts toward economic, social, and cultural reinvention.

Video calls and instant messaging have quickly taken precedence over in-person interactions. In the boardroom, executive leaders are tempted by the cost-saving and convenience of grounding employee trips to visit clients, conferences, and satellite premises. But employees say they’re still keen to hit the road.

Spending habits while travelling for business

The vast majority of business travellers (94%) change their behaviour when they travel for work rather than leisure. Spending is a big area of divergence: 44% of travellers stay at higher-quality hotels or book premium rooms for work trips, while over half (53%) choose direct flights, even if they cost more.

To illustrate, meet four fictional Middle Eastern business travellers:

Fatima, baby boomer: The frugal spender

Fatima, 64, is the Director of Sales for a well-known regional technology company. Fatima’s generation is the least likely to indulge in extra spending on the company card — yet they’re not stingy either. Around 56% of baby boomers spend more when travelling for work than for leisure.

Value matters to Fatima. Six in ten (62%) baby boomers willingly use their own money for travel upgrades, while 64% look for ways to save the company money by underspending on meals or expenses. Like 73% of her peers, Fatima is happy with how much she travels for work and knows when to moderate spending.

Omar, Gen X: The comfortable guest

Omar, 49, is a seasoned Communications Lead at a film distribution company. He represents Gen X’s approach: like 72% of his peers, he’s comfortable spending more on work trips than on personal ones.

It’s not just company funds, either — 74% of Gen X travellers spend their own money on perks like better seats or extra nights to avoid exhausting travel days. Omar is also mindful of costs: like 73% of Gen X, he looks for ways to cut back slightly on per diem spending.

Gen X is less satisfied (59%) than baby boomers with their amount of business travel. While the data shows they’re equally split between wanting to travel more (20%) or less (21%), Omar relishes the chance to hit the road and promote the studio’s latest release.

Yousef, millennial: The high roller

Yousef, 33, is a Marketing Specialist who embraces work trips in style. Millennials like him (89%) tend to spend more lavishly on work trips, enjoying upgraded rooms, room service, or extra tips.

Even if he can’t expense it, Yousef often pays out of pocket to upgrade his seat or hotel — 88% of millennials do the same. And like most travellers, millennials (87%) take opportunities to save by collecting loyalty points or miles.

Still, opportunities are limited: less than half of millennials (47%) are satisfied with how often they travel for work.

Layla, Gen Z: The budget maximiser

Finally, meet Layla, 22, an Influencer Relations Executive building her career in advertising. Gen Z travellers like Layla often spend more freely on company trips — 94% enjoy upgrades funded by their employers. But if the company doesn’t pay, they’ll often chip in themselves: 93% are happy to use their own money for a better experience.

While Gen Z staff are junior, they don’t shy away from spending — yet they also look for ways to save: 92% underspend on allowances or stash perks like loyalty points.

Layla prefers safer options, too — like 64% of Gen Z, she worries about air travel safety and is among the 19% hesitant to take trips that require flying. Gen Z is also the least satisfied generation when it comes to business travel — more say they travel too much (34%) than too little (24%).

Current trends on the forefront of the retail market include a heavy tech-driven customer journey, particularly in community malls across the city, where more retailers are incorporating augmented reality installations, smart mirrors and interactive touchpoints to create curated and immersive shopping environments.

Almost 9 in 10 UAE shoppers rely on digital tools while browsing in-store and 71% report interacting with features such as AR displays, in-store apps, kiosks and QR activations during their last visit. 

Dubai’s Dining Goes Experiential: The Rise of Immersive Dining Concepts 

Forget just food.  The culinary scene is no longer limited to taste alone. It has evolved into a stage, a story and a spectacle.

From Krasota’s 360° visual gastro-theatre to Le Petit Chef’s whimsical 3D table-top performances, restaurants are transforming into immersive experiences that blend flavour, design, art and storytelling. In a city where expectations are constantly being redefined, experiential dining has become the new benchmark for success.

Pictured: Bahnam Bargh, Managing Director of CRC

In a category where shelf competition is fierce and price often becomes the default differentiator, Nova Water sought to go beyond third party retail channels and establish a direct relationship with its customers. The brand’s goal: boost app orders, increase customer acquisition, and enhance margins through a digitally led sales model.

Platformance and Mindshare KSA responded with a full funnel strategy centred on business outcomes. The campaign unfolded in two phases: first, acquiring high-value users through precision targeting and seasonal campaigns; second, converting installs into orders by shifting optimization toward purchase behavior.

Custom creatives, real time performance data, and weekly optimization cycles allowed the team to continually refine the campaign. The results were impressive:

4x increase in app installs

200% uplift in conversion rates

26% install-to-order rate — far exceeding the industry benchmark of 10%

55% of orders came from new customers within four months

This case stands as a testament to how brands in the region can reclaim control of their digital sales channels by integrating media, data, and business KPIs. Platformance’s outcome-based approach continues to redefine what performance marketing can achieve in the MENA region.

