Influencer marketing isn’t just thriving in the Middle East—it has become a cornerstone of brand strategy. Data shows that three‑quarters of Middle Eastern brands view influencer marketing as essential, and cross‑border collaborations have jumped markedly in 2025. Below are key trends shaping campaigns this year.
Micro and nano influencers take centre stage. Forty‑two percent of brands worldwide now work with micro‑creators. In the GCC, niche influencers with fewer than 50,000 followers command high engagement rates and credibility, particularly in categories like skincare, modest fashion and men’s grooming. Brands are diversifying beyond mega‑stars and building long‑term relationships with smaller creators to reach specific subcultures.
Authenticity over polish. A majority of consumers trust influencer recommendations more than brand ads, and marketers say influencer content often outperforms branded content. Audiences prefer raw, unfiltered stories—unboxing videos, routine walk‑throughs and honest reviews. UGC‑style content is in demand as more influencers are asked to create brand‑owned assets that feel genuine.
Platform diversification and video dominance. While Instagram remains the most used platform for influencer marketing, TikTok has emerged as a powerhouse. In the Middle East, TikTok and Reels drive cultural conversations and e‑commerce. Influencers who can produce bilingual, culturally attuned short‑form videos gain an edge.
Cross‑border and bilingual campaigns. The GCC’s multicultural population consumes content in Arabic, English and sometimes Korean. Cross‑border campaigns leverage K‑pop idols, Korean beauty experts and local creators to reach diverse segments. Content localised to dialects and cultural norms performs better and avoids backlash.
Performance‑based partnerships and measurement. As influencer marketing matures, brands move beyond vanity metrics. Marketers track click‑through rates, conversions and sales uplift, and they expect transparency around fees and results. Many use a hybrid compensation model combining flat fees and performance bonuses.
Regulatory scrutiny and disclosure. Governments across the GCC have tightened advertising regulations, requiring clear disclosure of sponsored content and imposing fines for false claims. Brands should ensure contracts include compliance clauses, especially when working with cross‑border influencers.
By embracing authenticity, diversifying talent, prioritising video and aligning with evolving regulations, brands can capitalise on influencer marketing’s power in the GCC’s dynamic digital ecosystem.