Today's Edition
ISIDORA CIRIC (ABU DHABI)
Influencer advertising in the UAE is on track to reach nearly $97 million by 2030, according to Statista, reflecting a market that’s growing fast - and showing no signs of slowing down.
Already valued at $69.35 million by the end of 2024, the sector is forecast to rise at a steady annual rate of nearly 6.93%, eventually hitting the remarkable market volume of $96.97 million in five years.
Behind the figures is a country where daily life is steeped in social media, and Instagram, TikTok and YouTube have become essential tools for both creators and consumers.
Almost a third of internet users in the UAE follow influencers or online experts, Statista said on Monday, and over a third discover new brands through social media advertising. Fashion and lifestyle dominate the influencer space on Instagram, with nearly 165,000 posts tied to fashion and accessories.
Social media advertising in the UAE isn’t just holding steady - it’s climbing. By 2026, it’s expected to make up 12.5% of the country’s total ad market, pulling in over $503 million. That’s nearly a third of all digital ad spend, which is forecast to reach $1.81 billion next year, the analysis added.
Brands are leaning into influencer partnerships not just for visibility, but for trust. Last year, Statista reported that 72% of marketing executives in the UAE believe influencer campaigns help build brand affinity, while 69% use them to communicate brand stories.
It's a shift away from conventional advertising towards more relatable content that mirrors real life - or at least appears to. And with influencer marketing sitting at the intersection of social media, storytelling and trust, it’s clear why brands are doubling down on creators to get their message across.
The country’s reputation as a launchpad for digital entrepreneurs is also fuelling the scene.
The UAE now sits in the global top ten for influencer marketing, according to a recent report by Collabstr, with Dubai, Abu Dhabi and Ajman emerging as major hubs for digital creators. Statista’s reports also revealed that 60% of influencers across the MENA region picked Dubai as the best place to start a small business, while more than half crowned it the most Instagrammable city.
With ad spend per internet user in the influencer space projected to reach $7.32 by 2025, the business case is only growing stronger. For brands that get the formula right - authenticity, cultural awareness, and the right voice - the payoff can be hard to ignore.
