Rawan Al Sayed, Founder and CEO, Becoming SocialTikTok’s regulatory challenges have created a significant opportunity in the dynamic MENA digital landscape, and Instagram is strategically capitalising on it.
The upcoming Instagram Edits app isn’t just another feature; it’s a calculated move by Meta to empower creators and reshape content creation, directly addressing the evolving social media power balance.
Instagram empowers creators, redefining content
Instagram Edits, a standalone video editing app developed by Meta, is more than a CapCut competitor. Its key advantage lies in its tight integration with Instagram.
Seamless sharing from Edits to Instagram feeds, Stories, and Reels eliminates time wasted exporting and importing.
This powerful yet user-friendly toolset empowers creators to produce high-quality videos directly within the Instagram ecosystem, encouraging them to stay and contribute to its content library.
Short-form and long-form: a balanced approach
While short-form video dominates, long-form content remains crucial, especially with Instagram’s recent push for videos up to three minutes.
Educational content, tutorials, and discussions foster deeper engagement and longer watch times — key metrics for a brand’s success on Insta.
This balanced approach caters to diverse content preferences and will likely define the future of engagement.
Brands in the MENA region: Adapting to the new reality
This evolving landscape presents both challenges and opportunities. A combined content strategy is essential. Short-form video drives awareness, while long-form content builds trust and authority.
A leading athleisure brand, for example, can use snappy Instagram Reels for new gear showcases and longer-form videos for athlete interviews and training tips.
Video is king: Instagram invests in quality for MENA audiences
Instagram Edits offers brands a suite of tools to create polished, engaging video content within the Instagram app. This includes features for enhanced storytelling, dynamic product demos, and behind-the-scenes glimpses.
High-quality video fosters stronger audience connections, allowing restaurants to showcase enticing food videos and travel agencies to highlight destinations with captivating visuals.
Edits facilitates experimentation with various formats (Reels, Stories, in-feed videos) and data-driven optimisation, helping brands adapt to algorithms and stay ahead of trends. It also simplifies micro-influencer collaborations and enables targeted video advertising for maximised ROI.
Future of engagement
The post-TikTok era presents a unique opportunity. Instagram’s strategic focus on short-form video, amplified by Instagram Edits, is reshaping the digital landscape. MENA marketers must embrace this change. Lead the way by experimenting with Edits, exploring new formats, and pushing creative boundaries.
Prioritise video, investing in resources and expertise. Critically, understand your MENA audience and tailor content to their cultural nuances. Measure, optimise, and innovate.
The future of engagement is video-powered, and those who adapt will thrive.
By Rawan Al Sayed , Founder and CEO, Becoming Social
