Dubai & UAE Influencer Marketing News 2025

Influencer Marketing News 2025

By Tatum Greig – Founder, Bees & Honey

Why Influencer Marketing UAE Is More Strategic Than Ever

Influencer marketing in the UAE has grown from experimental campaigns to a core business channel. Brands now prioritize creators who deliver audience quality, authenticity, and measurable performance over raw follower numbers.

How Much Do Influencers Cost in Dubai

A common question we receive is about influencer pricing in Dubai. Costs vary depending on audience size, content type, and campaign goals:

• Micro & Nano Influencers: Cost-efficient, high engagement, niche audiences.
• Mid-Tier Influencers: Higher fees for professional content, exclusivity, and usage rights.
• Major Campaigns: Significant investment for long-term, multi-format collaborations.

Budget planning should factor in content creation, rights, frequency, and performance expectations for measurable ROI.

Forecast: What the UAE Influencer Ad Market Will Look Like in 2025+

The UAE influencer market continues to grow rapidly:

• Influencer ad spend is rising alongside broader digital growth.
• Brands increasingly integrate influencer marketing into their core media strategy.
• Performance-focused collaborations are replacing awareness-only campaigns.

Top Trends Influencer-First Brands Should Watch

Micro & Nano Influencers

Smaller creators with highly engaged, niche audiences often deliver stronger results than larger accounts.

Video-First Content & Live Shopping

Short-form video dominates, with live shopping emerging as a key driver of conversions and real-time audience engagement.

Performance-Driven Creator Partnerships

Brands now compensate creators for measurable outcomes such as clicks, sales, or sign-ups, not just content production.

How to Build a High-Impact Influencer Campaign in the UAE

1. Set Clear Goals: Define success in terms of engagement, sales, or leads.
2. Choose the Right Creators: Mix micro, mid-tier, and performance-focused influencers based on objectives.
3. Design Performance-First Content: Use video, live shopping, and interactive formats.
4. Negotiate Rights & Usage: Include content reuse and long-term visibility in contracts.
5. Track, Optimize & Scale: Use analytics, UTM links, and performance reviews to refine campaigns.

The Long-Term Opportunity: Why It’s Not Just About One-Off Posts

Influencer relationships are long-term strategic assets. Brands that invest in sustained collaborations see stronger results, improved efficiency, and better creative alignment.

Top Sectors Benefiting from Influencer Marketing in Dubai

• Hotels and hospitality
• Restaurants and dining experiences
• Retail and fashion
• Fitness and wellness

Predictions for 2026 and Beyond

• In-house brand creator studios will become more common.
• Creator commerce and co-branded product launches will rise.
• Tracking and analytics tools will allow marketers to measure campaigns like paid media.
• Performance-driven and always-on campaigns will dominate over one-off collaborations.

Final Thoughts

Influencer marketing in Dubai is now a strategic, measurable, and high-growth channel. Brands that approach it as a long-term partnership, measure performance rigorously, and invest in the right creators will see tangible business impact and sustained growth.

Dubai Influencer Marketing News

An Industry at a Turning Point

By Tatum Greig – Head of Influencer, Bees & Honey

Dubai’s Creator Economy Is Evolving Fast

Influencer marketing in the UAE is experiencing a shift. What once felt like a gold rush—rapid growth, new creators emerging daily, brands allocating large experimental budgets—is now becoming more strategic, more scrutinised, and more connected to bottom-line results.

As a founder working with brands and creators across the region, I’ve had a front-row seat to how the market is changing. The stakes are higher. Budgets now demand accountability. And the UAE audience is becoming more sophisticated in how they consume creator-led content.

Brands Are Under More Pressure to Prove ROI

With tighter performance benchmarks and rising industry competition, marketers want more than reach—they want conversion and measurable business outcomes. Content alone is no longer enough; creators must influence behaviour.

This shift isn’t a negative—it represents the maturation of an industry moving from vanity metrics to commercial evaluation. Campaigns today need to demonstrate a path to revenue: leads, online sales, restaurant covers, bookings, app installs or datapoints that matter to decision-makers.

The UAE Audience Is Smarter Than Ever

Consumers in the region scroll faster, analyse harder, and shop more consciously. They know when content is meaningful and when it’s manufactured. Creators who succeed here are:

• Authentic in tone
• Expert in their niche
• Transparent with their audience
• Story-led rather than sales-first

This makes performance marketing more challenging, but also more exciting—because the content that works is the content that deserves to.

