How Does the Social Media Algorithm Work?

social media agency in abu dhabi

Firstly, what exactly is a social media algorithm? An algorithm is a mathematical set of rules specifying how a group of data behaves. In social media, algorithms help maintain order and assist in ranking search results and advertisements. Overall, the top factors in most social media algorithms in 2021 are the amount of engagement that piece of content has received (especially within a short time frame) and how much you tend to engage with that creator’s content in general.

Here are some of the defining factors of the social media algorithm:

  • It prioritizes content from friends and family members over businesses
  • It heavily prioritizes content from accounts you engage with most (comment, like, share, or accounts you message)
  • It prioritizes content that has already achieved high levels of engagement


  • Ask questions to inspire engagement from your audience
  • Post content that encourages meaningful, lengthy comments
  • Write interesting, meaningful captions
  • Utilize video content as much as you can
  • Engage with followers’ content during the first hour after you post something
  • During the first three hours after you post something, immediately respond to every comment
  • Experiment with different hashtags and hashtag strategies
  • Utilize Instagram Stories to get a more organic reach with your audience without affecting your feed’s cohesive style
  • Stay consistent! This algorithm will downgrade you if your posting frequency is sporadic
  • Post different types of content including text, images, and video to see which achieves the most significant impact




Here’s How You Can Build Your Brand Image Using Social Media

social media advertising

Building a loyal customer base and gaining the trust of and appealing to new customers can be a daunting task; one that requires a lot of investment. In this digital age, social media has become an integral part of digital marketing. Not only is it more real-time but is also more effective when it comes to communicating and developing a bond with end-users.

Social media platforms allow businesses to reach millions of customers worldwide and if social media marketing is not a part of your branding strategy, then, trust us, you are missing out on an incredible marketing opportunity. We’ve put together an easy guide on how you can build your brand image by simply using social media…correctly.

1. Solid social media strategy

When you decide to set up your accounts on the various social media platforms, the first thing you must consider is your objective. Is it brand awareness? Is it lead generation? Or is it for customer service? Once you’ve established your key objective, build your social media strategy around it. Having said this, be conscious and true to your product and service. Not all businesses need to have an account on every social media platform. Some can work great on Instagram and TikTok, some can do exceptionally well on LinkedIn, while some do great on all.

2. Relevant content

If you’re not relevant, your audience will lose interest in your business. Stay updated, get on the new trends if you have to, and always look at your audience and give them the content that they want to see. Insights on social media platforms will give you a detailed analysis on who your audience is, what is the content they like to engage with, what time and day are they most active at, and, of course, an average age group and their demographics. Utilise all of this information and incorporate this understanding in creating your monthly social media plans.

3. Paid spends

Given the kind of reach social media platforms have, paid spends or social media advertising is one strategy that will yield consistent ROI from day one. Target your audience, set a budget, define a time frame, pick out eye-catching visuals that represent your business, and you’re good to go. In no time, will you start seeing results, be it brand awareness, rise in sales, and lead generation.

4. It’s all about the visual elements

How easy would it have been if a business could post the same piece of content on all platforms, right? This is a mistake a lot of businesses often make. However, before you decide to do this, consider tweaking the content according to the platform. Could long-form captions work on Facebook and LinkedIn? Sure, they do but will the same work on Instagram or Twitter even? Put out fun, interactive, and engaging videos and images on your social media platforms – this definitely grabs one too many eyeballs.

5. Engage with your audience

It’s always good to be spontaneous while responding to customer queries and comments. Businesses don’t stress on this enough but community management is essential in building trust and engaging with their audience. Timely response shows that you care and also make brands more human and reliable.

6. Brand voice

In a world where there is a lot of awareness on various world issues, be it social or political, it is always great for businesses to have a voice; to show their stand. This will help customers identify a business that they would want to engage with and will also build a sense of trust. We’d say, as a business, don’t shy away from putting out your opinion on a world issue because users appreciate businesses that have a spine and show that they care.

While these are some of the basic yet key points that businesses must keep in mind before devising their social media strategy, the social media space is dynamic and ever-evolving. Keep up with the times and ace the social media game!


