In today’s digital age, social media influencers are often dismissed as either shallow trendsetters or superficial tastemakers. And while some may fit that description, an increasing number, on the other hand, have begun to use their platforms for good, triggering change and advocating for meaningful causes through every other upload. Among them? Dubai-based social-media personality Raghda Kouyoumidjan, whose journey into the world of influence initially began with a passion for creating relatable content, but that has now shifted into a mission to speak good and do well with all the likes, comments, and shares she generates.
Better known as Raghda K online, the recent Forbes nominee has been making strides for the philanthropic turn her platform has taken, having ditched most vanity metrics for a kind of influence that lives up to its true potential. With over 6 million followers on her official Instagram account, she, more than anyone, seems to understand the responsibility that comes with having a digital presence of this scale. And rather than simply chasing engagement at all cost, Kouyoumidjan has chosen to leverage her platform for a greater purpose, using her reach to spark important conversations, amplify marginalized voices, and support charitable initiatives whenever she can.
Recently, the 26-year-old spearheaded the second installment of Ket3at Dafa: a community-driven campaign which aimed at providing warm winter clothing to those in need in both Gaza and Jordan. In partnership with the International Clothing Bank, both parties decided to build on the success of last year’s edition— which gathered over 73,000 clothing donations — and set themselves on a mission to collect 100,000 items; a milestone that might’ve seemed ambitious at first but that was quickly reached, as the influencer’s community rallied together to exceed expectations for greater good. Surpassing their initial goal by twice, the campaign ended up collecting over 200,000 items — more than double what they had set out to achieve.
With such impressive numbers in tow, it only made sense to reach out to the person who, without a doubt, played the biggest role in turning this campaign into a success. Below, we sat down for a quick Q&A with Raghda Kouyoumidjan, diving into the key moments that led her to pursue charity work through their platform, and discuss the responsibility influencers have in using their voice for change.
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How did you first step into the world of influence? Was it intentional, or did it happen coincidentally?
Raghda Kouyoumidjan: Stepping into the world of influence was a combination of passion and coincidence. Initially, the goal was to share engaging and relatable content, but as the platform grew, so did the realization of the power it holds. Over time, it became clear that social media could be used not just for entertainment but also to create impact and bring people together for meaningful causes.
When did you realize that you wanted to pursue social media professionally? Was there a defining moment?
RK: The defining moment came when content started resonating with a larger audience, and engagement went beyond just numbers. It became about real connections and real change. Seeing how people responded to content, took action, and came together for causes like Ket3at Dafa solidified the decision to take this journey seriously.
Beyond content creation, you use your platform to champion important causes. Was that always part of your vision?
RK: From the start, the goal was never just about aesthetics or social media presence but about building a platform that could make a difference. While content creation comes with its own set of challenges, it also offers a powerful tool to inspire and mobilize communities for real-world impact.
What motivates you to prioritize charity and advocacy alongside your work? Was there a specific experience that shaped your commitment to giving back?
RK: The motivation comes from a deep sense of responsibility—Knowing that having a voice on social media means having the ability to drive real change. A defining moment was seeing the overwhelming support for Ket3at Dafa and witnessing how simple acts of kindness could transform lives. The smiles, gratitude, and heartfelt messages from recipients were the strongest reminder of why this work matters.
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Do you feel influencers have a responsibility to use their platform for more than just personal branding? Why or why not?
RK: Absolutely. While personal branding is important, influencers have a unique opportunity to amplify important causes and bring attention to issues that might otherwise go unnoticed. Social media is more than just a space for trends, it can be a tool for education, awareness, and meaningful action.
How do you decide which causes to support? Are there particular issues that resonate most with you?
RK: The focus has always been on causes that create direct and tangible impact, especially those related to humanitarian aid, community support, and empowering those in need. Ket3at Dafa was inspired by the urgent need for warmth and essential clothing for underserved communities, making it a perfect cause to rally support for.
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What inspired you to launch Ket3at Dafa in the first place, and how has the campaign evolved since its first edition?
RK: The inspiration came from witnessing the struggles of families during harsh winters, particularly in Gaza and Jordan, where essential resources are limited. What started as a simple initiative to collect warm clothing quickly grew into a community-driven movement, thanks to overwhelming public support. Over the years, the campaign has expanded in scale, organization, and reach, making an even greater impact.
You surpassed your original goal of 100,000 clothing donations, collecting over 200,000 pieces. What do you think made this year’s campaign so successful?
RK: This year’s success was due to community engagement, transparency, and the power of social media. People saw the real-time impact of their donations and felt personally involved in the mission. The campaign’s visibility, combined with strong storytelling, motivated more individuals and organizations to contribute, resulting in double the original target.
You were actively involved on the ground, ensuring donations reached those in need. Can you share a moment from the experience that left a lasting impact on you?
RK: One of the most touching moments was being on the ground, actively involved in packaging and organizing the donations. Seeing the sheer number of contributions and the dedication of volunteers was incredibly moving. The overwhelming support and collective effort reinforced the true impact of the initiative, going beyond numbers to bring warmth and relief to those in need.
You’ve emphasized that giving back isn’t a one-time act but a responsibility. What advice would you give to others looking to use their platform for meaningful change in the long run?
RK: The key advice is to start small but be consistent. Meaningful change doesn’t happen overnight, but with commitment and authenticity, even small efforts can lead to long-term impact. Also, engage your audience, make them feel like part of the journey, educate them on the cause, and show them how their contributions make a difference. Social media is a powerful tool, use it to uplift, inspire, and create positive change.