Dubai Creators Are Building Long-Term Ventures

The creator-as-founder era has begun in the UAE. Instead of one-off brand collaborations, we are now seeing:

• Creators launching products and services
• Brand x influencer co-ownership ventures
• Long-term ambassador roles over one-time fees
• Partnerships based on shared upside, not just payment

This is where the market is heading over the next 24 months—creators evolving from media channels into business operators.

The Future Playbook Will Be Built on Strategy, Not Luck

Brands that treat influencer campaigns like content boosters will struggle. Those who treat them as commercial growth tools will win. The next stage of success in this region will be built upon:

• Better creator selection
• Data-focused briefs
• Realistic ROAS frameworks
• Influencer CRM and audience segmentation
• Always-on programs instead of one-off flights

Creators with specialised audiences will outperform creators with large generic audiences. Micro-influence will become just as commercially valuable as mega-reach.

Retail, Dining & Hospitality Benefit First

Few global regions are positioned like Dubai—where social behaviour, lifestyle spending and tourism turnover directly influence revenue. In categories such as:

• Hotels
• Dining
• Leisure
• Retail

Influencer marketing can directly translate into measurable sales, bookings, covers, or footfall. When campaigns are structured effectively, the commercial payoff can be fast and meaningful.

The Industry Needs Better Tools and Standards

For the market to continue maturing, the ecosystem needs:

• Transparent media buying benchmarks
• Clearer ROI measurement frameworks
• Audited audience authenticity
• Professionalised workflows across agencies and brands

This is not about making the industry rigid—it’s about giving brands confidence to invest more, and creators confidence to charge fairly.

Bees & Honey’s View on Where Things Are Heading

At Bees & Honey, our conviction is simple: the UAE is just getting started. We are seeing the early signs of a market evolving from experimental to established. The next phase will belong to:

• Creators who understand influence as a business
• Brands who value sustainable partnerships
• Agencies who deliver strategic, data-led planning

We are building an ecosystem that supports both sides with transparency, industry standards, and a focus on commercial outcomes.

A Market That Rewards Those Who Play the Long Game

The industry is moving away from quick wins and into something more durable—one that rewards consistency, professionalism and earned trust. For brands, creators and agencies willing to mature with the market, the upside is enormous.

The next two years will determine who adapts—and who gets left behind.

The Future of Influencer Marketing in KSA: Trends Driving Growth

Influencer marketing in Saudi Arabia is evolving faster than ever. It’s no longer just about visibility, brands now expect measurable ROI, cultural authenticity, and compliance with new regulations. As a leading influencer marketing agency in Saudi Arabia, Bees&Honey drives campaigns that combine strategy, creativity, and performance to deliver results that resonate with Saudi audiences.

Emerging Trends Shaping the Market

1. Vision 2030 & Government-Led Ecosystems
   Saudi Arabia’s Vision 2030 has accelerated investment in the digital economy. Initiatives supporting social media influencers in Saudi Arabia are creating structured pathways for talent development, funding, and institutional backing. This shift is positioning the Kingdom as a rising hub for digital creators.
2. Micro & Nano-Influencer Growth
   Brands are shifting budgets toward micro influencer marketing and nano creators. These voices drive higher engagement and deeper trust compared to celebrity endorsements. For Saudi consumers, authenticity and relatability are stronger drivers of purchase intent than star power.
3. Professionalisation & Regulation
   The rise of Saudi influencer marketing regulations means content creators now need to comply with advertising and disclosure rules. This is leading to more structured, transparent, and brand-safe campaigns, often managed through professional influencer marketing services in Saudi Arabia.
4. Tech-Enabled Storytelling
   Digital influencer marketing in KSA is embracing immersive formats. From AR-powered Instagram filters to Twitter influencer campaigns and gamified TikTok challenges, brands are exploring new ways to build emotional connections with Saudi youth.
5. Ethical & Long-Term Partnerships
   With a discerning audience, short-term campaigns are less effective. Brands are moving toward sustainable collaborations with trusted Saudi influencers, focusing on transparency, safety, and authentic alignment with cultural values.