5 ways to improve your social media strategy

social media company in dubai

Social media is an essential tool for all businesses, particularly in the UAE where social media users spend up to 3 hours per day scrolling on social feeds. It provides unlimited opportunity for brand awareness, social commerce, lead generation and direct customer relationship building. How can organisations ensure they’re using social media effectively to achieve their goals? Here are 5 simple things to consider when developing a social media strategy.


Who is your customer? Develop a series of customer personas in order to deep dive into the way they think, behave, their preferences and the way they consume content. This will prove really valuable when it comes to planning content and making strategic decisions.


It’s easy to fall into the trap of sharing the same format and type of content week after week – if it’s not broken, why fix it? Well, data shows us that in 2021 social media users value diversity. Stale content results in engagement decline and harms your position in social platform algorithms. Keep your audience engaged by trying a variety of content formats such as video, images, carousels and play around with platform features such as stories, Instagram reels and guides.


While your content should be diverse, it’s vital that your posting frequency is consistent. Through platform insights, figure out how much time your audience spends on a given platform. From here, decide how often you think you should post and stick to it. If you start to notice a dip in engagement, it’s a good idea to analyse the volume of content you’re posting. Remember, quality over quantity!


Paid social media advertising is the strongest tool in your arsenal. If utilised effectively, it provides an enormous return on investment and helps you to achieve specific business goals such as website traffic, lead generation or app downloads. Organic content is great for reaching those who are already followers, but paid content is the only way to reach potential new customers efficiently.


Fail to prepare, prepare to fail. Developing your social media strategy and planning content in advance helps you to prepare more effectively and take into account key dates, consumer behaviour at certain times and upcoming business objectives. This ensures you never miss an opportunity to deliver a key message at the right time.


The Rise of Social Commerce

Social Commerce

The phrase ‘new normal’ has been overused and thrown around this year like never before, but let’s face it, this year was a turning point for several industries and will likely change how business is done for years to come. As weaknesses were exposed in business models due to the pandemic, it became clear that the investment in digitization was necessary and could help save businesses in the long run.

While the global economy took a hit during the pandemic, one industry that continued to flourish was eCommerce, as online shopping is one of the most popular online activities worldwide. In fact, in 2020, retail eCommerce sales worldwide amounted to about 4 trillion USD, a number projected to exceed $6.54 trillion by 2023.

In the case of eCommerce, it seemed as if the COVID-19 crisis accelerated the growth of the already expanding sector as new firms, customers, and types of products hit the market. With more people at home, another form of eCommerce was on the rise, social commerce, the use of social media to drive eCommerce transactions.

In the past social commerce meant paid, owned, and earned media on social platforms to build visibility and drive traffic to an eCommerce store. However, in recent years social media platforms have added extensions that allow users to buy directly from the app.

Instagram and its parent company Facebook are leaders in the social commerce landscape, honing in on shopping extensions recognizing eCommerce as a pivotal part of each platform’s overarching growth strategy.

This year, as a part of the updated app features, the companies released shopping extensions that allow users to have a tailored and intuitive buying experience. This move resulted in a whopping 81% of consumers searching for products they need to buy on Instagram and Facebook, making the two channels a massive reference hub and marketplace for goods of all kinds.

As consumers spent more time indoors, shopping trends leaned towards online platforms, especially via mobile devices. This prompted brands to invest in social channels with convenient eCommerce offerings to target their consumers along their buying journey.

The power of social commerce lies in its ability to showcase highly visual and aspirational ad content, that stimulates the passive desires of users before their functional needs arise. For example, if I am looking for a new watch, the platform will utilize my browsing data and other data points to identify my wants, and then it will funnel inspiring ads to me that may satisfy my needs. But what does this mean for traditional eCommerce platforms?

Traditional eCommerce platforms such as Google Shopping and Amazon are not as intuitive as Instagram and Facebook, as they cater to solving immediate problems and not presumptive desires. For example, if I search for a new watch, it will show me several watches; however, unless I am specific with my product or brand name, I am likely to be presented with generic ads that are less aspirational and tailored.

