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 in trust-building actions and emotionally compelling, human-driven narratives.
How can influencer marketing balance creativity with measurable ROI?
Walee’s influencer solutions bridge storytelling with measurable results. Our tech and data stack aligns with media and business KPIs, ensuring campaigns deliver trackable ROI. Tools like UTM links, pixels, and promo codes allow end-to-end funnel tracking, while predictive performance modelling empowers ongoing optimisation.
Is the focus shifting from whom the influencers or creators are to how content is shared?
The industry is evolving – from chasing follower counts to crafting content that resonates. Today, it’s about strategic content delivery: the right creators, platforms, formats, and audiences. Walee’s approach blends cultural resonance with data insights, ensuring each piece of content drives both emotional and business outcomes.
Are influencer campaigns optimised for full-funnel impact?
Too many campaigns stop at awareness. At Walee, we integrate influencer strategies across the entire funnel – from discovery to conversion. Through data-led targeting and strategic creator alignment, we help brands turn influencers into conversion drivers, not just storytellers.
Are AI influencers a passing trend or the future?
AI influencers offer scalability and control, but they still lack true human relatability. Walee’s upcoming launch of an authentic Arabic AI persona merges cultural relevance with innovation, offering brands a new way to connect – without losing the power of emotion-driven marketing.
Are influencers or content creators now defined by impact rather than celebrity?
The definition of ‘influencer’ is expanding. Today, trust is built through expertise and relatability – whether in sports, science, arts or aviation. Walee partners with creators across diverse sectors to deliver deeper, value-led engagement that resonates with real audiences.
What’s the biggest influencer marketing challenge for 2025?
Trust and relevance. With audiences growing more discerning, the focus must shift to authenticity, platform-native content and micro-engagement. Walee’s data-first approach ensures content is not just seen – but trusted, felt, and acted upon.