What Brands Need to Know

• Regulatory Awareness: Saudi Arabia has stricter advertising disclosure laws compared to many markets. Brands must ensure influencers follow Saudi influencer marketing regulations to avoid penalties and maintain credibility.
• Platform Preferences in KSA: While Instagram remains popular, TikTok influencer marketing in KSA is growing rapidly among Gen Z. Twitter influencer campaigns continue to play a unique role in shaping conversations, and YouTube is trusted for in-depth content across education, tech, and lifestyle.
• Cultural Nuances Matter: Campaigns that align with Saudi culture—from Ramadan to Saudi National Day and major sporting events—deliver stronger engagement. Respecting traditions while reflecting modern lifestyles creates content that truly resonates.
• Localized Storytelling: Unlike the UAE’s mixed audience, KSA campaigns win when influencers use Saudi dialects, spotlight local experiences, and connect with community values. This authenticity drives higher trust and loyalty.
• Category Growth Areas: Fashion, beauty, and food still dominate, but fast-rising sectors like fintech, esports, and automotive are creating opportunities for brands to partner with trusted Saudi influencers in new verticals.

Why Bees&Honey Stands Out in Influencer Marketing KSA

We offer:

• Full-scale influencer marketing services in Saudi Arabia, from strategy to execution to reporting.
• Creativity powered by technology, using AR, social listening, and performance analytics.
• Regulatory expertise to ensure campaigns are compliant with Saudi influencer regulations.
• Authentic, long-term partnerships with trusted creators connected to Saudi audiences.

Influencer marketing in Saudi Arabia is rapidly professionalizing, shaped by Vision 2030, regulation, and digital-first innovation. Brands that partner with a modern influencer marketing agency in Saudi Arabia, like Bees&Honey, gain cultural alignment, strategic depth, and competitive advantage in the Kingdom’s fast-evolving market.

UAE Influencer Marketing: Trends & What Brands Need to Know

UAE Influencer Marketing: Trends & What Brands Need to Know

Influencer marketing in the UAE is entering a new era. It’s no longer enough to secure reach, brands now demand creativity, cultural resonance, and measurable outcomes. As a top influencer marketing agency in Dubai, Bees&Honey combines strategy, innovation, and performance to lead campaigns that truly drive business value.

Emerging Trends Shaping the Market

1. Government-Led Creator Ecosystems

Dubai’s new Creators HQ is fast becoming a global hub for digital talent. This initiative provides content creators with infrastructure, networking, and funding, marking a shift where creators are supported institutionally.

2. Micro & Nano-Influencer Resilience

UAE campaigns are increasingly tapping nano (1K–10K) and micro (10K–100K) influencers. A YouGov study shows 58% of UAE consumers trust micro-influencers more than celebrities, with engagement rates of 6–8%—well above global averages.

3. Regulation & Professionalisation

As of August 2025, content creators must obtain an Advertiser Permit from the UAE Media Council to share promotional content. It’s a sign of the formalization of the industry and emphasis on quality control.

4. AR & Voice-Based Campaigns

Influencer marketing is embracing tech like augmented reality (AR) and voice-first content. Brands integrate AR filters and audio-enabled storytelling to drive deeper engagement and immersive experiences.

5. Ethical Collaboration & Safety

With increasing scrutiny, ethical practices are crucial. Brands and influencers are shifting toward long-term, transparent collaborations that prioritize safety, alignment, and authenticity over one-off hype.

What Brands Need to Know

• Budget & Compliance: Expect to pay both influencers and media outlets. Working with a seasoned influencer marketing agency in Dubai ensures your budget covers talent and promotional spend.
• Platform Strategy: Don’t limit yourself to Instagram. Leverage digital influencer marketing across TikTok, YouTube, and Twitter for amplified reach.
• Cultural Alignment: Local authenticity wins. Integrating influencer marketing content marketing with narratives that reflect UAE culture elevates engagement.
• Layered Campaigns: Combine influencer marketing and PR with paid amplification for holistic visibility, stories and reach.
• B2B Opportunity: Thought leaders, enterprise voices, and niche professionals enable new forms of influencer marketing for B2B, especially in industries like fintech and real estate.

Why Bees&Honey Stands Out in Influencer Marketing Dubai

We offer:

• Full influencer marketing services in Dubai, from strategy through execution to reporting.
• Tech-forward creativity, using AR, social listening, and performance tracking.
• Regulatory compliance, including media permit support and disclosure best practices.
• Authentic, long-term partnerships with trusted creators and local institutions.

