Influencer Marketing in MENA: Redefining Brand Engagement in the Digital Age

With one of the world’s highest rates of digital penetration and a young, mobile-savvy population, the MENA region (Middle East and North Africa) offers a unique digital landscape where both technology and cultural alignment drive brand engagement. 

However, MENA still trails behind global trends in critical areas—such as working with nano and its ecosystem of specialized influencer marketing agencies, stands as one of the biggest blockers for a ecosystem that is fully in balance, where supply of various influencer tiers, can be activated and ran by skilled and specialized agencies. 

Our analysis identifies significant opportunities for MENA brands to capitalize on emerging trends. While global brands increasingly favor smaller influencers for high engagement, cost-efficiency, and authenticity, MENA brands remain heavily invested in macro- and mega-influencers, which represent 60% of influencer engagements. This reliance on large-scale visibility may miss the nuanced engagement nano- and micro-influencers provide in establishing local trust and credibility.

Despite these trends, a majority of brands in MENA run only a limited number of influencer campaigns per year, with 61.5% conducting fewer than five campaigns and a striking 71.8% working with fewer than ten influencers per campaign. This approach restricts brands’ ability to connect with smaller, highly engaged segments of the audience—a missed opportunity given the high engagement nano-influencers deliver on a global scale. By focusing on large-scale influencers, MENA brands may be overlooking the strong audience connections that smaller influencers offer, limiting both authenticity and resonance.

63% of MENA influencers reported an increase in content centered on social causes—with 35% significantly increasing such content. This shift points to a rising awareness of social impact and the importance of brand alignment with cultural values, an increasingly critical factor in influencer collaboration choices.

Influencer Marketing Ecosystem in MENA

The MENA influencer marketing ecosystem is uniquely structured and supported by a diverse set of players. Compared to global markets, MENA is still in a developmental phase, especially in terms of agency specialization and accessibility to agencies specialized in nano and micro-influencers for example.

This gap indicates substantial room for growth, with a need for a broader and more sophisticated infrastructure to execute highly targeted, scalable campaigns. Countries like the UAE and KSA, with their rapidly growing digital landscapes and government-led influencer initiatives, are poised to lead this transformation by expanding the agency ecosystem and fostering more comprehensive support for brands. The UAE government plays a pivotal role in the influencer marketing ecosystem by both fostering growth through initiatives like the AED 150 million fund for content creators and ensuring transparency with licensing regulations for influencers. Through strategic partnerships and regulatory measures, the UAE is positioning itself as a global hub for responsible, innovative digital content creation.

To unlock its full potential, MENA must address current limitations, such as the shortage of specialized agencies and software solutions and the limited use of AI and specialized platforms. Expanding agency capabilities and adopting advanced technologies will be key to realizing a more robust, nuanced, and scalable influencer marketing landscape in MENA.

The core layer represents the primary stakeholders that directly drive and shape the influencer marketing activities in MENA. These players include:

1. Brands

Brands are at the heart of the influencer marketing ecosystem, setting the goals and objectives that shape campaigns. In MENA, brands primarily focus on visibility and reach, often opting for macro and mega influencers to gain broad exposure. However, there is an emerging opportunity for brands to explore nano and micro-influencers, which can offer deeper audience connections and enhance brand credibility.

Many MENA brands are still learning to leverage smaller influencers at scale. Limited agency specialization in nano and micro-influencer management further complicates their ability to implement targeted and highly engaging campaigns.

2. Influencers & Creators

Influencers are essential in connecting brands with audiences. In MENA, influencers are not only trendsetters but also social leaders, as many consumers view them as trusted sources for lifestyle inspiration and brand recommendations.

The influencer spectrum in MENA heavily favors macro and mega influencers, reflecting the region's cultural values of authority and status. However, influencers across all tiers (nano, micro, macro, and mega) have distinct roles to play, and a more balanced approach could bring brands closer to niche audiences.

3. Consumers

The youth-driven, mobile-first demographic in MENA is highly receptive to influencer content, with over 60% of the population under 30. Consumers in the region tend to seek influencers who reflect their values, culture, and lifestyle aspirations.

Gen Z in the Middle East and North Africa (MENA) dominates the consumer spending class, with a substantial 23% share—significantly higher than in any other region. This generational influence aligns perfectly with the strengths of influencer marketing, as Gen Z is highly responsive to social media-driven trends and influencer recommendations, positioning MENA as a prime market for brands seeking to tap into youth-driven consumerism.

Psychographic trends indicate that MENA consumers are increasingly attracted to influencers who are socially conscious, with 63% of influencers reporting an increase in content related to social causes. This shift presents an opportunity for brands to align with influencers who prioritize socially responsible messaging.

4. Distribution Channels: Key Social Media Platforms in MENA

Social media platforms, particularly TikTok and Instagram, play a crucial role in shaping the influencer marketing landscape in the MENA region. Each platform serves different audience preferences, content formats, and levels of engagement, offering brands a spectrum of channels to amplify their marketing efforts.

TikTok has emerged as the dominant platform for nano-influencers (1K–10K followers) in the MENA region, with 11.3 million influencers in this follower range compared to Instagram’s 1.9 million. This vast number of nano-influencers on TikTok aligns with global trends favoring smaller, highly engaged creators who drive authentic connections with audiences. While Instagram still maintains a strong presence, particularly at higher follower counts (over 500K), TikTok’s lead in the nano-influencer segment positions it as a powerful channel for brands looking to connect with grassroots-level audiences at scale.

• Nano-Influencers (1K–10K followers): 11.3 million on TikTok vs. 1.9 million on Instagram.
• Mid-Tier Influencers (10K–50K followers): TikTok also leads with 916K compared to Instagram’s 791K.
• High-Tier Influencers (500K–1M+ followers): Instagram retains a slight edge in higher follower ranges, making it a preferred platform for larger lifestyle and luxury campaigns where broad visibility is essential.

This distribution illustrates the differentiated positioning of each platform in MENA’s influencer ecosystem, with TikTok excelling in the nano-influencer space and Instagram preferred for macro-influencer campaigns that demand substantial reach and influence.

