INTERVIEW: TikTok’s Fahad Almaghrabi on travel in the age of TikTok

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Fahad Almaghrabi, head of business partnerships at Global Business Solutions for TikTok in Saudi Arabia.
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Updated 06 August 2022
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INTERVIEW: TikTok’s Fahad Almaghrabi on travel in the age of TikTok

  • In Saudi Arabia, more than 70 percent of people look at TikTok for discovering travel ideas

RIYADH: Digital platforms have changed people’s lives across every area from work to play, and travel is no exception. Online and social media have changed how people discover destinations and deals, how they book their travel, and even how they share their travel experiences.

In Saudi Arabia, for instance, residents start dreaming about travel 10 weeks before their journey, with video and digital platforms inspiring 50 percent of their choice of destination, according to Fahad Almaghrabi, head of business partnerships at Global Business Solutions for TikTok in Saudi Arabia.

More than 70 percent of people look at TikTok for discovering travel ideas, while 64 percent book a trip after getting inspired by TikTok content, he added.

Arab News spoke to Almaghrabi to learn more about the role the short-form video platform plays in travel.

Tell us more about travelers today and how they have changed in the last decade

Over the past two decades, digital platforms have transformed how we live our lives, permeating every sphere of activity, and shaping how we interact with each other and the world around us.

This generation of “always-in market” travelers — dreaming, considering, or booking a getaway throughout the year — have also developed a penchant for a real and authentic travel experience, and that’s why they love going to their community for trustworthy travel inspiration.

Today’s intrepid travelers are just as keen to share their compelling stories and authentic visuals of journeys on entertainment platforms like TikTok, rounding off a creative cycle that in turn inspires countless others.

A study by Amp Agency found that 84 percent of millennials and 73 percent of non-millennials today were highly likely to plan a trip based on someone else’s vacation photos or videos or social media status updates.

How does this affect the way tourism destinations market themselves?

These authentic vignettes have re-ignited the demand for travel and significantly altered how destinations are being marketed globally, with travel and tourism marketers increasingly leveraging the opportunity presented by this new breed of digital platforms.

What role does TikTok play in this space?

This is a journey in which TikTok has taken the global lead as a disruptive platform with undeniable potential and momentum — and the Gulf and Middle East markets are no exception.

But TikTok’s success in becoming the platform of choice for travelers and in shaping digital travel and tourism trends across the industry is no happenstance.

Travel and tourism is a key segment of interest for a global and expansive hyper-engaged community of more than 1.8 billion users that straddles all markets and is growing at an astounding rate. This provides the perfect backdrop for TikTok to emerge as a platform where the community is primed not only to consume, but also to express themselves and tell their stories through authentic, visual, and geo-tagged content that is at once enticing and liberating.

This is enabled by easy-to-use editing tools, native content on the platform, and creators that fuel dynamic content.

This powerful combination of the medium and the message amplifies TikTok's power as a creative platform and enables it to be the internet’s repertoire of travel & tourism inspiration.

TikTok is that intimate, accessible, and inspirational window through which travelers take a trip before deciding if it’s worth it — the trip before the trip.

Can you give us some examples of how TikTok has influenced travel decisions?

While TikTok continues to induce FOMO in would-be travelers with content highlighting some of the world’s most beautiful and established destinations, there are also plenty of examples of TikTok’s effectiveness in driving a surge of interest to hitherto unknown destinations, which led to a dramatic rise in tourist footfalls overnight.

At least 83 percent of Saudi residents have either gone or plan to go on an international trip in the next six months with Egypt, UAE, and Turkey being the top short-haul and France and Germany being the top long-haul destinations.

HIGHLIGHT

Today’s intrepid travelers are just as keen to share their compelling stories and authentic visuals of journeys on entertainment platforms like TikTok, rounding off a creative cycle that in turn inspires countless others.

More significantly, 74 percent of users were found to look for travel discoveries on TikTok and 73 percent were found to have impulse purchased their trip in a short span of time.

What does this mean for brands?

With such lucrative figures at their disposal, brands can natively integrate into major travel conversations and leverage the community to speak with them, about them, and for them.

