Key regions: Australia, Germany, France, Europe, United States
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.
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