State of Influencer Marketing in Dubai

Editorial Team
August 31, 2023
min read
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  • Understanding Consumer Behavior in Dubai
  • Exploring Influencer Marketing in Dubai
  • Prominent Industries Leading Influencer Marketing in the UAE:
  • Emerging Influencer Marketing Trends in Dubai
  • Cost of running influencer campaigns in Dubai

Dubai's stature as a bustling shopping paradise knows no bounds. Within this lively environment, the influencer marketing landscape continues to evolve, where brands and influencers collaborate to craft compelling stories. As for the game plan - marketers aim sharp with data-driven methods, shifting from big-shot celebs to the more relatable micro and nano influencers.

From releasing the latest tech gadgets to heart-pounding sports action and beauty and makeup launches — marketers use influencer marketing to create buzz on TikTok and Instagram. So, we look at what's driving influencer marketing in Dubai — from changing consumer behavior impacted by inflation to the hottest product categories practically dripping with influencer content and everything that's got to do with those attention-grabbing influencer campaigns.

Let us walk you through it.

Table Of Content:
  • Understanding Consumer Behavior in Dubai
  • Exploring Influencer Marketing in Dubai
  • Prominent Industries Leading Influencer Marketing in the UAE:
  • Emerging Influencer Marketing Trends in Dubai
  • Cost of running influencer campaigns in Dubai

Understanding Consumer Behavior in Dubai - Focus on necessities, personalized shopping experience, conscious consumerism, and trying out new products

1. Reduced focus on luxury purchase

UAE is a vibrant market for luxury brands, especially Dubai, which accounts for 30% of the luxury market in the Middle East, according to an article by Wordbank. The recent inflation, however, caused people to shift away from luxury items, holding back from buying non-essential items. Instead, focus more on necessity products like FMCG and clothing.

During this period of inflation in Dubai, the FMCG sector witnessed a remarkable upswing. Kantar's study reveals that spending on food and home care products surged by 5% and 7% in 2022 compared to the preceding year, indicating a dynamic response to economic shifts. While making fewer visits to the stores, consumers chose to spend more on each visit to manage their expenses more efficiently.

Source: Kantar

Insights from PwC shed light on a broader trend across the Middle East, with 60% of consumers reducing their spending on luxury items due to high prices. Around 47% of the respondents said they would spend more on groceries, while 39% would focus on fashion in the coming months.

Despite this shift in behavior, luxury brands Lamborghini and Rolex witnessed a surge in demand in 2022. The growth trajectory is expected to continue to climb with the easing of inflation. According to Statista, the UAE's luxury goods market, amounts to US$2,789m in 2023 and is expected to grow annually by 3.13% till 2028.

2. Demand for personalized shopping experience

The diverse population in Dubai demands an equally diverse shopping experience when it comes to purchasing from particular brands. Expats comprise around 88% of Dubai's population, indicating a range of unique needs, demands, and product preferences. And they want brands to identify the needs of each segment and provide tailored experiences accordingly.

Nearly 92% of the UAE respondents to the ServiceNow survey said that it is important for brands to understand them as customers. This can include providing tailor-made product recommendations, offers, payment methods, and customer support to satisfy each customer's needs as they prefer. In fact, brands that recognize the significance of providing a hyper-personalized shopping experience achieve 40% more revenue than brands that do not, according to GulfNews.

While this may seem impossible to achieve, it is possible with the right influencer marketing strategy. Here's how influencer marketing can help rope in Dubai consumers through customized strategies:

  • Influencers can access first-party data of followers, giving you deeper insights into each customer's needs and wants.  
  • Influencers can answer questions and address issues of customers by connecting with them personally or conducting a survey.
  • Influencers create shareable bite-sized content customized according to their followers' tastes.
  • Influencers can provide tailored product recommendations, helping customers to pick the right product.
  • Influencers explain how a product works, helping the customers to get a first-hand demo before trying the product themselves.

