Heena Mak, Group Head of Strategy, SOCIALEYEZ.It’s 2025; you’re a creator, I’m a creator, and everyone with a phone and a point of view is one, too. We’re living in an economy where creativity is currency, and the number of followers no longer measures influence, but the power to connect genuinely with people does.
According to a YouGov survey in the UAE, 58 per cent of consumers say they trust micro-influencers over big-name influencers. The pivot toward the accessible creator, someone relatable, niche, and authentic, is clear. Yet, despite this shift, a report by Influencer Marketing Hub revealed that 61.5 per cent of brands in the MENA region run fewer than five influencer campaigns per year.
It is proof that while audiences want
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