TikTok’s dominance extends across several countries in the region, underscoring its appeal to younger demographics who prioritize short-form, visually engaging content. The top three countries leading in influencer numbers on TikTok are:

1. Saudi Arabia: 2.7 million TikTok influencers vs. 257K on Instagram
2. Iraq: 2.4 million on TikTok vs. 304K on Instagram
3. UAE: 1.3 million on TikTok vs. 219K on Instagram

These numbers reveal TikTok’s penetration in MENA, particularly in Saudi Arabia, Iraq, and the UAE, where younger populations are highly active on the platform. Instagram remains competitive but has a more selective following, aligning with its focus on visually driven industries like fashion, lifestyle, and luxury.

These insights highlight the unique dynamics of each platform within MENA’s influencer marketing ecosystem. TikTok’s expansive base of nano-influencers offers brands a scalable channel to reach younger, highly engaged audiences, while Instagram’s focus on higher-tier influencers continues to appeal to luxury and lifestyle sectors. YouTube complements these efforts by providing a platform for longer, narrative-driven content, enabling brands to craft comprehensive digital strategies tailored to the diverse preferences of the MENA consumer base.

Supporting Layer of the Ecosystem

The supporting layer consists of various entities that enable, regulate, and facilitate influencer marketing operations in MENA. This layer includes:

1. Regulatory Bodies:

Regulatory bodies in MENA, particularly in the UAE and KSA, impose strict advertising and transparency requirements on influencer marketing. Influencers are required to disclose partnerships and, in some cases, obtain licenses.

This regulatory oversight provides a layer of authenticity and trust in the influencer ecosystem, ensuring that influencers operate within set guidelines. However, it also adds complexity, especially for brands running cross-border campaigns. For example, influencers in the UAE must have a license, with fees for individuals and businesses, which can act as a barrier for smaller influencers entering the space.

2. Influencer Marketing Agencies:

Influencer agencies play a crucial role in bridging the gap between brands and influencers, offering expertise in campaign management, influencer selection, and strategy execution.

 With 20 influencer marketing agencies in the UAE and much less in KSA, MENA is still developing its agency infrastructure, especially compared to the 300+ agencies in the USA.

This scarcity of specialized agencies limits the ability of MENA brands to scale campaigns with nano and micro-influencers, who require more granular management. An expansion of agency capabilities could introduce more advanced campaign strategies and help brands access a wider spectrum of influencers.

3. Influencer Marketing Platforms:

Platforms designed specifically for influencer marketing streamline the discovery, engagement, and management of influencer partnerships. In MENA, platforms are increasingly integrating AI tools to aid in influencer identification, campaign optimization, and performance analytics.

However, only 37% of brands in MENA report using AI for influencer discovery, highlighting an opportunity to enhance platform capabilities and adoption. Improved platform functionalities could support more personalized and scalable campaigns, helping brands tap into underutilized influencer segments.

4. AI Agents (New):

AI agents represent an emerging component in the ecosystem, providing advanced tools for data analytics, targeting, personalization, and even virtual influencer creation. In markets like the UAE, virtual influencers have started to appear, aligning with cultural norms while offering brands a controlled, consistent method of engagement.

Despite these innovations, MENA's AI adoption in influencer marketing trails behind global markets. Expanding the use of AI agents can unlock further opportunities for targeted and efficient campaigns, allowing brands to scale their influencer strategies while ensuring cultural sensitivity.

5. Government:

Countries like the UAE and KSA are strategically positioned to lead this transformation. Government investment, such as Dubai’s AED 150 million fund for content creators and the UAE’s partnerships with platforms like TikTok to promote safe digital practices, exemplify a clear recognition of the influencer industry’s potential. These initiatives underscore the UAE’s commitment to establishing a robust influencer ecosystem, setting a strong foundation for an expansive, multi-layered industry.

The UAE government has been proactive in supporting and regulating influencer marketing through several key initiatives aimed at nurturing digital content creation and enhancing online safety:

1. Dubai's AED 150 Million Fund for Influencers and Content Creators:
   • In January 2024, Sheikh Mohammed bin Rashid Al Maktoum, the Vice President and Ruler of Dubai, announced a fund of AED 150 million ($40.8 million) dedicated to supporting influencers and digital content creators. The initiative is a clear signal of Dubai’s commitment to establishing itself as a global hub for digital content creation, fostering a sustainable environment for influencer marketing in the region.
2. Government Collaboration with TikTok on Safe Browsing Initiatives:
   • The UAE government partnered with TikTok to launch a campaign focused on promoting safe online practices for children and families. This campaign underscores the UAE’s commitment to fostering a responsible digital landscape, ensuring that social media usage among young users aligns with safety standards. This initiative not only encourages safe browsing but also reinforces trust between influencers, audiences, and brands by prioritizing community well-being.
3. Influencer Licensing Regulations:
   • In addition to financial support, the UAE has implemented strict licensing requirements for influencers. Influencers who earn money or receive gifts from promotional work on social media are required to obtain a media license, ensuring compliance with UAE regulations. This regulatory measure promotes transparency and trust within the influencer marketing ecosystem and is a step toward formalizing the industry.
   • Source: Khaleej Times and cwbip.com

These initiatives collectively demonstrate the UAE's commitment to building a well-regulated, supportive ecosystem for influencers and content creators. The government’s involvement aims to create a balanced influencer landscape where innovation and safety coexist, setting a high standard for digital marketing practices across the MENA region. By investing in influencers and implementing structured guidelines, the UAE is reinforcing its position as a leading influencer marketing hub.

Influencer Ecosystem in MENA Analysis

The MENA influencer marketing ecosystem is at a pivotal stage of growth, blending rapid digital adoption with distinct regional influences. Unlike mature markets, MENA still faces structural gaps, particularly in specialized agency availability for nano- and micro-influencer campaigns. This underdeveloped infrastructure limits scalability and engagement potential for brands looking to harness the authenticity and connection that smaller influencers provide.

The UAE and Saudi Arabia are spearheading ecosystem enhancements, supported by proactive government initiatives. Dubai’s AED 150 million fund for content creators, coupled with the UAE’s licensing regulations and safe browsing campaigns with TikTok, reflects the government’s strategic role as both a regulator and promoter of influencer marketing. These actions establish a controlled yet supportive environment, aiming to position the UAE as a global influencer hub.

To fully unlock MENA’s potential, brands and agencies need to advance their capabilities in AI, software solutions, and data-driven tools. By addressing these gaps, MENA can create a robust and scalable ecosystem that leverages influencers across all tiers, ultimately fostering deeper consumer connections and market impact.

