How Meta is empowering a new wave of MENA content creators
Joana Jamil, Strategic Partner Manager of Global Partnerships at Meta, shares the newest content creators in the region and what they look for in the next big thing.
Who are some of the most exciting emerging content creators in the region right now?
I’m really inspired by the wave of creativity we’re seeing from emerging content creators in the region right now. There are lots of incredible emerging regional talents such as Raghad Zamell, Osama Chabbi, Taliaa Fawaz, and Jana Al Hafar, just to name a few. What’s so exciting is how diverse and innovative this new generation is – there’s a vibrant mix of storytellers, artists, and voices who are using our Meta platforms to share authentic perspectives and connect with audiences in fresh ways. From Reels that capture cultural moments to Threads diving deep into local issues, they’re not just creating content but building communities and sparking meaningful conversations. It’s less about names for me and more about the collective energy and passion driving this movement forward – it’s a dynamic time for creativity in our region.
How is Meta supporting Arabic-first or culturally rooted content?
Over the course of the last three years we have collaborated with dozens of Arabic-speaking creators from the region – both emerging voices and well-established talent – including the likes of Amina Hussein, Amro Maskoun, Yara Bou Monsef, Omar Farooq, Dolly Dib, Mina AlSheikhly, Eisa Al Habib, and many others. What we’ve seen time and again is that when creators are empowered to express themselves in ways that are authentic to this region’s culture and audience, the content resonates more deeply. We recently launched Meta AI in Arabic, a major step toward more inclusive and personalised digital experiences empowering our region’s Arabic-first creators with a tool that feels natural and relevant to their daily lives.
What sets the new generation of MENA creators apart from global counterparts?
What sets MENA’s new creators apart is their authentic celebration of our rich culture, history, traditions, and diversity, which resonates globally and allows them to seamlessly weave these elements into their content. For instance, just last month, the spirit of Ramadan’s unity was beautifully woven into creators’ content, as seen in the work of Chef Leyla, YusurAlKhaildi, and Cybele Haddad, among others who specialise in diverse content areas such as food, fitness, lifestyle, and fashion. Moreover, domestic tourism is experiencing an unprecedented surge across MENA countries, enabling travel and lifestyle creators like Dolly Dib to uncover hidden gems in their own countries and neighbouring ones. By leveraging Meta platforms, including Meta AI for creative storytelling, these creators skillfully blend Arabic heritage with a universal vibe, rendering their content both distinctly regional and globally relatable.
What advice would you give to aspiring creators trying to stand out to the Meta team?
Aspiring creators should show up with intent. Have a clear vision for the stories you want to tell. Be consistent, posting regularly to build your presence across Reels or Threads. Educate yourself about Meta’s tools – explore features like Meta AI to boost your creativity. Above all, find your unique voice, stay authentic, and bring original ideas. That dedication and know-how will make you shine.
How important is authenticity versus aesthetics in today’s creator economy?
Authenticity and aesthetics both play meaningful roles – and finding the right balance really depends on the audience, the creator’s niche, and what they’re trying to achieve. For some communities, especially in areas like design, photography, fashion or film, aesthetics aren’t just about how content looks – it’s part of the creator’s craft, talent and self-expression. In those cases, a well-curated feed can be a powerful storytelling tool. At the same time, we’re seeing a clear shift on Instagram toward more authenticity. People are increasingly drawn to content that feels real and relatable rather than overly polished. This is reflected in the rise of trends like “photo dumps” and “Add Yours,” as well as features like Stories, Close Friends, and Remix, which make it easier for users to share everyday moments and connect on a more personal level. Ultimately, the beauty of today’s creator economy is that there’s room for both. Whether you’re a visual artist with a carefully curated aesthetic or someone sharing spontaneous, behind-the-scenes candid moments, Instagram is a platform where all types of creativity can thrive.
How is Meta helping shape the future of content creation in the region?
At Meta, we’re seeing incredible momentum in the creator economy across the Middle East, and we’re committed to supporting that growth. Content creation today is being shaped by a multitude of new tools, interactive formats, and ways to connect with the audience – and we are right at the center of that transformation. One of the biggest shifts is the rise of AI tools in the creative process which not only helps to massively accelerate the production and take care of the time consuming tasks but also takes creativity to the next level. With our recent launch of Meta AI in the MENA region, we’ve made it easier than ever for creators to brainstorm ideas, generate visuals, write scripts, and edit content – all directly within the platforms they already use, like Instagram and Facebook. With upcoming features like Imagine Me, Imagine Edit and Voice Translation right within Reels we hope to unlock new levels of creative freedom, allowing creators to be more expressive and productive, while reaching a global audience. We’re also constantly rolling out updates that give creators more ways to tell stories – with new fonts, stickers, editing tools, and experimental formats like Trial Reels which lets creators test their content’s performance before going fully live. These continuous updates are designed to help creators test content, engage their audience more deeply, and refine their voice. Beyond the tools, we’re focused on empowering creators as entrepreneurs – whether through monetisation features, branded content tools, or community-building campaigns like Trendships, which celebrate how creators foster meaningful cultural moments and connections through relatable content.
Are there initiatives, grants, or programmes Meta offers to help boost emerging voices?
We always say that creators are central to our platforms – their creativity powers connection over content. We are regularly collaborating with both emerging and well-established creators to help them amplify their voices, grow their influence and spark new ideas within the Instagram community. For instance, we annually spotlight a number of resonant creators who are making a significant impact on Instagram through our global Creators of Tomorrow programme. We also support creators with programmes such as Creators for Purpose, which we’ve announced recently in partnerships with CreatorsHQ in Dubai with the goal to support and elevate 5 creators with their philanthropic missions. We also partner with global and regional brands to give regional creators exposure and opportunities tocollaborate on a global scale. We understand that creators are entrepreneurs and want to turn their passions into a steady income, so building tools to help them make money on our platforms is a key priority for us. Advertisers are drawn to creators for their ability to authentically tell stories and engage audiences and we ensure that both creators and businesses know how to take full advantage of brand opportunities on our platforms. We’ve developed Instagram’s branded content tools and Creator Marketplace, where creators and brands can more easily connect and collaborate on a regular, sustainable basis. We are also constantly updating our learning resources like the Creator Lab, @creators, creators.instagram.com or Instagram For Business pages with best practices, product news and tips and tricks.
This is The Discovery Issue – what has been the most surprising discovery in your career?
My biggest discovery is how a win-win mindset transforms everything. I thought career success meant outworking everyone. But I’ve found that serving others – giving my all, never halfway – ignites real magic. When I pour my heart into empowering creators, I win too. It’s not just work; it’s my fire. That ‘serve first’ spark has opened doors and changed me forever.
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