Weber Shandwick MENAT has launched the second version of InfluAnswer Arabia, a report knowledgeable by the views of content material creators, that delves into the MENA area’s evolving panorama of influencer advertising and marketing. The report additionally explores regional dynamics by means of the lens of its influencers, highlighting which nations they imagine are spearheading optimistic transformation in particular sectors.
Whereas private perception in a model continues to be crucial issue for creators selecting a model to work with, model repute entered the highest three components for the primary time – overtaking even financial worth. This marks a transparent shift from final yr, reflecting how creators are pondering extra critically in regards to the public notion, values, and credibility of the manufacturers they affiliate with. Different insights from the report embody:
Actual-life experiences and model connections
With time and bodily presence at a premium, creators say occasions should ship one thing past the strange. Practically two-thirds (63%) say a VIP expertise is essential – a major soar from 51% final yr. Nevertheless, crucial objective when contemplating attending an occasion continues to be the reference to the model – and this sentiment is rising even stronger for creators, from 66% final yr to 80% this yr.
Optimistic about AI, involved about deepfakes
Optimistic sentiment towards AI instruments has soared as influencers transfer past neutrality into sensible implementation and wider experimentation. Virtually half (49%) of MENA creators is optimistic about using AI – up from simply 29% final yr. Digital creators say the highest influence of AI would be the introduction of extra superior instruments and analytics (63%), permitting them to automate repetitive duties and focus extra on storytelling. Regardless of enthusiasm, there’s concern about deepfakes, which ranked third (41%) in probably the most distinguished impacts of AI.
“MENA’s influencer panorama continues to mature, and regardless of elevated competitors, content material creators are rising in confidence. The themes which might be driving optimism and progress centre round authenticity, community-building, and strategic diversification when it comes to platforms, content material varieties, and monetisation. This yr’s report provides manufacturers a clearer lens into what creators worth, and methods to construct partnerships which might be genuine, impactful, efficient, and constructed to final,” says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT.
On the report’s launch occasion, main trade figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to debate the insights and themes impacting the expansion and development on this dynamic area.
“This yr’s findings spotlight a deeper shift – in the direction of embracing AI implementation, prioritizing real-world connection, and exploring extra content material codecs. The very best collaborations aren’t simply transactional; they’re constructed on shared experiences, mutual respect, and model function. As the road between content material and neighborhood continues to blur, manufacturers that spend money on significant engagement will stand out,” added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT.
Pleasant Gulf competitors
Whereas the pleasant competitors between the ambitions of some Gulf nations could be seen within the many initiatives of their nationwide visions, comparable to landmark firsts and enterprise incentives, it’s fascinating to see indicators of this good-natured rivalry and loyalty spill over into the content material creator panorama. Influencers say optimistic transformation is going on in lots of sectors, 77% of MENA content material creators imagine GCC nations are main optimistic transformation within the tourism and leisure trade: 45% say it’s UAE, 26% chosen Saudi Arabia, and 10% selected Lebanon.
Podcasts and function proliferate
Whereas short-form content material continues to dominate, long-form content material is rising in prominence. Many creators are experimenting with prolonged, in-depth content material varieties that enable for extra private storytelling and genuine expression. Practically half (48%) are contemplating exploring alternatives round podcasting, and 11% say podcasting is already a key part of their content material technique. Moreover, six in ten MENA creators say that they posted extra prior to now yr about causes they care personally care about.
Because the demand for considerate, values-aligned partnership grows inside the advertising and marketing communications trade, InfluAnswer Arabia 2025 provides key insights for manufacturers searching for efficient collaborations that may enliven their model narratives and allow deeper connections with audiences. Weber Shandwick MENAT, a number one earned-first PR and communications company, helps purchasers all through the area – together with Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and past – in cultivating significant, market-relevant connections with the creator neighborhood.
For extra insights and to view the total InfluAnswer Arabia 2025 report, please click here.