Copywriting practices are the same everywhere, right? Nope.
Here in the Middle East, I toss out some of those “best practices” to get even better practices.
In our fast-paced digital world, copywriting plays a crucial role in effective marketing strategies. And what strategies you use to plan the future of the copy-verse in the Middle East is now more important than ever. Targeting a predominantly Arab audience will require a keen understanding of Arabs, the Arab culture and tradition.
Thanks to the UAE and Saudi Arabia, the Middle East continues to experience rapid growth and change, meaning businesses must adapt their marketing efforts to reach their target audiences effectively.
The future of copywriting in the Middle East, and for Arabs in particular, is changing with an expanding digital environment, growing importance of storytelling, and the need for culturally sensitive copy.
Inside the Arab Digital World
We’ve seen a significant rise in digital marketing with trends changing the way we communicate and fads - well coming and going real quick.
In 2021, the digital marketing industry in the Middle East was worth $22 billion, and it’s expected to grow to $35 billion by 2025.
WOW!
So with up-to-date digital marketing knowledge and mad copy swagger, copywriters who encompass the creative skill set to help acquire, nurture, and grow customers will be in huge demand.
As the Arab market flourishes with a large and increasingly connected population, it makes for an attractive market for businesses of all sizes. Social media platforms are powerful tools for reaching and engaging with the Arab audience on a more personal level.
And now with AI sharing the front seat, the great marketers and copywriters will be using it as a tool - not a takeover! It’s not a magic button, afterall. (AI did not write this btw.)
I get it. Most of you are now blinded by the new shiny object that is AI. But don’t let the Shiny Object Syndrome - it’s real look it up - consume you.
Digital channels are widely used in the Arab world. In 2021, there were over 400 million internet users, and it will grow beyond 500 million by 2025. So how can companies leverage this data?
With several platforms like Instagram, Twitter, LinkedIn, Rumble, and Youtube, companies can better target specific audiences by sharing their brand stories, showcasing their products or services, and engaging with customers in real-time using the omnichannel approach.
Mobile marketing - super popular in the Middle East. With almost everyone and their pooch owning smartphones, businesses are leveraging mobile apps, SMS marketing, and mobile-friendly websites to reach their target audience effectively. Copywriters need to adapt their writing styles to fit the constraints of mobile screens while still delivering impactful messages.
The digital world opens up new opportunities for copywriters, my friends.
Businesses are doubling down on building a brand that people love and are loyal to. Why? Because anyone can sell anything. Because long-term value is where it’s at now. And it takes real copywriters to level up real businesses.
What’s the Story?
If you think all you need to do to become a successful copywriter in the Middle Ease is slap some words together, you’re in for a big wake up call. Storytelling, seen as a form of art, has always held a special place within Arab culture.
There’s a long and rich tradition of storytelling in the region, dating back to the ancient civilizations of Mesopotamia and Egypt. Arabs tell stories in their songs through ‘ataba (عتابا), mawwal (موال), and mijana (الميجانا) - forms of sung poetry to express love, grief, excitement, or reproach.
The mathematical intricacy of this form of singing is heaven for the soul. Don’t take my word for it. Ask around for yourself.
Stories have been used to pass on oral history, to teach moral lessons, build trust and credibility, to entertain people for centuries and to connect with people on an emotional level. With a rich vocabulary, cultural references different from the English culture, and a formal tone, it’s often impractical and useless to “Arabize” English copy for the Arab region.
Businesses are now recognizing the power of storytelling and speaking the language, encouraging Arabic copywriting at the start of a campaign. Local insight is essential to produce great copywriting and winning campaigns. For example, only Arabs or Arabic-speaking individuals understand the pulsating power of the word “Yalla”. Simply put, it means “let’s go” or “come on” but it carries various connotations for different situations.
No “Arabization”, translation or AI tool can create narratives that captivate and resonate with their audience like humans with creative Arabic insights and ideas are able to.
Why So Sensitive?
People will see others from the standpoint of their own experiences and language - and in many cases that means they view Arabs as the political stories they see in the news, and deem their culture as unique and mysterious.
Regardless of what lens we use, copywriters need to filter through and understand the cultural nuances of their target audience to create resonating copy. Cultural sensitivity is of utmost importance in the Arab world where each country is rich in various dialects and local customs and traditions. Cultural factors can significantly influence how Arabs respond to marketing messages and if it doesn’t align in a respectful and relevant way, there’s no coming back from it.
Again, the hard cold truth is “Arabizing” the English copy won’t do because writing a culturally sensitive copy goes beyond translation. Copywriters need to understand the local context, idioms, cultural references, and immerse themselves in the local culture to create content that connects authentically.
Honestly, sometimes it seems there are so many “rules” and “best practices” out there that it can feel overwhelming, but this breakdown will help copywriters and marketers effectively navigate the ever-changing marketing landscape in the Middle East.