Approximately 5.04 billion people are browsing various social media platforms at any given moment, a whopping 62.3 percent of the global population. In the ever-evolving digital landscape, social media’s meteoric rise has transformed how we connect, share, and consume information, redefining communication dynamics and shaping the fabric of our increasingly interconnected society. Facebook, YouTube, and Instagram remain the largest platforms with the most active monthly users, encompassing almost all possible global demographics and younger generations, leading to the adoption rates of newer platforms. With these figures highlighted, we are experiencing unprecedented levels of passive media consumption and production. Mobile social media users can engage with an audience from anywhere in the world while doing virtually anything, providing them endless possibilities for generating content and capturing an audience.

An important thing to note is the rising popularity of short-form video content with social media users and content creators alike. It allows users to create and engage with bite-sized narratives about topics that range from silly anecdotes to relevant political and social commentary with no traditional communication barriers. This phenomenon reflects the evolving nature of online communication. It signifies a seismic shift in how information is consumed and processed, heralding a new era where brevity and visual appeal reign supreme. Interactions on social media feed into an algorithm that promotes the popularity of content within specific demographics and then displays it to a bigger audience, making views, likes, and comments the make-shift currency of exchange. Integrating e-commerce features into social media platforms over the past decade has also significantly altered the virtual space, transforming it from communal to commercial and emphasizing the economic value of capturing and maintaining people’s attention for advertising or other purposes. This has led to the development of strategies to engage users, create compelling content, and understand the psychology of attention to thrive in this competitive landscape, creating the ‘Attention Economy.’

The concept of an ‘Attention Economy’ refers to the idea that attention is a limited resource in the digital age, and various platforms and content creators are now competing for the attention of an audience with endless content to choose from. It encompasses the entire online ecosystem of buyers, sellers, and content creators acting as advertisers. Built-in advertising tools are now available to sellers on social media platforms, including user segmentation options that allow them to select and fine-tune their target demographic to maximize returns. The impact of the availability of these tools on small businesses has been invaluable, as it introduced a cost-effective way of reaching and engaging with their target audience and as a way to build a relationship between consumers and the brand. Through strategic content creation, companies can build brand awareness, engage with customers, and establish lasting relationships with the community to promote brand growth.

Content creators engage in the attention economy as both a competitor for user attentiveness and an intermediary between businesses and their target consumers since they’re able to monetize through Ad revenue from platforms like YouTube, as well as partnerships with brands seeking exposure to the creators’ engaged audiences. However, monetizing engagement incentivizes content creators to prioritize sensationalism over substance, perpetuating a race to the bottom in content quality and raising the issue of spreading misinformation and consumer protection in a hyper-commercialized digital era.

The rise of online platforms has brought about significant changes to the media landscape in the MENA region. Even governments are increasingly turning to social media personalities to promote their initiatives and projects, attempting to use their platforms as channels to disseminate information about public ventures and shape public opinions.  Saudi Arabia’s Mohamed Bin Salman has strategically utilized social media influencers to rehabilitate the country’s international image amidst his liberalization and economic diversification efforts, to great success. Their promotion of the cultural, entertainment, and commercial events held in Riyadh and Jeddah has been vital to the rapid transformation of Saudi Arabia from an oil economy to a rapidly growing tourist and business hub in the region.  It’s becoming that influencers can now position themselves as the most efficient and successful way for businesses and other stakeholders to connect with their target audiences. Countries like the UAE were quick to recognize and encourage this. With its thriving business ecosystem and strategic location, Dubai has become a hotspot for influencers seeking to capitalize on lucrative business opportunities.

However, these developments have also exposed a critical issue in the regulatory frameworks. The absence of dynamic laws and regulations tailored to address the complexities of social media businesses and activities poses significant challenges globally and regionally.

One of the primary concerns is related to intellectual property rights in the digital realm, particularly with regard to media. Social media businesses rely heavily on creating and distributing content, and without clear regulations, issues related to copyright infringement and content ownership become prevalent. This lack of legal clarity hinders content creators’ and businesses’ growth and undermines the overall digital economy’s integrity.

The burgeoning e-commerce sector in the MENA region also necessitates updated legal frameworks to ensure fair competition, consumer protection, and secure online transactions. As more businesses use social media for online sales, the absence of clear regulations makes it easier for anyone involved in the attention economy to fall for scams or other fraudulent activity. In the United States, the Federal Trade Commission (FTC) plays a pivotal role in shaping ethical standards for content creators by consistently enforcing disclosure regulations related to sponsored or endorsed content. The FTC’s efforts contribute to heightened consumer awareness, emphasizing the significance of media literacy in discerning between genuine recommendations and paid promotions. In contrast, Egypt has taken initial steps, primarily focusing on taxing income generated from content creation. However, the regulatory framework for content creators in the MENA region is still evolving, facing the complexities of diverse legal systems and cultural considerations that influence how influencer marketing is approached across different countries.

The views expressed in this article belong to the author and do not necessarily reflect the editorial policy of WAYA.