Growth and Market Size of Influencer Marketing in MENA

Influencer Economy Market Size and Projections

The influencer marketing industry in the MENA region is on a steep upward trajectory, with spending projected to reach $576.1 million by 2024, growing at a compound annual growth rate (CAGR) of 9.27% to approximately $897.3 million by 2029. This expansion is fueled by an increasingly digital, youngyouth-driven population and supported by innovative government-led initiatives aimed at nurturing the digital economy. The per-user ad spend in MENA’s influencer marketing market is projected to hit $1.23 in 2024, showcasing the deepening penetration of influencer marketing across the region’s digital ecosystem.

Comparative Analysis with Global Market

While the MENA influencer market’s growth is notable, it’s still evolving compared to more mature markets like North America and Europe. Globally, brands are progressively shifting towards citizen influencers due to their ability to foster high engagement and authentic consumer connections. In contrast, MENA remains focused on macro- and mega-influencers, with 60% of influencer marketing spend falling into these categories. This reliance on high-profile influencers reflects cultural preferences for status and authority, yet it may limit the regional market’s scalability and the authentic engagement nano- and micro-influencers bring in other regions.

Investment Trends and Spending Behavior

Investment in influencer marketing across MENA is on the rise, particularly in key industries such as beauty, tech, FMCG, and retail. In the UAE, for example, 76.9% of marketers report that influencer marketing is now a top priority, with 46.2% increasing their budgets for this strategy.

A growing number of companies (76.5%) are reallocating budgets from traditional media towards influencer campaigns, underscoring a regional shift towards digital-first engagement.

Despite this enthusiasm, MENA’s influencer marketing campaigns remain relatively conservative in scale. A significant 61.5% of brands in the UAE conduct fewer than five influencer campaigns per year, while 71.8% work with fewer than ten influencers per campaign. This limited scope highlights a major opportunity for brands to broaden their influencer partnerships, especially by engaging nano- and micro-influencers, who offer cost-effective, highly localized connections with audiences.

Sector-Specific Spending Patterns

Large companies, particularly in the beauty and luxury sectors, dominate influencer marketing investment in MENA, often preferring to work with macro and mega influencers to bolster brand visibility and prestige. On the other hand, small and medium-sized enterprises (SMEs) exhibit more cautious spending behaviors, often relying on barter deals or limited engagements. 

Specifically, in the UAE, 59% of brands allocate up to AED 250,000 annually for influencer marketing, with 28.2% still favoring barter-based partnerships. However, as more sophisticated ROI measurement tools become available, both SMEs and larger brands are likely to see greater value in increasing their budgets, recognizing influencer marketing as a vital pathway to consumer engagement.

Predictions for Budget Expansion

As MENA’s influencer ecosystem continues to mature and adapt to global trends, budgets for influencer marketing are expected to expand, driven by increasing digital adoption and the rise of Gen Z as a powerful consumer class. The strategic focus on social causes among influencers—63% of whom report increased content around values and issues important to their audiences—will likely drive brands to invest more in influencers who embody social responsibility and authenticity. This alignment with consumer values will further strengthen influencer marketing as a key strategy in MENA, positioning the region as a dynamic, culturally nuanced player in the global digital marketing arena.

Key Challenges for Brands and Influencers in MENA

The MENA (Middle East and North Africa) region holds immense potential for influencer marketing, with its rapidly growing youth population, digital-savvy audience, and cultural emphasis on community and authenticity. However, a variety of challenges prevent brands and influencers from fully realizing this potential. Below are five key areas where obstacles persist, derived from comprehensive research into the MENA market.

1. Misalignment in Influencer Tiers and Activation

The MENA region is home to over 13.2 million nano-influencers, yet their voices remain largely untapped by brands. Globally, nano and micro-influencers have become the backbone of influencer marketing, celebrated for their authenticity and unparalleled audience engagement. In contrast, MENA brands continue to focus on mid-tier and mega-influencers, who, while visible, often lack the relatability and trust that smaller influencers bring. This misalignment highlights a critical gap between global best practices and regional strategies. With consumer preferences in MENA increasingly leaning toward trust and approachability, the over-reliance on high-profile influencers misses the mark. By failing to activate the potential of nano-influencers, brands are leaving valuable connections on the table.

Key Stats:

• 71.8% of brands in MENA rely on mid-tier and mega-influencers, while globally, 44% of brands favor nano-influencers for authenticity and engagement.
• MENA has over 13.2 million nano-influencers, but their activation remains disproportionately low.

Assessment:

Globally, brands are shifting towards nano and micro-influencers for their relatability, authenticity, and high engagement rates. However, in MENA, brands prioritize mid-tier and mega-influencers, often overlooking the immense trust and resonance that smaller influencers offer. This misalignment restricts campaign effectiveness by missing opportunities to connect with highly engaged audience segments.

Challenges:

• Lack of awareness about the strategic benefits of nano-influencers.
• Perception that working with smaller influencers is operationally inefficient compared to larger, more visible influencers.
• Limited availability of specialized agencies to design multi-tiered influencer strategies.

Impact:

Brands fail to tap into the grassroots engagement that nano-influencers can deliver, resulting in less relatable campaigns that don’t fully capitalize on audience trust and authenticity.

2. Short-Term Campaigns and Lack of Long-Term Partnerships

The story of influencer marketing in MENA is one of unrealized potential. While global brands have embraced long-term partnerships for their ability to foster trust and loyalty, MENA brands remain anchored in short-term, campaign-based collaborations. This quick-fix approach may achieve immediate visibility but lacks the depth needed for sustained consumer engagement. In a region where authenticity and community resonate deeply with audiences, long-term partnerships can unlock unparalleled opportunities. Influencers need time to connect genuinely with their audience, while brands benefit from consistent messaging and reduced creative fatigue. Yet, over 60% of MENA brands continue to prioritize one-off engagements, limiting their ability to cultivate lasting narratives.

Key Stats:

• Over 60% of MENA brands rely on one-off, campaign-based partnerships.

Assessment:

Short-term influencer partnerships dominate in MENA, focusing largely on top-of-funnel goals like awareness. This approach limits the ability to nurture audiences, build credibility, and establish consistent brand narratives. Globally, brands are pivoting toward long-term collaborations to foster trust and drive deeper consumer engagement.

Challenges:

• Emphasis on immediate ROI rather than long-term relationship building.
• Lack of frameworks for measuring the extended impact of influencer campaigns.
• Influencers often lack the opportunity to build genuine, consistent narratives for brands due to one-off engagements.

Impact:

Short-term campaigns lead to superficial connections with audiences, missed opportunities for advocacy, and inefficient use of influencer potential across the consumer funnel.

