The art of becoming a social influencer

BEIRUT: There are social influencers and then there are “Social Influencers." 

Being a big-time Influencer is more of an art than a science. If you have charisma, controversy, communication abilities, and you are followed as a style-maker offline, then chances are you will attract a following online as well, albeit, possibly much larger.

But not the other way around. If you don't win friends and influence people in the real world, forget getting a fanatical following in the social media world. 

This is part of the accumulated wisdom of the cast of "Sadeem," a digital reality show that coaches and picks aspiring social media gurus out of a large field of applicants on a weekly basis.

The show features a panel of three judges, including increasingly popular Egyptian motivational speaker Kareem Esmail; well-followed Algerian Satirist Youcef Zarouta; and influential Kuwaiti fashion-blogger Ascia al Faraj. 

Helming the show are star hosts, Jordanian actress, director and popular YouTube phenom Tima Shomali, and Lebanese online tart-tongued commentator and "King of Velfies" Issam Merheb. 

"We value sincerity and authenticity," agreed Esmail, Shomali and Merheb during an interview with Annahar. 

Sadeem is currently not only the largest digital competition of its type but perhaps in a category all its own, with its format of following 20 contestants from across the MENA region who attempt to work their magic as potential influencers, while being scrutinized by the judges and hosts.  

The prize? Becoming the Arab world's reigning Social Influencer, at least during each season's crowning of a king or queen. 

The contest is brutal in its early stage, with the initial competing cohort group chosen out of 18,000 applicants from throughout MENA. 

"We are looking for the next big influencers," Esmail said. 

Throughout each week, the group looks for various flaws in online presentations, which are submitted after contestants are issued a creative challenge. Each week a new Leader Board is posted. 

Sadeem has daily episodes across numerous social-media platforms, and the shooting schedule is tough; going from 9 a.m. until 2 p.m., and then subsequent edits until going online at 9 p.m., Beirut time. 

The show is shot inside the upper two floors of the new Democo building in Antelias, with each floor styled in open plan, featuring pillows or colorful block seating and divans for less spry visitors. There are water, coffee, and snacks available for cast and visitors, and the obligatory foosball game that seems to have populated dot-coms for the last several decades – that said, it is popular.

There is a hammock slung in one corner for impromptu siestas.

The entire complex is known as the Hub and there is a two-story atrium breaking up the space, giving a loft-like feel. A giant window faces south toward Beirut and provides a superb view of the city and coastline.

The available cast of Shomali, Esmail, and Merheb answered questions last Friday in friendly, low key, chill and dress casual fashion. No attitudes in need of adjustments. Casual aside, the cast and crew are hard workers. 

Shomali explained that the dominant watching group is young Arabs, 15-25 years-old, who the group terms “Generation Z.” 

The Jordanian creative noted for Annahar that with this kind of audience of heavy social media surfers “there is no faking it  – forget it!” 

Esmail, a former soccer pro, added: “We all believe that an influencer should not focus on pleasing all viewers, but stay unique – this is where their true popularity springs from, being themselves." 

It brings to mind the old saying: “When trying to please all of the people, all of the time, you can end up pleasing none of the people most of the time.”   

That is, provided, "that being themselves" also includes a range of performance skills, knowledge of production, and an innate charm.

 Merheb advises all aiming for Influencer statushood not to use some sort of guidebook or “list of top 10 ways to become a social influencer.” 

“The truth is, you cannot say you are a social influencer, it is the social-media world that will make you one by popular acclaim,” he said.  

Esmail added, once an influencer reaches a certain stratosphere, an online megaphone opens up many positive possibilities for these young online aficionados. 

Sadeem's finalists, announced May 12, will take home two million Riyals worth of prizes, with the first winner walking away with the Grand Prize of 1 Million Riyals and a trip to San Francisco to visit the headquarters of major digital companies in the world. The top 10 content creators will win a contract with Sadeem, and will have the opportunity to take their new-found knowledge and recognition to the next level.  A winner will also be announced on that date.

"Arab youth are adapting to changing times. Technological advances are giving young people the opportunity to realize their dreams. Sadeem is offering a perfect opportunity for Arab youth to showcase their prowess to the global audience,"  Esmail told Annahar. 

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Sadeem is published exclusively on Facebook, Twitter, YouTube and Instagram via @officialsadeem. It is supported financially or by in-kind services by the above social-media platforms along with Talabat, Qatar Airways, and Lebanon’s Demco Properties.