New InfluAnswer Arabia report shows rising activism among MENA influencers with 63% posting more about causes they care about

In its new InfluAnswer Arabia report, Weber Shandwick shares insights related to topics on the minds of MENA’s content creators, and how brands can build closer relationships.
Thoughts about artificial intelligence in content are mostly uncertain or neutral, although influencers with clear views are twice as likely to be positive than negative.
Over half of influencers (55%) rate Dubai as the region’s most instagrammable city, followed by Riyadh (14%) and Cairo (6%).
78% of influencers believe Saudi Arabia is presently the region’s most exciting place for transformative developments.

Dubai, UAE – Weber Shandwick MENAT launched its influential report, “InfluAnswer Arabia 2024,” shedding light on the evolving dynamics of influencer marketing in the MENA region. Attended by a diverse audience including influencers, content creators, brand managers, communicators, and media professionals, the report offered valuable insights and perspectives crucial for building robust partnerships between brands and influencers.

Key findings from the report indicate a significant shift in influencers’ behavior towards advocating causes they deeply care about, with nearly two-thirds (63%) expressing an increase in content related to social issues over the past year. This reflects a growing mindfulness among influencers regarding their societal impact and the alignment of brand values with regional perceptions when choosing collaboration opportunities.

**Ziad Hasbani,** *Regional CEO of Weber Shandwick MENAT.* (Image Credit: Supplied)

Moreover, the report delves into influencers’ attitudes towards Artificial Intelligence (AI) in content creation, revealing a mixed sentiment with over half (56%) expressing neutrality or uncertainty. While some acknowledge the potential benefits of AI-driven technologies in enhancing efficiency and creativity, concerns about misinformation and mistrust remain prevalent.

Ziad Hasbani, Regional CEO of Weber Shandwick MENAT, emphasized recurring themes of authenticity, transparency, and cultural relevance in influencer-brand partnerships, underscoring influencers’ aspirations for meaningful collaborations and positive influence.

The report also highlights influencers’ perspectives on various aspects of the region, including areas where the UAE excels globally such as tourism, smart government, technology, and sustainability. Furthermore, the anticipation surrounding COP28 leading to more sustainable behaviors in the region reflects influencers’ optimism towards driving positive initiatives.

Saudi Arabia emerges as a focal point for transformative developments, with 78% of influencers regarding it as the region’s most exciting place. Additionally, the entertainment landscape, particularly e-sports, garners significant attention, with Saudi Arabia recognized as the hub by 47% of influencers.

In terms of business and aesthetics, influencers identify Dubai as the premier destination for starting small businesses and capturing visually appealing content, followed by Riyadh and Abu Dhabi.

Ghaleb Zeidan, Regional Managing Director of Weber Shandwick MENAT, emphasized the report’s role in amplifying the voices of content creators and fostering deeper understanding within the influencer marketing ecosystem.

With influencer marketing poised for substantial growth in the MENA region, Weber Shandwick stands as a leading PR and communications agency equipped to navigate and facilitate impactful collaborations across diverse markets.

As the industry continues to evolve, the insights provided in “InfluAnswer Arabia 2024” serve as a compass for stakeholders seeking to navigate the dynamic landscape of influencer marketing in MENA.