It’s not ‘if’ you do influencer marketing, it’s ‘how’ you do it

In the Middle East, the influencer marketing space is entering a new era, one that is defined by authenticity, localisation, and measurable impact.

Once viewed as just an add on to traditional advertising, influencer marketing has now become a strategic foundation for brands aiming to make a genuine mark in the region.

For marketers in MENA, the question is no longer “should we do influencer marketing?” but rather “how do we do it smarter, deeper, and with real purpose?”

Paving the way from trend to strategy is crucial. Years ago, influencer marketing in the region usually focused on transactional campaigns, looking only at high follower counts, quick posts, and a broad reach.

However,