3. Ethical Challenges and Transparency Issues

Transparency is the cornerstone of trust in influencer marketing—but in MENA, it’s also one of its most significant challenges. From brand pressure to avoid disclosing paid partnerships to influencers' unfamiliarity with local regulations, the ethical landscape is riddled with complexities. Over 40% of influencers in the region report pressure to compromise transparency, creating a trust deficit between brands, influencers, and their audiences. Meanwhile, many brands take a hands-off approach, placing the onus of compliance on influencers who may lack the tools or knowledge to navigate these challenges. The result? A growing gap between audience expectations for authenticity and the industry’s current practices.

Key Stats:

• 40% of influencers report brand pressure to avoid disclosure of paid partnerships.
• 32.8% of influencers are unfamiliar with local disclosure regulations, and 9% do not disclose paid partnerships at all.

Assessment:

Ethical transparency is a growing concern in MENA. While brands often push influencers to sidestep disclosure requirements, influencers themselves may feel that transparency compromises engagement and authenticity. This creates a trust deficit, undermining both influencer and brand credibility.

Challenges:

• Inadequate enforcement of local advertising and disclosure regulations.
• High costs associated with licensing requirements for influencers, particularly nano and micro-influencers.
• Perceived trade-off between transparency and authenticity.

Impact:

The lack of transparency erodes audience trust, making it harder for brands to build long-term loyalty. Additionally, the inconsistent application of disclosure regulations creates reputational risks for both influencers and brands.

4. Limited Campaign Diversity and Multi-Channel Strategies

In a world where consumers traverse multiple platforms and touchpoints, MENA brands often remain confined to single-platform campaigns and top-of-funnel goals. This narrow focus overlooks the vast opportunities offered by full-funnel, multi-channel strategies that guide audiences from awareness to conversion. With platforms like TikTok and Instagram offering distinct strengths, the lack of integration across channels restricts brands’ ability to engage audiences holistically. Adding to this challenge is the limited technical expertise needed to execute multi-platform campaigns effectively. As a result, the region’s campaigns often fail to capitalize on the fragmented but interconnected consumer journey.

Key Stats:

• 60-70% of influencer campaigns in MENA focus solely on top-of-funnel goals like awareness.
• 50-60% of campaigns are executed on a single platform, despite the region’s diverse social media landscape.

Assessment:

Many MENA campaigns are overly focused on single-funnel and single-platform strategies. This narrow approach neglects the opportunity to guide consumers through the entire buyer journey, from awareness to purchase. Additionally, platforms like TikTok and Instagram offer unique strengths that are underutilized when campaigns remain confined to one platform.

Challenges:

• Brands lack the technical expertise to execute full-funnel, multi-channel campaigns.
• Overreliance on established platforms like Instagram while underestimating the growth potential of TikTok and YouTube in the region.
• Limited use of AI and analytics to optimize cross-platform strategies.

Impact:

This single-platform focus restricts audience reach, engagement, and conversion potential. It also hampers brands’ ability to adapt to consumer behavior across different stages of the funnel.

5. Ecosystem Gaps and Lack of Specialized Agencies

The MENA region’s influencer marketing ecosystem is at a pivotal crossroads. While it boasts a wealth of talented influencers across tiers, the infrastructure to support them is still catching up. With only a handful of specialized agencies operating in the region, brands often struggle to design campaigns that balance authenticity, reach, and engagement. The absence of niche expertise—commonplace in mature markets like the U.S.—limits the region’s ability to activate influencers effectively, especially nano and micro-influencers. Furthermore, operational challenges like high licensing costs and inadequate campaign management tools exacerbate inefficiencies.

Key Stats:

• Only 19 influencer marketing agencies are estimated to operate across the UAE and KSA combined.
• 91% of influencer transactions in MENA involve micro to mega-influencers, leaving nano-influencers underutilized.

Assessment:

The influencer marketing ecosystem in MENA lacks the specialization and infrastructure seen in mature markets like the U.S. and Europe. Most agencies in the region operate as generalists, limiting their ability to address the unique dynamics of nano, micro, and mid-tier influencer activation. This creates a critical gap in fully balancing the supply and demand of influencers.

Challenges:

• Limited number of specialized agencies capable of executing multi-tiered, psychographics-driven campaigns.
• High operational costs for brands trying to activate nano and micro-influencers at scale.
• Lack of education and resources for influencers to navigate licensing, compliance, and campaign management.

Impact:

The underdevelopment of the ecosystem prevents MENA from unlocking the full potential of its influencer base, leaving nano-influencers particularly underutilized. This also hinders brands’ ability to execute localized, culturally relevant campaigns.

While the MENA region offers immense potential for influencer marketing, key challenges in tier activation, transparency, campaign strategies, and ecosystem development continue to hold back progress. By addressing these issues with targeted solutions—such as investing in long-term partnerships, fostering ecosystem specialization, and leveraging AI—brands and influencers in MENA can unlock new opportunities for growth, trust, and audience engagement. The future of influencer marketing in MENA is ripe for innovation; the question is, who will rise to the challenge?

Influencer Marketing Trends in MENA

As influencer marketing in MENA grows rapidly, brands face both opportunities and challenges in keeping pace with global advancements. While the region has made strides, especially in social responsibility and cultural alignment, there is a clear gap in AI adoption and predictive analytics. MENA brands could unlock significant advantages by embracing AI-driven tools for precise influencer matching, campaign optimization, and emotion-driven insights to create personalized, impactful content.

Additionally, with consumer behaviors shifting toward social search on platforms like TikTok and YouTube, brands should adopt SEO-style strategies tailored to social algorithms to capture attention at every stage of the buyer journey. By addressing these areas, MENA can move closer to realizing its full potential in the influencer marketing arena, becoming both a culturally resonant and digitally advanced market.

1. Incorporating Social Responsibility and Ethical Standards as Key Factors

MENA consumers, especially younger demographics, prioritize brands that align with their values and contribute positively to society. In the last year alone, 63% of influencers in MENA increased their focus on social causes, with 35% showing significant rises in content on issues such as environmental sustainability and social justice. This shift demonstrates a demand for brands that showcase ethical stances, with influencers choosing partnerships based on these values. For brands, the opportunity is clear: partnering with influencers who resonate with ethical, social, or environmental causes can enhance brand credibility and drive stronger, value-based engagement.

