CASE STUDY: UAE residents tap power of social media during COVID-19 crisis

Key hashtags provide support and strength for people amidst pandemic

Social media experts have shared that UAE residents and nationals have learned to utilize the power of social media in the efforts to support each other especially during these extraordinary times. Ever since the coronavirus (COVID-19) emerged early last year, several hashtags have helped empower and encourage people to carry on amidst the harsh challenges and impacts left by the pandemic.

The hashtags #InThisTogether, #TogetherAtHome and #HopeMarsMission. played a significant role in keeping morale high during these trying times, widely leaving a positive impact that sought to connect people and bring them together. Aside from these hashtags, the presence of newer technology also aided the people’s move to remain sane, fit and physically healthy when asked to stay at home and avoid contact from the outside world.

The hashtag #InThisTogether was widely used during the pandemic — having been mentioned around 10,300 times across various social media platforms. This hashtag helped connect people together especially within the academic sector — at a time when schools closed down. In terms of Twitter mentions, the hashtag had a key reach of around 11 million and continues to grow till today.

Meanwhile, the #TogetherAtHome hashtag successfully promoted the virtual concert series with the same name that was organized by the World Health Organization (WHO) and Global Citizen. During the concert series, which ran from March to July of 2020, the hashtag had a social reach of around 129 million. The UAE actually led the online mentions of this hashtag in the region.

Lastly, the use of the hashtag #HopeMarsMission brought in excitement and inspiration to people not only in the UAE but also for the rest of the world. The hashtag was widely used during July 2020 to March 2021. The hashtag peaked in February this year garnering a social reach of 2.81 billion globally.