3. Interest in discovering new brands and products

Consumers in Dubai commit less to brands than they did two years ago. Since the pandemic, the e-commerce acceleration and rising cost of living have caused people to explore new brands and products. A 2021 Forrester report revealed that three-quarters of consumers in the Middle East switched to new brands or products in the last two years.

People now look for brands that provide value, seamless shopping experience, and high-quality products. According to a study by Talkwalker, 75% of the GCC (Gulf Cooperation Council) survey respondents said they have strong loyalty for brands they use or have used, but 70% agree that they are open to trying new products if the quality is worth the purchase.

It presents a massive opportunity for brands to win new customer segments. Especially around the holiday and Ramadan shopping season, consumers are looking for the best promotional offers and deals.

4. Conscious consumerism takes center stage

The shift to eco-friendly products has been slower in the UAE compared to its Western counterparts. But it is undoubtedly picking up pace. With rising climate change concerns in Dubai, consumers have become more conscious about what products they're spending on. Nearly 74% of adults in the UAE expect brands to do more for the environment. Not just that, one in six UAE adults has even boycotted brands that do not adopt sustainability in their operations.

The beauty and fashion sectors, especially, are seeing this shift in behavior. As a result, many clean beauty brands are emerging in the market, including The Secret Skin, Powder Beauty, Shiffa, and more.

"Clean beauty will rise in the region over time. It is known that global trends always trickle into the Middle Eastern market with time. There is an interest, of course, as natural ingredients have long been part of beauty rituals in the region (e.g., rosewater, castor oil)," says Nabil Chalhoub, Vice President – Beauty Franchise & Distribution to Fast Company.

At the same time, the fashion industry is also taking strides to meet the growing demand for sustainable clothing. Big-name brands like Stella McCartney and Gucci are launching sustainable fashion lines in the UAE. Even local designers are taking initiatives by setting up swap shops and second-hand clothing centers.

5. The rising preference for “phygital shopping”

The consumers in Dubai are tech-savvy. With 99% of the UAE population having access to the internet, it's understood that digital shopping is a big thing. Consumers go online and on social media to look for new products, interact with brands, and compare prices on different sites. And they expect brands to provide a seamless experience at every checkout.

Research from McKinsey states that consumers in the UAE use digital channels to engage with an average of 4.5 industries, including banking, travel, entertainment, government, and insurance. But what's interesting here is that the grocery, apparel, and healthcare sectors remain the least affected by digital adoption. Two things influence this shopping pattern:

  1. The mall culture in Dubai.
  2. Consumers prefer to check the quality in person.

This is where the phygital shopping experience can help brands provide the best value to their customers. Many businesses in the city are strategizing to build a phygital shopping experience for their customers, providing self-checkouts, digital shopping, product trials in the metaverse, and more such experiences.

Many businesses rely on influencer marketing in Dubai to create multiple customer touchpoints across channels to help consumers interact with the brands seamlessly. The customers can learn about the products, communicate their concerns, and avail discount offers through influencer content. Influencers also drive this traffic to stores. Customers who prefer trying the product in person can buy it directly from stores.

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Exploring Influencer Marketing in Dubai

  • Influencer marketing in the Middle East estimated to become a $1.3 billion industry by the end of 2023

UAE is officially the social media capital of the world, says proxy provider Proxyrack. According to Global Media Insight, the country recorded the highest number of social media users in 2023 - 10.73 million people - which is 99% of the entire population. And these social media users look up to social media influencers for entertainment and product inspiration.

In fact, 3 out of 4 residents in the UAE follow a social media influencer. Especially in Dubai - the hub for influencers and businesses.

The entrepreneurs and content creators living in the city frequently share their lives on social media to amass massive followings, contributing to an ever-expanding influencer marketing industry in Dubai. According to YAAP and Khaleej Times research, influencer marketing in the Middle East is estimated to become a $1.3 billion industry by the end of 2023.

Businesses across industries depend on social media influencers in Dubai to introduce their products or services to new demographics and garner a community of loyal customers. They trust Instagram and TikTok creators for effective influencer marketing in Dubai to connect with their target audience.

