Influencer marketing is booming, there’s no doubt about that. In the UAE alone, spending on influencer advertising is projected to reach $69.35m by 2025, with a compound annual growth rate (CAGR) of 6.93 per cent through 2030. Globally, the industry is expected to hit $32.55bn this year, showing just how much brands are investing in influencer partnerships.
And why wouldn’t they? The reach, the engagement, the relatability – it all seems like a no-brainer. But for automotive brands, the question isn’t, “Should we do influencer marketing?” The real question is, “How do we do it right?”
Understanding the audience
Before even thinking about influencers, brands need to get crystal clear on their audience. Who are we trying to reach? What are their interests, aspirations and purchase triggers?
In the automotive world, a first-time car buyer is not looking for the same thing as an adrenaline-fueled, seasoned, car-purchasing veteran. A luxury sedan driver is not motivated by the same factors as someone eyeing a family sport utility vehicle (SUV).
Influencer marketing only works if the message is hyper-relevant to the audience receiving it. And that requires going beyond simple demographics and analysing lifestyles, behaviours and emotional triggers.
Once a brand understands its audience, the next step is finding the right voice to communicate with them.
Choosing the right fit
Not all influencers are created equal. Just because someone has more than 500,000 followers doesn’t mean they’re the right fit. In fact, research shows that micro-influencers (those with 10,000 to 100,000 followers) can drive up to 60 per cent more engagement than mega-influencers.
Start by identifying and shortlisting a small pool of potential influencers that you could work with. Here, it’s imperative to thoroughly research and evaluate each of them to ensure they align with your brand’s values, they represent your target audience, and their followership also constitutes a close representation of the customers you would like to appeal to.
What influencer marketing looks like for an automotive dealership
At Al Masaood Automobiles, influencer marketing is an integral part of how we connect with our audience in a genuine, experience-driven way. We’ve successfully leveraged influencer collaborations to bring our vehicles closer to the community, ensuring that potential customers don’t just see the car but experience it in action.
From test drive experiences to immersive content that showcases a vehicle’s design, technology and performance in real-life scenarios, we work with influencers who can authentically communicate what makes our cars stand out.
Whether it’s an adventure vlogger taking the latest Nissan Patrol off-roading, a tech enthusiast exploring the cutting-edge features of the INFINITI QX80, or a lifestyle influencer showcasing how the Nissan X-Trail fits seamlessly into everyday life, we curate partnerships that feel natural, engaging and relevant to the
right audience.
By focusing on strategic influencer alignment, data-backed performance tracking and compelling content creation, influencer marketing has quickly become a business-driving tool in our arsenal – one that goes beyond visibility to build real engagement.
Measuring success: beyond likes and views
Likes and views are great for top-of-funnel awareness, but they don’t always translate into conversion-driven impact. For automotive brands, specifically, success is measured beyond just social media engagement metrics.
What was the general response to the content? How did the collaboration drive measurable business outcomes? Did it lead to a higher volume of qualified leads? Did it influence brand consideration and purchase intent? Was there a tangible increase in website traffic, test drive bookings, or showroom footfall?
While 68 per cent of influencers consider reach and shares key success indicators, brands often take a deeper approach – tracking customer journey touchpoints and analysing return on investment (ROI). A well-executed influencer campaign should create buzz, while also moving audiences from awareness to action.
At the end of the day, brand affinity is great, but brand action is better.
What’s next for automotive influencer marketing?
The next era of automotive influencer marketing will be smarter, more strategic and more data-driven than ever before. AI-driven selection, performance analytics and long-term partnerships will set the new standard.
AI now helps brands identify the right influencers based on audience insights, ensuring better alignment and engagement. Advanced analytics tools go beyond vanity metrics, measuring real impact like website traffic, conversions and ROI.
Meanwhile, long-term brand partnerships are replacing one-off promotions, building authenticity and stronger audience connections – research shows that 66 per cent of MENA influencers prefer long-term collaborations, allowing for more authentic, meaningful brand integration.
Brands that embrace these innovations will drive more effective, measurable and meaningful influencer campaigns.
By Marwah Eltom, Marketing Manager, Al Masaood Group.