Influencer marketing in the UAE is evolving fast, underpinned by innovation, regulation, and elevated creator ecosystems. Brands that partner with a modern influencer marketing agency Dubai, like Bees&Honey, gain agility, authenticity, and strategic depth to lead the market.

ROX: The Metric That Will Redefine Influencer Marketing

For years, Return on Investment (ROI) has been the ‘gold standard’ for measuring marketing success, but ROI alone doesn’t come close to telling brands the full story about a campaign’s performance.

Why? Influencer marketing is not just about conversions - it’s all about connections and community. Consumers today don’t simply buy products, they buy experiences, values, and relationships.

This is why forward-thinking brands should be pivoting to a new metric: ROX - Return on Experience.

What is ROX?

ROX (Return on Experience) goes beyond monetary gain. It measures the emotional and behavioral impact of your campaigns - the moments that influence perception, loyalty, and long-term customer value.

Unlike ROI, which focuses on short-term revenue, ROX evaluates the quality of interactions and experiences your brand creates through influencer partnerships, answering the questions you should be asking, like:

• Did this campaign strengthen brand trust?

• Did it create cultural relevance?

• Did it build a community that engages beyond the post?

Why does ROX matter in influencer marketing?

The value exchange model is outdated. Paying for posts in exchange for simple reach or impressions no longer guarantees impact in today’s oversaturated market. Now, consumers are driven by:

• Authenticity: Real voices driven by authentic, personal experiences

• Connection: Shared values and identity

• Community: A sense of belonging driven by compelling conversation

The most successful brands understand that creator marketing isn’t just a channel. It’s a relationship engine, powered by: thoughtful creative, insight-driven strategy and genuine partnerships

ROX vs ROI: What’s the difference?

• ROI measures monetary return, ie; how much revenue did this campaign generate?

• ROX measures emotional and experiential return, ie; did this campaign create lasting brand equity?

… and here’s why this matters: ROX drives ROI. When you create meaningful experiences, you build trust. When you build trust, you drive long-term loyalty and advocacy, and loyalty always converts to financial growth over time.

How do you measure ROX?

ROX can feel intangible but it is measurable when you look at both qualitative and quantitative signals such as brand sentiment lift, engagement depth (comments vs likes), community growth, repeat interactions and genuine advocacy (UGC, organic mentions).

At Bees & Honey, we integrate these metrics alongside ROI to give brands a complete picture of success.

Why should you pivot your influencer strategy to focus on both ROX and ROI?

Influencer marketing is no longer a gamble. It’s a growth channel - if you measure what matters. ROX isn’t just a trend. It’s the future of how brands build meaningful, profitable relationships with their audiences.

At Bees & Honey, we combine data-driven insights with creative storytelling to deliver campaigns that move beyond vanity metrics - driving ROI today and ROX for tomorrow.

If you’re interested in how Bees&Honey can help you improve both your ROI and ROX for both short term and long term returns - get in touch and we’ll show you how.

5 Authentic Ways Dubai Influencers Stay Genuine While Promoting Brands

The influencer marketing landscape in the UAE is booming, quickly becoming the backbone of modern digital marketing strategies. Whether you're a social media influencer, a content creator, or a micro or nano influencer, authenticity is key to long-term success in an increasingly saturated market.

Influencer Marketing in Dubai: A Rapidly Growing Industry

In 2025, MENA's influencer economy is projected to reach a staggering $897.3 million by 2029, with the GCC market expected to grow from $276.6 million in 2025 to $378.3 million by 2029. Within this surge, influencer agencies in Dubai are playing a pivotal role in influencer identification and partnership strategies that focus on ROI, transparency, and cultural relevance.

1. Partner With Brands That Reflect Your Personal Values

Successful Dubai influencers understand that real impact comes from aligning with brands they genuinely believe in. At Bees & Honey, a leading content marketing agency in Dubai, we encourage creators to ask: “Would I still use this product if I weren’t being paid?” If the answer is yes, it’s likely a good match. This level of integrity fosters long-term partnerships and boosts credibility.

For instance, a wellness-focused content creator promoting a fast-food chain might appear disingenuous, potentially eroding audience trust. Choose collaborations that align with your niche and long-term personal brand.