While it is too soon to say that the buyers will forgo traditional eCommerce platforms altogether, we can see that there is real value for the businesses to utilize social eCommerce to attract and build loyalty amongst a target audience.

Social commerce will close gaps in the online shopping experience and provide the customers with a smooth end-to-end buying experience. With new buying habits and preference onset by the pandemic, we foresee that social commerce will remain a large part of the eCommerce industry worldwide.

Social commerce will also attract micro-businesses and craft shops, as the simplicity of the social commerce setup will likely persuade small business owners to skip more complex standalone e-commerce storefronts models. While this may mean more competition among brands and platforms, it also means competitive prices and more consumer choice, which is sure to enhance the buying experience for online shoppers.


Through the eye of the storm

Seven Media - Through the eye of the storm

To say that 2020 has been a year of uncertainties would be an extreme understatement. Plans were trashed, budgets were slashed, and strategies were modified over the course of this mind-boggling year. Companies across all industries improvised their game to fight for survival and ride the “pandemic” and the varied implications it brought with it. Consumer behaviours shifted, and the brands that observed, plunged in to rake the benefits while the others folded in confused dismay. From our vantage point, we watched the changing attitudes and careful projections from our clients with respect to where they should pay attention on, and what to apply the big bucks on. And with conviction, we can confirm that social media has consistently been on the top of everyone’s game plan.

Why? Because the foot falls and eyeballs never ceased in the social sphere. During lockdown, people embraced social media like never before. TikTok downloads more than doubled, while online shopping reached massive peaks. Coupled by social media platform’s e-commerce features (Instagram Shop, for instance), small to medium businesses found strong foothold to reach and sell to their audience without physical investments. With ordering-in being the only source of culinary enjoyment, casual as well as fine-dining restaurants improvised to reach customers at their home applying Chat Food and other social features to make direct ordering easy. Just like that, social media and online channels became the only plausible means to reach the customer and the icing on the cake – the customers were listening like never before.

Here at Seven Media, we kept tracking the pixels to analyse consumer behavior on our clients’ websites – what they spent their time on and what they put their money on. We used this information to serve them carefully customised ads and content. We created engagement campaigns that was laced with compassion to support our community during these challenging times. We conducted social scans and market researches to capture the hidden conversation and nudge our clients in the right direction. We stepped out of and away from comfort zones as we transitioned across specialisations to support each other learn, apply and thrive. And now, as the year is gradually coming to a close, we are equipped with a team that has driven through the eye of the storm with strong experience and remarkable insights in their pockets.

So yes, 2020 has been a year of uncertainty. But here at Seven, we have a knack in dealing uncertainties, turning it into our favour and making the most out of it. And we are already thrilled about 2021. Hop on the ride!




A campaign of national pride

Seven Media - UAE National Day 2020

UAE National Day is a major event for the whole country – and this year Seven is very proud to have been tasked with being at the centre of a unique PR and social media campaign.

In previous years the countdown to national day focussed on the official event which would be attended by thousands of people of all nationalities from across the emirates.

But on December 2 the event is going virtual – with a live being shown on everything from local TV to social media and digital platforms.

So how do you get everyone excited and engaged about a celebration which has for the previous 48 editions had people coming together as a key call to action?

On PR the challenge has been to use as many communication channels as possible to execute simple but exciting content that hypes the event, but doesn’t give everything away.

We have teased elements of the show in the lead-up and also promised surprises on the night – meaning that there will still be a sense of anticipation come UAE National Day.

Video has also played a major role across PR and social media with the use of archive footage and new interviews forming the backbone of a campaign that has been truly innovative.

And as Khalfan Al Mazrouei, a member of the organising committee of the Official 49th UAE National Day Celebration, recognised, the global pandemic had to be addressed clearly.

He said: “The COVID-19 pandemic required us to approach the official 49th UAE National Day celebrations in a new and ambitious way – one that uses digital visual technology to inspire an audience watching from home.
“The overarching theme of the live show is one of hope and optimism. Embracing the country’s rich legacy and traditions, it looks ahead to a vivid future in which we remain true to our values.

