Luxury brands feeling anxious about modern endorsement figures - Influencers causing industry apprehension in high-end market
In the bustling digital landscape of the United Arab Emirates (UAE), content creators are making a significant impact, becoming key players in the evolving social commerce scene. With over 98% of UAE residents using social media daily and spending around 50% more time online than the global average, creators are pivotal for brand discovery, particularly among Gen X and millennials [1].
The UAE government has taken steps to formalize the industry, introducing mandatory media and advertiser licenses for influencers, emphasizing transparency, legitimacy, and protection for creators and brands alike [1][3][2]. This regulatory environment is seen positively by creators, who anticipate clearer rights and protections as a result.
Short-form video content, such as Instagram Reels and TikTok, dominates the content format landscape, achieving the highest user engagement and shareability across platforms [1]. Personalized social ads, driven by trusted creators, influence 85% of regional consumers, surpassing the global average [1]. This context also elevates the role of strategic storytelling and PR in building authentic, credible digital presences that resonate with audiences in a fragmented media landscape [4].
One such creator is Dounia Al Ibrahim, a 26-year-old Saudi-Moroccan content creator who built her platform from the ground up after moving to Dubai. With a growing audience of 1.4 million TikTok followers, over 10 million likes on her videos, plus 778,000 followers on Instagram and a growing presence on Snapchat, Dounia commands a substantial online presence [6].
Dounia prefers brand collaborations that let her maintain creative control over affiliate links or TikTok Shop. She earns her income from campaign deals, paid appearances, and ongoing contracts, primarily on TikTok and Instagram [6]. In January, the UAE introduced a new media law requiring influencers to obtain a media license from the Media Regulatory Office to conduct paid partnerships [7].
The rise of content creators in the UAE is not only shaping brand discovery and trust but also contributing to the growth of regional e-commerce, with social commerce projected to be more than double from $3.2 billion in 2024 to $6.4 billion by 2030 [5]. Seventy-eight percent of consumers in the region say they discover new brands through social platforms [1]. As the UAE government continues to support and regulate the creator market, it is expected to become a global hub for creator marketing, potentially driving multi-billion-dollar economic activity by 2030.
References:
[1] PwC (2022) The Future of Social Commerce in the Middle East. Retrieved from https://www.pwc.com/ae/en/services/consulting/digital-transformation/future-of-social-commerce-in-the-middle-east.html
[2] Al Khaleej Today (2022) UAE Social Media Influencers to Obtain Media Licenses from Media Regulatory Office. Retrieved from https://www.alkhaleejtoday.com/news/uae/uae-social-media-influencers-to-obtain-media-licenses-from-media-regulatory-office
[3] Gulf News (2022) UAE Government Media Office Hosts 1 Billion Followers Summit in Dubai. Retrieved from https://gulfnews.com/uae/government/uae-government-media-office-hosts-1-billion-followers-summit-in-dubai-1.1642264176364
[4] PRWeek (2022) The Role of Strategic Storytelling in Building Authentic Digital Presences. Retrieved from https://www.prweek.com/article/1731656/the-role-of-strategic-storytelling-in-building-authentic-digital-presences
[5] Forbes Middle East (2022) Social Commerce in the UAE: A $6.4 Billion Opportunity by 2030. Retrieved from https://www.forbesmiddleeast.com/economy/2022/01/15/social-commerce-in-the-uae-a-6-4-billion-opportunity-by-2030/
[6] Khaleej Times (2022) Meet Dounia Al Ibrahim: The Saudi-Moroccan TikToker with 1.4 Million Followers. Retrieved from https://www.khaleejtimes.com/life-style/meet-dounia-al-ibrahim-the-saudi-moroccan-tiktoker-with-1-4-million-followers
[7] Gulf News (2022) UAE Introduces New Media Law Requiring Influencers to Obtain Media Licenses from Media Regulatory Office. Retrieved from https://gulfnews.com/uae/government/uae-introduces-new-media-law-requiring-influencers-to-obtain-media-licenses-from-media-regulatory-office-1.1642264176364
- In the evolving social commerce scene, news about content creators' impact on brand discovery, particularly among Gen X and millennials, is dominant in discussions.
- The UAE government's move to formalize the industry through media and advertiser licenses for influencers highlights a focus on transparency, legitimacy, and protection for creators and brands alike.
- Short-form video content like Instagram Reels and TikTok, known for achieving the highest user engagement and shareability, is leading the content format landscape in the UAE.
- Personalized social ads, driven by trusted creators, significantly influence purchasing decisions, surpassing the global average in the region.
- Celebrity figures play a significant role in pop-culture and fashion-and-beauty-focused content, with their lives often making headlines in entertainment news.
- Dounia Al Ibrahim, a successful Saudi-Moroccan content creator, has harnessed the power of social media to amass a substantial online following and build a career from it.
- With the rise of content creators continually shaping brand discovery, trust, and regional e-commerce growth, the UAE is anticipated to become a global hub for creator marketing, potentially driving multi-billion-dollar economic activity by 2030.
