From Indian housewives turning master chefs and travel enthusiasts to Emirati vloggers finding their niche in tech, travel, gaming or mundane domestic affairs, social media has opened a world of enormous possibilities and revenue in the UAE as elsewhere. Content or content creator is the king/queen and it has led to the evolution of a generation that has found unimaginable success and money in non-traditional careers. Discerning the enormous power that content creators wield and the dedicated army of followers they breed, Dubai hosted the second edition of the 1 Billion Followers Summit on January 10-11 at the twin Emirates Towers and the emirate’s newest architectural wonder Museum of the Future. Touted the world’s biggest expo for content creators, the summit gathered over 100 speakers, 300-plus companies, 200 CEOs from the creative field, and more than 3000 content creators followed by 1.6 billion people. Representatives from all the social media giants were also in attendance.