GCC Leading Positive Transformation Across Various Sectors

DOHA: Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region’s evolving landscape of influencer marketing. 

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. Other insights from the report include:

Real-life experiences and brand connections

With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% 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% last year to 80% this year.

“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.

At the report’s launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field.

“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,” added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT.

As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences.

 Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community.