By Ghaida Shanti
In the ever-changing world of digital marketing, trust has become a currency. In the Middle East, that trust is increasingly being placed in influencers over traditional brands. From Saudi Arabia to the UAE, consumers are more likely to be swayed by the authentic voices of content creators than by polished brand campaigns. But what’s driving this shift and what can brands and influencers learn from it?
In Middle Eastern culture, relationships and word-of-mouth have always played a critical role in shaping consumer decisions. Family ties, personal referrals and communal influence are deeply woven into the fabric of daily life. Influencers, especially those who speak the local language and understand cultural details, are seen as an extension of this trust network. They don’t just sell, they connect, recommend and share experiences in a way that feels personal and real.
The influencer economy in the region has seen tremendous growth in recent years. According to a recent report by PwC Middle East, influencer marketing in the GCC is valued at over $1 billion annually, a number that continues to grow year over year. This boom isn’t just about follower counts, though, it’s about engagement, credibility and relatability. Audiences follow influencers not just for product recommendations, but for lifestyle inspiration, entertainment and emotional connection. The content feels native to the platform and audience, unlike many brand-produced ads that can feel forced or out of touch.
Consumers today are skeptical. According to a 2023 survey conducted by YouGov, 71% of consumers in the Middle East say they are more likely to trust a recommendation from an influencer they follow than from a brand directly. Why? Because influencers are seen as more transparent. When they speak positively about a product or service, it’s often viewed as a genuine endorsement rather than a scripted campaign. Of course, disclosure matters, though. The most successful influencers in the region are those who clearly label paid partnerships while maintaining honest opinions. It’s this balance of transparency and relatability that builds lasting loyalty.
Representation also plays a major role. Influencers who reflect the diverse identities, languages and lifestyles of Middle Eastern audiences create a sense of familiarity. Whether it’s a Lebanese fashion stylist curating modest looks, a Saudi travel vlogger or a fitness coach in Dubai, these creators resonate with local consumers in a way that international brands sometimes struggle to replicate.
Brands looking to build meaningful connections in the Middle East need to think beyond impressions and reach. They need to partner with influencers who truly understand their audiences, creators who live the lifestyle, speak the language and have earned the trust of their followers. This doesn’t mean handing over full creative control, but it does mean allowing influencers the freedom to tell the story in their own way. Authenticity cannot be scripted and audiences know when something feels forced.
For influencers and celebrities, the opportunity is enormous, but so is the responsibility. Trust is hard-won and easily lost. The most successful creators in the region are those who stay consistent, value their audience and only partner with brands that align with their personal values. Building a personal brand rooted in trust, transparency and cultural relevance will continue to set influencers apart in an increasingly crowded space.
As the digital landscape shifts, one truth remains clear in the Middle East: people trust people. Influencers, with their ability to blend authenticity, storytelling and cultural understanding, are uniquely positioned to lead that trust forward. For brands, this is an opportunity to engage meaningfully, listen to their audience and collaborate in ways that truly resonate.