As Digital Product Passports (DPPs) become mandatory for textiles from 2026 under the EU’s Ecodesign Regulation, today’s report shows these are not just a regulatory tool but a commercial opportunity. For example, a fashion item sold for £500 today could generate an additional £500 in resale and services when supported by a DPP, by improving trust, traceability and ease of resale. While resale platforms, brands and verification services benefit too, consumers gain the most.

Many brands – around 90% of those surveyed by Bain – currently view DPPs primarily as a regulatory burden. But today’s research encourages companies to reframe DPPs as a strategic investment capable of generating ongoing revenue, driving sustainability, and strengthening consumer relationships.

DPPs are standardized digital records, accessible via QR codes, NFC, blockchain or similar technologies, and contain detailed information about a product’s materials, components, origin, environmental footprint, and lifecycle. Designed to support sustainability, circular economy initiatives, and greater transparency, DPPs enable consumers, businesses, and regulators to trace and assess products throughout their lifecycle.

Regulation meets opportunity

Under the EU’s forthcoming Ecodesign for Sustainable Products Regulation

(ESPR), nearly every physical product sold in the EU will require a DPP by 2030 – yet 90% of brands still see this as a compliance burden, rather than a growth lever.

The Bain and eBay report urges brands to shift perspective, urging that, rather than being ‘red tape’, DPPs should be regarded as revenue tools. DPPs will unlock lifetime value beyond the original point of sale, support circularity, and open direct channels to secondhand markets, the report finds.

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From transaction to lifecycle
The digital records within DPPs store verified product information on materials, origin, care instructions, ownership history, and environmental impact. These records enable brands to:

• Launch resale, trade-in and buyback schemes with confidence
• Offer tailored warranties, repairs and aftercare
• Track usage and extend product lifespans
• Report on ESG goals with greater transparency

Consumers drive the change

The Bain/eBay report highlights that consumers will capture most of the DPP-driven value. By removing friction – no more lost receipts or clunky listings – DPPs will enable one-click resale and boost confidence. As second-hand markets expand, DPPs can act as a flywheel for growth – deepening trust, expanding participation, and making circular shopping second nature.

A call to move now

With the 2026 deadline for ESPR nearing, the message from the report is clear: act early. The brands investing in DPP infrastructure today – engaging consumers and testing resale models – will be tomorrow’s leaders in sustainable, data-driven fashion. Those that wait risk falling behind as the resale economy scales.

The number of daily digital transactions in the UAE jumped by 25% year-on-year during the DSS 2024 period, while consumers also spent more per transaction, with average ticket sizes growing by 16% year-on-year. Checkout.com’s own processing volumes in the UAE rose by 44% during last year’s DSS, reflecting a broader shift toward online-first lifestyles and growing consumer trust in digital payments across high-intent seasonal moments.

A closer look at the data uncovers deeper consumer behaviour shifts. Spending on interior furnishings rose notably last year, suggesting that many residents used the summer period and DSS sales as an opportunity to upgrade their homes. Recreation-related categories also spiked, indicating an increase in families opting for local leisure experiences during the school break. The toys and sporting goods sector saw heightened activity as parents looked to keep children engaged through the hotter months, while education spending climbed as families paid school tuition and stocked up for the academic year ahead. Notably, the automotive category also saw a summer boost, driven by seasonal promotions on vehicles and related services.

These insights are consistent with Checkout.com’s report, which found 62% of UAE consumers plan to increase their online shopping next year, and 44% now say that they shop for better options online even while browsing in-store.

As the region continues to lead in digital commerce adoption, the summer months are proving to be peak moments for merchants to connect with digitally savvy consumers driven by speed, convenience, and seamless online experiences.

The report, titled “Stay, Spend, Scale: From Summer Slump to Growth Surge,” draws on recent data from YouGov, TikTok and Platformance’s own performance marketing arm, Calibrate Commerce. It outlines how shifts in resident behaviour and media dynamics now position summer as an underused window for brands ready to act.

What the Data Shows

Around 70 percent of residents in the UAE and Saudi Arabia plan to remain in country this summer

High earners and families are more likely to stay than leave

Cost PerLeads fall by up to 20 percent in early summer, with improved conversion rates and lower media noise

Spending is shifting indoors and online, particularly around wellness, entertainment and digital first retail

From Perception to Possibility

The report encourages marketers to approach the season with fresh eyes, supported by a clear action plan.

Platformance recommends brands:

Build campaigns that move from brand to performance across the funnel

Experiment with new formats such as CTV, gaming and shoppable video while costs are lower

Lean into Arabic first creative and culturally aware storytelling

Track business outcomes, not just media activity

Why Platformance Built This

Platformance is designed to help brands grow in ways that are measurable, regionally tuned and commercially accountable. This report reflects that thinking.  Grounded in data, shaped by ongoing performance insight, and meant to support brands looking to move early and grow steadily.

Download the full report here

While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include:

Real-life experiences and brand connections

With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year.

Positive about AI, concerned about deepfakes

Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI.

At the report’s launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field.

Friendly Gulf competition

While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it’s interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it’s UAE, 26% selected Saudi Arabia, and 10% chose Lebanon.

Podcasts and purpose proliferate

While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about.

As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community.

For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.