In 2023, consumer spending in the Middle East, particularly in the UAE, has shown strong growth. According to a report by PwC, local consumers are increasingly leveraging digital technologies to make purchases, with approximately 70% of transactions being conducted via mobile devices. E-commerce spending alone has grown by 15%, reflecting the importance of digital strategies in reaching target audiences(PwC).
Influencer marketing has emerged as one of the most effective ways to communicate with local audiences, particularly in B2C sectors such as cosmetics, jewelry, and perfumes. At InMaar, we have been successfully collaborating with brands in these industries, using influencers to promote products and create authentic connections with consumers. Our case studies demonstrate that working with micro and macro influencers enables brands to generate content that resonates with audiences and drives purchasing behavior.
For example, in our case with Chia Jewelry, we partnered with influencers who specialize in themes like “quiet luxury” and “women’s empowerment,” which helped us reach and engage with audiences aged 30+ with an engagement rate exceeding 4.5%(PwC). Campaigns like these not only boost engagement but also enhance brand recognition in new markets, such as the US, Canada, and Australia.
Leveraging influencer marketing helps brands quickly adapt to shifting consumer preferences in a region dominated by young, tech-savvy shoppers. According to Majid Al Futtaim’s research, purchases driven by social media and influencers are among the most effective tools for attracting customers in the region(Majid Al Futtaim).
In conclusion, influencer marketing remains a powerful tool for reaching target audiences in the Middle East, especially given the increasing digitalization and evolving consumer behaviors. At InMaar, we know how to create impactful campaigns that deliver measurable results, as evidenced by our successful collaborations with brands across various industries.
