Industry Snapshot: ‘Marketers need to shift from control to collaboration’

In this Industry Snapshot, Ana Gixhari, Head of Starfish Agency shares her thoughts on how the influencer marketing landscape in the Middle East is evolving and how marketers should shift their strategy to stay engaging. 

Has influencer marketing reached a point where relevance now outweighs reach , and if so, how should brands recalibrate success?
Absolutely. Reach alone no longer guarantees impact. Today, relevance, context and trust drive real results. Brands should recalibrate success by looking beyond impressions and focusing on quality metrics, engagement depth, saves, shares, sentiment, and how naturally a creator fits into the brand’s world. A smaller creator who genuinely resonates with their audience can often outperform a larger one with weaker relevance.

What role should local culture play in shaping influencer strategy in an era where global platforms flatten everything?
Local culture is more important than ever. While platforms are global, audiences still connect through shared traditions, language, humour and values. In regions like the GCC, cultural sensitivity and local nuance can make or break a campaign. Influencer strategies must feel native, not imported, reflecting real lifestyles, moments, and behaviours that audiences recognise as their own.

Is influencer marketing still a distinct channel, or is it becoming inseparable from brand, community and content strategy?
Influencer marketing is no longer a standalone tactic, it’s a core layer of brand storytelling. Creators sit at the intersection of content, community and culture. When done right, influencer marketing doesn’t feel like advertising; it feels like participation in a conversation. Brands that integrate creators early into their content and community strategies see stronger, more sustainable impact.

What mindset shift do marketers need to stay culturally relevant in 2026 and beyond?
Marketers need to shift from control to collaboration. Audiences can sense over-produced, forced messaging instantly. The future belongs to brands that trust creators, embrace experimentation and move at cultural speed. Being culturally relevant means listening more, planning less rigidly, and allowing room for authenticity, even if that means giving up some control.

By Ana Gixhari, Head of Starfish Agency.