Research from Weber Shandwick on regional influencers in the Middle East and North Africa (MENA) reveals that 63% have posted more about causes they personally care about, marking a shift in the region’s digital landscape. 

The findings suggest that influencers in MENA are increasingly using their platforms as powerful tools to advocate for social and political causes rather than just promoting brands or products. Partly driven by a younger, more socially conscious audience that values authenticity and social responsibility, many influencers are now engaging in campaigns that address issues such as environmental sustainability, gender equality, and human rights.

Influencers in the report said, “We are more conscious about what we share and how we share. When choosing a brand to work with, we want to know more about the brand’s work ethics, what they support, and if they have a positive influence.”

Weber Shandwick’s report indicates that brands are also beginning to recognise the value of aligning with activist influencers who advocate for causes that resonate with their corporate values and customer base. It can enhance their own corporate social responsibility profiles and connect with consumers on a deeper level.

Further comments from MENA influencers suggested they are being more discerning before collaborating, stating, “The way a brand perceives the Arab world and the way it, in turn, is perceived in the Arab world is a growing consideration before collaborating. We want to be informative and sensitive and create meaningful content.”

This evolution in influencer marketing signifies a more engaged and conscientious digital ecosystem in the MENA region.