The International Monetary Fund (IMF), through its Regional Office in Riyadh and Communications Department, recently collaborated with the New Media Academy to host a workshop in Dubai. This event targeted journalists and social media content creators focusing on economics and finance from various countries in the Middle East and North Africa (MENA).

Workshop Overview

Titled “Economic and Social Media Content Creation Skills and Impact of AI on Media,” the workshop was conducted at Creators HQ, a prominent content creation hub within the UAE, affiliated with the Visioneers Group. This initiative brought together key figures from both the IMF and the New Media Academy, featuring notable speakers such as Wafa Amr, a Senior Communications Officer at the IMF; Dr. Abdoul Aziz Wane, the Director of the IMF Regional Office in Riyadh; Dr. Sami Ben Naceur, the Director of the IMF Middle East Centre for Economics and Finance in Kuwait; Alaa Saleh, Director of the SRMG Academy; Nour Ammache, an economic program presenter at Asharq Bloomberg; and Ahmed Basyouni, a Digital Content and Talent Development Expert at The New Media Academy.

Key Discussions and Insights

Throughout the workshop, participants engaged in conversations about important economic and financial matters affecting the MENA region. They also explored techniques for creating clear and accessible economic content tailored for social media audiences. Sessions addressed the transformative role of AI and influencers in shaping the media landscape across the region, alongside practical storytelling techniques designed to clarify complex economic issues for the public.

An essential focus of the discussions was the need to simplify economic terminology, particularly for younger demographics, given the prominence of social media among this group. This endeavor aims to cultivate a better understanding of economic concepts among individuals who frequent platforms like TikTok and Snapchat.

Focus on Younger Audiences

Hussein Al Atoli, the Director of the New Media Academy, expressed that the workshop’s primary goal was to empower journalists and content creators in producing unbiased economic and financial information, thereby enhancing public comprehension, especially among the youth. He highlighted that Generation Z constitutes approximately 25 to 35 percent of global social media users and maintains a significant presence on various platforms.

Al Atoli noted that the collective purchasing power of Gen Z is expected to reach an astounding $12.6 trillion annually by 2030. He also highlighted a projected increase in creator-driven advertising revenues as brands increasingly allocate budgets to engage with this vital demographic.

Importance of Clear Economic Communication

Abdoul Aziz Wane, Director of the IMF’s Regional Office in Riyadh, emphasized the growing demand for clear, accurate, and relatable economic narratives across MENA. He expressed hopes for strengthening collaboration with the New Media Academy and digital creators to share complex economic stories in a more accessible manner, devoid of heavy technical jargon.

Wafa Amr, the IMF’s Senior Communications Officer, reiterated that the workshop forms part of the IMF’s broader strategy to connect with global media and social media influencers. The event showcased how IMF research, particularly in AI capabilities, could aid in producing impactful content that illustrates how sound economic policies can positively influence people’s lives.

In summary, this workshop represented a significant step towards enhancing economic literacy in the MENA region, especially among younger generations who are increasingly influential in shaping media narratives.