2. Use Storytelling to Share Genuine Experiences

Authentic storytelling is the heartbeat of effective influencer marketing. About 82% of social media users in the UAE trust influencer recommendations—because they are rooted in lived experiences.

Whether it's sharing how a skincare product helped you survive Dubai’s summer or how a meal prep service enhanced your Ramadan routine, real stories from social media influencers help followers connect emotionally with your content and the brand you’re promoting.

3. Maintain Transparency in Brand Collaborations

Transparency is critical, especially in a region where 75% of residents follow influencers. Clear disclosures using tags like #ad not only meet advertising standards but also build trust. Audiences today are savvy—they recognize sponsored content and appreciate honesty about brand partnerships.

Influencer agencies in Dubai emphasize ethical partnerships and encourage micro and nano influencers to only promote brands that fit their personal narrative. This trust-first approach transforms followers into loyal brand advocates.

4. Engage Directly With Your Audience

Your relationship with your audience doesn’t stop at likes and shares. Genuine connection happens in the DMs, comment sections, and personal replies. Dubai influencers who take time to respond and connect build lasting trust—leading to stronger campaign performance and word-of-mouth value.

5. Embrace and Celebrate UAE’s Local Culture

One of the defining traits of top Saudi influencers and Dubai-based creators is their ability to integrate local culture into their content. Highlighting Emirati traditions, speaking Arabic, and supporting regional businesses help you stand out in the crowd.

Content creators who share Ramadan traditions or promote local fashion labels tap into cultural pride and forge emotional resonance with followers—something an international brand push often lacks.

How to Calculate the ROI of Influencer Marketing

To justify marketing budgets, brands and influencers alike must evaluate success. Key ROI metrics include engagement rate, reach, sentiment analysis, conversion tracking, and affiliate link performance.

Influencer agencies in Dubai often use specialized tools to measure how effective a collaboration has been. Whether you’re a micro influencer or managing a large campaign with multiple content creators, tracking ROI ensures every collaboration is strategic and impactful.

Conclusion: Building Long-Term Influence in the UAE

The role of influencers in digital marketing is only set to grow across the UAE and Saudi Arabia. However, the creators who succeed won’t just have the most followers—they’ll have the deepest, most authentic connections with their audiences.

At Bees & Honey, we believe the future belongs to those who tell authentic stories, engage with purpose, and align with the values of their audience and culture. Real influencer marketing isn’t just about likes—it’s about lasting loyalty, trust, and impact.

How Dubai’s Digital Content Culture is Redefining Influencer Marketing

As the UAE rapidly embraces a digital-first identity, the intersection of content, culture, and consumer behavior is transforming the advertising landscape. With over 98% of residents active on social media, the role of Dubai influencers and content creators has never been more critical in shaping how brands connect with audiences.

The Youthful Pulse of the UAE’s Digital Economy

Dubai is home to a digitally native, tech-savvy population that consumes, creates, and critiques digital content in real time. Platforms like Instagram, TikTok, and YouTube are not just entertainment channels—they're engines of influence. These audiences aren’t passive—they actively engage, interact, and even co-create marketing messages alongside their favorite social media influencers.

The Rising Demand for Authenticity in Advertising

Today’s digital consumers are hyper-aware and skeptical of overly polished, traditional advertising. Instead, they seek out realness—transparent storytelling, relatable creators, and interactive content. Influencer marketing in Dubai has evolved to meet this need, driven by content marketing agencies in Dubai and smart creators who understand the local pulse.

This cultural shift demands that brands move beyond product pushing and toward meaningful connection. Anything that feels staged, salesy, or inauthentic is quickly dismissed.

The Role of Influencers in Digital Marketing

This new landscape has positioned influencers as central figures in digital strategy. Far from being just endorsers, today’s micro and nano influencers, Saudi influencers, and regional creators are authentic cultural translators. They:

• Bridge global trends with Middle Eastern values
• Seamlessly blend products into culturally relevant stories

Whether it’s showcasing modest fashion, halal beauty, or wellness trends during Ramadan, these content creators deliver campaigns that resonate—and convert—because their audiences trust them.

