Content Strategist – Social Media

ROBOT24.com; Dubai; On-site; AED 240,000 - 360,000; Full time

Job summary

Robot24.com is seeking a Content Strategist – Social Media to determine what we should film for social media and why. You will shape and optimize the content strategy, trend attention strategy, and performance strategy, ensuring alignment with Robot24's brand direction.

You will develop recurring formats, scalable franchises, and platform-specific strategies across Instagram, TikTok, YouTube and X, while making content appealing to a broad audience beyond technical robotics.

Qualifications

• Strong experience across Instagram, TikTok, YouTube and X.
• Exceptional instinct for trends, audience attention and emerging topics.
• Strong analytical skills and understanding of content performance.
• Ability to combine creative instinct with data and translate trends into filming directions.

Responsibilities

• Define and optimize content pillars, formats and content mix.
• Determine topics and formats to prioritize.
• Decide which robotics stories become social content.
• Identify what global field teams should be filming.
• Develop platform-specific strategies across Instagram, TikTok, YouTube and X.
• Ensure content appeals beyond a purely technical robotics audience.

Skills

Content strategy

Social media strategy

Digital media

Instagram

TikTok

YouTube

X

Analytical skills

Trend spotting

Storytelling

Job description

Robot24.com is the global news platform dedicated exclusively to robotics news.

We don’t report robotics from a desk. We go directly to the source.

Our own global field teams film and report from manufacturers, companies and locations where robots are being developed, tested and deployed, as well as major robotics events around the world.

Our ambition is to build the world’s leading media brand for robotics.

The Role

We are looking for a Content Strategist – Social Media who will determine what Robot24.com should be filming and creating for social media — and why.

You will be responsible for three core areas:

Content Strategy · Trend & Attention Strategy · Performance Strategy

This is not a posting or community management position.

Your responsibility is to understand what audiences want to watch, where global attention is moving and what our teams should be filming next.

You will shape and continuously optimize our social content strategy within the existing Robot24 brand direction.

You will:

• Define and optimize our content pillars, formats and content mix
• Determine which topics and formats we should prioritize
• Decide which robotics stories should become social content — and which should not
• Identify what our global field teams should be filming
• Turn broad topics into specific, executable content directions
• Develop recurring formats and scalable content franchises
• Identify how individual filming opportunities can generate multiple pieces of strong content
• Develop platform-specific strategies across Instagram, TikTok, YouTube and X
• Ensure our content appeals beyond a purely technical robotics audience

Trend & Attention Strategy

You need to know where attention is now — and where it is going next.

You will continuously monitor global trends, social platforms, major events, sport, entertainment, business and emerging conversations to identify opportunities relevant to Robot24.

If a major global event is happening, we should already know how robotics can become part of that conversation.

If the World Cup is approaching, for example, you should be thinking about football-playing robots, Human vs. Robot concepts, robotic goalkeepers and relevant filming opportunities before the tournament starts.

You will:

• Identify emerging trends before they become saturated
• Track major upcoming global events and attention moments
• Understand what audiences are watching, searching for, sharing and discussing
• Translate mainstream trends into relevant robotics content opportunities
• Distinguish between trends worth pursuing and noise worth ignoring
• Plan content around predictable attention peaks weeks or months in advance
• React quickly when unexpected opportunities emerge

Performance Strategy

You will use performance data to continuously improve what we create.

You will:

• Analyze content performance across Instagram, TikTok, YouTube and X
• Understand views, watch time, retention, shares, saves, engagement and follower conversion
• Identify which topics, formats and content pillars consistently outperform
• Understand why content succeeds or fails
• Determine what should be scaled, repeated, adapted or stopped
• Identify patterns across high-performing content
• Translate performance insights directly into future content decisions
• Work closely with our Head of Growth to ensure content and growth strategy continuously inform each other

Who We Are Looking For

We are looking for someone with proven experience in content strategy, social media strategy or digital media, ideally within a media company, publisher or fast-moving social-first environment.

You should have:

• Strong experience across Instagram, TikTok, YouTube and X
• A deep understanding of social-first content
• An exceptional instinct for trends, audience attention and emerging topics
• Strong analytical skills and an understanding of content performance
• The ability to combine creative instinct with data
• A strong understanding of hooks, storytelling, retention and shareability
• The ability to translate trends and ideas into concrete filming directions
• The ability to think weeks and months ahead while reacting quickly to what is happening today
• Experience working in a fast-paced, high-output content environment

Experience within media, news, publishing or social-first content is highly preferred.

What We Are NOT Looking For

We are not looking for someone whose idea of content strategy is simply creating a monthly content calendar.

We are not looking for a Community Manager.

And we are not looking for someone who only reacts to trends after they are already everywhere.

We need someone who understands attention, understands content and knows what we should create next.

What Success Looks Like

Our field teams are filming the right content at the right time.

Robot24 identifies major content opportunities early.

Performance data influences what we film next.

Winning formats are recognized and scaled quickly. Weak formats are stopped.

And you are constantly answering three questions: