Weber Shandwick's new InfluAnswer Arabia report reveals key insights into the motivations and preferences of content creators in the MENA region and offers guidance for brands looking to forge stronger relationships with them.
The report highlights that most influencers in MENA are motivated to create branded content primarily to establish a connection with the brand, with only 29% influenced by barter agreements or gifting.
Influencers are more likely to attend brand events if they are genuinely interested in the topic and expect a high-quality, VIP experience. Simply offering a barter deal is insufficient.
The InfluAnswer Report also explores influencers' perspectives on the region, technology, sustainability, their business practices, and the impact of their work on their influence.
MENA influencers are increasingly considering their societal role, the brand's values, and how the brand is perceived in the Arab world when deciding on collaborations.
Artificial intelligence is a topic of interest, with over half of MENA influencers feeling neutral or uncertain about incorporating AI into their content, while the remaining influencers are twice as likely to view AI positively rather than negatively.
Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, noted that themes such as genuine connections, meaningful partnerships, quality collaborations, authentic content, cultural relevance, enhanced transparency, and positive influence were prevalent in the analysis.
Regional influencers place high value on their audiences and the content they produce. With activism on the rise among MENA influencers, they carefully consider the potential impact on their personal reputation when collaborating with brands.
“MENA’s influencers have expressed both concerns and suggestions, but they take pride in their profession, the increasing corporate acknowledgment, and the industry's growing impact and future potential,”
Hasbani stated at the InfluAnswer Arabia event held at the Theatre of Digital Art in Dubai in June.
News Source: Communicate Online
