Can you guess what luxury brand was the most mentioned in the first half of this year by UAE’s influencers on Instagram?
You may be surprised to know that it was The Dubai Mall.
HypeAuditor conducted analysis for Campaign Middle East to determine which luxury brands received the most mentions from IG influencers in the country. The top five are:
The Dubai Mall
Atlantis The Royal
Dior
Burj Al Arab Jumeirah
Louis Vuitton
The Dubai Mall takes the lead with the highest number of unique Instagram posts with mentions by UAE influencers. During the first half of 2023 The Dubai Mall has been mentioned 1,072 times by 461 influencers.
Among influencers who mentioned Dubai Mall are Muhammad Junaid, Moayad AlSawaf, Adel Wawan, Marwa Ghassan and Mohammed Alsaadi.
However, most of the mentions do not advertise The Dubai Mall itself, but its tenants such as Xiaomi, restaurant chain Czn Burak, Wawan Protein and Kiehl’s Middle East, according to the research.
This suggests that Dubai Mall tenants often use the services of an influencer to attract customers and highlight store openings. Atlantis The Royal secured the second position with 864 mentions made by 490 influencers.
Prominent celebrities such as Mona Kattan Elamin, Zena Louay and Fayez Alsaeed have all mentioned Atlantis The Royal.
Alexander Frolov, CEO and Co-Founder, HypeAuditor, said that most of the posts appear organic and do not show signs of paid collaborations.
“The UAE offers an ideal landscape for luxury brands to flourish. Influencers seamlessly integrate luxury brands into their posts, showcasing them both through paid promotions and as genuine elements of their lifestyles.
Luxury brands
Dior comes in third place with 510 mentions made by 276 creators. Although it ranks third in terms of mentions, it generated the highest estimated reach through these posts.
Notable celebrities who mentioned Dior include Reem Khabbazeh, Mona Kattan Elamin and Mona Alensaw.
For the first 6 months of the year, a total of 1,476 UAE Instagram influencers made 3,294 posts mentioning these five luxury brands, reaching a staggering 45 million people.
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Among these posts, 44 per cent were in the form of Reels, which is the most popular content format in UAE. Additionally, 69 posts were created by mega influencers with more than 1 million followers.
The most liked post was a carousel by Twins Hadban, featuring a mention of Dior, which garnered 537 054 likes.
