Can Content Creators Bridge Cultures Through Nation Branding

In January 2023, football legend Cristiano Ronaldo made headlines with his unexpected move from Manchester United to Saudi Arabia’s Al-Nassr club, sending ripples through the global sports community. His arrival signified a pivotal moment in Saudi Arabia’s strategic effort to reshape its national brand, leveraging the international stage of football as a key element in its rebranding initiative. 

This move is part of a broader plan involving major investments across various facets of the sport. Saudi Arabia’s bid to host the 2034 World Cup and its acquisition of Premier League club Newcastle United are just two examples of how the Kingdom is positioning itself as a key player in global football.

Central to this strategy is the recruitment of world-renowned footballers, starting with Ronaldo and followed by the likes of Neymar Jr., Karim Benzema, Riyad Mahrez, Sadio Mané, and others. As a result, Saudi Premier League clubs spent a staggering USD 957 million during the 2023 summer transfer window.

While the long-term impact of these investments remains to be seen, the immediate effects were palpable following Ronaldo’s transfer. Even before the wave of new signings in 2023, Ronaldo’s presence alone led to a 20% increase in Al-Nassr’s home game attendance and a 15% rise in attendance at rival team stadiums. In the days following his transfer, Al-Nassr’s Instagram following skyrocketed from 800,000 to over 10 million, and as of September 2024, it has grown to 27 million followers. 

While the effectiveness of Saudi Arabia’s nation branding strategy is open to debate, Ronaldo’s unparalleled global influence is not. However, the Kingdom’s reliance on mega stars with immense online followings prompts a larger question for PR professionals: Is such an approach sustainable, or could digital channels offer a more authentic and cost-effective alternative? With the internet teeming with talented content creators who command large, engaged audiences, could these influencers play a pivotal role in nation branding and fostering cross-cultural connections? 

The Power of Credibility 

In today’s digital age, the way we connect with audiences has shifted dramatically. Social media has given rise to user-driven platforms where conversations between content creators and their followers flow freely, fostering deeper relationships. In the past, leveraging celebrity endorsements was a tried-and-true method to enhance a nation’s image. However, in the current landscape, this approach is losing its potency. 

Take, for instance, the case of Cristiano Ronaldo, whose contract with Saudi Arabia requires him to promote the country’s tourist destinations. Similarly, Lionel Messi’s USD 25 million deal with Visit Saudi includes a few commercial appearances and social media posts. While such endorsements were once considered highly effective, they now run the risk of appearing insincere. Audiences today are increasingly skeptical of promotional content that lacks genuine connection. When a celebrity or athlete abruptly starts endorsing a destination, it can feel less like a recommendation and more like an impersonal marketing pitch. 

In contrast, digital content creators who engage authentically with their followers have emerged as powerful drivers of trust and credibility. Unlike traditional advertisements, these influencers foster ongoing, transparent dialogue with their audience, positioning themselves as trusted voices rather than paid promoters. This dynamic allows for a more organic exchange of opinions, making it easier for content creators to build trust over time. 

Trust is a cornerstone of effective nation branding. Influencers who naturally integrate elements of a country’s culture or identity into their content are perceived as more genuine. When they share experiences or insights about a destination, it feels more like a personal endorsement from someone their followers trust, rather than a scripted marketing message. This shift from overt advertising to authentic storytelling is crucial, as content rooted in honesty resonates more deeply with today’s savvy audience. 

Redefining Nations Through Stories 

Storytelling has always been the foundation of successful nation branding. A compelling narrative can shape how a country is perceived, sometimes transforming its global image entirely. From history to modern times, a well-told story has the ability to shift perspectives and reframe a nation’s identity in the minds of audiences. Today, content creators with strong storytelling skills are uniquely positioned to harness this power, crafting narratives that resonate emotionally and foster positive associations with the countries they represent. 

A striking example of storytelling’s impact can be found in the Arab world’s fascination with Turkish drama. In 2008, Saudi-owned satellite channel MBC began airing the Turkish series Noor (or Gumus in Turkish), sparking a cultural wave that forever changed the way the Arab world viewed Turkey. Prior to this, Turkey was largely seen through the lens of historical conflicts, particularly the Arab-Ottoman wars. Yet, the relatable characters, romantic plots and cultural nuances depicted in these dramas created a bridge between Turkey and the Arab world. Turkish dramas skillfully blended ethos, pathos and logos, presenting a modern yet traditionally rooted society that Arabs found both familiar and enticing. 

This narrative shift didn’t just change perceptions—it had a tangible impact on Turkey’s tourism and real estate sectors. Arab audiences, captivated by the Turkish lifestyle, began traveling to Turkey in droves, exploring the country beyond the screen. Many went on to purchase property, solidifying a long-term cultural and economic connection. 

