Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, an annual report informed by the perspectives of content creators, that delves into the MENA region’s evolving influencer marketing landscape.
The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value.
This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. “MENA’s influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation.
This year’s report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,” says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. With a growing demand for thoughtful, values-aligned partnership in marketing communications, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences.
“This year’s findings highlight a deeper shift – towards embracing AI implementation, prioritising real-world connection, and exploring additional content formats. The best collaborations aren’t just transactional; they’re built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,” added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT.
Insights from the InfluAnswer Arabia 2025 report include:
Tension between visibility and authenticity
AI uncertainty shifts to positivity
IRL wins over URL
Long-form content plays the long game
Causes still close to creator hearts, but cadence evolves
Friendly Gulf competition is alive and well
