Al Jazeera has been at the forefront of the global news industry for many years. Our mission is to carry that legacy of distinguished reporting into the digital world—making news more accessible and easier to digest so people can stay informed and and connect audiences to the stories that matter.
Using social media, we aim to reach not only our existing followers on X but also wider audiences through our posts. We empower readers and viewers by providing an engaging space for discussion. From the Israel-Hamas ceasefire deal and the fall of Syria’s al-Assad regime to the US election and South Korea’s short-lived martial law, we deliver global stories with the highest journalistic integrity.
How do we ensure we remain a top news platform for our audience?
By integrating news into everyday life through X’s dynamic tools, we curate content in a simple yet impactful way. We deliver breaking stories and contextualise complex histories through social-tailored copy, visually engaging graphics, and optimised native video content.
In a 24/7 news cycle, our dedicated social media team is always ready to accurately deliver breaking news as it unfolds. We go beyond the facts to provide first-hand, customised news experiences to our audience, bringing human stories to the forefront and giving our audiences a deeper understanding of the issues.
Our coverage focused on utilising the platforms’ native tools and features to curate content in a digestible way while optimising native content to highlight different angles of news stories often overlooked by other media entities.
Al Jazeera English X emerged as one of the most prominent voices covering Israel’s war on Gaza. On 19 January 2025, the Israel-Hamas ceasefire deal took effect, pausing a devastating 15-month war. Our social media team covered the event in real time, launching a 24/7 live blog thread that provided prompt updates supplemented with on-the-ground reporting, the latest news, graphics, and political analysis in a chronological format. This strategic approach allowed audiences to instantly grasp developments while breaking down complex stories. We streamed live broadcast coverage on X and captured the moment the initially agreed ceasefire time was delayed on TV after the countdown. We provided a space for discussion and curated insightful guides exploring the details of the ceasefire conditions. Our X account was home to a series of original short-form videos, including Between Us, which examined what the Gaza ceasefire meant for Palestinians, and Quotables, featuring experts and analysts discussing what the ceasefire entailed.We captured the raw moments of millions of Palestinians returning to northern Gaza and the aftermath of war through graphics that emphasised key points. Our reporting on X stood out due to its original and engaging content.
On 8 December 2024, we witnessed a historic moment as Syrian opposition fighters captured Damascus, ending President Bashar al-Assad’s 24-year rule. Our social media team's round-the-clock coverage ensured this event remained at the forefront of global news on our platform. We live-streamed opposition supporters celebrating in Syria and abroad, using X LIVE-CUT to highlight key moments and bring real-time updates to social media. We contextualised Syria’s long war history into digestable infographics tailored for X, while our unique video strand, On The Ground, featured first-hand reporting by an Al Jazeera journalist showcasing daily life after Assad’s fall.
For the 2024 US election, we ran multiple live blog threads simultaneously; one dedicated to international reactions and latest developments, and another focused on election results as vote counting continued in key states. This allowed our audiences to follow results at a glance using X-tailored graphics. When Donald Trump was declared winner, our social media team launched a recap thread compiling explainers and sharing top moments.
Leveraging X’s tools, we provided comprehensive live blog thread updates, expert analyses, and insightful explainers during the political crises in Bangladesh and South Korea. When Bangladesh’s Prime Minister Sheikh Hasina stepped down from office, ending 15 years of what the opposition described as “authoritarian rule,” and when South Korea’s president declared a short-lived martial law that threw the country into political turmoil, our team was ready. Using a strategic approach to reporting, our social media team transformed these historic moments into impactful coverage on X- making news more accessible and fostering an engaging space for discussion.
Our goal was to uphold journalistic integrity, honor our reporters' work, document history, and foster meaningful conversations on our platform. In 2024, our social media team on X strategically increased native content production to strengthen our social media presence. Our audience engagement performance confirms that we not only met but exceeded these goals.
Increased Content Production
Compared to 2023, we achieved a 10% increase in total content produced and a 14% rise in video content creation.
Enhanced Audience Engagement
In 2024, we observed a 12% increase in total interactions, encompassing likes, comments, shares, and other forms of active participation. Notably, our engagement rate saw a significant uptick of 39.7%, suggesting that our content strategy effectively fostered meaningful connections with our community.
Expanded Reach and Impressions
We recorded a substantial 60% increase in total impressions, indicating that our content appeared more frequently across user feeds. Breaking it down by media type, photo content impressions surged by 97%, while video content impressions grew by 30%.