Content is a unique and powerful tool for all FMCG brands in MENA across different online channels. It can educate, engage, entertain, and drive immediate shelf-side purchase decisions. But it comes with a major challenge for most brands. Creating original and high-quality content continuously and in large volumes takes massive amounts of time, effort, and money.
As the content marketing industry continues to evolve, content curation offers brand managers and marketers operational convenience and flexibility. It involves sharing relevant third-party content while properly crediting the source.
This is not a battle of curated vs. original content for FMCG brands. Instead, your goal is to balance between both approaches. This way, you can build a successful, educational, and trust-building content strategy.
Looking for guidance on how to combine original and curated content effectively? Keep reading as we explore the strengths, limitations, and ideal use cases of each approach for FMCG brands.
If you need help with your content creation strategy, our content creation and curation services help FMCG brands develop engaging, educational, and audience-focused content that drives long-term results.
Original vs. Curated Content for FMCG Brands in MENA: What’s the Difference?
When discussing original vs. curated content for FMCG brands in MENA, we consider multiple formats. From short videos and graphic designs to videos and blog posts, both strategies are legitimate and suitable. But before choosing their best use cases, it’s important to take a closer look at each type.
Original Content for FMCG Brands in MENA
It’s simply your creative assets that your creative team works on from scratch. It is any material that reflects your brand’s identity, product positioning, and marketing goals. In a buzzing market like MENA, strong visuals and quality storytelling can help products stand out.
Originality supports brands when communicating their value proposition. It also allows them to showcase their products in real-life situations and build a recognizable presence across different channels.
Different Formats of Original Content for FMCG Brands in MENA
The food and beverage industries rely heavily on indulging audiences’ senses and allowing them to take a peek at tastes, flavors, and aromas from behind the screen. To achieve this, your original content can be in these formats:
- High-production Shoots: Treat your products like movie stars or supermodels on magazine covers. Rely on Studio-quality photos and commercial videos that display your exact packaging, texture, and vibrant ingredients. These elements make your products recognizable both online and on the shelf.
- Custom Recipes and Tutorial Videos: This can be done directly through your brand’s team or through influencer content. You can use a cooking tutorial to feature your products in a unique, quick, or healthy recipe for Ramadan, lunchbox, or summer vacations. Similar to how Oreo and Cadbury Dairy Milk Egypt often incorporate their products into desserts and homemade treats.
- Educational Graphs: The efforts of your writers and graphic designers can translate into highly informative infographics summarizing the benefits, nutritional value, or sourcing journey of your products.
Why Should FMCG Brands in MENA Invest in Original Content
- Supporting your Authority: When your posts consistently feature original insights, you gradually appear as a domain expert. You inspire others to learn from you and even curate your work.
- Absolute Control: You are in control of showing what you want the way you want it. You talk to your audience while addressing their pain points and showing your solutions.
- Unique Differentiators: Originality allows you to express your UPS (Unique Selling Points) in a way your competitors can’t easily copy. This includes localized flavors, ethically sourced materials, or health-oriented profiles.
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Challenges of Complete Reliance on Original Content for FMCG Brands in MENA
While original content for FMCG brands in MENA can offer a competitive edge, it’s not always an applicable solution. Through our experience working with multiple FMCG brands, budget is only one part of the challenge. Time, production capacity, content volume requirements, and campaign deadlines can become equally demanding
Producing everything internally requires continuous investment in planning, writing, design, photography, video production, and distribution. Along with timely coordination and the highest level of attention to detail.
These financial and operational trade-offs encourage many FMCG brands in MENA to seek a blend of original content with curated content. When used strategically, this duo helps maintain content quality while keeping production demands under control.
What is Curated Content for FMCG Brands in MENA?
When adopting content curation mode, you become like an editor. You collect, filter, and share third-party content. You don’t label it as yours, but you give public credit to the original creator or the brand behind it.
It’s not a replacement for original content. Instead, you can use it as a last resort when you are presenting a specific topic that doesn’t have sufficient knowledge to offer unique insight. It can be a tool for maintaining a live social media feed without spending much.
Why FMCG Brands in MENA Need Curated Content?
Beyond keeping an active social feed, sharing curated content helps you strengthen your digital relationships with retail partners. It also gives you social proof when sharing authentic experiences and testimonials from real shoppers. Strategic sharing of curated posts proves that your brand doesn’t operate on an isolated island. Instead, it makes you appear as an active part of daily lifestyle and conversations.
Common Formats of Curated Content for FMCG Brands in MENA
Just as original content, curated variations take various forms:
- UGC and Customer Reviews: Videos made by everyday consumers reviewing products or sharing a brand experience
- Case Studies and Market Insights: Like when we share reports, surveys, and industry findings from trusted sources, such as Nielsen.
- Retailer Highlights: Sharing promotional banners and in-store display photos directly from your retail partners.
Original vs. Curated Content for FMCG Brands in MENA: Which One to Choose?
When a brand consults us about the best approach, we rarely recommend relying on one of them. We usually follow the hybrid model
Original content helps brands show the strengths and differentiators of their products under the umbrella of the brand’s views, creative abilities, and financial limits. Meanwhile, curated content adds credibility, variety, and industry context.
For example, in our work with St. Dalfour Arabia, we worked with relevant influencers to provide unique recipes and product applications. Simultaneously, we reposted multiple videos featuring different uses of the fruit spread on breakfast tables and snacking occasions. This balance helped maintain engagement without sacrificing brand identity.
Not sure whether your brand needs more original content, curated content, or a balanced mix of both? Contact us today for a free content strategy snapshot. Our team will evaluate your current content approach and identify opportunities to improve engagement, strengthen brand credibility, and create a more sustainable content system for long-term growth.
