Changing consumer habits are driving the rise of influencer marketing in Dubai, UAE.
A survey reported that 75% of UAE citizens follow influencers online. It also predicted that the influencer market will touch 1.3$ billion in 2023.
Undoubtedly, Dubai holds a cosmopolitan appeal and is a strategic business location. That is why it is one of the most preferred demographics for influencers. Another report indicated that while influencer marketing is a top priority to marketers, at least 46% had increased their spending for 2023. Brands are pumping funds into real experiences to shape customer impressions. Genuine collaborations between influencers and brands are commonplace today, particularly in B2C industries.
Marketers are inclined to create more engaging and relevant content for their consumers, for which they are using data-driven analytics to move from micro to nano and celebrity influencers.
In Dubai, however, consumers are prioritizing essential items over luxury goods. This is also a space dominated by influencers as customers look to them for guidance, reshaping narratives as they deliver authentic shopping experiences. Post-pandemic Dubai is thriving as people actively search for value, high-quality products, and smooth buying journeys. With this shift, brands can discover newer customer segments, especially during peak shopping seasons. Buyers, of late, are showing a fair amount of interest in eco-friendly and sustainable products. Akin to this, influencers are also practicing conscious consumerism, thus bridging online and offline marketing gaps.
Dubai is considered the capital of social media in the world, with a 99% penetration rate across the web.
Millions of tech-savvy individuals are consuming content on Instagram and TikTok, creating a surge in the influencer marketing industry. There has been a substantial growth rate, with Instagram leading the pack with over 6.21 million users in the UAE alone. From micro to nano and mega influencers, creators are flocking to the Gulf region to provide pertinent content to their seekers. The news is particularly good for brands that want to tap into the diverse influencer landscape to engage with their target audience and forge genuine connections.
Companies today are partnering with influencers to gain traction, and according to Statista, ad spending in the influencer marketing industry is all set to increase by 10.04% between 2023 and 2027. Brands and influencers alike are anticipated to benefit from this quickly developing industry.
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