“The narrative of the show artistically revolves around the growth and transformation of a seed into a shoot and then finally into full bloom, mirroring the journey the UAE has taken in the last 49 years.



Future trends in digital and social communication

Seven Media - Future trends in digital and social communication

The pace of change in the digital media industry over the past 10 years has been staggering. As we enter the next decade, what trends will shape a sector constantly evolving?

TikTok is already a global phenomenon with about 500 million active users worldwide. This year, the company opened its first Middle East-based office in Dubai and it’s only a matter of time before it takes off regionally.

Its main attraction is that you can easily produce content on your mobile phone that has the potential to reach millions of people through organic reach, as opposed to paid promotions and boosted posts. 

There is a massive opportunity in the region for brands to engage with a youthful audience on a fresh and exciting platform using content that is easily consumed and shared.

With yet another new face on the digital scene, it is important to consider the potentially negative impact of social media. The harmful psychological effects of social platforms have come under the spotlight recently and the industry is facing pressure to demonstrate they can protect users’ well-being.

In 2020, we expect to see social channels making mental health a key strategy. Simply removing the Likes function isn’t enough. It is essential to invest in promoting support groups, removing malicious content, and stamping out online bullying.

The power of the digital influencer to promote brands and carry messages via social media has been one of the most remarkable trends in media marketing over the past few years. But times are changing.

Earlier last year, a survey conducted by YouGov in the UAE and KSA revealed that 79 per cent of those questioned have unfollowed a social media influencer for drowning their timeline in promotional content. Research by HypeAuditor found that 31 per cent of UAE social media influencers purchase followers, while 20 per cent use tricks to artificially boost their online profile.

Brands will continue to invest billions of dollars on influencer marketing, but will increasingly target legitimate storytellers who share authentic content with a specific audience. Those perceived as mere extensions of the corporate machine will fall by the wayside. 

In recent years, we have seen the use of algorithms influencing the content we see. In the PR industry specifically, there has been a push for ‘content calendars’ of pre-written, pre-approved, posts scheduled for release on specific dates. But as an audience, we increasingly expect a personalised two-way conversation.

I expect a big move back towards creative storytelling over the next decade, with video at its heart. Video already has 12 times more shares on social media than text and images combined. This year, we expect 82 per cent of internet traffic to be video-based. 

Platforms and tools exist to make sharing video content easier than ever. But too often content is published for content’s sake. Only videos that tell an engaging, relevant story has the power to be truly memorable and create a lasting impression among its audience. 

As one of the best social media agencies in Dubai, we’re here to support you with your digital communications strategy and implementation.

Seven Media wins big at inaugural PRCA Digital Awards with an impressive double

Seven Media wins big at inaugural PRCA digital awards

Leading independent, full-service agency wins ‘Best Digital Team’ and ‘Best Use of Video in a Campaign’ awards at the inaugural event in Dubai’s D3

Seven Media continued its award-winning ways at the PRCA’s first ever digital awards yesterday evening and scooped the two most prestigious accolades in a double-whammy.

Following on from Seven’s two consecutive PRCA ‘Large Consultancy of the Year’ title wins in 2017 and 2018, the event saw Seven walk off the stage with the two coveted ‘Best Digital Team’ and ‘Best Use of Video in a Campaign’ awards, proving once again that Seven Media’s creativity and dynamism are proving winning formulas in a challenging Middle East communications landscape.

A key factor behind this success is the recent formation of Seven Studios, the video production team and creative force behind the video content created. Seven Studio’s work on the award-winning campaign for Manchester City Centurions Trophy Tour Fan Surprise, using unique story telling methods and hidden camera work that went viral across the world, ensured the UAE-based agency clinched the top prize.

Gregg Fray, Director and Co-Founder of Seven Media, said: “Digital is rapidly becoming the most important element to clients and we as a company are constantly evolving, as proven with the addition of Seven Studios, to ensure we remain ahead of the game. This award, as voted for by our peers, is a testament to our forward-thinking nature and excellent results we have secured throughout the year. 

