Enab Baladi – Jana al-Isaa

In early August, dozens of Arab influencers gathered in Istanbul, Turkey, for a conference titled “Influencers for Humanity.”

The conference, held over two days on August 1 and 2, was organized by the Molham Volunteering Team and the Violet humanitarian organization. It addressed numerous political and humanitarian issues faced by various Arab peoples.

The names of the attendees, the conference’s effectiveness, and the relationship between influencers in diverse content fields (artists, poets, chefs, clergy, etc.) with political and humanitarian issues, stirred debates on social media.

From the Influencers for Humanity Conference – August 1, 2024 (Molham Volunteering Team)

A conference to highlight issues

The director of the Molham Volunteering Team, Atef Nanoua, told Enab Baladi that the primary goal of the conference was to discuss Arab issues and present them to the attendees from different Arab nationalities, including Sudan, Yemen, Gaza, and Syria. Some of these attendees had previously taken roles in advocating for various issues or organizing relief and humanitarian campaigns affecting their audience.

Nanoua believes that the current stage in the region requires louder voices to support organizations and advocate for humanitarian causes by intensifying active efforts on social media to convey the voices of oppressed peoples.

According to Nanoua, the Influencers for Humanity conference serves the Syrian cause, as it included many discussions related to the issue, such as the frequent shelling of opposition areas by the Syrian regime forces, and clarifying the regime’s behavior in whitewashing the image of a “safe Syria” on one hand, and demonizing the people in northwestern Syria on the other.

Regarding the necessity of discussing such issues with influencers in particular, Nanoua said that social media influencers have a significant impact, especially on young people who do not follow news through TV channels or official media websites. This highlights their role in raising awareness among this generation about these issues.

The director of the Molhem team noted that, on the sidelines of the conference, donations for Syria and Gaza surpassed 1.3 million US dollars.

From the Influencers for Humanity Conference – August 1, 2024 (Molham Volunteering Team)

Complicated issues reduce impact

The conference sparked debates concerning the selection of influencers in attendance. Activists criticized the presence of certain individuals deemed influential, while others questioned the focus on influencers, arguing that discussing these issues might be futile with individuals who work in various content creation fields.

An influencer is someone active in a specific field or industry who can impact the audience. Influencers help companies in influencer marketing, a form of advertising that builds brand authority on the backdrop of another individual’s reputation.

Influencers have a long history in marketing. For a long time, companies have used persuasive figures such as celebrities and athletes to help sell their products through television and radio commercials.

The rise of social media has increased the popularity of other influencer types, and today, influencers fall into the following categories:

• Celebrities: artists, athletes, and pop culture stars.

• Industry experts and thought leaders.

• Micro-influencers: individuals with social media influence.

• Bloggers and content creators.

Social science researcher Dr. Hala al-Mallah, who holds a Ph.D. in media, said that the term “influencer” is a relatively new and popular term in the Arab world, referring to someone who has become famous in a certain field and has a large fan base, either supporting or opposing their behavior or content.

Al-Mallah explained to Enab Baladi that it is correct that an influencer might be someone who gained fame for content that might be entertaining, but they have proven their unique abilities and talents through this content, which has been admired by wide audiences. Often, this has made them influence their followers’ decisions and opinions, which is why they are used as a powerful tool in digital marketing.

Regarding the extent to which content creators influence the Syrian cause and make a difference, al-Mallah believes that the impact is present, but the complexity of the Syrian issue, in particular, reduces the size of the positive impact.

From the Influencers for Humanity Conference – August 1, 2024 (Molham Volunteering Team)

Five reasons to partner with influencers

Partnering with influencers in fundraising campaigns has become a game-changer for many non-profit and charitable organizations. The authenticity, reach, and engagement that these digital personalities provide are revolutionizing charitable giving, according to an article published on the global site “Forbes.”

The article mentioned five reasons prompting organizations to consider partnering with influencers in their charitable campaigns.

The reasons are: influencers benefit from real stories, through the connections they have established with their audience over time. While traditional advertisements might seem insincere or overly commercial, influencers have the unique ability to humanize charitable campaigns.

Influencers have successfully attracted followers who trust their recommendations. This trust is crucial when encouraging people to open their wallets for a particular cause. Moreover, the audience loves challenges and initiatives led by influencers.

One of the main reasons is that influencers’ transparency can show the real impact of donations. People often wonder where the money they donated goes, and here influencers can help clarify this by showing the direct impact of contributions through visual images and recorded videos, among other means.

The article considered that with increasing financial uncertainty, influencers can address financial challenges directly. Influencers can focus on why donating is important, especially in tough financial times, and by highlighting the broader impact and difference each dollar can make, they can present a compelling case for donations.