Case Study:

During the 2023–2024 period, campaigns that addressed social or ethical issues, such as Ramadan charity initiatives, performed exceptionally well. These campaigns fostered a sense of communal responsibility and helped brands connect deeply with audiences on culturally significant levels. The alignment with such values amplifies emotional resonance, making influencer collaborations more than just marketing—rather, they become movements that inspire genuine consumer action.

Source: businessoffashion.com

Ramadan presents a unique opportunity for brands in MENA to align with values such as charity, community, and environmental responsibility, which resonate deeply with regional consumers. Campaigns during this period emphasize social good, reflecting a shift in consumer expectations for brands to not only sell but also contribute positively to society.

Example Tactic: Addressing Food Waste

• Pizza2Go's ¾ Pizza Campaign: In partnership with Emirates Red Crescent, Pizza2Go created a campaign offering a ¾ pizza box to reduce food waste during Ramadan. Given that Iftar (the meal breaking the fast) often involves surplus food, this campaign directly tackled the issue by encouraging consumers to order smaller portions.
• Impact: This campaign didn't just raise awareness about food waste; it also donated 25% of sales to charity, creating a dual impact of consumer engagement and social responsibility. This aligns with the broader Ramadan values of generosity and modesty, making the brand not just a vendor but a responsible member of the community.

Example Tactic: Empowering Sustainability

• Old El Paso’s #WrapItUp Campaign: Partnering with TikTok influencers, Old El Paso encouraged users to “wrap up” their leftovers into Mexican-style meals. Each generated recipe led to a donation to the UAE food bank, seamlessly combining sustainability, community involvement, and entertainment.
• Impact: By using TikTok, Old El Paso reached a younger, mobile-first audience and fostered a community-driven approach to food waste. This tactic positioned the brand as environmentally conscious while leveraging influencer reach to amplify the message effectively.

Charitable initiatives are pivotal during Ramadan, aligning with the month’s values of generosity and helping others. Brands that lead with charity see higher engagement and positive brand perception, as consumers view them as partners in meaningful causes.

Example Tactic: Supporting Community Causes

• Meta’s #MealsForReels Campaign: Meta’s Ramadan campaign supported the 1 Billion Meals initiative, encouraging user participation by sharing meal-focused Reels on Instagram, with each shared video contributing to a meal donation.
• Impact: This campaign leveraged the platform’s engagement features to amplify reach and encouraged user participation for a social cause, linking digital activity to tangible impact. The alignment with a well-known charity initiative fostered credibility and positioned Meta as a brand that uses its influence to support positive change.

2. Predictive Analytics for Future Influencer Marketing Trends

Predictive analytics is gaining traction in the MENA region, though its adoption (37%) still lags behind the global average (63%). Brands that leverage predictive analytics can forecast campaign outcomes, optimize resources, and tailor content more accurately to audience preferences. By analyzing historical data, MENA brands can predict top-performing content types, influencer matches, and even potential reach and engagement metrics.

For instance, insights from prior campaigns may reveal that video-based content on platforms like TikTok engages Gen Z audiences significantly more than static posts. With this knowledge, brands can proactively design future campaigns to emphasize high-performing formats, optimizing both reach and ROI. This trend could close the gap between MENA and other regions, enabling brands to use data-driven insights for strategic advantages.

3. Long-Term Partnerships to Enhance Authenticity

One-off influencer collaborations are waning as brands recognize the need for more consistent, authentic messaging. Long-term partnerships create stronger emotional connections, as seen in iconic brand partnerships like Nike with Michael Jordan and Pepsi with Messi. In the MENA region, consumers value influencers who genuinely engage with brands over time, making them appear as genuine brand ambassadors rather than paid endorsers.

Impact of Long-Term Partnerships: When influencers regularly endorse brands, it builds trust among their followers, leading to higher engagement and loyalty. In a region that still heavily relies on macro and mega influencers, the shift to sustained collaborations with nano and micro-influencers can offer a balance of reach and authenticity, tapping into smaller circles of influence with higher levels of engagement and trust.

4. Rise of Social Search as a Consumer Behavior Shift

MENA consumers increasingly use social media platforms as search engines for recommendations, reviews, and tutorials. TikTok dominates travel tips, while YouTube is the go-to for product reviews, transforming these platforms into critical search tools. For brands, this shift requires a content strategy that mirrors SEO but tailored to social algorithms—focusing on engagement metrics like video completion rates, session duration, and viewer interaction. Approximately 31% of consumers now use social media to find answers to their questions, with 15% preferring social media over search engines for their inquiries. Among Gen Z and Millennials, this preference rises to 29%, indicating a notable trend towards social search as a primary information source.

Key Strategy: Creating searchable, high-value content on TikTok and YouTube enables brands to capture audience attention at multiple stages of the buyer journey, from discovery to consideration. By optimizing content for social search, MENA brands can enhance visibility and become trusted resources in their niche, addressing the growing consumer trend of “social SEO.” 

5. AI Technology Driving Influencer Marketing: Virtual Influencers and Analytics

AI is revolutionizing influencer marketing, though MENA still trails in adoption. Virtual influencers like Lil Miquela or Shudu Gram have proven to be cost-effective and consistent, enabling brands to produce hyperlocal content without logistical constraints. In regions like the UAE, AI-driven virtual influencers could offer brands cultural alignment and consistency, tapping into niche markets with minimal resource demands.

For Agencies and Brands: AI-powered tools are streamlining outreach, influencer identification, content analytics, and even predicting campaign success through Emotion AI, such as Affectiva’s technology, which gauges viewer emotions based on facial expressions. Brands utilizing AI-driven analytics can more accurately match influencers, optimize content for engagement, and gauge viewer emotional responses before campaign launches. This innovation has the potential to refine brand-influencer relationships and boost campaign ROI significantly.

6. Full-Funnel, Multi-Platform Strategies to Maximize Reach and Conversions

MENA’s leading influencer marketing agencies are increasingly embracing full-funnel, multi-platform approaches that target consumers across touchpoints. This tactic maximizes reach and leverages each platform’s strengths for different stages of the buyer journey. For example, agencies like Ubiquitous have shown success by aligning top-of-funnel activities on TikTok and Instagram for brand awareness while utilizing YouTube for bottom-of-funnel conversion, particularly for high-ticket items that benefit from detailed reviews.