“To be recognised as Digital Team of the Year, strongly underscores Seven Media’s deserved reputation as the top social media agency in Dubai with its track record of prestigious digital and social media activities for our clients. Our growth, client and staff satisfaction and retention speaks for itself and with the glowing endorsement from our incredible clients the judges deemed Seven Media victorious.”

The power of sport

Seven Media - the power of sport

This week, Abu Dhabi won the World’s Leading Sports Tourism Destination award at the 26th edition of the World Travel Awards 2019. Having hosted world-class events including the FIFA Club World Cup 2017 and 2018; the AFC Asian Cup 2019; the 11th edition of the Abu Dhabi Grand Prix; and Special Olympics World Games Abu Dhabi 2019, the world’s largest sports and humanitarian event of 2019, Abu Dhabi has proven itself to be a global hub for some of the most prestigious sports events across the globe.

Two of these events – the Abu Dhabi Grand Prix and Special Olympics World Games Abu Dhabi 2019 – are current/former clients of Seven Media and our team has witnessed the power of sport to unite people across the UAE, first-hand. Just this week, the Higher Committee of Special Olympics World Games Abu Dhabi 2019 was awarded the joint 2019 Chaillot Peace Prize for the Promotion of Human Rights.

The World Games culminated in seven days of sporting achievement, thousands of athletes and volunteers, dozens of events, countless displays of bravery and boundaries shattered, and millions of smiles. But that was not the last of it – a huge part of our work focused on ensuring a legacy of inclusion was left long after the Games were over. We got people talking about the need to change perceptions, the UAE as a global leader in humanitarianism, and the hope for a future in which we can all live unified. 

Here at Seven, we have a team of individuals dedicated to sporting clients that is not only passionate about sport, but that is also determined to use sport to unite people from all backgrounds, across the region. We are incredibly proud to see Abu Dhabi and the UAE recognised on the global stage for its contribution to staging world-class sports events and for using sport to promote human rights, and we cannot wait to see what this next chapter holds for the UAE as it continues its feat to become one of the leading homes for large-scale, prestigious sporting events in the world.

So if you’re looking for a sports PR agency in Dubai or Abu Dhabi, please get in touch.

Gearing up for the Abu Dhabi Grand Prix 2019

Seven Media PR agency in Dubai and Abu Dhabi gears up for th4e Abu Dhabi Grand Prix 2019

Once again, the Seven team are gearing up to manage the PR for the one of the Middle East’s biggest events – the Abu Dhabi Grand Prix, our sixth race weekend since we won the account in 2014.

Following last year’s landmark 10th Anniversary edition, 2019’s will be the biggest one yet as we enter its second decade – a full five-day race festival of on-track action and off-track entertainment, culminating with the 48th UAE National Day on 2nd December.

Our team has been planning for this moment since tickets went on sale back in mid-March, and the campaign has followed a strategically planned pathway to take us to this point and on course for a fully sold out race weekend in less than two weeks’ time – it’s not just five days on site in November but a year-round closely managed effort in partnership with the team at Yas Marina Circuit.

Integrating closely with our colleagues on the social media team at Spark Foundry is key to success as we move through the five main phases from launch day to race week and our messaging and performance is adjusted and fine-tuned to ensure the Circuit’s commercial needs are met.

There are so many moving parts to consider – from media accreditation, global music artist announcements including Lana Del Rey and The Killers, to media centre management to interviews and imagery preparation – it’s a truly Herculean team effort that never lets up.

With two weeks to go there are fewer than 1,000 tickets left and these will disappear rapidly as we get to the business end of the Formula 1 season, following Sunday’s epic Brazilian Grand Prix.

During the seven days of race week the PR teams in Dubai and Abu Dhabi will write, translate and distribute more than 45 press releases, conduct more than 50 interviews, and collate and analyse more than 15,000 press clippings from around the world as well as work with more than 350 of the world’s best sports media. All while 60,000 race fans from more than 170 countries relax and enjoy the spectacle.

Wish us luck!

Photo courtesy of Yas Marina Circuit