Research shows that over 6.21 million people use Instagram in the UAE, whereas only 5.70 million use TikTok. According to Statista, over 8.9k creators with 10k-50k followers and 400 influencers with followers above 1 million use Instagram to share their content in the UAE. With consistent stories and posts, Instagram is an effective way for creators to interact with their community.

But of late, the Gulf creators have been flocking to TikTok, seeking overnight fame and full-time content creation opportunities. TikTok can turn its micro and macro influencers on Instagram into mega influencers. Influencers try to maintain a significant influence on all the social platforms, seeing UAE consumers prefer an omnichannel approach,

  • Influencer content increases by 4.25% in the last 5 years

According to our influencer marketing platform data, in 2018, the influencers in the UAE generated approximately 1.11 million posts, and by 2022, with a growth rate of 4.25%, the count has escalated to 1.37 million. As the influencers post more content, brands also started spending more money to advertise through them. As per the data provided by Statista, Ad spending is expected to show an annual growth rate of 10.04% from 2023-2027, resulting in a projected market volume of $81M by 2027.

Influencer marketing in Dubai is expanding, driven by creators specializing in unique content niches, catering to audiences across various social media platforms. According to YouGov’s data, 3 in 4 UAE residents follow some social media influencers, of which 29% follow health/fitness influencers, 28% follow food influencers, and 21% follow fashion influencers. From fashion and beauty to travel, food, fitness, technology, and more, there is a creator for almost every interest imaginable.

Key Takeaways:

  • Over five years, the tech industry has exhibited a substantial content growth rate of 30.98% on Instagram.

  • For the past five years, lifestyle, fashion & accessories, and food & beverages have consistently held their top positions as the leading product categories in terms of content generation on Instagram.

  • On Instagram, the fashion & accessory sector has consistently maintained the highest engagement rate in the country for the past three years.

  • TikTok and Instagram - Popular social media channels to run campaigns

Instagram, TikTok, and YouTube are highly popular channels for running influencer campaigns. These platforms show good engagement, average comments, average video play, and average share rates. To find out more, let us look at each of the platforms.


Primarily, the Gen Z and Millennial demographics are actively producing influencer content on the platform. The ones driving the highest engagement rates are the nano and micro-influencers. Conversely, when focusing on the average rate of comments, the macro influencers are leading in generating meaningful conversations.

The prominence of macro influencers in terms of average comment rates highlights their substantial follower base, which remains deeply engaged with their content. This can be attributed to the macro influencers' widespread recognition and extensive following, resulting in their posts reaching a broad audience.

Given their elevated visibility, when macro influencers share content, their followers are more inclined to respond with comments due to a genuine interest in their perspectives. Nonetheless, it's crucial to acknowledge that even though macro influencers boast a notable average comment rate, it's still relatively modest. This phenomenon arises from their vast follower count, meaning that even a minor percentage of these followers leaving comments on a post translates to a considerable overall comment count.

The total number of influencers on Instagram in Dubai and their engagement rates.

The chart  displays  the quantity  of influencers in Dubai  classified  by  their follower  count  and  their  engagement rates on Instagram within a sample size of 2.35 million .

Dubai's Instagram  influencer demographics and engagement rates to identify the age group demonstrating stronger engagement.

The age demographics of the Instagram audience in Dubai, stating the significant presence of both Gen Z and Millennials.

Related: UAE's Q2 Influencer Marketing Recap: Top Brands, Hashtags, and Influencers on Instagram

This chart illustrates the average comment rates of influencers on Instagram in Dubai, categorized by their follower counts.


Micro-influencers are at the forefront of driving the highest levels of engagement, closely followed by mega-influencers. Notably, even regarding maximum comments and video play rates, micro-influencers outpace other categories in fostering substantial conversations. Despite their smaller follower counts, micro-influencers can stimulate interaction due to their followers' inherent interest in their content. This makes them an attractive option for brands aiming to connect with a specific audience and amplify engagement on their social media posts.

