The Evolution of Influencer Marketing in the Middle East
Though influencer marketing has long matured from trend to strategic positioning in the Middle East, the nature of influencers themselves was largely celebrities, endorsed for their impressive follower counts.
Today, this is shifting to micro (ten-thousand to one-hundred-thousand followers) and nano (under ten-thousand) influencers focusing on authenticity and not reach.
From Fame to Trust
Brands were previously focused on visibility and, therefore, would equate engagement using well-known celebrities with millions of followers.
Advertising spend and influencer shout outs with a local TV star or elite athlete or regional celebrity seemed to be the gold standard.
Whispers became conversations as the buzz happened especially with celebrity-sponsored events. The marketing calendar was dotted with large scale
advertising campaigns, but with limited substance. Today, consumers are paying more attention to their consumption.
Brands need to be truly relatable, accessible, and genuine with today’s consumers.
The Growth of Micro-Influencers
It is also because micro-influencers (10000–50000 followers) and nano influencers (under 10000) have iteratively demonstrated stronger engagement rates than larger accounts.
They may have smaller communities, but they are generally more loyal when building social conversations that feel real rather than transactional.
This evolution and positioning with micro-influencers has an imperative role for Middle Eastern brands looking to represent themselves with Gen Z and Millennial segments.
Regional Nuance is Important
In the Middle East, authenticity comes in fluency with culture.
Influencers who can balance aspirational lifestyles while being culturally aware tend to perform well.
Whether it’s fashion, tech, or food, locally-based voices, who are authentic in their values about their audience’s values will have greater impact than external celebrity names.
The Future of Influence
We are also likely to see brands who will invest in long-term partnerships instead of one-off partnerships.
Co-creating content, transparency, and purpose will be the future of influencer marketing in the region.
