Influencer marketing, from pets to podcasts – BPG’s Taghreed Oraibi

Influencer marketing is continually evolving, and it is not a bubble we expected to burst. When the National Media Council (NMC) enforced mandatory licences on commercialised influencers, costing AED30,000, we expected influencers to slow down because that is the price of a basic Rolex. Instagram also shocked the world recently by removing likes to decrease the pressure among social media users. Although a few tears were shed when Australian influencer Mikaela Testa had a meltdown saying, “I’ve put my blood, sweat, and tears into this for it to be ripped away,” in