Case Study – Ubiquitous and Litter-Robot: Ubiquitous used a multi-platform campaign to drive engagement and conversion for Litter-Robot, a high-ticket item. With YouTube supporting in-depth product reviews for high-intent buyers, and Instagram and TikTok driving awareness, Ubiquitous exemplifies the effectiveness of a full-funnel approach. This strategy aligns with MENA’s potential to leverage platform-specific strengths to guide consumers seamlessly from discovery to purchase.

7. Citizen Influencers: Engaging Everyday Consumers for Authentic Influence

A new layer of influencers, dubbed “Citizen Influencers,” is emerging globally and gaining traction in MENA. This trend democratizes influence by empowering everyday consumers to become influencers through platforms like Social Tip, rewarding users based on engagement. In a region where 28.2% of brands still use barter-based partnerships, citizen influencers offer brands an authentic, cost-effective way to reach engaged audiences at scale.

Example: James Watt, founder of BrewDog, advocates for this grassroots approach, allowing brands to engage real consumers as advocates. Citizen influencers drive authenticity and amplify brand messages at a local level, bridging the gap between nano influencers and traditional brand endorsements. MENA brands could tap into this trend to expand their reach without the high costs of traditional influencer marketing. 

7. Social Commerce - This year, it's finally happening

In 2025, social commerce is set to become a transformative force in the retail landscape, evolving from a long-promised trend into a tangible reality. For years, the potential for social commerce was clear, yet the market didn't fully materialize. What’s different now is the advent of closed-loop ecosystems on platforms like Facebook and Instagram, where the entire shopping journey—from discovery to purchase to returns—occurs without users needing to leave the platform, as illustrated in the image. This shift not only improves user experience but also provides platforms with critical consumer data that fuels further personalization and targeting, ultimately enhancing purchase intention and conversion rates.

Why Closed-Loop Social Commerce is a Game-Changer

1. Seamless User Experience: In a closed-loop system, social commerce removes friction from the buying journey. Shoppers can discover products, evaluate options, complete transactions, and even handle returns all within the same platform. This convenience minimizes drop-off rates that have historically hindered social commerce by breaking the journey across multiple sites.
2. Increased Trust and Conversion Rates: We know that trust and perceived value significantly impact purchase intentions. By keeping transactions within the social platform, these closed-loop systems reinforce trust, as users feel they are engaging in a familiar and secure environment. Trust factors such as brand association, reliability of influencers, and transparent returns can be directly managed within these platforms, driving higher purchase rates.
3. Enhanced Personalization and Targeting: Social platforms now have access to richer consumer data by managing the end-to-end shopping experience. This allows them to personalize recommendations based on a user’s behavior, preferences, and even past purchases, directly enhancing perceived value, a key driver of social commerce engagement. Platforms can also improve targeted ads, increasing the relevancy of product recommendations and further boosting purchase intentions.
4. Influencer Impact on Perceived Value: Influencer marketing plays a pivotal role in the social commerce ecosystem by adding perceived value to products. As shown in the Lebanon study, influencers enhance perceived value and trust in a product, especially when consumers view them as credible and relatable. By integrating influencers within a closed-loop social commerce experience, platforms can directly connect influencer content with purchasing actions, making the influencer endorsement-to-purchase journey much more immediate and compelling.

With platforms investing heavily in closing the commerce loop and refining their data-driven personalization capabilities, social commerce is primed for widespread adoption in 2025. Unlike past attempts that faltered due to fragmented user journeys and lack of trust, these new ecosystems offer an integrated experience that builds user confidence and streamlines the path to purchase. Social platforms’ ability to harness user data and personalize recommendations will only grow, giving them unparalleled advantages over traditional e-commerce sites.

Impact of Influencer Marketing on Purchase Intentions in the UAE

In the UAE, influencer marketing has emerged as a significant driver of consumer purchase intentions, especially among youth who look to social media not only for entertainment but also for product discovery and guidance on purchase decisions. A data-driven analysis reveals that, to effectively influence purchasing behavior, influencers need to embody specific qualities that resonate with the cultural, psychological, and social expectations of their followers in the region.

1. Credibility and Trustworthiness are Paramount

• What the Audience Expects: Trustworthiness is one of the most valued qualities that UAE consumers look for in an influencer. Youth in the UAE place high importance on influencers being perceived as credible and reliable sources of information. Data from a recent study shows that attributes like trustworthiness, reliability, honesty and approachability in influencers score consistently high (means ranging from 3.55 to 3.84), indicating that followers are more likely to act on product recommendations from influencers they trust.
• How Influencers Can Deliver: For influencers, this means that any brand association must feel authentic. Influencers should prioritize transparent communication, especially with paid partnerships. UAE audiences are highly perceptive and can sense inauthentic endorsements, which can lead to disengagement and loss of credibility. To maintain trust, influencers should choose brands they genuinely support, aligning with products or services they would use personally and recommend to friends.

2. Relatability and Cultural Relevance

• What the Audience Expects: UAE consumers expect influencers to feel relatable, culturally attuned, and in touch with local values. An influencer’s ability to reflect the audience’s interests and lifestyle choices creates a feeling of connection and understanding. For example, the study indicates that influencers who share relatable content and exhibit warmth and friendliness (mean > 3.7) are perceived more favorably.
• How Influencers Can Deliver: Influencers should embrace elements of UAE’s culture, such as emphasizing family values, community spirit, and respect for cultural customs. Content tailored to local experiences—such as relatable Ramadan or National Day celebrations—deepens emotional connections and fosters audience loyalty. Relatability can also be achieved by discussing everyday experiences, challenges, and successes, making the influencer appear more accessible and authentic.

3. Providing Informative and Engaging Content

• What the Audience Expects: Beyond personality traits, UAE followers seek influencers who provide substantial information about the products they endorse. The most common interactions youth have with influencers involve searching for more information on products (mean of 2.07), indicating a desire for in-depth product knowledge rather than surface-level promotion.
• How Influencers Can Deliver: Influencers should prioritize creating educational content that goes beyond simple endorsements. For instance, reviews that explore product features, demonstrate usage, or offer tips are valued by followers looking to make informed purchasing decisions. Video-based content, such as tutorials and live demonstrations, is particularly effective, as it offers a comprehensive look at the product, helping followers assess its quality and relevance to their needs.

