MENA influencers want brand connections over gifts

In its new InfluAnswer Arabia report, Weber Shandwick shares insights related to topics on the minds of MENA’s content creators and how brands can build closer relationships with them.

A majority of influencers in the MENA region say their motivation to create brand content stems from the opportunity to build a connection with the brand. Barter agreements or gifting only make up 29 percent of their decision-making.

The report found that other reasons influencers base their decision to attend a brand event depend on their high interest in the topic and the promise of a VIP experience.

The InfluAnswer Report also delves into insights into how influencers view the region, technology, sustainability, their business, and their position of influence.

Influencers in MENA are becoming more mindful of their role in society and a brand’s values, as well as the brand’s perception in the Arab world, when making collaboration choices.

Ziad Hasbani, Regional CEO, Weber Shandwick MENAT

The risk and reward of artificial intelligence are also on their minds. Over half of influencers in the MENA region say they are either neutral or uncertain about using AI in their content, but the rest are twice as likely to be positive than negative.

Ziad Hasbani, Regional CEO, Weber Shandwick MENAT, said, “Themes related to real connections, meaningful partnerships, quality collaborations, authentic content, cultural relevance, enhanced transparency, and positive influence emerged frequently in our analysis.”

“MENA’s influencers have some concerns and some suggestions, but they are also proud of their trade, the growing corporate recognition and impact of their industry, and the potential for the future,” he said.

The report was unveiled at an event hosted at the Theatre of Digital Art in Dubai this Monday.