The Middle East and North Africa (MENA) region is experiencing a dynamic transformation in its influencer marketing landscape, driven by shifting creator sentiments, technological advancements, and evolving audience expectations. The InfluAnswer Arabia 2025 report by Weber Shandwick MENAT provides a deep dive into these changes, offering invaluable insights for brands, marketers, and content creators. Here’s a comprehensive analysis of the key trends shaping the industry.
1. The Authenticity Dilemma: Balancing Algorithms and Genuine Content
One of the most pressing challenges for MENA creators is maintaining authenticity while navigating platform algorithms. According to the report:
- 58% of creators cite algorithms as a top hurdle to staying authentic.
- 54% struggle with increasing commercialization, while 45% face brand restrictions.
Implications for Brands:
- Collaborative Content Strategies: Brands that allow creative freedom and integrate products organically into content will foster stronger partnerships.
- Understanding “Digospeak”: Familiarity with coded language and trends on social platforms can help brands align with creator and audience preferences.
Creator Quote:
“Audiences crave real, relatable content much more than staged perfection.”
2. The Rise of AI from Uncertainty to Enthusiasm
Attitudes toward AI have shifted dramatically:
- Positive sentiment toward AI tools surged from 29% in 2024 to a majority in 2025.
- 63% of creators believe AI will introduce advanced tools for analytics and automation, freeing them to focus on storytelling.
- Concerns remain, with 41% citing deepfakes as a prominent risk.
Implications for Brands:
- Clear AI Guidelines: Brands should establish policies on AI use in collaborations to ensure transparency.
- Leveraging AI for Efficiency: AI can aid in scriptwriting, video editing, and ideation, but human creativity remains irreplaceable.
Creator Quote:
“AI tools will become indispensable; AI-powered content creation is set to become the norm.”
3. The Power of Real-Life Engagement (IRL > URL)
Despite their digital roots, creators are prioritizing in-person experiences:
- 63% say events must offer something extraordinary to justify attendance.
- 80% value brand connections at events, up from 66% in 2024.
- 71% believe governments should support the creator economy through events like Dubai’s 1 Billion Followers Summit.
Implications for Brands:
- Memorable Event Experiences: Unique, shareable moments drive organic content.
- Community Building: Events strengthen loyalty and foster collaborations beyond transactional partnerships.
Creator Quote:
“There’s a craving for genuine human connection.”
4. Long-Form Content: A Growing Niche for Authentic Storytelling
While short-form content dominates, long-form formats are gaining traction:
- 48% of creators are exploring podcasting, while 11% already prioritize it.
- Formats like vlogs and raw reels allow for deeper audience engagement.
Implications for Brands:
- Strategic Storytelling: Long-form content is ideal for narrative-driven campaigns but may not suit direct promotions.
- Podcasting Potential: Brands can sponsor or collaborate on podcast segments for niche audience reach.
Creator Quote:
“Getting into podcasting is a great way to expand prominence.”
5. Cause-Driven Content: Selective but Impactful
Creators remain passionate about social issues but are more strategic:
- 61% posted about causes they care about, consistent with previous years.
- 14% posted less, reflecting algorithmic and commercial pressures.
Implications for Brands:
- Values-Aligned Partnerships: Brands that support meaningful causes authentically resonate with creators and audiences.
- Sensitivity and Timing: Staying attuned to regional and global events ensures empathetic messaging.
Creator Quote:
“Creators who focus on social impact and regional content will stand out.”
6. Regional Pride and Gulf Competition
Content creators take pride in their home countries, with notable trends:
- Tourism & Entertainment: UAE (45%), Saudi Arabia (26%), and Lebanon (10%) lead in positive transformation.
- Sports: Saudi Arabia (31%) and UAE (25%) are seen as regional leaders.
- Most Instagrammable City: Dubai (58%) tops the list.
Implications for Brands:
- Hyperlocal Campaigns: Tailoring content to specific markets enhances relevance.
- Cultural Celebrations: Aligning campaigns with national days (e.g., UAE National Day) boosts engagement.
The Future of Influencer Marketing in MENA
The report highlights several forward-looking trends:
- Diversified Monetization: Creators are exploring subscriptions, merchandise, and live shopping.
- Micro-Influencers Rising: Niche creators with engaged audiences are gaining prominence.
- Government Collaboration: More support through education and events is desired.
- Legitimizing the Career: Influencing is increasingly seen as a viable profession, with demand for certifications.
Conclusion
The MENA influencer landscape is maturing rapidly, with authenticity, technology, and real-world engagement at its core. Brands that adapt to these shifts, by embracing AI thoughtfully, fostering genuine connections, and aligning with creator values, will thrive in this evolving market. As the line between digital and physical blurs, the future belongs to those who prioritize storytelling, community, and innovation.