Episode 9: Marketing 2.0: The rise of influencer marketing in the Arab world

Influencer marketing has witnessed significant growth and transformation in the Arab world over the past five years. To delve deeper into this topic, James Piecowye and Faisal Khan host Sabine Khoury, the head of the influence at Sila. Sabine brings over a decade of experience in social and influencer strategies, making her a seasoned expert in the field. She has successfully developed influencer strategies for prominent brands in the Arab region, leveraging technology, data-driven insights, and a keen eye for identifying influencers aligned with business and marketing objectives. Here are the key takeaways from the discussion:

Shifting Budgets and Pandemic Impact

Due to the COVID-19 pandemic, brands had to redirect their budgets from events and activations to influencer marketing. This shift opened up new opportunities for marketers to explore the potential of influencer campaigns

Measuring ROI

Sila's Arabic native AI technology allows brands to measure influencer campaign performance based on engagement and predefined KPIs. It is essential to set clear objectives aligned with marketing goals from the start, treating influencer marketing as part of a holistic strategy rather than a standalone tactic.

Content Creators vs. Influencers

The industry is gradually shifting from referring to influencers as content creators. This change reflects the collaborative nature of influencer-brand partnerships, where content creation becomes a joint effort in line with brand guidelines.

Choosing the Right Channels

Selecting the appropriate channels depends on the brand category and target audience. For instance, fashion brands thrive on platforms like Instagram and TikTok, while food brands find success on TikTok and Snapchat. Understanding the preferences and habits of the target audience is crucial in making channel decisions.

Leveraging Content Creators' Expertise

Content creators possess valuable insights into platform dynamics, audience preferences, and trends. Brands and agencies should collaborate with them to navigate platform changes effectively and optimise campaign performance.

Successful Campaign Examples

Sila's Ramadan NoSupermama 2023 campaign for Puck was focused on establishing an emotional connection with GCC moms. By prioritising brand awareness and presence, the campaign successfully engaged the target audience and drove meaningful results.

Integration into Overall Marketing Strategy

Influencer marketing should be integrated as an essential part of a brand's overall marketing strategy. Brands need to educate themselves on how to leverage influencers effectively and understand that influencer marketing is not a standalone tactic but rather a holistic approach to achieve marketing objectives.

Crystal gazing

The rise of AI influencers, exemplified by virtual sensation Miquela, is reshaping digital marketing strategies. While AI influencers offer efficiency and data-driven precision, real human influencers retain the power of genuine emotional connections. A blend of both AI and human influencers holds the promise of transforming brand engagement across various industries The Arab world continues to witness the rise of influencer marketing. By adapting to market changes, setting clear goals, selecting the right channels, and collaborating with content creators, brands can harness the power of influencer marketing to achieve their marketing objectives and drive success in the digital age.