Interestingly, within the TikTok ecosystem, mid-tier influencers (occupying a middle ground between micro and mega influencers) reign supreme in terms of the average share rate of the videos. This elevation in the average share ratio for mid-tier influencers underscores the fervent engagement of their audience compared to micro and mega influencers. Likely attributed to the optimal balance they strike, mid-tier influencers possess a sufficiently large following to reach a wide spectrum of viewers while retaining the personal touch that prevents audience desensitization. Consequently, mid-tier influencers craft content with a heightened likelihood of being shared by their followers.

Parallel to other platforms, TikTok's influencer landscape predominantly comprises individuals from the Gen Z and Millennial cohorts. However, it's noteworthy that individuals aged between 40 and 46 years are also remarkably adept at engaging a significant audience on the platform.

The total count of TikTok influencers and their respective engagement rates in Dubai.

The chart depicts the number of influencers segmented into different categories and their respective engagement rates on TikTok in Dubai, based on a sample size of 865.7k influencers.

The chart presents TikTok influencer demographics and their associated engagement rates in Dubai.

Dubai's TikTok audience demographics, features a significant presence of both Gen Z and Millennials.

Related: UAE TikTok Trend Report 2022

Dubai-based TikTok influencers are featured in this chart, with their average comment rates categorized by their follower count.

The average share rates across different influencer categories on TikTok in Dubai.

The average play/view rate of influencers under different categories on TikTok in Dubai


Millennial influencers hold a prominent position on the platform. In terms of overall engagement, nano influencers lead the pack, boasting the highest rate. Mid-tier and macro influencers share equal popularity, evidenced by their ability to garner the maximum number of comments on their videos. However, the nano influencers shine with the highest engagement rate, primarily due to their videos' exceptional average play rate.

The elevated average play rate observed among YouTube's nano influencers indicates a greater likelihood of their followers watching their videos compared to content from other influencer categories. This phenomenon is likely attributable to the deeply engaged nature of the nano influencers' audience, which is inherently inclined towards their content. The heightened play rate associated with nano influencers serves as a testament to their suitability for brands aiming to precisely target an audience and ensure widespread video viewership.

The total count of YouTube influencers in Dubai and their respective engagement rates.

With a sample size of 1.83 million, the chart illustrates the number  of influencers categorized into various groups and their engagement rates on YouTube in Dubai.

This chart illustrates Dubai's influencer demographics and their engagement rates, with a notable presence of millennial influencers.

The chart displays the age demographics of the YouTube audience in Dubai

Related: UAE YouTube Trend Report 2022

The average comment rates of influencers on YouTube in Dubai, sorted by their follower count

The Chart shows the average play/view rate of YouTube influencers in Dubai under different categories.


Facebook's audience predominantly falls within the 33-39 age bracket, with a notable male presence. Much like on other social platforms, mid-tier influencers stand out as the primary drivers of engagement on Facebook.

When focusing on the average comment rate, these mid-tier influencers excel in generating meaningful conversations. Close behind are influencers who are on the cusp of transitioning into the macro influencer category, and this is reflected in their notably high average share rate.

The total count of influencers on Facebook in Dubai and their corresponding engagement rates.

The categorization of influencers by their follower count and their engagement rates on Instagram, based on a sample size of 742.9k influencers in Dubai.

This chart showcases Dubai's influencer demographics, featuring a substantial presence of both Millennial and Gen Z influencers.

The chart demonstrates a notable presence of Gen X users on Facebook in Dubai compared to other platforms.

This chart represents the average comment rates of influencers on Facebook in Dubai, segmented by their follower counts.

This chart illustrates the average share rates among influencer categories on Facebook in Dubai.

Prominent Industries Leading Influencer Marketing in the UAE:

From 2018 to 2022, the influencer landscape in the UAE has shown fascinating patterns of growth and consistent content generation by influencers on Instagram across different product categories.

