5 Trends Shaping Influencer Marketing on GCC Social Platforms

Influencer marketing in the GCC is booming, with the market valued at USD 315.5 million in 2025 and projected to hit USD 771.6 million by 2032. Fueled by 74% growth in content creators (263,000 in 2025), the region has embraced social commerce, local storytelling, and short-form video trends to engage one of the world’s most digitally active audiences. Here's what’s driving this transformation:

• Short-form video dominance: Platforms like TikTok, Instagram Reels, and YouTube Shorts are reshaping campaigns, with TikTok Shop enabling direct sales in Saudi Arabia and the UAE.
• Micro and nano influencers: Smaller creators (1,000–100,000 followers) are driving deeper audience connections, especially in fashion, beauty, and travel.
• Social commerce: Integrated shopping features on TikTok and Instagram are turning influencers into sales drivers, with TikTok Shop boosting conversions by up to 28%.
• Long-term collaborations: Brands are prioritising year-long partnerships to build trust and consistent messaging.
• Localised content: Arabic-first campaigns and regionally relevant narratives are achieving 35-50% higher engagement.

This growth is driven by high social media penetration (115% in the UAE), a youthful audience (70% under 35), and increasing consumer reliance on influencer-driven content for purchase decisions (35% of shoppers are influenced directly). The GCC’s influencer marketing landscape is evolving quickly, offering brands opportunities to connect with diverse audiences through precise, data-driven strategies.

1. Short-Form Video Content on TikTok, Instagram Reels, and YouTube Shorts

Relevance to the GCC Social Media Landscape

Short-form video content has become a powerhouse in the GCC social media scene, driven by high engagement rates and a largely youthful audience. TikTok, for example, is the region's fastest-growing platform, capturing the attention of Gen Z with its viral trends and creative formats. At the same time, Instagram Reels and YouTube Shorts are making waves with their unique approaches to storytelling and entertainment. The launch of TikTok Shop in Saudi Arabia and the UAE in February 2025 highlights this shift, enabling influencers to seamlessly integrate shopping experiences into their content. This evolving landscape is pushing brands to rethink their influencer strategies.

Impact on Influencer Marketing Strategies

The rise of short-form content has reshaped how brands approach influencer marketing. Traditional long-form campaigns are being replaced by concise, attention-grabbing storytelling designed to resonate instantly. Many brands are now adopting dual-platform strategies - combining the reach of TikTok with the versatility of Instagram - to tap into the distinct behaviours of each platform's audience. Additionally, AI-driven analytics are playing a crucial role, allowing marketers to optimise their campaigns in real time and align with emerging trends.

Adoption by Local Brands and Influencers

Local brands and influencers in the GCC have quickly adapted to this shift. For instance, Dubai's AED 150 million fund, announced in July 2025 to support content creators, has spurred a surge in locally focused short-form campaigns. This initiative has been especially impactful in sectors like fashion, beauty, and technology. Reflecting the region's diverse population, UAE brands often collaborate with Indian-origin influencers to connect with South Asian expatriate communities, while Saudi campaigns frequently feature Arab creators to maintain cultural resonance. Instagram's Arabic-first monetisation tools have also empowered regional influencers to increase their earnings. These strategic moves are translating into stronger engagement and higher returns on investment.

Potential for Audience Engagement and ROI

Short-form videos are proving to be a game-changer for audience engagement in the GCC. The numbers tell the story: the influencer marketing sector in the region is expected to grow from USD 315.5 million in 2025 to USD 771.6 million by 2032. Influencers in the fashion and beauty industries, in particular, are seeing significant boosts in sales and brand visibility through TikTok Shop's seamless shopping integration. Brands leveraging advanced analytics to track metrics like engagement and conversions are consistently outperforming those sticking to traditional methods.

