Stacey McMurtrie, Director of Marketing and Communications, Marriott Resort Palm JumeirahThe social media and influencer marketing landscape in the Middle East is evolving at an incredible pace. What worked six months ago may already be outdated; brands must constantly adapt to stay relevant.
The challenge isn’t just about keeping up; it’s about choosing the right platforms, cutting through the noise and making marketing efforts more meaningful. The UAE’s digital ecosystem is both exciting and complex, offering enormous opportunities for those who approach it with strategy, authenticity and a long-term mindset.
Content overload dilemma: are we stretching ourselves too thin?
The demand for content has never been higher and brands often feel stretched thin across multiple platforms. TikTok thrives on daily, organic, unscripted content, making it nearly impossible for teams to maintain unless someone is dedicated to the platform full-time.
Snapchat is one of the region’s most popular platforms, yet few hospitality brands are yet to fully capitalise on it. Then there’s YouTube and YouTube Shorts – one requires a more polished, long-form approach to storytelling, while the other demands short, punchy content to keep up with social trends.
With all these options, brands need to ask: Are we everywhere just for the sake of it, or are we actually creating impact? The real challenge is prioritisation. Instead of trying to master every platform, businesses must focus on where their audience truly engages with and what their teams can realistically manage. A more strategic and intentional approach is needed, rather than just producing content to keep up with the latest trend.
Rise of social media community groups
A growing trend that brands can no longer ignore is the increasing power and influence of social media community groups. In the UAE, online communities like British Mums and The Big Beauty Scoop are reshaping how consumers engage with brands. These spaces foster trust, encourage recommendations and serve as modern-day word-of-mouth hubs.
With wellness in the UAE becoming popular with the general public, non-drinking culture is on the rise, leading to the emergence of more health-conscious and lifestyle-driven groups. Brands looking to make a meaningful impact should align with these communities in a way that feels authentic, not overly promotional. Being an active part of the conversations happening in these groups, rather than just advertising to them, is where true engagement lies.
Influencer marketing in Dubai: the Wild West of media buying
The influencer marketing landscape in the UAE is dynamic but still highly unregulated. There is no strict adherence to the guidelines shared by the Dubai Media office. This makes negotiating and benchmarking incredibly difficultly when working with content creators. Influencers set their own pricing with no clear industry standard and brands are left navigating a confusing and often inflated market.
At Marriott Resort Palm Jumeirah, we receive at least three to five influencer collaboration requests daily, from local micro-influencers to international creators. The biggest issue? Lack of standardisation. Media kits vary widely, making it difficult to compare engagement rates, audience demographics and overall value.
Some influencers still don’t provide detailed analytics, leaving brands to make decisions based on the follower count alone – an outdated metric in today’s digital landscape.
Follower count is no longer the key indicator of success. Engagement rate, audience demographics and purchasing power now matter more than ever. Brands must move beyond vanity metrics and start prioritising ROI-driven partnerships that make an actual impact.
Reality of vetting influencers: slow responses and pricing disparities
One of the biggest frustrations in influencer marketing is the inefficiency in securing collaborations. When brands decide to launch a campaign, PR agencies and media buying firms are often left scrambling to curate a list of influencers with corresponding rates.
Influencer managers are notoriously slow to respond and many expect 100 per cent payment upfront – which isn’t how large corporations operate. In one case, we engaged an influencer with a rate of AED 10,000 for a collaboration. By the time their management finally responded, their engagement had improved and they doubled their rate for the exact same proposal. Without proper industry regulation, brands are at the mercy of influencer agencies and their managers who dictate pricing based on fluctuating metrics.
Power of Meta and Instagram: where the audience still lives
While newer platforms grab headlines, Instagram and Facebook remain dominant forces in the UAE’s digital landscape. According to Meta’s latest statistics, Instagram Stories and Reels continue to drive some of the highest engagement rates and Facebook Groups remain a critical tool for brand advocacy.
Instead of chasing the next big trend, brands should refine their approach on platforms that are already performing well. Understanding how Meta’s algorithm prioritises content, utilising strategic ad placements and leveraging direct-to-consumer features like Instagram Shopping and Messenger can drive real business impact.
Final thoughts on the UAE’s social media landscape
The social media and influencer marketing landscape in the UAE is full of opportunity, innovation and growth. Instead of feeling overwhelmed, brands should focus on strategic storytelling, community engagement and long-term partnerships. The future isn’t about keeping up with every trend – it’s about making a meaningful impact where it matters most. Are we ready to embrace smarter, more intentional marketing strategies? The opportunity is there – it’s time to seize it.
By Stacey McMurtrie, Director of Marketing and Communications, Marriott Resort Palm Jumeirah.
