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The influencer marketing space in the Middle East is expected to reach a $1.3 billion valuation by 2023, according to YAAP, a new-age professional content and influencer marketing firm.
In its ‘The State of Influencer Marketing in the UAE 2023’ report, the comprehensive report, in partnership with leading media and news outlet Khaleej Times, provides the first in-depth look at the emerging field of influencer marketing in the Middle East.
Launching the report, Sadia Akhter, Partner at YAAP, said that “The State of Influencer Marketing in the UAE to 2023” reflects the current state of the sector in the region. “Influencer marketing has made significant inroads in the Middle East, especially the UAE, and marketers need to look beyond industry boundaries to explore the viability of their business. At a time of heightened interest, hesitation, and uncertainty about potential ROI, we A detailed report will have a major impact, providing both much-needed answers and little-known statistics,” Akhter opined.
A sector-wide view
YAAP’s research methodology included obtaining an industry-wide perspective from CMOs, marketing executives and digital marketers of the region’s leading brands. Some of the findings reinforce the UAE’s global competitive advantage in influencer marketing and supporting technology uptake.
A whopping 76.9% of marketers say influencer marketing is their brand’s top priority after social media, demonstrating the growing appeal of “influencers” in both the branding and advertising industries. Despite the massive increase in overall influencer marketing budgets in 2023, some 76.5% of marketers have already shifted investment in TV, print and out-of-home to influencers, shedding light on the promise of the sector.
Interestingly, a whopping 79.3% of respondents believe that mid-level influencers are the most important in communicating their brand message, with the majority also emphasizing the importance of socially conscious influencers.
The role of artificial intelligence
With 71.8% of marketers saying they measure engagement with influencer marketing campaigns, technology is imperative. Broadly speaking, the research hints at the growing role of artificial intelligence in influencer marketing by 2023, with virtual or CGI influencers ready to embrace it.
“Today, influencer marketing is like Facebook in 2008 – in its infancy compared to its full potential, with the first movers gaining a competitive advantage while others have a fear of missing out (FOMO). Tangentially, influencers start planning new courses. Arshad Zaheer, Senior Partner at YAAP, said: “The State of Influencer Marketing in the UAE 2023” report is a great opportunity for those aspiring to venture in this direction with clearer and actionable insights. reliable guide.
YAAP was in the news recently after entering into a strategic partnership with Tagger Media, a leading US influencer marketing agency. Prior to this development, it acquired Crayons Communications, a well-known advertising company in the Middle East, and achieved an impressive 97% revenue growth and 5 times earnings growth in FY21-22. YAAP’s portfolio includes valued clients such as Coca-Cola, Dubai Tourism, Lufthansa, RuPay, American Express, Disney, Amazon and Square Enix. — trade arab news agency
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