In essence, this represents a paradigm shift in the typical acquisition process for travel and tourism operators to stand out within an increasingly saturated ecosystem and collapse the sales funnel to move travelers directly from the “inspiration” phase to the “booking” phase.

Whether it’s the assortment of clever hacks, unadulterated advice, safety tips or the sheer visual appeal of short-format videos, the power of TikTok in shaping and inspiring the Kingdom's travel trends is an opportunity that could become a model for authentic and organic tourism in the years to come.

Can you share some examples of how TikTok has boosted the visibility of a tourist destination?

In a year of restricted travel, the UAE launched the “World’s Coolest Winter” campaign to highlight all the amazing sights and activities the Emirates has to offer.

For the campaign to realize its full potential on TikTok, the ‘7’ was created, using one of TikTok’s recognizable hand gestures that looks like the number 7 in Arabic and symbolizes the seven emirates at the same time. The ‘7’ became a visual prompt that rallied residents to share their favorite hidden gems through a branded hashtag challenge.

The UAE’s top 20 creators kicked it off, including @khalidandsalama, @_m7md, @azlife.ae, @bayan.dxb, and @dxbxd – and the rest of the nation’s TikTokers soon followed.

The campaign took on a life of its own with 8,700 user-generated videos in just six days, creating a library of the UAE’s best-hidden spots and secrets available for all to explore.

The ‘7’ sign became a symbol of UAE pride, and the campaign delivered remarkable results, with a 25 percent jump in brand awareness, 85 percent increase in ad recognition, 89 percent boost in ad likeability, and over 70 million views. The campaign successfully got an entire nation smiling and moving at a time they needed it most.

Further west, TikTok was also utilized by Switzerland Tourism, the national marketing organization, to hype up the incredible country.

Switzerland Tourism spent the first six months of its business account building its following entirely organically, focusing on a test-and-learn strategy, to thoroughly understand how TikTok works.

As their established community responded well to its hashtags, #INeedSwitzerland, and #inLOVEwithSWITZERLAND, ads were a natural next step because paid campaigns would mean it could directly target a different demographic to learn more about them.

Doubling down on its popular hashtag #INeedSwitzerland, Switzerland Tourism ran its first ever TopView ad showing a three-way split screen of dramatic scenery and nature. Spurred on by this campaign’s success, it then ran three more seasonal TopView campaigns: A summer experience tips ad, a summer in the city ad, and a funny autumn-themed ad.

In just 12 months, Switzerland Tourism had driven huge momentum on TikTok, with over 700,000 likes across all its posts and a whopping 35.5 million hashtag mentions. Most of this was organic, with some videos going viral without so much as a penny behind them.

Its TopView campaigns have achieved average engagement rates of 20 percent, which is remarkably high and shows the power of a brand putting out brilliant content on TikTok.


Australia frets over Meta halt to US fact-checking

Updated 59 min 24 sec ago
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Australia frets over Meta halt to US fact-checking

  • Australia has frequently irked social media giants with its efforts to restrict the distribution of false information or content it deems dangerous
  • Late last year, the country passed laws to ban under-16s from signing up for social media platforms

