Dubai has become the global capital for influencer marketing, as brands in every industry are looking to collaborate with influencers in Dubai to gain an edge in the market.

The Influencer Marketing industry has experienced remarkable growth and is all set to reach US$86 million by 2028. Global brands like Fenty Beauty, Balmain, Samsung, Amazon, etc., have already utilized this booming marketing strategy to expand their reach across the UAE and beyond.

For example, luxury brand Gucci partnered with top influencers to launch capsule collections, resulting in high engagement, credibility, and presence in the Middle East.

As a matter of fact, more than 62% of Dubai brands from different industries have already benefited from influencer marketing in uplifting their brand’s name and reputation in Dubai’s vibrant market.

In correspondence to such colossal growth of influencer marketing in Dubai, there has been an evident rise in the demand for influencer market agencies. More than 70% of brands are now actively working with an influencer marketing agency in Dubai to drive growth, achieve higher ROI and build strong connections with their target audience.

As we move ahead to the core of this blog, we will look in detail at the rise of influencer marketing in Dubai and its key trends for brands to follow in 2025.

Why Dubai Is Becoming a Global Hub for Influencer Marketing

Dubai, with its growth, modern technologies, innovation, and innovative policies, is the perfect place for brands to flourish with influencer marketing.

  • Surprisingly enough, 90% of the UAE population is active on social media, and this high usage rate creates an ideal environment for brands to introduce their products and services to their target audiences through social media platforms.
  • Dubai’s social media influencers play a big role in the high engagement on social media. With their real-life experiences and high-quality content, they educate and nurture their community and influence their perspectives on buying a brand's product.
  • Given that influencers have built trustworthy and strong connections with their audiences, brands are partnering with these social media influencers to connect with their target audience and enhance their growth results through their engaging and authentic content.

Therefore, let us examine the influencer marketing trends that brands should follow in their campaigns to achieve more advanced and long-term results.

1. Shift Toward Nano- and Micro-Influencers

Micro- and nanoinfluencers, even with smaller follower counts, have higher engagement rates; therefore, brands are partnering with them to connect with their niche audiences and enhance their engagement, trust, and conversions. These influencers can provide brands with a 30% higher return.

For instance, Kwality Wall's, a famous Ice Cream brand, partnered with micro-influencers in Dubai to execute campaigns highlighting Kwality's products. They created 17 Instagram videos and garnered over 1.9 million views, which exceptionally boosted engagement and visibility.

2. Surge in Video-First Content

Videos are an effective way to connect and capture the attention of the audience. Brands are using them as Instagram reels, YouTube shorts, and TikTok videos. Reports say they can get 80% higher conversion rates by using videos in their content.

For example, Emirates Airlines partnered with influencers to create campaigns with short videos, sharing their journey and in-flight experience. This marketing strategy has generated over 200 million views and elevated their engagement and conversions through social media platforms.

3. Create FOMO With Influencer Live Shopping

Live shopping with influencers allows the audience to interact in real time. It creates a sense of urgency among the audience, which makes them act quickly. As a result, brands can get a boost in sales, almost 10 times higher than regular campaigns (Source: emplifi).

For example, the Dubai government partnered with travel and lifestyle influencers to show Dubai’s top attractions on Facebook. They streamed the real-time experiences of influencers using the ‘live’ feature, which helped create a sense of urgency and exclusivity. This further resulted in enhanced visibility and conversions.

4. Integration of AI and Data Analytics in Campaigns

Brands are using AI tools to automate tasks like scouting the right influencers, content creation, and measuring campaigns. They are also partnering with AI influencers who can connect effectively with their niche audiences. If anything, using AI for their campaigns can help brands achieve 67% better and way more impactful results.

5. Influencer-based Affiliate marketing

Brands can provide discount coupons and special links to their audience, which can improve their visibility and boost engagement. Over 80% of brands use this to track the performance of influencers and measure ROI with every sale made through it.

6. Influencer-Featured UGC Videos

UGC videos with influencers create trustworthy connections with the audience and act as social proof for brands. Brands that use UGC videos in their campaigns acquire greater engagement than those with simple brand messages.

7. Localized Audience Targeting

Many brands are working with influencers who have strong local followers, as this way of targeting helps them enhance their visibility in the UAE’s diverse market and generate sales.

Now let's move into detail about the popular platforms for brands to carry out their marketing campaigns effectively in Dubai.

1. Instagram Remains the Dominant One

Instagram is the top platform for influencer marketing in Dubai. Brands from various sectors, like beauty, fashion, automobiles, etc., are utilizing Instagram to share their messages through reels and stories, which help brands in increasing their visibility, engagement, and sales.

2. TikTok’s Growing Market Share in MENA

TikTok is growing fast in the MENA region, which is mostly attracting younger audiences. Over 77% of Gen Z say they use TikTok for entertainment and exploring products. Because of this, brands are utilizing this platform to create content and convey their message to their target consumer.

3. LinkedIn and the Rise of B2B Influencers

LinkedIn is emerging as a key platform for B2B influencer campaigns. Professionals and industry leaders in Dubai are using it to achieve better conversations (up to 2 times higher), resulting in increasing brand credibility and effective lead generation.

Tips for Brands: How to Win with Influencer Marketing in 2025

To achieve maximum beneficial results from influencer marketing, brands should follow certain tips mentioned below:

Choosing the Right Influencers

Brands should focus on finding the right influencers who are aligning with their target audience, content style, and goals to create impactful campaigns and achieve desired results. They can partner with leading influencer marketing agencies in Dubai to utilize their expertise and advanced tools for the selection of influencers.

Embracing Long-Term Collaborations

Brands should maintain a long-term partnership with influencers rather than one-off collaborations. It allows influencers to consistently promote the brand and build strong trust and credibility, finally leading to an increase in sales.

Leveraging Analytics to Optimize Campaigns

Brands should use real-time analytics of the campaign to measure its performance. By closely monitoring the key metrics, such as engagement rates, their audience behaviour and ROI, they measure their effectiveness and optimize their strategies, ensuring the campaign stays effective and generates remarkable results.

Conclusion

Influencer marketing is undeniably becoming an ever-growing industry, with more and more brands recognizing its potential to reach and engage with their target audience effectively.

In Dubai, many brands have benefited from this word-of-mouth marketing in enhancing their presence in the market and generating higher conversions. With such advancements in the industry, brands that adapt and innovate their strategies will acquire better results with their campaigns and stand out in the city’s marketplace.

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