Governments need to change their perceptions about social media to be able to reach and efficiently engage young audiences, a British social media expert said.
Timothy Armoo, 26, founder of Gen Z specialist marketing agency, Fanbytes, has been helping some of the world’s biggest brands like Apple expand their reach to the younger generation.
Two years after Mr Armoo started his company in 2017, Fanbytes became the lead social media agency for the UK government to help with its communication strategy during the Covid-19 pandemic.
“We have become experts in understanding how to reach to the young audience and helped the government of the UK, but this can also help all governments that are willing and accepting to change,” said Mr Armoo.
Instead of telling people to stay home or be punished and fined, we turned it into a story with TikTokers and influencers
Timothy Armoo
He says the UAE is planning for its future by promoting careers in digital, such as the plan to provide 100,000 golden visas to the best computer programming talent.
“By celebrating digital careers more, UAE government will be creating a new generation of digitally savvy entrepreneurs who can push forward its economy,” he told The National.
Importance of storytelling
During his talk at Sharjah International Government Communication Forum, he said storytelling and creative targeted content can communicate government messages effectively to all young people.
“We’ve had to run different campaigns for the UK government about lockdown, stay home and vaccinations, making use of storytelling because we want people to genuinely like us rather than see us as faceless government organisations,” he said.
They designed targeted videos using TikTokers and social media influencers.
One of their videos about encouraging people to stay at home was viewed by more than ten million people in less than 24 hours.
“Instead of telling people to stay home or be punished and fined, we turned it into a story with TikTokers and influencers,” he said.
Another clip aimed at encouraging young people to take part in government surveys made use of an American rapper’s song.
"Taking surveys is not exciting," he said, "but using the American rapper lil Wayne’s famous song about how many cars he has linked taking surveys to making money.
“It's a silly idea but it touched a cultural moment with the young audience.”
To promote Covid-19 vaccinations among young British people, Timothy said they created social media content around fashion.
“Simply by asking people how they dress up when going to take their vaccination, we knew they will start creating their own stories around that and post it on social media,” he said.
He said platforms, like TikTok, Instagram and SnapChat are popular because they share content that viewers feel they can relate to.
“This is why you don’t need followers but rather need creative content to become a social media star,” he said.
Sharjah's International Government Communication Forum - in pictures
Chelsea 2 Burnley 3
Chelsea Morata (69'), Luiz (88')
Burnley Vokes (24', 43'), Ward (39')
Red cards Cahill, Fabregas (Chelsea)
Dhadak 2
Director: Shazia Iqbal
Starring: Siddhant Chaturvedi, Triptii Dimri
Rating: 1/5
Profile
Company: Justmop.com
Date started: December 2015
Founders: Kerem Kuyucu and Cagatay Ozcan
Sector: Technology and home services
Based: Jumeirah Lake Towers, Dubai
Size: 55 employees and 100,000 cleaning requests a month
Funding: The company’s investors include Collective Spark, Faith Capital Holding, Oak Capital, VentureFriends, and 500 Startups.
Tips on buying property during a pandemic
Islay Robinson, group chief executive of mortgage broker Enness Global, offers his advice on buying property in today's market.
While many have been quick to call a market collapse, this simply isn’t what we’re seeing on the ground. Many pockets of the global property market, including London and the UAE, continue to be compelling locations to invest in real estate.
While an air of uncertainty remains, the outlook is far better than anyone could have predicted. However, it is still important to consider the wider threat posed by Covid-19 when buying bricks and mortar.
Anything with outside space, gardens and private entrances is a must and these property features will see your investment keep its value should the pandemic drag on. In contrast, flats and particularly high-rise developments are falling in popularity and investors should avoid them at all costs.
Attractive investment property can be hard to find amid strong demand and heightened buyer activity. When you do find one, be prepared to move hard and fast to secure it. If you have your finances in order, this shouldn’t be an issue.
Lenders continue to lend and rates remain at an all-time low, so utilise this. There is no point in tying up cash when you can keep this liquidity to maximise other opportunities.
Keep your head and, as always when investing, take the long-term view. External factors such as coronavirus or Brexit will present challenges in the short-term, but the long-term outlook remains strong.
Finally, keep an eye on your currency. Whenever currency fluctuations favour foreign buyers, you can bet that demand will increase, as they act to secure what is essentially a discounted property.
WOMAN AND CHILD
Director: Saeed Roustaee
Starring: Parinaz Izadyar, Payman Maadi
Rating: 4/5
Volvo ES90 Specs
Engine: Electric single motor (96kW), twin motor (106kW) and twin motor performance (106kW)
Power: 333hp, 449hp, 680hp
Torque: 480Nm, 670Nm, 870Nm
On sale: Later in 2025 or early 2026, depending on region
Price: Exact regional pricing TBA
What the law says
Micro-retirement is not a recognised concept or employment status under Federal Decree Law No. 33 of 2021 on the Regulation of Labour Relations (as amended) (UAE Labour Law). As such, it reflects a voluntary work-life balance practice, rather than a recognised legal employment category, according to Dilini Loku, senior associate for law firm Gateley Middle East.
“Some companies may offer formal sabbatical policies or career break programmes; however, beyond such arrangements, there is no automatic right or statutory entitlement to extended breaks,” she explains.
“Any leave taken beyond statutory entitlements, such as annual leave, is typically regarded as unpaid leave in accordance with Article 33 of the UAE Labour Law. While employees may legally take unpaid leave, such requests are subject to the employer’s discretion and require approval.”
If an employee resigns to pursue micro-retirement, the employment contract is terminated, and the employer is under no legal obligation to rehire the employee in the future unless specific contractual agreements are in place (such as return-to-work arrangements), which are generally uncommon, Ms Loku adds.
Jeff Buckley: From Hallelujah To The Last Goodbye
By Dave Lory with Jim Irvin
Basquiat in Abu Dhabi
One of Basquiat’s paintings, the vibrant Cabra (1981–82), now hangs in Louvre Abu Dhabi temporarily, on loan from the Guggenheim Abu Dhabi.
The latter museum is not open physically, but has assembled a collection and puts together a series of events called Talking Art, such as this discussion, moderated by writer Chaedria LaBouvier.
It's something of a Basquiat season in Abu Dhabi at the moment. Last week, The Radiant Child, a documentary on Basquiat was shown at Manarat Al Saadiyat, and tonight (April 18) the Guggenheim Abu Dhabi is throwing the re-creation of a party tonight, of the legendary Canal Zone party thrown in 1979, which epitomised the collaborative scene of the time. It was at Canal Zone that Basquiat met prominent members of the art world and moved from unknown graffiti artist into someone in the spotlight.
“We’ve invited local resident arists, we’ll have spray cans at the ready,” says curator Maisa Al Qassemi of the Guggenheim Abu Dhabi.
Guggenheim Abu Dhabi's Canal Zone Remix is at Manarat Al Saadiyat, Thursday April 18, from 8pm. Free entry to all. Basquiat's Cabra is on view at Louvre Abu Dhabi until October