SYDNEY: Australia is deeply concerned by Meta’s decision to scrap US fact-check operations on its Facebook and Instagram platforms, a senior minister said Thursday.
The government – which has been at the forefront of efforts to rein in social media giants – was worried about a surge of false information spreading online, Treasurer Jim Chalmers said.
“Misinformation and disinformation is very dangerous, and we’ve seen it really kind of explode in the last few years,” Chalmers told national broadcaster ABC.
“And it’s a very damaging development, damaging for our democracy. It can be damaging for people’s mental health to get the wrong information on social media, and so of course we are concerned about that.”
Meta chief executive Mark Zuckerberg announced Tuesday the group would “get rid of fact-checkers” and replace them with community-based posts, starting in the United States.
Chalmers said the decision was “very concerning.”
The government had invested in trusted Australian news providers such as the ABC and national newswire AAP to ensure people had reliable sources for information, he said.
Disinformation and misinformation had become “a bigger and bigger part of our media, particularly our social media,” the treasurer said.
Australia has frequently irked social media giants, notably Elon Musk’s X, with its efforts to restrict the distribution of false information or content it deems dangerous.
Late last year, the country passed laws to ban under-16s from signing up for social media platforms. Offenders face fines of up to A$50 million ($32.5 million) for “systemic breaches.”
But in November, a lack of support in parliament forced the government to ditch plans to fine social media companies if they fail to stem the spread of misinformation.
Prime Minister Anthony Albanese said Wednesday he stood by the ban on children’s access to social media because of the impact it had on their mental health.
Asked about Meta’s fact-checking retreat, Albanese told reporters: “I say to social media they have a social responsibility and they should fulfil it.”
Australian group Digital Rights Watch said Meta had made a “terrible decision,” accusing it of acting in clear deference to incoming US president Donald Trump.
AFP currently works in 26 languages with Facebook’s fact-checking program.
Facebook pays to use fact checks from around 80 organizations globally on the platform, as well as on WhatsApp and Instagram.
Australian fact-checking operation AAP FactCheck said its contract with Meta in Australia, New Zealand, and the Pacific was not impacted by the group’s US decision.
“Independent fact-checkers are a vital safeguard against the spread of harmful misinformation and disinformation that threatens to undermine free democratic debate in Australia and aims to manipulate public opinion,” said AAP chief executive Lisa Davies.


CNN defamation trial comes at a rough time for legacy media — and for the struggling network

Updated 09 January 2025
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CNN defamation trial comes at a rough time for legacy media — and for the struggling network

  • US Navy veteran Zachary Young blames CNN for destroying his business when it displayed his face onscreen during a story that discussed a “black market” in smuggling out Afghans for high fees at the time of the Taliban takeover

