From content creator to CEO, Ahmed Aljar speaks on success at Athar Festival

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Ahmed Aljar speaks with Karl Mapstone at Athar. (AN Photo/Abdulrhman Bin Shalhoub)
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Ahmed Aljar speaks with Karl Mapstone at Athar. (AN Photo/Abdulrhman Bin Shalhoub)
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Ahmed Aljar speaks with Karl Mapstone at Athar. (AN Photo/Abdulrhman Bin Shalhoub)
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Ahmed Aljar speaks with Karl Mapstone at Athar. (AN Photo/Abdulrhman Bin Shalhoub)
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Updated 15 November 2023
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From content creator to CEO, Ahmed Aljar speaks on success at Athar Festival

  • Ahmed Aljar: If you’re authentic and real and you present something special and creative, you will have a great chance
  • Athar festival, running until Nov. 16, unites Saudi Arabia’s creative and marketing sectors for recognition and celebration

RIYADH: Saudi content creator Ahmed Aljar said that patience and consistency have been key factors in his journey from being a YouTuber to becoming the CEO of his media agency, Vito.

He shared insights into his success during a fireside chat titled “Influencers in Saudi Arabia, Best Practices for Brands” at the Saudi Festival of Creativity, Athar, in Riyadh on Tuesday.

The session was moderated by Karl Mapstone, the head of Vamp Middle East marketing agency.

The panel discussion highlighted various strategies for influencers to achieve success, using the story of Aljar, who went from being an engineering graduate to a successful content creator.

Aljar said: “In my third year of college, it just hit me that I don’t think in an engineering way, and it was too late for me to switch majors. I graduated, and during that period, I started my YouTube channel because it was always in the back of my head. I knew that I wanted to document my life and my experience in the US.”

Continuing his YouTube career and relocating to Saudi Arabia, Aljar witnessed a peak in engagement like never before. He mentioned that sharing content about travels and family attracted a large audience that soon became a loyal following.

Aljar said: “The people who use the platforms are just supportive. They like to see good content. They appreciate influencers. If you’re authentic and real and you present something special and creative, you will have a great chance.”

After amassing 2.2 million subscribers and producing 620 videos, Aljar decided to leave YouTube a year and a half ago to focus on other social media platforms, including TikTok and Instagram.

Today, he is CEO of Vito and is thriving with almost 1 million followers on TikTok and over 300,000 on Instagram.

Aljar’s success stems from paying attention to detail and ensuring his expectations are met.

He said: “We check the videos after the campaign, considering how we can step up in other collaborations. So, I take it very seriously. We have our own way of creating content.

“I know how to talk to my audience, and we are very detailed in creating content. You know, the lenses, the small details … we study the room before we get in.”

He added: “I started as a content creator all the way to the CEO of a creative agency, Vito. So, patience, patience, patience, and consistency. I spent a year without making any money in this field, without reaching a thousand subscribers. But, you know, I was just charged up. I wanted to create and put myself on the social media map.”

Through owning a business, AlJar said he has learned how to be a content creator while “building relationships, networking, and enhancing communication.”

He advised the young Saudi community to “be creative, learn how to delegate, hire people, invest in equipment and a team to help build your ideas and storyboards, present yourself in the best way possible, and be genuine about it on a business level.”

The Athar festival, running until Nov. 16, unites Saudi Arabia’s creative and marketing sectors for recognition and celebration. It features workshops, coaching, training, roundtables, C-suite sessions, young talent competitions, and an awards ceremony.


UK, France mull social media bans for youth as debate rages

Updated 19 January 2026
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UK, France mull social media bans for youth as debate rages

  • Countries including France and Britain are considering following Australia’s lead by banning children and some teenagers from using social media

PARIS: Countries including France and Britain are considering following Australia’s lead by banning children and some teenagers from using social media, but experts are still locked in a debate over the effectiveness of the move.
Supporters of a ban warn that action needs to be taken to tackle deteriorating mental health among young people, but others say the evidence is inconclusive and want a more nuanced approach.
Australia last month became the first nation to prohibit people under-16s from using immensely popular and profitable social media platforms such as Instagram, Facebook, Tiktok and YouTube.
France is currently debating bills for a similar ban for under-15s, including one championed by President Emmanuel Macron.
The Guardian reported last week that Jonathan Haidt, an American psychologist and supporter of the Australian ban, had been asked to speak to UK government officials.
Haidt argued in his bestselling 2024 book “The Anxious Generation” that too much time looking at screens — particularly social media — was rewiring children’s brains and “causing an epidemic of mental illness.”
While influential among politicians, the book has proven controversial in academic circles.
Canadian psychologist Candice Odgers wrote in a review of the book that the “scary story” Haidt was telling was “not supported by science.”
One of the main areas of disagreement has been determining exactly how much effect using social media has on young people’s mental health.
Michael Noetel, a researcher at the University of Queensland in Australia, told AFP that “small effects across billions of users add up.”
There is “plenty of evidence” that social media does harm to teens, he said, adding that some were demanding an unrealistic level of proof.
“My read is that Haidt is more right than his harshest critics admit, and less right than his book implies,” Noetel said.
Given the potential benefit of a ban, he considered it “a bet worth making.”
After reviewing the evidence, France’s public health watchdog ANSES ruled last week that social media had numerous detrimental effects for adolescents — particularly girls — while not being the sole reason for their declining mental health.
Everything in moderation?
Noetel led research published in Psychological Bulletin last year that reviewed more than 100 studies worldwide on the links between screens and the psychological and emotional problems suffered by children and adolescents.
The findings suggested a vicious cycle.
Excessive screen time — particularly using social media and playing video games — was associated with problems. This distress then drove youngsters to look at their screens even more.
However, other researchers are wary of a blanket ban.
Ben Singh from the University of Adelaide tracked more than 100,000 young Australians over three years for a study published in JAMA Pediatrics.
The study found that the young people with the worst wellbeing were those who used social media heavily — more than two hours a day — or not at all. It was teens who used social networks moderately that fared the best.
“The findings suggest that both excessive restriction and excessive use can be problematic,” Singh told AFP.
Again, girls suffered the most from excessive use. Being entirely deprived of social media was found to be most detrimental for boys in their later teens.
’Appallingly toxic’
French psychiatrist Serge Tisseron is among those who have long warned about the huge threat that screens pose to health.
“Social media is appallingly toxic,” he told AFP.
But he feared a ban would easily be overcome by tech-savvy teens, at the same time absolving parents of responsibility.
“In recent years, the debate has become extremely polarized between an outright ban or nothing at all,” he said, calling for regulation that walks a finer line.
Another option could be to wait and see how the Australian experiment pans out.
“Within a year, we should know much more about how effective the Australian social media ban has been and whether it led to any unintended consequences,” Cambridge University researcher Amy Orben said.
Last week, Australia’s online safety watchdog said that tech companies have already blocked 4.7 million accounts for under 16s.