Influencer marketing is experiencing significant growth across the MENA region, with Statista forecasting a compound annual growth rate of 9% over the next five years. Influencers leverage multiple platforms, channels, and media to creatively connect with their followers, while brands seek successful collaborations to tap into these audiences.
A recent report by Weber Shandwick MENAT provides a detailed understanding of the region’s evolving influencer marketing landscape. The InfluAnswer Arabia 2024 report highlights key topics for MENA influencers and offers insights for brands to build stronger partnerships. Launched at an event in Dubai, the report gathered influencers, content creators, brand managers, communicators, and media professionals.
The report reveals that almost two-thirds (63%) of influencers have increased their content about causes they care about in the past year, with 35% significantly boosting such posts. Influencers in MENA are increasingly mindful of their societal role and the importance of aligning with a brand’s values and perceptions in the Arab world when choosing collaborations.
AI is a hot topic among influencers, with over half (56%) expressing neutrality or uncertainty about using AI in their content. However, those with a clear stance are twice as likely to be positive (29%) rather than negative (15%). The rise of generative AI in 2023 has sparked discussions about its potential for enhancing efficiency and creativity, alongside concerns about misinformation and misrepresentation.
Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, notes that themes such as real connections, meaningful partnerships, quality collaborations, authentic content, cultural relevance, transparency, and positive influence emerged prominently in the analysis. He states,
"MENA’s influencers have some concerns and suggestions, but they are also proud of their trade, the growing corporate recognition, and the potential for the future."
Influencers in the MENA region shared their views on the UAE’s global standing, highlighting tourism (44%), smart government (15%), technology (14%), and sustainability (14%) as areas of excellence. Regarding COP28’s impact on sustainable behaviors, 69% believe it will generate positive initiatives from both people and brands.
The majority (78%) of influencers see Saudi Arabia as the region’s most exciting place for transformative developments. Saudi Arabia is also considered the “e-sports hub of the Middle East” by 47% of influencers, with 34% pointing to the UAE and 12% to Qatar.
For starting a small business, influencers favor Dubai (60%), Riyadh (17%), and Abu Dhabi (6%). Dubai is also rated as the most Instagrammable city in the region by 55% of influencers, followed by Riyadh (14%) and Cairo (6%).
Ghaleb Zeidan, Regional Managing Director of Weber Shandwick MENAT, adds,
"This report not only provides valuable insights for stakeholders in the influencer marketing industry but also serves as a voice for Arabia’s content creators. By highlighting their perspectives, we’re fostering deeper understanding and better relationships."
News Source: Communicate
