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  • Food audiences in the GCC growing despite platform fragmentation

    September 12, 2021

    With the disruption of Tik Tok, Reels and Youtube algorithm changes, we could be forgiven for assuming brands would have an increased battle on their hands for attention. 

    We looked into Sila data to put a microscope on Foodies; creators and their audiences over the last 24 months. We wanted to understand the effect that both platform and format changes were having on the content rich and loyal food communities.  

    Not forgetting the insight Sila served up last quarter around the changing matrices of the social landscape in our article; “when a view is not a view”, it is clear that the food audience is not only not being distributed into new options, it is actually growing in performance across all platforms.

    Unlike in other high content categories in the GCC where Youtube is steadily losing viewership, when  it comes to ‘foodies’ on Youtube, we can see a small increase in content being produced over 2 years and a significant jump in viewership.

    Performance has also increased YOY, with more peaks and troughs visible in 2021, H1. Overall far from declining. 

    Although we are seeing the effects of introducing Reels, ‘plays’ measurement and format in a clear viewership spike starting in Ramadan this year, the amount of food content being produced with the platform is reducing.

    It is too early to tell what the impact of the new format will have on the category and platform as a whole, and we will be monitoring closely and reporting on the expected movements ahead. 

    Unsurprisingly, performance peaks can be correlated directly with Ramadan over the past 3 seasons below. An interesting pattern is emerging however with a lag in viewership drop after each spike. 

    With the Ramadan season slightly elongating over these past 3 seasons, this could be an ongoing trend of longer seasons and performance, or could very well be a by-product of the pandemic and lockdowns.

    After a slow take-off in 2019, food creators soon took to the new platform in the GCC from 2020. This of course mimics the en tirfe platforms up-take in the GCC, with a surge of creators and users not until 2020. 

    We are seeing a trend potentially correcting with a drop in content after Ramadan this year. Interestingly, Viewership and performance still increased directly after the post-Ramadan spike.

    It has certainly been a busy time for our regional creators and planners alike. 

    Make sure you keep an eye on our content performance lengths in conjunction with this article thread as we will be expecting to see movements to end engagement lengths and performance matrix as our audiences adapt and influence the trends we are seeing. 








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