The Arabic YouTube channel of retail broker Capital.com has hit 100,000 subscribers.
Based in Dubai, the company’s Arabic social team has been particularly active across TikTok and YouTube for years now.
The company has made use of its own in-house team, as well as working with content creators from the region. Notably the company often makes its videos in the Gulf dialect of Arabic, providing a higher degree of ‘localisation’.
Capital seems to make YouTube and TikTok a component of its efforts to expand into a new market or region. For example, the company has been ramping up its efforts in Italy over the last 12 months or so and launching a local language YouTube channel was part of that.
One notable change in the Arabic channel has been a shift from making longer form videos to a near exclusive focus on short form reels. These types of videos are designed more for mobile than desktop.
Other brands have done similar things. For example, Olymp Trade appears to use YouTube for paid and organic. IG has also ramped up its use of the platform over the last few months, likely as it seeks to replicate the success of its US brand tastytrade.
