posted on Jul. 04, 2024 at 11:41 amJul 4, 2024

Navigating the new dynamics of brand-influencer relationships

posted on Jul. 04, 2024 at 11:41 amJul 4, 2024

HAVAS Red Middle East's Nermeen Salama shares how to keep up with the evolving nature of influencer marketing.

Nermeen Salama, Communications Director – Beauty & Wellness, HAVAS Red Middle East

Influencer marketing isn’t a niche tactic that brands are ‘trying out’ anymore. Over 80 per cent of brands surveyed admitted to running nearly 20 influencer-led activations, with a third of them attesting to the impact of these campaigns on audiences.

With the maturity of the communications industry, influencer marketing too has evolved significantly.

Brands now employ a more strategic approach, focusing on long-term partnerships with tiered influencers who align with their values, ensuring authenticity and credibility.

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the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.