  • Lifestyle content has remained a strong and reliable presence throughout this period.
  • Fashion and accessories have experienced steady growth, reaching their peak in 2020 before finding a balance.
  • Despite the challenges faced, travel content surged in popularity, demonstrating resilience.
  • Beauty content has consistently engaged audiences, adapting to changing preferences.
  • Pet and animals, home and garden, and fitness showed their steady increase in numbers by maintaining their positions among the top 10 product categories.

Top product categories in the UAE.


Over five years, the tech industry has exhibited a remarkable growth rate of about 30.98% in influencer content. This growth reflects people's tech interest, influencers' role in simplifying tech, and a culture that values progress and innovation, all contributing to the sector's dynamic expansion. Tech events like GITEX and Dubai Tech Tour see tech influencers actively participating, using social media to highlight the latest advancements, and generating tech-focused content.

Dubai is significantly ahead in terms of embracing the metaverse and virtual reality. Notably, Sandbox VR has paved the way for both brands and influencers to explore marketing opportunities. Interestingly, while Sandbox VR itself is a brand, it cleverly leverages content creators to amplify its product promotion. This platform serves as a decentralized virtual gaming realm, empowering creators to craft diverse assets and gaming encounters. These creations can be integrated into the Ethereum blockchain or easily shared with others.

Collaborating with influencers to endorse Sandbox VR exemplifies the art of constructing immersive experiences. Essentially, by partnering with influencers, Sandbox VR broadens its outreach and cultivates engagement. Influencers actively participate in gaming and VR escapades, such as notable individuals like @drea_knowsbest, @allicatttx, @jameshenry, and @kidrl engaging in the deadwood mansion game. Through their social media channels, these influencers effectively promote these experiences, resulting in a marked surge in bookings.

In 2019, a Dubai -based tech startup launched an influencer campaign  “Careem with the Stars” to  promote its ride hailing service.  A number of popular influencers from the Middle East were part of the campaign, such as Huda Kattan, Mohamed Salah, Dina Tokio, Ahmad Al Shugairi, Caroline D’Amore. They are a mix of influencers from different niches, from travel and lifestyle to comedian, fashion, beauty and even a professional football player. The influencers shared their experiences using Careem on their social media channels, and encouraged their followers to do the same. The campaign was a success, and helped to raise awareness of Careem's ride-hailing service among a wider audience.

In addition to the influencers, Careem also used social media to promote its campaign. The company created a dedicated hashtag for the campaign (#CareemwiththeStars), and encouraged its users to share their experiences using Careem using the hashtag. The campaign was also promoted on Careem's website and app. The website featured a section dedicated to the campaign, and the app had a pop-up that encouraged users to learn more about the campaign.

Get a list of the best technology influencers in the UAE!


Dubai’s success in attracting and hosting international sporting events boosts its prominence as a sports destination. High-profile sporting events, such as Dubai Desert Classic, Dubai Duty-Free Tennis Championship, Formula One Grand Prix, and Ultimate Fighting Championship events, create buzz and excitement among sports enthusiasts worldwide. They offer influencers a chance to capture the energy of these events, share their experiences, and provide valuable insights for their followers.

3. Fashion and Lifestyle

Dubai's opulent lifestyle is evident in its thriving fashion scene, encompassing renowned brands and emerging designers. Collaborations between brands and influencers play a significant role in Dubai's fashion and lifestyle industry, allowing brands to gain global exposure through influencer marketing. Dubai's fashion and lifestyle influencer marketing has indeed exhibited a remarkable growth rate in content generation. According to, the sector has experienced an impressive growth rate of approximately 29.79% and 26.25% in content generation.

4. Fitness

With the significant growth of the fitness industry,  influencer marketing in Dubai has grown exponentially. According to a report by Ken Research, the UAE fitness industry is expected to reach over $600 million by 2025, growing at a compound annual growth rate of 10.9 percent. This growth has created opportunities for fitness influencers to collaborate with brands and promote fitness-related products and services. From 2018 to 2022, fitness-related content on Instagram has observed a 25.8% surge in posts generated.

