‘Com­ment pos­i­tively’ gains 28 mil­lion im­pres­sions on social me­dia


Aleti­had news­pa­per, the Ara­bi­clan­guage sis­ter news­pa­per of The Na­tional, pub­li­cised the over­whelm­ing suc­cess of its ‘com­ment pos­i­tively’ cam­paign (3alek bi ijabiya), which is said to have re­ceived over 28 mil­lion im­pres­sions on social me­dia plat­forms. The lat­est sta­tis­tics ex­ceeded ex­pec­ta­tions, com­ing just two months af­ter its launch.

Aleti­had launched last May a com­mu­nity cam­paign, which was de­signed to raise aware­ness about the many neg­a­tive com­ments made online, as well as en­cour­age con­struc­tive crit­i­cism.

Mo­hamed Al Ham­madi, Ex­ec­u­tive Direc­tor of Pub­lish­ing and Ed­i­tor-inchief of Aleti­had News­pa­per ex­pressed his ap­pre­ci­a­tion for social me­dia users’ par­tic­i­pa­tion in the cam­paign, which proved to be highly ef­fec­tive.

The news­pa­per pointed out that the cam­paign has reached more than 1.5 mil­lion users in the UAE on social me­dia plat­forms, ex­clu­sively on Face­book and In­sta­gram. The cam­paign’s videos to­taled some 443,000 views, 74% of which came from In­sta­gram. The cam­paign’s web­page on Aleti­had’s web­site re­ceived 32,000 vis­its, with 70% of traf­fic ar­riv­ing via Twit­ter.

Ten social me­dia in­flu­encers par­tic­i­pated in the cam­paign, act­ing as its am­bas­sadors in or­der to pro­mote the cause, en­cour­age par­tic­i­pa­tion and boost traf­fic to the Aleti­had web­site. They came from a range of fields, in­clud­ing arts, me­dia and sports.

Emi­rati foot­baller Is­mail Matar’s video on Face­book gained 6.7 mil­lion im­pres­sions and 4.6 mil­lion views, mak­ing it the most viewed video posted for the cam­paign.

An­other post shared on Face­book by Arab sports me­dia icon, Mostafa Al Agha, re­ceived the most im­pres­sions, to­talling 8.7 mil­lion and reach­ing 326,000 users in the UAE.

The ‘com­ment pos­i­tively’ Ara­bic hash­tag gained trac­tion with fol­low­ers on a range of social net­work­ing plat­forms, who praised the cam­paign’s ob­jec­tives and its con­tri­bu­tion to cre­at­ing a re­spect­ful online en­vi­ron­ment. Users called for a re­duc­tion in online bul­ly­ing and harm­ful neg­a­tive com­ments, whether in­ten­tion­ally or un­in­ten­tion­ally.

While the social me­dia cam­paign was rolled out across Face­book, Twit­ter, Youtube and In­sta­gram, the best per­for­mance and en­gage­ment rates were achieved on In­sta­gram, which gained a to­tal of 3.5 mil­lion im­pres­sions and reached 620,000 users in the UAE with 351,000 in­ter­ac­tions and 20,000 likes. Cam­paign videos shared on In­sta­gram were viewed 330,000 times — the high­est fig­ure across all social me­dia plat­forms used dur­ing the cam­paign.

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