From Scrollers to Storytellers

Picture this: You're scrolling through your social media feed, pausing to like a friend's vacation photo, sharing a news article, and maybe even posting a witty comment on a brand's latest ad. Seems harmless, right? Just another day in the digital world. But what if I told you that with each scroll, like, and share, you're not just consuming content—you’re actively shaping the narrative of our digital age?

Welcome to the grand theater of social media, where the lines between audience and performer are blurred, and everyone’s a potential puppeteer. It’s a place where cat videos can go viral faster than breaking news, and where a single tweet can spark a global movement. But who's really in control here? Is it the tech giants behind these platforms, the brands vying for our attention, or us, the seemingly passive scrollers?

Imagine sitting across from me at your favorite coffee spot, maybe the kind that serves dates with every cup of Arabic coffee. We start chatting about how every like, comment, and share isn't just a simple interaction—it's part of a complex game of influence, one where the players are never quite what they seem. Let's dive into this intricate dance of influence, algorithms, and agency, and see if we can figure out who's really pulling the strings.

The Evolution of the Digital Public Square

Remember when social media was primarily about reconnecting with old school friends or sharing casual updates like what you had for lunch? It felt more straightforward back then—less about influence and more about genuine connection. Now, these platforms have morphed into something far more potent—they've become the new public square, the modern-day agora where ideas are exchanged, debated, and sometimes even massacred.

But unlike the ancient Greek agora, our digital public square comes with a twist. It’s not just a space for discussion; it’s a finely tuned machine designed to keep us engaged, often at the cost of nuanced dialogue. As Brian Solis aptly put it, “Social media is about sociology and psychology more than technology.”[1] And boy, do these platforms know how to push our psychological buttons.

Public narratives are the collective stories we tell ourselves about who we are and what we believe in. These narratives define cultural norms, political discourse, and even the way we perceive our identities. Before social media, these stories were largely controlled by traditional media—TV, newspapers, radio. But now, with billions of users posting, commenting, and sharing, the storytelling has become decentralized. Or so we think.

Take, for instance, the global narrative around climate change. For years, traditional media shaped the dialogue, but social media gave it a new voice—one driven by individual experiences and grassroots activism. A great example is the rise of Fridays for Future, a movement started by Greta Thunberg that went viral and inspired millions of young people to protest for climate action. Greta Thunberg’s rise to prominence was not the product of a PR campaign but a series of viral posts that resonated globally. The same goes for movements like #MeToo, #BlackLivesMatter, and the Arab Spring, where individual voices amplified by millions collectively reshaped public perception.

In the Middle East, the power of public narratives is even more pronounced. Social media has offered a platform for conversations that were previously too sensitive or taboo for mainstream media. Issues of gender equality, identity, and social norms have been discussed, debated, and redefined—sometimes leading to real change, other times creating an illusion of progress. In Saudi Arabia, social media has played a significant role in reshaping the country’s image to the world—highlighting cultural heritage, economic reforms, and the vibrant new opportunities emerging under Vision 2030. Influencers like Lojain Omran and campaigns such as the Saudi Seasons initiative have been pivotal in showcasing the cultural and social transformation of the Kingdom, creating a positive perception and engaging global audiences. It’s helping craft a more modern, open narrative that showcases the kingdom's transformation in its positive true light. But as we engage in these conversations, we must ask ourselves: are we truly shaping these narratives, or are we merely participants in a story crafted by someone else?

The Anatomy of Social Media Influence

So, how exactly do social media platforms wield their influence? It’s not through mind control (though sometimes it feels like it), but through a sophisticated cocktail of algorithms, user behavior analysis, and good old-fashioned psychology.

These algorithms are the invisible puppeteers of social media platforms. They decide what content you see, when you see it, and in what order. It’s like having a very attentive but slightly manipulative friend who knows exactly what you want to see—sometimes even before you do. They analyze your behavior patterns, your interactions, even how long you linger on a post before scrolling past, remembering everything you've ever done.

Algorithms are designed to maximize engagement, which is often a euphemism for maximizing our time spent on the platform. Have you ever wondered why your feed is filled with certain types of posts and not others? It's because the algorithm decided those posts were what you needed to see—whether it’s a heartfelt message from a friend, a brand advertisement, or yet another cat video. Because nothing says freedom quite like an algorithm deciding that the highlight of your day should be a cat playing the ukulele.

But here’s the kicker: these algorithms aren’t just passive observers. They’re active shapers of our digital experience. They create what we call ‘filter bubbles’—personalized ecosystems of information that reinforce our existing beliefs and preferences. It’s comfortable, sure, but it’s also a bit like intellectual inbreeding. And we all know how that turns out in the long run.

A 2023 Reuters Institute report found that 55% of people worldwide get their news from social media[2]. If more than half of us are relying on algorithms for our news, what does that say about our understanding of the world?

In the Middle East, the impact of algorithms is equally significant. Take TikTok, for example. It’s not just a platform for dances and lip-syncs—it’s where trends are born, social issues are discussed, and cultural moments are shaped. The youth, particularly in Saudi Arabia and the UAE, have found a space to express themselves in ways that were previously unavailable. But it’s also where narratives can be subtly steered by the platform’s desire to promote certain content over others.

Brands as Narrative Architects

Brands are no strangers to the power of narrative. In fact, they’ve been telling stories for decades. But social media has changed the rules of the game. No longer can brands control the message entirely—now they must navigate the unpredictable waters of consumer engagement.

Gone are the days when a catchy jingle and a prime-time TV slot were enough to make a brand memorable. Today’s brands are narrative architects, crafting stories that resonate with our values, aspirations, and even our insecurities. They’re not just selling products; they’re selling lifestyles, identities, and sometimes, revolutions (or at least the illusion of them).