2. Growth of Micro and Nano Influencers for Better Engagement

Relevance to the GCC Social Media Landscape

With the rise of short-form video content, brands in the GCC are increasingly turning to smaller-scale influencers to foster deeper connections with their audiences. Micro influencers (10,000–100,000 followers) and nano influencers (1,000–10,000 followers) have become key players in this shift, thanks to their ability to build genuine relationships with their followers. In fact, the number of influencers in the GCC surged by 74% over two years, reaching 263,000 by 2025. This growing ecosystem offers a fertile ground for these creators to cultivate meaningful engagement.

Impact on Influencer Marketing Strategies

GCC brands are moving away from one-off celebrity endorsements, focusing instead on long-term collaborations with micro and nano influencers. This approach prioritises authentic storytelling, which resonates more with audiences. Research shows that over 62% of GCC consumers regularly interact with content created by influencers, and 35% of shoppers admit that such content directly impacts their purchasing choices. As a result, brands now see influencers as key partners in shaping consumer narratives rather than as simple advertising tools.

Adoption by Local Brands and Influencers

Local brands are tapping into the strong community ties of micro influencers to create stories that resonate on a personal level. For instance, lifestyle and travel creators in niche sectors saw an 87% increase - from 31,000 in 2023 to 58,000 in 2025 - while health and fitness creators grew by 76% during the same period. This growth has been further supported by recent funding initiatives, which provide local influencers with the resources to produce high-quality, impactful campaigns.

Potential for Audience Engagement and ROI

Micro and nano influencers are proving to be a game-changer in the GCC market. Brands report higher engagement rates and better ROI from partnerships with these influencers, thanks to their cost-effective campaign structures. The fashion and beauty sectors alone accounted for 35% of influencer marketing spend in 2025. Meanwhile, the launch of TikTok Shop in Saudi Arabia and the UAE in February 2025 has enabled these influencers to drive direct sales through integrated native content.

Priya Vivek, Co-Founder of Qoruz, highlights this shift by stating, "creators are now cultural narrators, shaping modern Middle Eastern identity through localised content".

This cultural impact translates into measurable results. By using data to identify the right micro and nano influencers, brands are achieving stronger engagement and higher conversion rates compared to traditional celebrity-driven campaigns. This strategy not only boosts brand loyalty but also enhances sales performance, paving the way for the growing role of social commerce across GCC platforms.

3. Social Commerce and In-App Shopping Features

Relevance to the GCC Social Media Landscape

The GCC region is at the forefront of social commerce, with platforms quickly adopting native shopping features that cater to local audiences. For instance, TikTok Shop made its debut in Saudi Arabia and the UAE in February 2025, followed by Instagram's release of Arabic-first creator monetisation tools in September 2024. These updates represent a major step forward for digital commerce in the region, allowing influencers to shift from simply building awareness to directly driving sales.

Impact on Influencer Marketing Strategies

Social commerce has redefined the role of influencers, moving them from content creators to key players in sales generation. With integrated shopping tools, influencers can now create shoppable content that eliminates barriers to purchase - viewers can buy products directly within the app. Snapchat’s introduction of its Creator Marketplace in the GCC in June 2024 has further expanded opportunities for commerce-focused campaigns. This evolution has been eagerly adopted by local brands and influencers alike, paving the way for more engaging and sales-driven strategies.

Adoption by Local Brands and Influencers

Local brands, particularly in the fashion and beauty industries, are making the most of these integrated shopping features. These two sectors alone account for 35% of GCC influencer marketing spend in 2025. Between 2023 and 2025, creators in fashion and beauty saw an 89% growth, while lifestyle and travel influencers grew by 87%. Government-backed funding initiatives have also played a key role, enabling creators to produce higher-quality content and incorporate advanced commerce features. The multicultural nature of the region further shapes collaboration strategies. For example, UAE-based brands often work with Indian-origin influencers to connect with South Asian expatriates, whereas Saudi brands tend to partner with Arab creators to strengthen regional appeal.

