In this industry snapshot, Rizk Haddad, Head of Monetization & Operation – MENA at Walee, explores the shift in the role of content creators in influencer marketing. He also shares how the industry is moving away from vanity metrics and moving towards authentic, ROI-driven storytelling that builds lasting brand connections.
How important is it to move beyond followers and focus on local content creators who reflect brand values?
In today’s landscape, brands must prioritise genuine connection over vanity metrics. At Walee, we champion storytelling that goes beyond manufactured narratives, placing values-aligned, local content creators at the heart of brand storytelling. Real brand impact now lies
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