Take Nike’s Colin Kaepernick campaign, for instance. With a single tweet, Nike inserted itself into one of the most contentious social debates of our time. This move not only resonated with a specific audience but also solidified Nike's positioning as a brand willing to take a stand for social justice, even at the risk of backlash. It showed how brands could leverage social issues to align with the values of their consumers and become part of a broader cultural conversation. Was it risky? Absolutely. Was it effective? You bet. The campaign generated an estimated $6 billion in brand value[3]. That’s the power of a well-crafted narrative in the age of social media.

This dynamic is particularly interesting in the Middle East, where brands are often trying to balance modern messaging with traditional values. A campaign that resonates in Riyadh might not have the same impact in Dubai, and consumers are quick to call out inconsistencies. The rise of consumer activism means that brands can no longer afford to be tone-deaf or inauthentic—because, in the world of social media, the audience always has the final say.

The Role of Influencers and User-Generated Content

Enter influencers—the middle ground between brands and consumers. Influencers are the storytellers of the digital age, wielding power that traditional advertising can only dream of. They’re trusted voices, seen as authentic and relatable. When an influencer speaks, people listen—often more than they would to a brand or even a news outlet.

But influencers also come with their own complexities. Their power lies in their perceived authenticity, but that authenticity can be easily compromised. Think of all the times an influencer has endorsed a product only to be called out for not actually using it. When this happens, it’s not just the influencer’s credibility that’s at stake; it’s the entire narrative surrounding the product.

User-generated content is another piece of the puzzle. A recent survey by Stackla found that 79% of people say that user-generated content highly impacts their purchasing decisions[4]. This is the new word of mouth—except instead of a friend recommending a product, it’s a stranger on the internet whose opinion you trust for some inexplicable reason. The power of user-generated content lies in its ability to feel real, to cut through the polished veneer of brand messaging and present something more human.

The Consumer's Role: Passive Recipient or Active Participant?

Now, before you start feeling like a helpless pawn in this grand digital chess game, let’s talk about our role in all this. Because, spoiler alert: we’re not as passive as we might think.

Every time we engage with content—whether it's a like, a share, or a comment—we’re casting a vote. We’re telling the algorithms, “More of this, please!” And those algorithms? They’re listening. They’re always listening.

In the age of user-generated content, we’ve all become potential influencers. That review you left for a local restaurant? It could sway someone’s dinner plans. The hashtag you used in your latest post? It could become part of a trending topic. We’re not just consumers of content; we’re co-creators of the digital narrative.

And let’s not forget about the power of collective action on social media. From the Arab Spring to the #MeToo movement, we’ve seen how social media can amplify individual voices into a powerful chorus for change. It’s a reminder that while platforms and brands may set the stage, it’s ultimately the users who decide what plays out on it.

Closer To Home

The Middle East presents a unique environment for these dynamics to play out. Social media here is not just a platform for sharing pictures of sunsets or food—it’s a space where social change happens, where cultural conversations are held, and where public narratives are shaped in real-time.

Instagram, with its high penetration rate among internet users in the UAE[5], and Snapchat, which has a penetration rate of 81% among social media users in Saudi Arabia[6], are prime examples of how social media shapes public perception. These platforms have become powerful tools in influencing cultural norms and driving social changes in the region, from the promotion of local arts and heritage to empowering youth and amplifying diverse voices. For instance, the UAE's #MyDubai campaign effectively used social media to create a community-driven narrative about Dubai, showcasing the city through the eyes of its residents and visitors, while influencers like Khalid Al Ameri have played a major role in bridging cultural gaps and sharing stories that resonate with both local and international audiences. Whether it’s a campaign promoting local businesses or a conversation about cultural identity, these platforms have become crucial spaces for dialogue. But again, we must ask: who is truly in control of these conversations? Is it the people posting, or is it the algorithm deciding which posts gain traction?

The Algorithm's Invisible Hand

Now, let’s dive deeper into the not-so-magical world of algorithmic curation. These algorithms are like overzealous party hosts, constantly trying to guess what you want before you even know you want it. They analyze everything, and they’re designed with specific goals in mind—usually to keep you engaged, “glued to your screen” for as long as possible. And sometimes, that means showing you content that's more likely to provoke an emotional response—even if that emotion is outrage or fear.

While these algorithms are incredibly effective at giving us what we want, they’re not always great at giving us what we need. They can create echo chambers where our existing beliefs are constantly reinforced, making it harder to encounter diverse perspectives or challenge our own assumptions.

Are We in Control?

So, are we in control of social media, or does it control us? The answer, like most things in life, is not black and white. Social media gives us the tools to shape narratives, but those tools come with strings attached—strings held by platforms, algorithms, and sometimes, even by ourselves.

The next time you scroll through your feed, pause for a moment and think about what you’re seeing. Is it content you chose, or content that was chosen for you? Are you contributing to a narrative, or are you just a character in someone else’s story? The answers might surprise you.

In the end, control is less about absolute power and more about influence. And in the world of social media, influence is everywhere—sometimes in the hands of platforms, sometimes in the hands of brands, sometimes in the hands of a teenager with a smartphone and a message that resonates.

The digital stage is set, the algorithms are humming, and the audience is waiting. The question is: what role will you play in shaping the narrative? Will you be a passive consumer, or will you take charge of your digital interactions—curating what you share, questioning what you see, and contributing to a more informed and diverse online discourse? Remember, every like, share, and comment is a vote for the content you want to see more of. Let's be conscious co-creators of the narratives that define our world.