NEW YORK: At a particularly inopportune time for legacy media and CNN, the news outlet is on trial in Florida this week, accused of defaming a Navy veteran involved in rescuing endangered Afghans from that country when the US ended its involvement there in 2021.
The veteran, Zachary Young, blames CNN for destroying his business when it displayed his face onscreen during a story that discussed a “black market” in smuggling out Afghans for high fees at the time of the Taliban takeover.
In a broader sense, the case puts the news media on the stand in journalism critic Donald Trump’s home state weeks before he’s due to begin his second term as president, and on the same day Facebook’s parent introduced a Trump-friendly policy of backing off fact checks. Young’s attorney, Kyle Roche, leaned into the press’ unpopularity in his opening arguments on Tuesday.
“You’re going to have an opportunity to do something significant in this trial,” Roche told jurors in Florida’s 14th Judicial Circuit Courts in Panama City on Tuesday. “You’re going to have an opportunity to send a message to mainstream media. You’re going to have an opportunity to change an industry.”
That’s the fear. Said Jane Kirtley, director of the Silha Center for the Study of Media Ethics and the Law at the University of Minnesota: “Everybody in the news media is on trial in this case.”
Actual defamation trials are rare in this country
Defamation trials are actually rare in the United States, in part because strong constitutional protections for the press make proving libel difficult. From the media’s standpoint, taking a case to a judge or jury is a risk many executives don’t want to take.
Rather than defend statements that George Stephanopoulos made about Trump last spring, ABC News last month agreed to make the former president’s libel lawsuit go away by paying him $15 million toward his presidential library. In the end, ABC parent Walt Disney Co. concluded an ongoing fight against Trump wasn’t worth it, win or lose.
In the most high-profile libel case in recent years, Fox News agreed to pay Dominion Voting Systems $787 million on the day the trial was due to start in 2023 to settle the company’s claims of inaccurate reporting in the wake of the 2020 presidential election.
The Young case concerns a segment that first aired on Jake Tapper’s program on Nov. 11, 2021, about extraction efforts in Afghanistan. Young had built a business helping such efforts, and advertised his services on LinkedIn to sponsors with funding who could pay for such evacuation.
He subsequently helped four separate organizations — Audible, Bloomberg, a charity called H.E.R.O. Inc. and a Berlin-based NGO called CivilFleet Support eV — get more than a dozen people out of Afghanistan, according to court papers. He said he did not market to — or take money from — individual Afghans.
Yet Young’s picture was shown as part of CNN story that talked about a “black market” where Afghans were charged $10,000 or more to get family members out of danger.
The plaintiff says the story’s reference to ‘black market’ damaged him
To Young, the “black market” label implied some sort of criminality, and he did nothing illegal. “It’s devastating if you’re labeled a criminal all over the world,” Young testified on Tuesday.
CNN said in court papers that Young’s case amounts to “defamation by implication,” and that he hadn’t actually been accused of nefarious acts. The initial story he complained about didn’t even mention Young until three minutes in, CNN lawyer David Axelrod argued on Tuesday.
Five months after the story aired, Young complained about it, and CNN issued an on-air statement that its use of the phrase “black market” was wrong. “We did not intend to suggest that Mr. Young participated in a black market. We regret the error. And to Mr. Young, we apologize.”
That didn’t prevent a defamation lawsuit, and the presiding judge, William S. Henry, denied CNN’s request that it be dismissed. CNN, in a statement, said that “when all the facts come to light, we are confident we will have a verdict in our favor.”
Axelrod argued on Tuesday that CNN’s reporting was tough, fair and accurate. He told the jury that they will hear no witnesses who will say they thought less of Young or wouldn’t hire him because of the story — in other words, no one to back up his contention that it was so damaging to his business and life.
Yet much like Fox was publicly hurt in the Dominion case by internal communications about Trump and the network’s coverage, some unflattering revelations about CNN’s operations will likely become part of the trial. They include internal messages where CNN’s reporter, Alex Marquardt, says unflattering and profane things about Young. A CNN editor was also revealed on messages to suggest that a Marquardt story on the topic was “full of holes,” Roche said.
“At the end of the day, there was no one at CNN who was willing to stand up for the truth,” Roche said. “Theater prevailed.”
Axelrod, who shares a name with a longtime Democratic political operative and CNN commentator, contended that the give and take was part of a rigorous journalistic process putting the video segment and subsequent printed stories together. “Many experienced journalists put eyes on these stories,” he said.
It’s still going to be difficult for CNN to go through. The network, with television ratings at historic lows, doesn’t need the trouble.
“At a moment of wider vilification and disparagement of the press, there is every reason to believe this will be weaponized, even if CNN prevails,” said RonNell Andersen Jones, a professor at the University of Utah law school and expert on libel law.
The case is putting a media organization and its key players on the stand in a very public way, which is something people don’t usually see.
“I always dread any kind of libel cases because the likelihood that something bad will come out of it is very high,” Minnesota’s Kirtley said. “This is not a great time to be a libel defendant if you’re in the news media. If we ever did have the support of the public, it has seriously eroded over the past few years.”
 


‘Offensive’ Muslim fintech ads banned in UK for showing burning banknotes

Updated 08 January 2025
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‘Offensive’ Muslim fintech ads banned in UK for showing burning banknotes

  • Posters by Wahed Invest were banned by Advertising Standards Authority after agency received 75 complaints

LONDON: Adverts by Muslim fintech company Wahed Invest have been banned in the UK for featuring burning banknotes, which the country’s advertising watchdog deemed “offensive.”

The New York-based investment platform, which targets the Muslim community, ran a series of posters across London’s transport system in September and October.

The ads showed US dollar and euro banknotes on fire alongside slogans such as “Join the money revolution” and “Withdraw from Riba” — a term referring to the Islamic prohibition of interest.

The Advertising Standards Authority said it received 75 complaints that the ads were offensive.

“The ads represented the expression that viewers’ money was ‘going up in flames’ and that images of burning money were commonly encountered,” the ASA said in a statement.

“However, regardless of whether viewers would have understood that message or understood it as a defiant act designed to show a challenge to financial institutions, the currencies which were burned in all of the ads were clearly visible as US dollar and euro banknotes.”

The advert also featured images of Muslim preacher Ismail ibn Musa Menk and Russian former professional mixed martial artist Khabib Abdulmanapovich Nurmagomedov.

Three of the posters showed Menk holding an open briefcase filled with US dollar and euro banknotes on fire, with two of them stating “Withdraw from Exploitation.”