Potential for Audience Engagement and ROI

Social commerce in the GCC offers immense potential for audience engagement and return on investment (ROI). Early campaigns on TikTok Shop within the fashion and beauty sectors have recorded conversion rates up to 28% higher than traditional affiliate marketing. Similarly, Instagram’s Arabic-first tools enabled UAE influencer Huda Kattan to launch a Ramadan-themed beauty collection, which generated over AED 2.5 million in sales during its first week and boosted engagement by 19%. Advanced analytics now allow brands to track every step of the customer journey, enabling smarter budget allocation and strategy optimisation. The numbers speak volumes: the GCC influencer marketing market is expected to grow from USD 315.5 million in 2025 to USD 771.6 million by 2032, with creator-led content reaching over 62% of GCC consumers on a regular basis.

4. Brand-Influencer Partnerships and Long-Term Collaborations

Relevance to the GCC Social Media Landscape

In the GCC, the approach to influencer marketing is evolving. Brands are moving away from short-lived, campaign-specific collaborations and are instead focusing on building long-term relationships with influencers. These partnerships aim to position influencers as authentic brand ambassadors and storytellers. This shift reflects the region's emphasis on genuine connections and ongoing engagement in the digital space.

Statistics highlight this trend: over 62% of GCC consumers actively engage with content created by influencers, proving that consistent, long-term efforts foster deeper trust compared to one-off promotional posts. Additionally, government initiatives in the region are playing a key role in professionalising the influencer industry, further encouraging these sustained collaborations.

Impact on Influencer Marketing Strategies

With this new direction, GCC brands are turning influencers into long-term storytellers who help maintain consistent messaging. These partnerships also allow brands to leverage real-time analytics for better performance tracking and campaign adjustments. The move from one-off deals to enduring alliances aligns with the broader digital transformation happening across GCC platforms.

Specialised consultancies like Wick are stepping in to support this trend. By using data analytics and AI-driven personalisation, they help brands refine their strategies and measure the actual impact of their influencer collaborations, ensuring these partnerships remain effective and adaptive.

Adoption by Local Brands and Influencers

Local brands in the GCC are increasingly investing in exclusive, year-long ambassador programmes. Initiatives like Saudi Arabia's Vision 2030 have driven significant interest in multi-year influencer collaborations, especially in industries like fashion, beauty, and technology. For instance, UAE-based brands often team up with Indian-origin influencers to connect with South Asian expatriate communities, while Saudi campaigns frequently feature Arab influencers to resonate with local audiences.

These long-term collaborations are proving successful. Many brands in the region report that working with regional lifestyle influencers over extended periods enhances product visibility and builds stronger audience trust compared to short-term efforts. Beyond boosting credibility, these partnerships also contribute to measurable growth and help solidify a brand's identity.

Potential for Audience Engagement and ROI

The benefits of long-term influencer partnerships are clear when it comes to audience engagement and return on investment (ROI). More than 35% of shoppers in the GCC say that influencer-created content directly impacts their purchasing decisions. The financial potential of this trend is substantial, with the GCC influencer marketing market projected to grow from USD 315.5 million in 2025 to USD 771.6 million by 2032.

Sustained exposure through these collaborations not only boosts credibility but also enhances ROI. Consistent messaging, combined with advanced data analysis, ensures that brands can maximise the impact of their influencer strategies over time.

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5. Local Content and Regional Storytelling in Influencer Marketing

Relevance to GCC Social Media Landscape

In the GCC region, where digital engagement is a cultural cornerstone, crafting authentic, regionally relevant stories is key to successful influencer marketing. The audience here thrives on content that resonates with their cultural and social values, making local connections a powerful tool in a highly competitive digital space.

The diversity across GCC nations brings both opportunities and challenges. Audiences engage most with creators who genuinely understand their language, traditions, and cultural nuances.

"Creators are not just entertainers, they have become cultural narrators", says Priya Vivek, Co-Founder and Head of Partnerships at Qoruz. Her statement highlights how influencers now play a role in expressing modern Middle Eastern identity through their content.

The creator economy in the GCC has seen rapid growth, expanding by 75% in just two years, from 150,000 influencers in 2023 to 263,000 in 2025. This surge underscores the increasing appetite for content that reflects regional identity and tells authentic stories, presenting brands with a golden opportunity to craft relatable narratives.

