Weber Shandwick Unveils Key Trends in MENA Influencer Marketing
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Weber Shandwick MENAT has released InfluAnswer Arabia 2025, its second report exploring the evolving influencer marketing landscape across the Middle East and North Africa (MENA). Drawing on insights from content creators, the report spotlights emerging trends, shifting priorities and the growing influence of authenticity and reputation in brand partnerships.
While personal belief in a brand remains the top factor for creators when choosing who to work with, brand reputation has entered the top three for the first time — surpassing even financial compensation. This marks a clear shift from last year, reflecting how creators are thinking more critically about public perception, values and brand credibility.
Key insights from InfluAnswer Arabia 2025 include:
- A growing tension between visibility and authenticity
- Shifting sentiment around AI
- A preference for real-life over online experiences
- The staying power of long-form content
- Continued creator alignment with causes, though with evolving frequency and form
As brands seek deeper, more meaningful connections with audiences, InfluAnswer Arabia 2025 offers valuable guidance for building authentic, values-driven collaborations in an increasingly discerning marketplace.
Read the full report below.
