Finding relevant influencers tops challenges for brands in UAE

As much as 94 per cent of marketers in the UAE believe social media influencer marketing is now very significant for the success of their brands. Data from the ‘BPG Cohn & Wolfe Influencers Survey’, in association with YouGov, showed that almost half – 49 per cent – of those polled currently work with social media influencers in the region to market their brand.

However, participating brands also identified some of the key attributes they looked for in social media influencers. Topping the list at 39 per cent was that the influencer must be a popular person in the community and have a large following and appealing content.

But the biggest challenge identified by brands was ‘finding relevant influencers’ that topped the list at 55 per cent. This was followed by ‘negotiating terms and conditions’ at 41 per cent, and ‘communicating during an assignment’ at 39 per cent.

Budgets for social media marketing are also growing, with 43 per cent of brands indicating that they had spent anywhere from between $1000-10,000 per social media influencer campaign in the UAE.

But many will invest more and 34 per cent indicated that they would spend anywhere between $10,000 and $50,000 on a single social media influencer campaign. The majority of marketeers, 63 per cent, said that they believe the fees requested by social media influencers are reasonable.

Openness and transparency are also emerging trends as 63 per cent of brands say they occasionally request social media influencers to publish a disclaimer or reveal that their content is sponsored. However 24 per cent never require it and 12 per cent find it necessary to add a disclaimer through a statement or the use of hashtags such as #Ad or #sponsored.

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