4. Advocating for Social and Ethical Causes

• What the Audience Expects: There is a growing expectation for influencers in the UAE to align with ethical and social causes, reflecting broader trends in consumer behavior across the region. According to recent research, 63% of influencers in the MENA region increased their focus on social causes over the past year, with topics such as environmental sustainability and social justice gaining traction. This shift is in line with the values of younger generations in the UAE, who prioritize brands and influencers that demonstrate a commitment to positive social impact.
• How Influencers Can Deliver: Influencers can strengthen their influence by partnering with brands that align with socially responsible initiatives, such as sustainability or community development. By advocating for causes that resonate with the community, influencers can deepen their emotional bond with followers, fostering a sense of shared purpose. Authenticity is critical here; followers should see that the influencer is genuinely invested in these causes, not simply using them as a promotional tactic.

5. Maintaining Interactive and Engaging Relationships with Followers

• What the Audience Expects: UAE youth show a strong preference for influencers who actively engage with them, whether through comments, live interactions, or Q&A sessions. Research indicates that higher levels of interactivity enhance perceived authenticity and foster a sense of community, making influencers more impactful on purchasing decisions.
• How Influencers Can Deliver: Successful influencers in the UAE prioritize engaging with their audience through regular interaction. Responding to comments, addressing questions, and sharing follower feedback demonstrate that the influencer values their audience’s opinions, creating a more personalized and trustworthy experience. Engaging interactions not only reinforce authenticity but also drive higher levels of follower engagement, ultimately translating to stronger influence on purchase intentions.

To truly influence purchase intentions in the UAE, influencers must be more than brand promoters; they must embody qualities that resonate deeply with the expectations of their followers. UAE consumers seek trustworthiness, relatability, and a commitment to social causes. They also value influencers who provide informative content and maintain genuine engagement. By aligning with these expectations, influencers can build loyal, engaged audiences who view them as trusted voices in their purchasing decisions, setting a strong foundation for impactful and enduring brand partnerships in the region.

The Importance of Psychographics in a Market with 200+ Nationalities

Imagine a market where over 200 nationalities converge, bringing with them a kaleidoscope of beliefs, values, aspirations, and behaviors. This is the MENA region, one of the most culturally diverse markets in the world. While traditional demographic segmentation—age, gender, income level—offers some insight, it falls woefully short in capturing the complexities of this audience. In such a dynamic environment, psychographics—focusing on people's attitudes, interests, and values—emerges as the most powerful tool for connecting with consumers on a meaningful level.

But here’s the challenge: the shift toward a cookie-less digital environment is making psychographic targeting more difficult. Without third-party cookies to track behavioral data, traditional online marketing strategies face significant limitations. The tools that once enabled hyper-personalized campaigns are disappearing, and brands are grappling with how to maintain precision and resonance in their messaging. This is where influencer marketing becomes the game-changer.

A Cookie-less World: An Opportunity, Not a Setback

As third-party cookies fade, brands are losing the ability to track user behavior across websites and create hyper-targeted ads. Retargeting, lookalike audiences, and personalized ad campaigns are becoming less effective. In this landscape, influencers offer a unique opportunity to fill the void. Their authentic, trust-based relationships with their audiences provide a direct line to psychographic insights that no algorithm can replicate. Influencers can act as "first-party data engines," offering brands a way to connect authentically with diverse audience segments in the absence of third-party tracking.

Psychographics: The Heartbeat of Identity-Driven Marketing

Psychographics go beyond surface-level characteristics to tap into the emotional and psychological underpinnings of consumer behavior. They appeal to the why behind the purchase decision—beliefs, values, aspirations, and dreams. In a region as diverse as MENA, where consumers identify not just with their nationality but also with their cultural and social values, this type of targeting is essential. For example:

• A Lebanese expatriate in Dubai may be drawn to campaigns that emphasize nostalgia and tradition.
• A Gen Z Emirati may prioritize social responsibility and sustainability in their purchasing decisions.
• A Saudi millennial may gravitate toward campaigns celebrating community and collective identity.

By aligning marketing messages with these psychographic profiles, brands can create connections that are not only impactful but also enduring. However, achieving this depth of understanding requires more than data—it requires cultural translators.

Influencers as Cultural Translators

Influencers are uniquely positioned to bridge the gap between brands and diverse audience segments. They are more than just content creators; they are cultural translators who understand the nuances of their communities in ways that data alone cannot capture. Their storytelling reflects shared beliefs, interests, and values, making their content resonate on a deeply emotional level.

Consider how influencers in MENA could address the region’s diversity:

• Language and Dialect: A bilingual influencer can cater to Arabic-speaking and English-speaking audiences seamlessly, adapting tone and messaging for each group.
• Cultural Relevance: An influencer in Saudi Arabia can reflect the importance of family and tradition, while a lifestyle influencer in the UAE can emphasize cosmopolitan aspirations.
• Social Values: Influencers advocating for social causes—such as sustainability, mental health, or gender equality—can align their narratives with Gen Z’s values across the region.

By leveraging these cultural nuances, influencers can craft narratives that resonate with psychographic profiles, creating campaigns that feel personal and authentic.

The Shift from Intrinsic to Extrinsic Triggers

One of the key advantages of psychographic targeting through influencers is the return to intrinsic motivators. Early iconic campaigns—like Michael Jordan’s “Be Like Mike” or Dove’s “Real Beauty”—didn’t just sell products; they sold aspirations and values. They engaged audiences on an emotional level, playing to their dreams, insecurities, and self-image.

In contrast, many modern campaigns prioritize extrinsic motivators—discounts, flash sales, and algorithm-driven virality. While these tactics drive short-term conversions, they rarely foster lasting emotional connections. Influencers, with their ability to connect authentically, can bring back the depth and resonance of identity-driven marketing. They are the storytellers who can shift the narrative from "buy this product" to "this product is an extension of who you are."

Hyper-Targeting Through Influencers in a Diverse Market

In a market with 200+ nationalities, influencers provide the precision needed to navigate cultural and psychographic diversity. Here’s how:

1. Localized Narratives: Influencers can create tailored content that reflects the cultural nuances of specific nationalities or communities, making campaigns feel hyper-local.
2. Niche Audiences: Nano and micro-influencers, with their smaller but highly engaged audiences, can target niche segments that are often overlooked in mass campaigns.
3. Trust and Authenticity: Influencers’ established relationships with their audiences allow them to deliver messages that are trusted and credible, unlike traditional ads that often feel impersonal.
4. First-Party Insights: By engaging directly with their followers, influencers can gather qualitative insights—preferences, pain points, and aspirations—that brands can use to refine their strategies.

