The State of Influencer Marketing in the Middle East and Campaign Case Studies
Middle East’s influencer marketing industry to reach $1.3bn this year. The influencer marketing industry in the Middle East is expected to be worth $1.3 billion in 2023 as brands shift their marketing budgets from TV, print and outdoor to influencer marketing. According to YAAP’s new report titled, ‘The State of Influencer Marketing in UAE, marketers have identified influencer marketing as a key priority for their brand, ranking it second only to social media.
Trends and Market Insights
In 2023, the budgets allocated for influencer marketing have significantly increased, with over 75 per cent of marketers diverting their investments from TV, print, and outdoor advertising towards influencers. The report highlights the competitive edge of the UAE in influencer marketing globally, as well as the increasing role of mid-tier and socially-conscious influencers. Specifically, 79 per cent of respondents feel that mid-tier influencers are most important to deliver their brand message.
Technology is also playing a vital role. The research broadly suggests that AI is becoming increasingly important in influencer marketing in 2023, with virtual or CGI influencers poised for wider adoption. Furthermore, the importance of technology and measurement was highlighted by the fact that over 71 per cent of marketers reported that they measure engagement for their influencer marketing campaigns.
Case Studies in Middle East Influencer Marketing
Success stories in the region demonstrate high engagement and performance:
- KIKO MILANO: Golden Oasis Ramadan & Eid Campaign helped Derive Engagement and Sales.
- Pepperstone: Driving Brand Awareness Through Finance Influencer Campaign.
- Tradeling: UGC drives success for tradeling with 3x ROAS.
- Nysaa: Katrina Kaif's Kay Beauty Launch with Nysaa in UAE.
Campaign Performance Overview
| Brand / Campaign | Performance Metric |
|---|---|
| KIKO MILANO | 150K views |
| Pepperstone | 100K Views |
| Tradeling | 3x ROAS |
Expert Perspectives
“Today, influencer marketing is like Facebook was in 2008 — at its nascency compared to its full potential, with early movers gaining a competitive edge and others experiencing a fear of missing out (FOMO). For the marketing industry, it is a tangential moment with influencers beginning to chart a new course,” expressed Arshad Zaheer, Senior Partner, YAAP. Adding to this, Sadia Akhter, Partner, YAAP, said, “Influencer marketing has gained significant ground in the Middle East, particularly the UAE, necessitating marketers cut across sectoral lines to explore its viability for their businesses.”