5. Food and Beverages

The UAE's F&B sector is now one of the fastest-growing in the Middle East and North Africa (MENA) region, ranking sixth in terms of total consumer spending.   The UAE's expat population, comprising diverse ethnic and linguistic groups from Asia, Europe, and America, has played a significant role in shaping the country's food landscape.

The number of influencers in the UAE focusing on food and beverages has experienced a growth rate of 12.81% from 2018 to 2022. This surge in F&B influencers signifies the increasing significance of gastronomy in the country.  Significantly, the content produced within the Food and Beverage (F&B) category on Instagram has shown impressive growth, surging from 40k to 121.4k posts over five years, reflecting a growth rate of 24.49%.

The booming F&B industry in the UAE has created a fertile ground for influencer marketing in Dubai. It has positioned itself as a global culinary hub with a plethora of local and international restaurants and cafes. Best food influencers in Dubai are actively engaging with and promoting these establishments, contributing to the overall growth of the industry.

Food influencers in Dubai, such as @fryingpanadventures; Arva Ahmed, and Farida, have garnered a significant following by exploring and promoting local and international cuisines. Their guided food tours and social media content showcase the rich culinary diversity of Dubai.

Similar to global trends, there is an increasing demand for healthy and organic food products in the country. Influencers play a crucial role in promoting healthier eating habits, showcasing plant-based meals, and highlighting organic and sustainable food options.

Nada, a micro-influencer whose Instagram handle is @onearabvegan has gained popularity by promoting healthy eating habits, sharing plant-based meal recipes, and endorsing organic and sustainable food options. Her visually appealing posts inspire healthier lifestyles.

6. Dogs and Pets

The pets of social media have the users in awe globally. UAE animals are no different. Pet influencer marketing in Dubai, especially, is becoming a growing trend as more and more pet parents are now creating TikTok and Instagram accounts for their dogs, cats, or even parrots. (Find the list of best pet Instagram influencers in the UAE)

While the industry is not as mature as it is in the USA, it is taking strides in the right direction. Brands, from upcoming DTC (direct-to-consumer) businesses to ecommerce moguls like Amazon, are reaching out to pet influencers to promote products.

Lily’s Kitchen’s collaboration with @charbelkosseify is one of the examples. The plant-based and sustainable pet food company collaborated with @charbelkosseify, dog dad and influencer, to make an entrance in the Dubai market. After creating a significant presence in the USA, UK, France, and other regions, the brand is now targeting Dubai pet parents through pet influencers.

Amazon Pets collaborates with @theparrotlady, pet creator on TikTok, to showcase its best selling pet products. These are a few examples of how your brand can leverage dog and pet influencer marketing in Dubai to reach new customers.

7. Beauty/makeup

Arab consumers have never compromised with self-care. And beauty or makeup is a significant aspect of it. Even with inflation, consumers spent heavily on their favorite beauty products.

With creators driving the industry globally, beauty influencer marketing is changing the face of self-care in the UAE. Consumers are embracing more body-positive and sustainable beauty options powered by tech-enabled shopping experiences.

In 2021, Benefits Cosmetics, the leading makeup and skincare brand, took over the Sephora launch space in Dubai Mall to reveal their new product - They’re Real Magnetic Extreme Lengthening Mascara. The brand leveraged AI-powered technology to enhance their brick and mortar experience, which is crucial when it comes to enticing Arab consumers.

Benefits partnered with 12 influencers that drove over 77k visitors to their virtual event packed with AR-enabled product trials, singer Ari Lennox’s live performance, and exclusive product content with top beauty influencers.

While the digital shopping experience is essential for beauty shoppers, there’s a surge in demand for inclusive content. And brands are turning to influencers to leverage body positivity and clean beauty content.

In 2019, Huda Beauty, the Dubai-based makeup brand, challenged the stereotypical beauty with its self-love and glitter campaign. Led by renowned influencers like Mara Maria, Deborah Morena, Mama Cax, Samuel Friberg, and more, the campaign inspired people globally to accept their skin as it is.