For example, an influencer campaign promoting sustainable fashion could feature multiple tiers of influencers:

• A nano-influencer highlighting the affordability of sustainable clothing to budget-conscious audiences.
• A micro-influencer advocating for ethical practices to eco-conscious millennials.
• A mid-tier influencer showcasing stylish designs to fashion-forward Gen Z consumers.

This multi-tiered approach ensures that every segment of the audience is reached with messaging that resonates with their unique psychographic profile.

The Role of Technology in Psychographic Targeting

AI and data analytics are playing an increasingly important role in influencer marketing, particularly in identifying psychographic patterns. AI-powered tools can analyze influencer content, engagement metrics, and audience demographics to match brands with the right influencers. This precision enables brands to align their campaigns with the values and interests of their target audience segments.

However, while technology can aid in identifying influencers and analyzing performance, it cannot replace the human element of storytelling. The most effective campaigns will always be those that combine data-driven insights with authentic narratives crafted by influencers.

The Future of Marketing in a Cookie-less World

As we move into a privacy-first digital landscape, the importance of psychographics in marketing cannot be overstated. Influencers are uniquely positioned to navigate this shift, offering a way to connect with audiences on a deeper, more meaningful level. For brands in MENA, where diversity is both a challenge and an opportunity, influencer marketing is not just an option—it’s a necessity. By embracing psychographics and leveraging influencers as cultural translators, brands can create campaigns that resonate across the region’s rich tapestry of identities, values, and aspirations.

In a market where over 200 nationalities converge, the question isn’t whether influencer marketing will thrive—it’s whether brands are ready to embrace its full potential.

Future of Influencer Marketing in MENA

MENA does not lack talent, creativity, or consumer appetite—it lacks activation. The opportunity is vast: a youngy market with rising consumer spending power, a government committed to fostering digital innovation, and a population increasingly aligned with global values of trust, authenticity, and social responsibility. But to seize this opportunity, brands, agencies, and influencers must rethink the fundamentals. The future of influencer marketing in MENA is not about doing more of the same; it’s about daring to lead the charge toward authenticity, ethical practices, and psychographic precision.

This report is both a roadmap and a call to action. The time for incremental progress is over. The brands and influencers who rise to this challenge—who embrace nano-influencers, prioritize long-term strategies, and lead with ethical transparency—will not just succeed in MENA; they will set the standard for influencer marketing worldwide. The question is not if MENA can redefine the rules of engagement but who will have the vision and courage to lead this transformation. The stage is set, the audience is ready—now is the time to act.

The MENA region, with its unmatched cultural diversity, digital enthusiasm, and youth-driven consumer base, stands at the threshold of transformative growth in influencer marketing. Yet, as our deep-dive analysis reveals, the current ecosystem is fraught with strategic gaps that brands and influencers must address to unlock this potential. These gaps are not simply operational inefficiencies; they represent lost opportunities in a region poised to define the future of influencer marketing on a global scale.

At the heart of MENA's challenges lies a paradox. While global brands shift toward authenticity, hyper-local engagement, and psychographic-driven strategies, many MENA brands remain anchored in outdated paradigms—over-reliance on mega-influencers, short-term campaigns, and single-platform strategies. The result is a market ripe with talent, innovation, and audience appetite, but limited by its inability to activate this potential holistically.

The Missed Potential of Nano-Influencers

Globally, nano- and micro-influencers are revolutionizing consumer engagement through authenticity and trust, driving unprecedented levels of audience connection. In contrast, MENA continues to lean heavily on macro- and mega-influencers, leaving over 13.2 million nano-influencers underutilized. This misalignment not only stifles grassroots-level engagement but also alienates audiences who increasingly value relatability over reach. Brands in MENA must recognize that the future lies in a tiered influencer ecosystem that balances authenticity, scalability, and ROI. The question is no longer whether nano-influencers matter—it’s how quickly MENA can recalibrate to incorporate their potential.

Psychographics: The Missing Ingredient

In a market defined by over 200 nationalities (MENA overall above 800), psychographics must be the cornerstone of every campaign. Demographics alone can no longer capture the rich tapestry of beliefs, aspirations, and behaviors that drive consumer decisions in MENA. With the advent of a cookie-less digital world, traditional data-driven strategies are losing their edge. Influencers, acting as cultural translators, hold the key to navigating this shift, offering brands unparalleled access to first-party psychographic insights. The ability to tap into what truly moves an audience—whether it’s social responsibility, cultural alignment, or shared values—will separate the market leaders from the laggards.

Ethical Responsibility: The Trust Deficit

Transparency in influencer marketing is no longer optional; it’s essential. Yet, over 40% of MENA influencers report pressure from brands to sidestep disclosure regulations, creating a credibility crisis. Consumers in MENA, particularly Gen Z, demand authenticity and ethical alignment from both brands and influencers. Without structured oversight and a commitment to ethical practices, the region risks eroding the trust that is the foundation of influencer marketing. The future belongs to those who recognize that transparency is not a constraint but an opportunity to build deeper, more meaningful connections.

Short-Termism: The Barrier to Sustainable Impact

The overemphasis on one-off campaigns and top-of-funnel metrics undermines the long-term potential of influencer marketing in MENA. Over 60% of brands in the region rely on short-term collaborations, missing the sustained advocacy and trust that only long-term partnerships can provide. By shifting toward sustained collaborations, brands can not only amplify their message but also foster the kind of loyalty that drives lifetime consumer value. The challenge is clear: brands must evolve from short-term visibility to full-funnel strategies that engage audiences at every stage of the buyer journey.

Multi-Platform Strategies: The Roadmap to Engagement

In a region dominated by TikTok’s 11.3 million nano-influencers and Instagram’s higher-tier dominance, MENA brands continue to rely heavily on single-platform campaigns. This fragmented approach fails to capture the multi-channel behaviors of today’s digitally native consumers. A strategic, full-funnel, multi-platform approach—one that leverages TikTok for awareness, Instagram for aspiration, and YouTube for education—can unlock the region’s untapped potential. The integration of AI-driven analytics and platform-specific strategies will be the differentiator for brands looking to maximize their influence.

About the Author

Djanan Kasumovic

Writer

Djanan Kasumovic, Head of Growth at Influencer Marketing Hub, drives innovation in digital marketing with expertise in AI marketing and AI influencer strategies. He is directly involved in shaping content strategies for top clients like Viral Nation, NeoReach, Brandwatch, and more, blending creative flair with data-driven insights to ensure people not only enjoy the content but leave a little smarter.