From Entertainment To Information: Tidding Undergoes Remarkable Transformation During UAE Flood Crisis

In a remarkable shift from its regular content, Tidding, a popular platform known for its engaging posts, transformed into a crucial communication medium during the recent floods in the UAE. Founded by Rohit Bharati, the UAE-based content creator has successfully cultivated a substantial following, with the Tidding page currently boasting 244,000 followers on Instagram, 170,000 on Facebook and 60,000 on TikTok. This transition highlights the platform's flexibility and its pivotal role in disseminating vital information amidst crisis situations.

The unexpected weather event in the second week of April saw Tidding stepping away from its usual content strategy to focus on providing updates and essential communications regarding the UAE rains. Through this initiative, Tidding exemplified how digital platforms can pivot their roles in response to community needs, offering real-time updates and acting as a bridge between the public and the necessary relief measures.

Maintaining A Balance Between Entertainment And Human Interest

Striking a balance between engaging audiences with humor and addressing sensitive issues with the respect they deserve poses a significant challenge for digital platforms known for their entertaining content. This delicate equilibrium becomes particularly crucial during emergencies or when conveying vital information that affects public safety and well-being.

In response to such scenarios, Tidding demonstrated adaptability by adjusting its content strategy during a week of unexpected weather conditions. Recognizing the urgency of keeping the public informed about rapidly changing situations, such as sudden road flooding that could clear within hours, the page prioritized timely and accurate updates over its usual entertainment-focused posts.

Initially, the platform continued to incorporate humor into their coverage, acknowledging that rain in Dubai does not typically have as severe an impact as it might in other parts of the world. Entertaining content, such as videos suggesting the use of the Wonder Bus—a vehicle capable of traveling on both land and water—were shared to lighten the mood.

However, as the situation developed and the extent of the impact on Dubai and neighboring areas like Sharjah became apparent, the decision was made to shift the focus entirely towards providing useful and relatable information. The page reduced its regular programming, including paid content, to make room for updates that could assist those affected by the weather conditions. This strategic pivot transformed the platform into a valuable resource for both individuals seeking aid and those in a position to offer help.

Approach to content through personal experience

The Tidding content team took a unique approach to news gathering and reporting during a severe flood. The team decided to cancel all on-site shoots, opting instead for remote work to ensure their safety. Rohit reiterated that this decision was influenced by the varied impacts of the flood across different localities, with some team members reporting minimal effects in their areas. This localized approach to covering the flood highlights the diverse experiences of residents in Dubai and its surroundings during natural disasters.

He pointed out that the situation in the Al Majaz area of Sharjah, however, captured the team's attention and significantly influenced their reporting strategy. The media team ventured on foot along Sheikh Zayed's road, witnessing firsthand the efforts of authorities to clear the waterlogged streets. Despite the rapid return to normalcy on this major thoroughfare, the team was alerted to the dire situation in Sharjah, particularly on King Faisal Street and Jamal Abdul Nasser Street, through social media and community updates.

Particularly in Sharjah, the high water levels persisted for days, trapping residents in their high-rise apartments without electricity and, consequently, without elevator service. This predicament left many unable to access essential supplies, including groceries and medicines. The severity of the situation in Sharjah, contrasted with the relative quick recovery in Dubai, prompted the media team to shift their focus towards helping the affected residents. Tidding quickly transitioned to a Sharjah-centric narrative, sharing stories that highlighted the community's challenges and needs during the flood.

Post-Production and business challenges

In the media industry, the production and post-production processes are critical aspects that significantly impact the final output of content. This narrative holds true for content creators who wear multiple hats in their projects, often taking on roles from director of photography (DOP) to editor, and even the creator. The journey from ideation to the final edit comes with its own set of challenges, especially in a landscape where the creator's personal and professional lives are closely intertwined.

For Rohit, the production process was streamlined due to a unique partnership with his DOP, who is also his wife. This collaboration allowed them to efficiently manage the creation, shooting, and editing phases of their projects. Such a setup is indicative of the evolving nature of content creation, where the lines between different production roles are increasingly blurred. He added that today creators are now taking on multiple responsibilities, showcasing the versatility required in today's digital content landscape.

However, this integrated approach to content production does not come without its difficulties. Rohit highlighted that while the production side was manageable, the business aspect faced challenges, particularly during times when the focus shifted towards volunteer-based projects. The decision to prioritize content that offered help to those in need meant scaling back on client work, which had a noticeable impact on the business's financial aspect.

Viewers' perspective in video tonality

Initially known for its entertainment-driven content, Tidding transitioned to a more connected and informative approach in response to viewer reactions. This shift was primarily influenced by the realization that permanence on feeds, such as posting reels, could contribute to the spread of misinformation. To combat this, the platform ceased posting reels and instead concentrated its efforts on stories, which have a lifespan of only 24 hours.

The change wasn't just about the format, Rohit added, but also about the tonality and type of content shared. The platform started providing precise, clear information tailored to specific needs and locations. This meant moving away from lengthy messages of solidarity to direct, actionable insights. For instance, the platform provided relevant contact numbers for assistance if someone was stuck in particular areas during those days.

The strategy also took into consideration the algorithms of social media platforms. By incorporating relatable faces and delivering information through talking stories rather than static posts, the platform ensured higher visibility for its content. This approach aimed to capture the audience's attention more effectively, ensuring that essential information reached those in need without overwhelming them.

Rohit stated that a key component of the platform's revised strategy was actively engaging with its audience to understand their locations and needs, particularly those who were stuck or required assistance. This two-way communication allowed the platform to serve as a bridge between individuals needing help and volunteers willing to provide support.

By requesting updates from the audience, Tidding could offer real-time, accurate information about safe travel routes and areas not affected by adverse events, thus preventing panic and misinformation.

Insider tips for content creators during crisis

For Rohit, the paramount importance of fact-checking cannot be overstated. In the digital age, misinformation can spread rapidly, often with well-intentioned shares and reposts. A common pitfall arises when content creators, Rohit said driven by the desire to help, reshare information without verifying its authenticity. For example, a widely circulated WhatsApp message promising teleconsultation services from doctors may seem like valuable information to share. However, without direct confirmation of the services or the professionals involved, such a share risks spreading misinformation.

Rohit highlighted an instance where he received a message about a car garage offering free pickups and inspections. Despite the offer's appeal, a call to the garage revealed they were unaware of such a promotion, tracing back to a miscommunication from their social media manager. This instance underscores the potential for misinformation to undermine credibility and emphasizes the importance of direct verification before sharing information.

Secondly, emotions can run high during crises, making it tempting to engage in negative commentary or criticism. However, this approach is seldom constructive. Instead, focusing on gathering accurate information and understanding the needs of those affected can lead to more effective assistance. This approach not only aids those in need more efficiently but also maintains the integrity and trustworthiness of the content shared.

Rohit's leadership in navigating this transition underscores the importance of adaptability and responsiveness for content creators, especially during unforeseen events. By leveraging its large followership, Tidding not only kept the community informed but also contributed to the broader efforts in managing the flood's impacts.

The proactive approach by Tidding during the floods is a testament to the evolving responsibilities of digital platforms in today's interconnected world. Rohit and his team's ability to repurpose their content strategy on-the-fly demonstrates a commendable commitment to serving the community's best interests, proving that digital platforms can indeed be more than just sources of entertainment or information — they can be lifelines in times of crisis.