Source: Glamour UK

At the same time, awareness about ingredient toxicity, sourcing, and product formulations is causing a surge in demand for natural cosmetics. Brands like Tru & Beyond, by beauty influencer Miriam Abadi, ProjectbYouty, and Shiffa, have emerged in the country. And have already fostered a cult-like following.

Not just that. The men’s grooming industry is also taking strides in the UAE beauty market, with brands like Manscaped and Diggn’it launching their own influencer campaigns to entice male beauty shoppers.

These are a few examples of how makeup influencer marketing enforces new beauty standards in the UAE. By leveraging relevant influencers, brands can merge digital and physical shopping experiences for better sales. ( Explore the best beauty influencers in the UAE!)

Related: Why a Fashion Brand Must Use Influencer Marketing

8. Health and Wellness

Aster Pharmacy is a leading pharmacy chain in the UAE that often partners with influencers to promote wellness products. In July 2023, the pharmacy partnered with influencer Mavina Khemani to promote a range of products, including Manuka honey, Lacabine's eyelash and eyebrow serum, and Regrow hair care range. The campaign was a success, and resulted in a significant increase in sales of the products.

The campaign with Mavina Khemani was promoted on Instagram, with Khemani posting a series of photos and videos of herself using the products. The campaign also included a giveaway, where one lucky follower would win a year's supply of the products.

Aster Pharmacy has also partnered with other influencers, such as Ewaysy Weso, a blogger and radio presenter, and Musthak Kizhakke Beeroli, a lifestyle blogger. These partnerships have helped Aster Pharmacy to reach a wider audience and promote its products to a more diverse group of people.

The campaign with Ewaysy Weso was promoted on Instagram and Twitter, with Weso posting about the summer sale on different brands. The campaign also included a discount code that followers could use to get a discount on their purchase.

Alo Yoga is a Los Angeles-based activewear brand that recently launched its first store in the Middle East. To promote its product line, the brand collaborated with digital creators in Dubai and Kuwait. These creators produced content that featured the brand's products and promoted them to their followers. The campaign was a success, and helped Alo Yoga to quickly establish a presence in the Middle East market.

The campaign with Alo Yoga was promoted on Instagram and TikTok, with digital creators in Dubai and Kuwait posting about the brand's products and using them in their workouts. The campaign also included a contest where followers could win a free pair of Alo Yoga leggings.

These are just a few examples of how businesses use influencer marketing in Dubai to reach their target audience and promote their products and services. By partnering with the right influencers, businesses can build trust and credibility with their potential customers and generate leads and sales. (Get the list of top wellness influencers in the UAE!)

Industries with High Engagement Rates in 2022

In 2022, specific industries in the UAE have garnered significant attention for their high engagement rates on Instagram. Among the top-ranking categories with engagement rates ranging from 2.08% to 2.41%, fashion & accessories, fitness, home & garden, sports, pets & animals, and beauty take the lead.

Related:  UAE's Q2 Influencer Marketing Recap: Top Brands, Hashtags, and Influencers on Instagram

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Emerging Influencer Marketing Trends in Dubai

1. Mid-tier influencers are the popular choice

Mid-tier influencers with 50k-100k followers dominate influencer marketing in Dubai. The State of Influencer Marketing in UAE report by YAAP and Khaleej Times reveals around 71.8% of brands in the UAE work with mid-tier influencers to effectively convey their brand message to the consumers. Contrary to the growing influence of nano and micro creators in Western countries. According to’s UAE Trend Reports 2022, mid-tier influencers foster significant engagement across all social channels.

The mid-tier content creators enable you to reach a larger audience base while engaging them, which takes time to achieve with micro, nano, macro, and celebrity influencers. With small-scale creators, you get higher engagement rates but limited reach. On the other hand, macro, mega, and celebrity influencers promise mass awareness but need more engagement. The mid-tier influencers provide the best of both worlds when running influencer marketing in Dubai.

Find out what marketers have to say!

