In a recent survey, 76.9% of marketers declared influencer marketing as a top priority, with 46.2% increasing budgets for 2023. Brands are shifting focus and budgets from traditional media channels to influencer marketing, shaping consumer perceptions. “Authentic partnerships between brands and influencers have become the norm, particularly in B2C sectors,” notes Anastasiya Golovatenko, a startup mentor and business advisor.
Marketers are adopting data-driven methods, transitioning from celebrity influencers to micro and nano influencers for a more relatable connection with audiences.
Amid economic shifts, consumers in Dubai are increasingly prioritising essential items over luxury purchases. Tapping into this space of shifting consumer preferences are influencers, playing a pivotal role in shaping the emerging narrative and delivering personalised and authentic shopping experiences.
Consumer behaviour in Dubai has evolved post-pandemic, with people actively seeking new brands that offer value, seamless shopping experiences, and high-quality products. This presents a significant opportunity for brands to tap into new customer segments, particularly during peak shopping seasons.
Golovatenko highlights that UAE brands execute up to five campaigns annually, with 59% investing over $68,000 each year in influencer marketing initiatives. Dubai residents show a growing interest in sustainability, driving a surge in eco-friendly products. Influencer marketing communicates the message of conscious consumerism.Dubai’s tech-savvy consumers value in-person experiences, contributing to the rise of ‘phygital shopping.’ Influencer marketing bridges online and offline interactions seamlessly.With a 99% internet penetration rate, Dubai is officially the social media capital of the world. Instagram and TikTok attract millions of users, and the influencer marketing industry in the Middle East is projected to reach $1.3 billion by the end of 2023.
ET SpotlightIn the last five years, influencer content in the UAE has seen a substantial increase, with a growth rate of 4.25%. Instagram remains a dominant platform, with over 6.21 million users in the UAE. However, TikTok is gaining traction rapidly, with Gulf creators flocking to the platform for its potential to turn micro and macro influencers into mega influencers.
Dubai is also home to several Indian influencers such as Farhana Bodi, known as the Dubai-bling star, Masoom Minawala, fashion creator, investor and entrepreneur,and Jannat Miranda, the fashion oracle, who is in charge of the marketing firm Jmode, Fiona Furtado -lifestyle, fashion and travel expert and the list goes on.
“Regarding B2C campaigns, the Middle East region boasts a rich pool of influencers from various backgrounds. Social media personalities, content creators, and industry experts are the main sources of influence here,” said Golovanteko.
She added with over 200 nationalities in the UAE, influencers also represent a diverse array of cultures and interests, catering to a wide range of audiences. This diversity is a unique characteristic of the region, making it an attractive market for collaborations.
Brands can tap into this varied influencer landscape to effectively engage with their target demographics and foster authentic connections. In the last five years, influencer content in the UAE has grown by 4.25% with Instagram dominating the space. TikTok is rapidly gaining traction, attracting Gulf creators seeking overnight fame.
As influencer marketing expands in Dubai, brands are increasing budgets for collaborations. Statista predicts a 10.04% annual growth in ad spending on influencer marketing during 2023-2027, reaching $81 million by 2027. The evolving industry promises benefits for both brands and influencers.
This article is contributed by Sindhu Kashyap.
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