Muscat – Omani influencers and content creators are calling for greater responsibility in digital content production, warning that the speed and reach of social media can significantly influence public awareness, perceptions and behaviour.

They stressed that content creation has moved beyond entertainment and the pursuit of views, becoming an important platform for sharing knowledge, promoting awareness, documenting society and preserving Oman’s cultural identity.

Nasser bin Said Al Senani, a content creator and tourism promotion guide, said the growing influence of digital platforms has made accuracy and credibility essential.

“Any information published can reach large numbers of people within minutes and may influence their ideas, decisions and behaviour,” he said, stressing the importance of verifying information and relying on credible sources, particularly when dealing with issues that may directly affect audiences.

Al Senani said transparency is equally important, with creators needing to distinguish between personal opinions and experiences and verified facts. This is particularly relevant to tourism content, he noted, as followers may rely on information shared online when choosing destinations or travel experiences.

He cautioned against making views and reaching the sole measure of success, saying this could encourage some creators to exaggerate or publish inaccurate information simply to attract attention.

“The real value of content is when the viewer comes away with something new — information, an experience, an idea or inspiration,” he said, adding that lasting success is built on trust and credibility rather than numbers alone.

Imad bin Ahmed Al Rajibi, an adventurer and digital content creator, said genuine communication with audiences begins with trust and authenticity.

He said he involves followers in different aspects of his adventures, from routes, equipment and budgets to the experiences and situations encountered during journeys.

Al Rajibi also shares products he personally uses and believes can enhance an adventure, while avoiding excessive direct promotion.

He said creators can combine entertainment with public awareness, particularly when covering travel and outdoor activities. Alongside showcasing Oman’s landscapes and natural attractions, they can provide safety guidance, especially during tourism seasons when unsafe practices can lead to serious accidents.

Al Rajibi has increasingly moved towards documentary-style content, saying the strength of a production should come from its idea, presentation and real experience rather than relying on music or trending material to attract views.

Jihanah bint Hashil Al Hinaiah, an influencer, said the responsibility is even greater when digital content focuses on culture and society.

Through her platform ‘Khatwa’, she documents aspects of Omani life, including traditional lifestyles, customs and everyday practices across different governorates and wilayats.

She said such documentation helps preserve elements of Oman’s collective memory and gives younger generations an accessible way to learn about their heritage.

Jihanah also stressed the importance of verifying historical and cultural information, warning that inaccurate material can spread rapidly and become accepted as fact when repeatedly shared online.

She said creators can help combat misinformation by presenting accurate, verified information clearly rather than amplifying rumours simply to generate views.

The three creators agreed that content creation is a responsibility before it is a profession, stressing that meaningful digital content should build trust, provide value and contribute positively to society while supporting Oman’s cultural identity.