Muscat – Entertainment may dominate social media feeds, but the future of digital platforms will be shaped less by viral videos than by creators who can combine storytelling, authenticity and technology to make a lasting impact, according to Omani content creators and digital experts.

As digital platforms continue to transform how people consume information, experts say audiences are becoming more selective, rewarding creators who offer genuine experiences rather than content designed solely to generate clicks and views.

For digital creator Musab bin Mohammed Al Rawahi, entertainment has become the most effective language of the Internet because it connects with audiences quickly. But he argues that its real strength lies in its ability to communicate values and social messages naturally rather than through direct instruction.

“People may come for entertainment, but they stay for content that makes them think or feel,” he says, adding that creators have a responsibility that extends beyond attracting audiences to creating a positive influence on society.

That view is shared by content creator Mohammed bin Badr Al Qamshoui, who believes emotional storytelling has become more powerful than polished production. In an era flooded with digital content, he says audiences are drawn to creators who reflect everyday life, local culture and authentic experiences.

According to Al Qamshoui, meaningful influence is no longer measured by follower counts but by the lasting impression content leaves on viewers. Simplicity, he argues, often has greater impact than elaborate productions because it feels more genuine.

For psychologist and content creator Shamsa bint Ahmed Al Nabhani, the rapid growth of digital platforms has also increased the ethical responsibilities of creators.

She warns that online content now plays a significant role in shaping behaviour, values and identity, particularly among younger audiences. Creativity, she says, should not be separated from its psychological and educational consequences.

“The real question is not whether content attracts attention, but whether it contributes to building awareness or merely consumes it,” she argues, stressing that credibility and self-awareness are essential to creating a healthier digital environment.

Artificial intelligence is adding another dimension to the transformation. Ahmed bin Saif Al Raisi, a trainer in AI and digital transformation, believes the technology will fundamentally change content creation by accelerating production and expanding creative possibilities.

However, he rejects the idea that AI will replace human creativity. Instead, he sees it as a tool that should support creators while leaving people responsible for ideas, ethics and purpose.

As AI makes content production easier, he says, the challenge will no longer be producing more material but creating content that delivers real value. “Supporting creators through training, innovation programmes and stronger digital literacy will be essential if Arabic and Omani digital content is to compete globally while preserving its cultural identity,” said Al Raisi.