2. Brands with global and local mindsets win

Dubai’s diverse population has both global and local tastes. Around 73% of UAE consumers consider a brand’s origin an important aspect. Yet many brands fail to recognize this, which is why 60% of consumers feel that the content brands share does not match their tastes and preferences, according to the Forrester Report.

It presents a massive opportunity for brands to merge global and local content by partnering with relevant influencers. Here, the brand’s category also comes into play. People prefer local brands for food, dairy, and beverages, while for beauty, personal care, and makeup, people choose global products.

Brands seeking ways to boost profits from influencer marketing in Dubai can use this to their advantage around the shopping seasons like Ramadan and winter holidays. By partnering with the right influencers, you can strategically place your product in front of the customer.

For example, during Ramadan, the sales for food and beverage items go up. At this time, an influencer content strategy that speaks to the local culture of the consumers can improve brand visibility. On the other hand, during the holiday season, when people stock beauty, homecare, and lifestyle products, you can share influencer content that encourages them to explore new global brands.

3. Product or retail launches are the main objectives

Product or retail launches are the main objectives of influencer marketing in Dubai. According to the survey by YAAP, around 71.9% of respondents say they use influencer marketing for product and retail launches, while only 61.5% say they use it for content promotion.

Since Dubai has become the business hub of the Middle East, big brands set up offices in the city. Dubai's business-friendly environment and influx of talent allow brands to stay connected with their consumers and generate profits. They launch new products in Dubai before they are available anywhere else. And to boost the visibility of their products, they rely on influencer marketing.

Influencers' creative content and massive followership allow brands to create mass awareness and initiate exciting conversations.

Cost of running influencer campaigns in Dubai

Influencers in Dubai drive massive traffic to the brand's website and brick-and-mortar stores while engaging their consumers and solving their queries. They spend nearly 50 hours a week creating this content, which comes at a hefty cost.

In addition, influencers in Dubai also have to pay a licensing fee for sharing content on social media, which adds up to the brands' marketing budgets. Besides that, the cost of influencer marketing in Dubai largely depends on your campaign goals, social media platform, number and type of influencers, and style and number of content pieces.

Influencers usually charge based on the following:

  1. Number of followers - Dubai influencers with 500k to 1 million and above followers charge between AED 20,000 and AED 120,000 per sponsorship, while influencers with a lower audience base (1k-59k followers) charge between AED 1,000 and AED 10,000 per sponsorship.
  2. Campaign duration - Influencers entering a one-off engagement may charge more than long-term partnerships. Since the agreement is made for just one or two weeks, influencers charge more for the content compared to when entering into a long-term campaign. In that case, influencers charge less as they get prolonged exposure and other benefits.
  3. Social media channel - Your choice of social media channels can affect the cost of influencer marketing in Dubai (and everywhere in general). Influencers usually charge more for Instagram, TikTok, and YouTube content, as it involves video filming and more. For Twitter, Facebook, Pinterest, and Snapchat, on the other hand, the costs can be less. The prices vary if you're going for an omnichannel approach.
  4. Number of content pieces - The number of posts required also affects the price charged by influencers. The more the number of content pieces, the higher the cost.
  5. Influencer personal expenses - Influencers usually incur personal costs while creating content for your brand, especially in Dubai, where influencers have to pay partnership influencers, agency influencers, and individual influencer licensing fees. The creators add all this up before they agree on a figure.
  6. Influencer niche: The more popular your niche, the higher the cost can be. For example, lifestyle content is the most followed niche in Dubai. Lifestyle influencers promoting a combination of food, fashion, and beauty content earn the most from sponsorships, Varuna Mehta, Light Digital, told The National News.

Money is one of many ways you can pay the influencers. Here are the other top ways you can compensate your influencers:


So, wrapping it all up, influencer marketing in Dubai is like this vibrant puzzle that connects brands with the city's diverse population. You've got to be savvy about how you approach them with your campaigns. And guess what? That's where, an influencer marketing platform, swoops in to save the day. When you team up with, you get access to data and authentic influencer partnerships. Book a free trial with our experts to learn more!

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