Sara Al-Maaz, the content creation manager at TikTok, emphasized the importance of consistently updating content to encourage audience engagement and loyalty.
During the session titled “Content Creation and Audience Engagement” organized by the Dubai Press Club as part of the “Arab Media Summit 2025,” she noted, “The content creation industry and strategies for attracting audiences are becoming increasingly significant alongside the technological advancements in media. This includes how messages are delivered to audiences in the context of new media and the rapidly evolving field of artificial intelligence, which is characterized by speed, creativity, and innovation.”
She highlighted that as long as the content remains attractive and informative, it will continue to capture audiences’ interest over time. This can be achieved by consistently presenting fresh and trending content. To create enduring content, she advised following key steps, starting with understanding the audience and their needs. Content must be relevant to the creator’s niche while addressing the target audience’s challenges and helping them achieve their goals. Additionally, diversifying content—such as incorporating images, videos, articles, and other visual formats—can maintain engagement and usefulness.