Wahed defended the campaign, explaining that the burning banknotes symbolized money “going up in flames” due to inflation outpacing savings growth.

The company, which describe itself as an investment platform allowing consumers who were predominantly Muslim to invest in a manner which aligned with their faith and values, launched in the US in 2017 and is backed by the oil company Saudi Aramco and the French footballer Paul Pogba.

Wahed acknowledged that the currencies depicted in the ads could be viewed as symbols of national identity but argued that the imagery of burning money was a powerful reference to hyperinflation, a concept often depicted in popular culture through film and television.

A spokesperson added: “We understand that visuals like those included in our campaign can elicit strong reactions.

“While our intention was to spark thought and awareness, we recognize the importance of ensuring that messaging resonates positively with the diverse audiences that may consume them.”

The ASA said that the adverts would have been seen by many people, including people from the US and eurozone countries, who “would have viewed their nation’s currency as being culturally significant.

“Although we acknowledged Wahed Invest’s view that they had not directly criticized a specific group, and that depictions of burning banknotes were commonly encountered, we considered the burning of banknotes would have caused serious offense to some viewers,” the regulator said.

“We therefore concluded that the ads were likely to cause serious offense.”


Jailed Italian reporter in Tehran freed, says Italy

Updated 08 January 2025
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Jailed Italian reporter in Tehran freed, says Italy

ROME: An Italian journalist arrested in Iran and jailed for three weeks has been freed and is returning to Italy, Prime Minister Giorgia Meloni’s office said on Wednesday.
“The plane taking journalist Cecilia Sala home took off from Tehran a few minutes ago” following “intense work through diplomatic and intelligence channels,” Meloni’s office said in a statement.
“Our compatriot has been released by the Iranian authorities and is on her way back to Italy. Prime Minister Giorgia Meloni expresses her gratitude to all those who helped make Cecilia’s return possible, allowing her to re-embrace her family and colleagues,” her office said.
Meloni personally informed Sala’s parents of her release by telephone, it added.
Sala, 29, was arrested on December 19, soon after the United States and Italy arrested two Iranian nationals over export violations linked to a deadly attack on American servicemen.
The journalist, who writes for the Italian daily Il Foglio and is the host of a news podcast produced by Chora Media, was kept in isolation in Tehran’s Evin prison.
Sala told her family she was forced to sleep on the floor in a cell with the lights permanently on.
Italy and Iran summoned each other’s ambassadors last week after Rome warned that efforts to secure her release were complicated.
Sala traveled to Iran on December 13 on a journalist’s visa. She was arrested six days later for “violating the law of the Islamic Republic of Iran,” said the country’s culture ministry, which oversees and accredits foreign journalists.
She had been due to return home the following day.
On Monday, Iran denied any link between Sala’s arrest and that of Iranian national Mohammad Abedini, detained in Italy in December at the behest of the United States over export violations linked to a deadly attack on US servicemen.


Surge in Telegram user data passed to French authorities

Updated 08 January 2025
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Surge in Telegram user data passed to French authorities

  • Pavel Durov was arrested in Paris in August, where he was held for four days before being charged with various crimes, mostly linked to control of criminal content on Telegram

PARIS: Messaging service Telegram passed vastly more data on its users to French authorities in the second half of 2024 following founder Pavel Durov’s arrest in Paris, figures published by the platform showed.
The company said it handed over IP addresses or telephone numbers that Paris asked for in 210 cases in July-September and 673 in October-December.
That was up from just four in the first quarter and six in the second.
Some 2,072 users were affected by French requests for user data — again massively weighted toward the second half of 2024, with more than half in the fourth quarter alone.
Pavel Durov was arrested in Paris in August, where he was held for four days before being charged with various crimes, mostly linked to control of criminal content on Telegram.
He and his supporters have claimed that most French and European authorities’ requests for user data were simply not being sent to the right department at the company and therefore received no response.
Durov, who holds Russian, French and United Arab Emirates passports, has been barred from leaving French soil since he was charged.
That has not stopped Telegram from issuing updates to its moderation rules supposed to boost cooperation with investigators.
A source familiar with Durov’s case told AFP in December that the platform was responding more frequently to requests from the judicial system from both France and other countries.