Influencer Advertising - MENA | Statista Market Forecast

Ad spending in the Influencer Advertising market in MENA is forecasted to reach US$576.10m in 2024.
The expected annual growth rate (CAGR 2024-2030) of ad spending is 8.86%, leading to a projected market volume of US$958.70m by 2030.
The average ad spending per internet user in the Influencer Advertising market in MENA is projected to be US$1.23 in 2024.
When compared globally, China is set to lead in ad spending with US$19.16bn in 2024.
Influencer advertising in the MENA region is experiencing significant growth, with brands increasingly leveraging local influencers to reach niche audiences effectively.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in MENA has been experiencing significant growth and development in recent years.

Customer preferences: Customers in the MENA region are increasingly turning to social media platforms for product recommendations and information. Influencers play a key role in shaping consumer preferences and driving purchasing decisions in this region.

Trends in the market: In Saudi Arabia, there has been a noticeable shift towards micro-influencers who have a more niche and engaged audience. Brands are leveraging these influencers to create authentic and relatable content for their target market. In the UAE, influencer marketing is becoming more regulated, with the introduction of guidelines to ensure transparency and authenticity in sponsored content. This has led to a rise in demand for influencers who have built a reputation for credibility and trustworthiness.

Local special circumstances: One of the unique aspects of the MENA region is the diverse cultural landscape. Influencers who understand the nuances of different cultures and languages within the region are in high demand. Additionally, the high smartphone penetration rate in countries like Qatar and Kuwait has created a lucrative market for influencer advertising on social media platforms.

Underlying macroeconomic factors: The growing youth population in the MENA region is a key driver of the influencer advertising market. With a large percentage of the population under the age of 30, brands are increasingly turning to influencers to connect with this tech-savvy demographic. Additionally, the rise of e-commerce in countries like Egypt and Morocco has created new opportunities for influencer collaborations to drive online sales.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.