Impact on Influencer Marketing Strategies

These demographic insights are reshaping how brands approach influencer marketing in the GCC. Localised content, particularly in Arabic, has proven to be a game-changer. Campaigns featuring Arabic content can boost engagement rates by 35-50% and achieve 82% higher trust ratings compared to generic international efforts.

As a result, brands are shifting their focus from influencer follower counts to cultural intelligence. Creators who can authentically represent the region’s stories and values are now in high demand. This includes using the Arabic language and incorporating region-specific references to build trust and foster engagement.

The multilingual nature of the GCC population has also opened doors for targeted strategies. For instance, UAE-based brands often collaborate with Indian-origin influencers to connect with South Asian expatriates, while Saudi campaigns favour Arab creators for cultural authenticity. Such tailored approaches ensure that campaigns resonate deeply with specific demographic groups.

Data-driven consultancies like Wick are helping brands refine these strategies by using advanced analytics and AI tools. Their Four Pillar Framework enables brands to measure ROI and craft cohesive digital ecosystems that amplify the impact of regional storytelling campaigns.

Adoption by Local Brands and Influencers

The push for regional storytelling in the GCC has accelerated, driven by both market trends and government initiatives. Between 2023 and 2025, the number of lifestyle and travel influencers grew from 31,000 to 58,000, marking an 87% increase, while fashion and beauty influencers jumped from 28,000 to 53,000, an 89% rise.

In July 2025, Dubai announced an AED 150 million fund to support content creators, providing a significant boost to the regional creator economy. This government backing has encouraged brands to invest in partnerships that prioritise authentic, locally relevant content.

Platform advancements have further supported this trend. In September 2024, Instagram introduced Arabic-first monetisation tools, and in February 2025, TikTok Shop launched in Saudi Arabia and the UAE, allowing influencers to drive sales through regionally tailored content.

Agencies like AWISEE, Starfish Agency, and Glimpse Digital are blending cultural storytelling with AI-powered analytics to create campaigns that resonate with GCC audiences. These collaborations highlight the growing professionalism within the industry and the focus on regional content creation.

Potential for Audience Engagement and ROI

The financial and engagement rewards of regional storytelling in GCC influencer marketing are undeniable. Today, creator-led content reaches over 62% of GCC consumers, with 35% of shoppers saying influencer content directly influences their buying decisions.

The market itself is on a steep growth trajectory. By 2032, the GCC influencer marketing sector is expected to grow from USD 315.5 million in 2025 to USD 771.6 million, driven by high engagement rates and measurable returns from localised campaigns. Saudi Arabia leads the region, accounting for 40% of the market in 2025, while the UAE is the fastest-growing market.

Certain content categories are thriving. Health and fitness creators saw a 76% increase, while arts and entertainment influencers grew by 85%, reflecting the strong demand for content that aligns with regional lifestyles and values.

This growth aligns with evolving consumer preferences. GCC Gen Z, in particular, values authenticity and relatable narratives over traditional celebrity endorsements. For brands, this demographic shift highlights the importance of partnering with local creators who can consistently deliver meaningful, culturally resonant stories.

Influencer Marketing in 2025: What Creators & Brands Need to Know

Platform Comparison Table

When it comes to influencer marketing in the GCC, selecting the right social commerce platform means looking closely at key metrics. The platforms differ significantly in their ability to cater to the region's diverse demographics and preferences.

This table highlights the strengths of each platform. For example, TikTok Shop thrives on impulse buying, leveraging its viral content for quick sales. On the other hand, Instagram Shopping supports more deliberate purchasing decisions by offering detailed product showcases and fostering trust through established brand relationships.

Payment Integration and User Experience

Payment systems vary widely across platforms. Instagram Shopping stands out with its integration of local UAE payment options and AED pricing (e.g., AED 199.00), ensuring a smoother checkout process for regional shoppers. TikTok Shop has also adapted quickly to UAE standards, making it easier for users to shop directly within the app.