Quality Over Quantity: The Power of Polished Authenticity

Audiences still expect a high level of visual quality, but they reject content that feels manufactured. The best-performing social media influencer content in Dubai strikes a balance: it's clean, professional, and engaging, without losing the raw edges that give it humanity.

ADITL: A New Content Goldmine

The “A Day in the Life” or ADITL format exemplifies this evolution. Simple filming, natural storytelling, and minimal editing give audiences a behind-the-scenes view that feels real. It’s an approach many Dubai influencers use to deepen trust while maintaining high engagement levels.

This type of content is a sweet spot for influencer identification strategies—allowing influencer agencies in Dubai to identify creators with not just a following, but influence rooted in authenticity.

The Growing Influence of Digital Creators

The shift is measurable. Studies show:

• 70% of UAE consumers trust influencer recommendations over traditional ads
• 76% of Saudi consumers are more likely to purchase a product promoted by a trusted influencer

These stats confirm what smart brands already know: influencer marketing is no longer optional—it’s essential.

Rethinking Traditional Advertising Strategies

As digital engagement surges, brands must move away from broadcast-style advertising and toward personalized, creator-led campaigns. The modern marketing funnel starts with trust—and content marketing agencies in Dubai are increasingly turning to micro and nano influencers to build that trust at scale.

Ignoring this shift means losing cultural relevance and digital market share. Today’s consumers expect brands to show up authentically—and those that don't are simply scrolled past.

How to Calculate the ROI of Influencer Marketing

With growing investment comes greater accountability. Smart brands and influencer agencies in Dubai track metrics such as:

• Engagement Rate (likes, comments, shares)
• Click-Through Rate and Conversions
• Sentiment Analysis
• Affiliate Sales and Promo Code Redemptions

These ROI indicators ensure that every influencer collaboration delivers measurable impact—not just reach.

The Future of Influencer-Led Advertising in Dubai

Dubai is quickly becoming a global hub for influencer-driven marketing. As the city continues its transformation into a digital-first powerhouse, the brands that will thrive are those that embed themselves authentically into the lives of their audiences through trusted Dubai influencers and creator-led storytelling.

At Bees & Honey, we believe in marketing that’s rooted in culture, driven by data, and told through voices that matter. It’s not about being seen—it’s about being believed. And in today’s UAE, that’s what drives true influence.

Understanding the Shift Towards Micro and Mid-Sized Creator Campaigns in Dubai and Riyadh

Recent trends in Dubai and Riyadh indicate a significant shift from celebrity endorsements to collaborations with micro and mid-sized creators. This change is driven by a desire for more authentic and relatable content that resonates with audiences. 

Why This Shift Matters 

• Authenticity Drives Engagement: Younger audiences are increasingly seeking genuine content. Micro-influencers, with their personal approach, offer endorsements that feel more authentic. Studies have shown that micro-influencers can achieve engagement rates of 2-3%, while macro-influencers typically hover around 1%.  

• Effective Conversion: Smaller creators often maintain highly engaged followings, leading to higher conversion rates. For example, Bee Kind's influencer marketing campaign achieved an 8% conversion rate, significantly higher than the average of 2.55% in standard marketing efforts. 

• Building Trust: Long-term partnerships with creators foster deeper trust, enhancing brand credibility. In the MENA region, where social media plays a key role in daily life, personal interactions between micro-influencers and their followers can lead to stronger brand loyalty.  

The Bees & Honey Approach 

• Data-Driven Insights: At Bees & Honey, we analyse influencer engagement and audience interests to craft tailored campaigns that resonate, helping brands build genuine connections. 

• Strategic Partnerships: We focus on creators whose values align with your brand, fostering authentic and effective collaborations that drive engagement. 

For Creators: Building Your Brand 

• Define Your Niche: Identify your unique interests and strengths to attract brands that resonate with your personal brand. Many micro-influencers in the UAE and KSA specialise in specific niches, such as fashion, beauty, travel, food, and tech, leveraging their niche expertise to connect with targeted audiences.  

• Engage Authentically: Interact genuinely with your audience to build trust and attract potential brand partners. Micro-influencers often engage with their audience on a personal level, responding to comments and fostering real conversations, which enhances engagement rates.  

Embracing collaborations with micro and mid-sized creators offers a pathway to more genuine and effective marketing. By focusing on authenticity and strategic partnerships, brands can connect with audiences in meaningful ways that drive engagement and conversions.