Bashir Mraish, Corporate Communication Director, Zain Iraq.Iraq is undergoing a profound digital transformation, driven by a young, vibrant and increasingly connected population. This is a societal evolution, underpinned by increased technological capabilities, which is fundamentally reshaping how people consume information, interact with brands and form informed opinions.
In this dynamic environment, influencer marketing is has become a strategic necessity for brands seeking to genuinely connect with Iraqi consumers. Iraq’s unique market characteristics, such as its diverse population, mobile-first orientation and exceptionally high social media penetration, serves as a fertile ground for authentic influence to flourish.
But to connect to the new wave of influencers on a personal level and to their recommendations more persuasive in shaping consumer choices and social behaviours, it is important to focus on two fundamental factors – transparency and relatability.
The Iraqi digital consumer: A foundation for influence
What is shaping the new era of influence in Iraq? The foundation is the country’s rapidly expanding digital footprint. Recent reports indicate that the current levels of Internet penetration in Iraq are 82.9 per cent, underscoring the opportunity to build a vast and digitally active audience.
Their engagement is overwhelmingly mobile-driven, with 48.1 million cellular mobile connections active in Iraq in early 2025, which translates to more SIM cards than people, at 103 per cent of the population. This mobile-first reality makes platforms like TikTok and Instagram indispensable channels for engagement.
Today, platforms like TikTok and Instagram are primary sources of information and community engagement for millions. According to reports, in early 2025, Iraq had 34.3 million social media users, representing 73.8 per cent of the population, with TikTok being the most popular platform.
YouTube, Facebook, Instagram, and Snapchat also have large user bases, though YouTube saw a decline while others experienced modest growth. These figures paint a clear picture: to reach Iraqi consumers, brands must be digital-first and at the same time, engaging.
Hyper-localisation: The Iraqi imperative
There is no one-size-fits-all formula for Iraq. The diversity of Iraqi culture, with its distinct dialects and regional customs – from Baghdad to Basra, Mosul to Erbil, demands a nuanced approach. The need for hyper localisation is therefore an imperative for effective communication.
An influencer who resonates deeply in Erbil’s vibrant scene may not connect with audiences in Basra, or vice versa. Brands must invest in understanding these granular differences, moving beyond broad strokes to embrace the specific cultural touchstones that define each community.
At Zain, our recent campaigns have successfully leveraged influencers from diverse Iraqi regions, tailoring messages to resonate with local traditions and humor, resulting in authentic and impactful engagement.
True influence can only stem from a deep understanding of local context and the ability to speak directly to the hearts and minds of specific communities. In Iraq, influence is not to be measured in reach but by emotional resonance.
Beyond vanity metrics: Driving tangible ROI
Iraqi brands, like their regional counterparts, are increasingly demanding measurable results from their influencer investments. We’re seeing a significant shift towards performance-based metrics: direct sales, website traffic, app downloads and lead generation. This is evident in sectors like e-commerce, telecom, and financial services, where the impact of marketing spend can be directly tracked.
Influencer collaborations are now increasingly focused on clear Key Performance Indicators (KPIs). They can be achieved by working with influencers who demonstrate reach as well as genuine influence, meaning the ability to make a tangible impact on our business objectives, whether it’s driving subscriptions for a new data package or increasing engagement with our digital services.
While still nascent in Iraq, data analytics and attribution tools are becoming crucial for understanding true return on investment, allowing brands to optimize their strategies and ensure every dinar spent generates measurable value.
The power of video and authenticity: Connecting with the Iraqi soul
Iraq’s digital landscape is unequivocally video-first. Short-form video content, particularly on TikTok and Instagram Reels, commands immense attention and engagement. This visual storytelling format allows for quick, impactful communication that resonates deeply with a mobile-savvy audience.
At the same time, Iraqi audiences are discerning, and their skepticism towards traditional advertising is growing. According to a 2023 YouGov survey, a significant 71 per cent of consumers in the Middle East are more likely to trust a recommendation from an influencer they follow than from a brand directly.
Iraqi consumers, in particular, value authenticity above all else. Influencers who share their genuine experiences, challenges and even imperfections resonate far more deeply than those who appear overly polished or inauthentic.
This pursuit of genuine connection is why we’re seeing a rise in ‘de-influencing’ – influencers sharing honest reviews, even if critical – which builds immense trust.
‘De-influencing’ empowers consumers, especially those with limited financial resources, to discern genuinely valuable products from those merely pushed by endorsements. It also pushes the creator economy towards more authentic and trustworthy content.
Brands must empower influencers to maintain their unique voice and relatability, fostering a sense of genuine connection rather than manufactured endorsement.
The future: Long-term partnerships and responsible growth
The future of influencer marketing in Iraq lies in building authentic and emotionally resonant long-term partnerships. Moving beyond one-off campaigns to cultivating genuine brand ambassadors creates sustained trust and allows for richer, more integrated storytelling.
Brands need to actively build these enduring relationships, transforming influencers into true extensions of their values who can consistently communicate innovations and community initiatives.
This approach fosters a deeper understanding of brands and their offerings, leading to more impactful and lasting engagement. Our commitment is to foster authenticity, trust and shared growth to ensure that influence remains a force for meaningful connection and progress in our communities.
By Bashir Mraish, Corporate Communication Director, Zain Iraq
