Latest news with #InfluAnswerArabia
Time of India
a day ago
- Entertainment
- Time of India
Influencers rank UAE as top destination for content creation in MENA
"The UAE leads as the top choice for MENA content creators, with influencers praising its creative energy, global reach, and nonstop opportunities/Representative Image The UAE has emerged as the top destination for content creators in the MENA region, with 45% of surveyed influencers naming it their country of choice, according to the newly released InfluAnswer Arabia report by Weber Shandwick MENAT. The study, now in its second edition, highlights how content creators view the GCC region as a hub for transformation, particularly in tourism and entertainment. The UAE's lead is followed by Saudi Arabia at 26% and Lebanon at 10%, reinforcing the Gulf's position as a driving force in regional content and influencer ecosystems. Why Creators Choose the UAE Influencers across the region view the UAE as a global creative hotspot that offers continuous opportunities for content. Speaking with local news outlet Khaleej Times, Abu Dhabi-based influencer Jacquelyn May, who has over 93,000 Instagram followers, said the country's appeal is deeply personal. 'I live in Abu Dhabi and truly love it. After spending nine years in the UAE, I can confidently say that both Dubai and the country as a whole are among the best places in the world to live.' 'That's why working to promote the city and country I call home is something I'm genuinely passionate about.' by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Rapidly build dynamic web experiences with preconfigured solutions - Google Cloud: Future of Infrastructure CIO | Google Cloud, AMD Undo She described the content scene in Dubai as a creative melting pot. 'There's beauty everywhere, and it's incredibly photogenic. You meet people from all over the world and get to explore different aspects of content that appeal to a wide range of audiences.' Even during the summer, May noted the UAE remains content-friendly. 'Whether it's spending time at Aquaventure, relaxing on the beach, or going night swimming, the city constantly offers new opportunities for content creation. It's a stark contrast to my time in Canada, where eight months of snow often meant staying indoors.' She also highlighted the importance of authenticity. 'My audience is largely based in Saudi Arabia and the UAE, so while I keep an eye on trends, I always ensure that my content reflects who I am and resonates with my community.' Regional Momentum and Market Growth The GCC region is not only attracting creators but also seeing exponential growth in the travel and tourism sectors. According to Danielle Curtis, Exhibition Director ME at Arabian Travel Market: 'Travel growth in the Middle East is incredibly strong, with annual growth averaging more than 7 per cent through 2030. Bold national visions, game-changing developments, and enhanced connectivity are some of the key factors driving this momentum.' The report also notes a trend toward long-form content. While short-form remains dominant, more creators are producing deeper, storytelling-focused content. Additionally, 60% of creators posted more frequently in the past year about social or personal causes, reflecting a shift toward values-driven content. May pointed out that many influencers who move from countries like the UK or Australia often tailor content to their home audiences. However, she has fully aligned her work with the GCC region: 'My niche is very much focused on the GCC, especially Saudi Arabia and the UAE. My audience and identity as a MENA creator are deeply rooted in this region.' Growing Role of AI and Evolving Creator Values The report shows a sharp rise in positive sentiment toward AI tools among creators. In 2024, only 29% of MENA influencers had a positive view of AI. That number has now climbed to 49%, as creators increasingly adopt automation and analytics to support their work. Key findings on AI usage: 63% believe AI will deliver more advanced tools and metrics Creators are using AI to automate repetitive tasks and free up time for storytelling and creative focus Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, said: 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes driving optimism centre around authenticity, community-building, and strategic diversification.' 'This year's report gives brands a clearer lens into what creators value and how to build partnerships that are authentic, impactful, effective, and built to last.'
UAE Moments
a day ago
- Business
- UAE Moments
UAE Named Top Destination for MENA Content Creators
A new report reveals that the UAE is the number one choice for content creators in the Middle East and North Africa (MENA), with many praising the Gulf region for driving change—especially in tourism and entertainment. According to the second edition of the InfluAnswer Arabia report by Weber Shandwick MENAT, 77% of surveyed content creators believe that GCC countries are setting the pace when it comes to positive regional development. The study reflects growing confidence in how the Gulf is shaping the influencer space and wider industry trends. UAE tops the list, followed by Saudi Arabia and Lebanon When asked which country stands out the most in terms of innovation and influence, 45% of creators chose the UAE. Saudi Arabia came in second with 26%, while Lebanon followed with 10%. The findings reflect a shift in perception, with influencers now seeing the UAE and its neighbors not just as markets—but as creative hubs setting new standards across tourism, entertainment, and digital content. Influencers see growing opportunities in the GCC The report captures how creators in the region view the evolving landscape of influencer marketing. Many are drawn to the Gulf's fast-paced development, government support for digital growth, and increasing investment in events, travel experiences, and entertainment platforms. As the GCC continues to position itself as a hotspot for creators, the UAE remains firmly in the spotlight—not just for its infrastructure, but for how it supports content creation as a serious profession. What this means for brands and audiences With creators now aligning more closely with Gulf-based opportunities, brands in the region are likely to benefit from more localized and high-quality content. For audiences, this could mean more relevant, engaging, and culturally in-tune content across platforms. The message is clear: the GCC is no longer just catching up—it's leading the way.
Web Release
6 days ago
- Business
- Web Release
77% of MENA content creators say GCC is leading positive transformation in tourism & entertainment
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include: Real-life experiences and brand connections With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year. Positive about AI, concerned about deepfakes Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI. 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field. 'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT. Friendly Gulf competition While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon. Podcasts and purpose proliferate While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about. As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community. For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
Web Release
26-06-2025
- Business
- Web Release
Second InfluAnswer Arabia report finds real-life experiences key to brand-influencer connections
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include: Real-life experiences and brand connections With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year. Positive about AI, concerned about deepfakes Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI. 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field. 'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT. Friendly Gulf competition While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon. Podcasts and purpose proliferate While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about. As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community. For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
