Employing digital media visual content in social marketing For Egypt's environmental and climate initiatives.

environmental and climate initiatives by Egypt's Vision 2030 to achieve sustainable development goals by raising environmental awareness and spreading the concept of the green economy, the study sought to reveal the features of employing visual content for digital media, represented by social networking sites, in social marketing for these initiatives within the framework of the "Media Richness Theory".
The study is considered descriptive research and adopted a survey method with an analytical aspect. The study sample represented all the visual content that dealt with Egyptian environmental and climate initiatives on Facebook and YouTube using a comprehensive census method for an entire year. The study sample amounted to (715) visual content.
The results of the study showed the diversity of pages and channels that dealt with environmental and climate initiatives, between pages and channels of the initiatives themselves, pages and channels of government ministries, and media channels. These pages and channels benefited from media richness by employing multiple modern techniques in presenting their diverse visual content to their audience of users, utilizing various forms of visual content including static images, videos, infographics, and videographics to deliver complex information and concepts easily and engagingly, and employing multiple languages in presenting their visual content.
The "National Initiative for Smart Green Projects" topped the environmental and climate initiatives addressed in the visual content. The issue of "Dealing Seriously with the Environmental Dimension and the Effects of Climate Change" topped the environmental and climate issues. The news topped the technical templates used to cover the activities of the various initiatives, followed by Public Service Advertising used in its social marketing.
The results showed that despite the large number of followers of the pages and the number of subscribers to the channels that dealt with environmental and climate initiatives on Facebook and YouTube, the interaction of public users with the visual content on those pages and channels was low.