The MENA region is witnessing a shift in the influencer marketing landscape, with key regional dynamics influencing sentiment among MENA content creators and their perceptions of which countries they believe are spearheading positive transformation in specific sectors.
The second edition of the InfluAnswer Arabia report by Weber Shandwick MENAT reveals that influencers see a positive transformation happening in many sectors, with 77 percent of MENA content creators believing GCC countries are leading positive transformation in the tourism and entertainment industry: 45 percent say it’s the UAE, 26 percent selected Saudi Arabia, and 10 percent chose Lebanon.
Public perception and credibility gain importance
The report also revealed that while personal belief in a brand is still the most important factor for MENA content 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.
With time and physical presence at a premium, MENA content creators say events must deliver something beyond the ordinary. Nearly two-thirds say a VIP experience is important – a significant jump from 51 percent last year. However, the most important goal when considering attending an event is still the connection with the brand, and this sentiment is growing even stronger for creators, from 66 percent last year to 80 percent this year.
AI sentiment shifts from neutral to positive
Positive sentiment toward AI tools has soared as MENA content creators move beyond neutrality into practical implementation and wider experimentation. Almost half of the region’s creators are positive about the use of AI, up from just 29 percent last year.
Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics, allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third in the most prominent impacts of AI.
“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,” says Ziad Hasbani, regional CEO, Weber Shandwick MENAT.
Ghaleb Zeidan, regional managing director at Weber Shandwick MENAT, said this year’s findings highlight a deeper shift towards embracing AI implementation, prioritizing 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,” he added.
Read: Why the GCC region dominates the list of the world’s safest cities in 2025
Long-form content emerges in content strategies
The report also revealed that while short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression.
Nearly half are considering exploring opportunities around podcasting, and 11 percent say podcasting is already a key component of their content strategy. Additionally, six in ten MENA content creators say that they posted more in the past year about causes they personally care about.