In the digital age, content creators can achieve similar outcomes, but with a more personal and authentic touch. Rather than relying on actors or scripted dramas, these creators have the power to tell real stories—stories that revolve around everyday people, their experiences and their lives. This authenticity is a key element in influencing today’s discerning audience, making content creators vital storytellers in the modern era of nation branding. 

How Li Ziqi Shapes China’s National Image 

One of the most compelling examples of content creators contributing to nation branding is the case of Chinese video blogger Li Ziqi. As China continually works to bolster its global image, creators like Li have opened up new avenues for reinforcing the nation’s identity in ways that go beyond traditional state-controlled narratives. 

Li Ziqi, born in rural China, has been sharing her enchanting lifestyle through short videos since 2015. Despite halting production three years ago due to legal disputes, her influence remains undeniable. With a YouTube channel boasting 19.8 million subscribers, Li’s content continues to captivate global audiences, transcending borders and cultures as her beautifully produced videos introduce viewers to the serene and picturesque side of rural China.

Her content centers around the rural Chinese way of life, where she skillfully showcases traditional crafts, mouth-watering local cuisine and breathtaking landscapes. In her vlogs, Li portrays a blend of femininity and independence, embodying core Chinese values while highlighting the aesthetics of China’s cultural heritage. The images she crafts of herself living off the land, preparing intricate dishes and sewing intricate garments are not just entertainment, but they also offer a unique and relatable portrayal of Chinese life that resonates with global audiences. Through her calm and peaceful storytelling, Li Ziqi becomes a cultural ambassador, offering a new perspective on China’s rural life. 

This soft, subtle and culturally immersive approach has helped shift international perceptions of China, painting it in a more favorable light compared to the rigid governmental communication often associated with the nation. Through Li Ziqi’s content, the values of hard work, harmony and community—key tenets of Chinese socialist ideals—are showcased in a way that feels authentic and universally appealing. 

Li Ziqi’s work can be seen as part of China’s broader cultural soft power strategy, where non-state actors like herself play an essential role in shaping international perceptions. Her ability to create content that resonates emotionally with her audience, while also reflecting China’s cultural ethos, is a testament to the power of content creators in nation branding efforts. 

By inspiring curiosity and appreciation for Chinese culture, Li Ziqi’s influence has sparked interest in visiting China and her hometown has become a destination for those intrigued by the lifestyle she portrays. This modern, digital form of storytelling suggests that content creators can indeed bridge cultures and contribute meaningfully to nation branding, offering a personal, more humanised connection to a nation’s identity. 

The Future of Nation Branding 

The evolution of nation branding has moved far beyond the traditional strategies of celebrity endorsements and state-controlled messaging. As seen through examples like the global influence of Chinese blogger Li Ziqi, the world is witnessing a shift towards more authentic, personalised narratives. Content creators are at the forefront of this change, offering unique perspectives that resonate with global audiences in a way that conventional methods simply cannot. 

In the past, nation branding often relied on big names to deliver a message. However, today’s savvy audience is increasingly skeptical of overt commercial pitches and values authenticity over polished promotional campaigns. Content creators, through their deep connections with followers, provide this much-needed authenticity. Their ability to craft compelling, relatable stories while engaging directly with their audience allows them to build trust and credibility; two critical components for effective nation branding in the digital age. 

The future of nation branding lies in harnessing the storytelling capabilities of content creators. These individuals, unlike traditional celebrities, share real experiences and insights, offering audiences a genuine look into the culture and values of a nation. Through their content, they can bridge cultural gaps, promote tourism and shift global perceptions, all while making their message feel organic and trustworthy. 

While traditional methods still have their place, the most effective nation branding strategies will increasingly rely on digital influencers. Rather than focusing solely on high-profile endorsements, nation branding efforts must embrace a more diverse range of voices; content creators who can humanise a country’s identity and foster lasting cultural connections. 

As the digital landscape continues to evolve, content creators will play an even more significant role in nation branding, making them indispensable to shaping how nations are perceived in the global arena. PR professionals must recognise this shift and integrate these influencers into their strategies to build authentic, lasting nation brands in the years to come. 

Abdullah Mansoor reflects on studying the CIPR Professional PR Diploma

What do you see as the key benefits of having the PR Diploma qualification?

Personally, I would say the key benefits are enhanced visibility in the job market, access to a network of highly-qualified PR professionals and a credible validation of my qualifications in the field.

What has been your favourite part of the CIPR PR Diploma course so far?

My favorite part has been exploring new concepts and ideas which I wasn’t previously aware of, as well as, the opportunity to showcase what I’ve learned through engaging assignments.

Have you yet been able to apply any of the learning, and if so, how?

Yes, definitely. Being involved in strategic planning within the organisation I work for, I usually find myself referring to what I’ve learned in the PR course to brainstorm new ideas and propose creative solutions.