Al Jazeera Digital Newsroom
Driving Arab audience engagement in the 2024 US election coverage
+100M
Impressions
+4M
Engagements
+48K
Hashtag mentions
Al Jazeera Digital Newsroom, which leads the digital space of Al Jazeera Arabic channel, is integral to the network's mission of delivering impactful journalism. Al Jazeera, established in 1996, is a global news leader renowned for its extensive coverage of international and Middle Eastern affairs. With a legacy rooted in investigative journalism, Al Jazeera reaches millions across television, digital media, and social platforms. To engage its Arab audience with US electoral politics, Al Jazeera Digital Newsroom partnered with X, leveraging its interactive capabilities to enhance audience participation.
Campaign objective
With the help of X, Al Jazeera Digital Newsroom aimed to raise awareness of its US election coverage and engage the Arab diaspora in the US, while educating and updating viewers on the election process. The goal was to spark interactive conversations through user-generated content using the hashtag "#الجزيرة_أمريكا24," while broadening reach and increasing viewership, particularly around content connecting US election outcomes to the Arab world.
The solution
By strategically using X’s features, Al Jazeera Digital Newsroom was able to successfully drive engagement with its Arab audience during the 2024 US elections. The campaign featured a distinctive Hashmoji and Conversational Cards to spark discussions and connect US politics to Arab concerns. Long-form video content and live broadcasts of election night coverage were optimized for native consumption on X, ensuring maximum reach and continuous audience engagement. Targeted ad campaigns further amplified key content, broadening visibility across both the MENA region and the US.
Products used
- Objective: Increase awareness of Al Jazeera’s US election coverage
- Goal: Achieve mass reach and engagement across the MENA region and the US
- Creative types used: Hashmoji, Conversational Cards, Video Ads, Live Broadcast & Takeover
- Geo targeting: MENA region, US
The results
The campaign generated over 100 million impressions, significantly boosting awareness. Viewership surpassed 26 million, with more than 4 million engagements, demonstrating deep audience involvement. The interactive approach was particularly successful, with 26,000 unique users—many of them Arabs in the US—posting over 48,000 times using the hashtag in just one month. These results underscore the campaign's effectiveness in reaching and engaging key demographics, particularly those in the US.
Partner feedback
We’re thrilled with the remarkable impact of our US election coverage on X. By integrating interactive elements like Conversational Cards and a dedicated Hashmoji, we transformed how news engages with its audience. These innovative features not only enhanced our reporting but also sparked meaningful discussions, amplifying the overall impact of our coverage. We’re excited to apply these insights to future campaigns on X.