Campaign Management and Local Adaptation

Each platform has distinct tools for managing campaigns and tailoring content to the region. Instagram shines with its advanced analytics, enabling brands to track ROI and refine long-term influencer strategies. TikTok Shop, while simpler in its approach, offers rapid campaign deployment, though its backend tools are still developing.

Monetisation Opportunities

Platforms also differ in how they allow creators to earn. Instagram introduced Arabic-first monetisation tools in September 2024, helping creators generate income through content that resonates with GCC audiences. TikTok Shop, with its native commerce integration, enables creators to earn directly from product sales within their viral posts.

Reaching Expatriate and Youth Audiences

For brands targeting the GCC's large expatriate population, Instagram Shopping offers a broader reach across various age groups and nationalities. Meanwhile, TikTok Shop excels at engaging younger audiences who are key drivers of trends and viral content.

Conclusion

The influencer marketing scene in the GCC is changing rapidly, driven by five key trends that are reshaping the industry. From the explosive popularity of short-form video content to the growing emphasis on micro and nano influencers, the market is maturing into a more sophisticated and data-focused space.

Projections suggest the GCC influencer marketing market will hit USD 771.6 million by 2032, with an impressive growth rate of 13.9% CAGR. This surge highlights how influencer partnerships have evolved far beyond experimental campaigns. By 2025, the region is expected to have 263,000 influencers - a staggering 75% increase in just two years. This growth isn’t just about numbers; it reflects a clear shift toward quality content and strategic alignment. These trends are redefining the industry and paving the way for future developments.

A stronger focus on cultural storytelling and authentic regional content has transformed how brands collaborate with influencers. Many successful campaigns now prioritise long-term partnerships, positioning creators as authentic brand ambassadors who understand and respect local traditions and cultural nuances.

The rise of social commerce has also made the journey from content to purchase more seamless. With over 35% of GCC shoppers saying that influencer content directly impacts their buying decisions, creators have become essential players in the region’s e-commerce boom.

For brands, the takeaway is clear: prioritise data-driven strategies and authenticity. Micro and nano influencers, with engagement rates of 6–8%, far surpass the global average of 1.2%, proving that genuine connections matter more than follower counts. In this ever-evolving landscape, partnering with experts like Wick can help brands craft cohesive digital strategies and tap into these trends effectively.

FAQs

What role do micro and nano influencers play in boosting brand engagement in the GCC compared to celebrity endorsements?

Micro and nano influencers are reshaping how brands connect with their audiences in the GCC. Unlike big-name celebrities who aim for broad appeal, these smaller influencers focus on specific, niche communities. This approach creates a stronger sense of trust and encourages authentic interactions, making their engagement with followers feel more personal and relatable.

In the GCC, where personal connections and cultural nuances hold significant importance, these influencers excel at delivering messages that genuinely resonate with local audiences. For brands, working with micro and nano influencers not only enhances engagement but also offers a cost-effective alternative to expensive celebrity endorsements, all while building deeper connections with their target markets.

What are the benefits of using social commerce tools like TikTok Shop and Instagram Shopping for influencers and brands in the GCC?

Integrating social commerce tools like TikTok Shop and Instagram Shopping is proving to be a game-changer for influencers and brands across the GCC. These features allow users to discover and purchase products directly within social media apps, making the shopping process quicker and more convenient.

For influencers, these tools open up new ways to earn by linking products directly to their posts and videos, turning content into a direct revenue stream. For brands, they offer a chance to increase sales, build stronger engagement, and gather valuable insights into how customers behave online. In a region where social media heavily influences buying decisions, social commerce effectively connects inspiration with action, delivering tangible results.

Why is creating localised content and telling regional stories essential for influencer marketing in the GCC?

Localised content and regional storytelling play a critical role in influencer marketing across the GCC. By aligning with the region's cultural values, traditions, and unique preferences, brands can craft messages that feel personal and relatable to their audience.

This strategy doesn't just boost engagement; it also builds trust. Audiences are naturally drawn to campaigns that honour and celebrate their local identity. In a diverse yet culturally grounded market like the UAE, tailoring content to reflect these nuances is essential for cutting through the noise in a crowded social media space.