The Gulf Cooperation Council influencer marketing industry is entering a new era of exponential growth. The market is valued at USD 315.5 million in 2025 and is projected to soar to USD 771.6 million by 2032, registering an impressive CAGR of 13.9% between 2026 and 2032.
This explosive growth is powered by the region’s world-leading social media penetration rates, visionary government-led digital transformation programs, and the rapid rise of micro and nano influencers who connect authentically with the region’s diverse and youthful audiences.
A Youth-Driven Digital Powerhouse
With over 70% of the GCC population under the age of 35 — and nearly 80% of Saudi citizens falling within this age group — the region has become one of the world’s most fertile grounds for influencer-driven engagement.
Daily social media usage in the GCC far exceeds the global average, with UAE users spending 7.2 hours per day online, compared to 5.3 hours globally. This digital-native population has made influencer marketing an essential part of consumer behavior and purchasing decisions.
Micro and Nano Influencers Take Center Stage
A defining trend reshaping the GCC landscape is the shift toward micro (10,000–100,000 followers) and nano influencers (1,000–10,000 followers).
These creators are increasingly favored by brands for their authenticity, community trust, and higher engagement rates — with UAE nano-influencers reporting engagement rates of 6–8%, compared to the global Instagram average of just 1.2%.
A recent UAE survey revealed that 58% of consumers trust micro-influencer recommendations more than celebrity endorsements, signaling a lasting shift toward localized, relatable content that reflects cultural nuances and community values.
Government Support and Regulation Strengthen Industry Maturity
The GCC’s influencer ecosystem is being rapidly institutionalized through progressive government policies and funding initiatives.
In January 2024, Dubai launched a USD 40.8 million (AED 150 million) fund to support digital content creators, reinforcing its ambition to become a global influencer hub.
Meanwhile, the UAE National Media Council’s influencer licensing framework has brought transparency, professionalism, and structure to the market, enabling brands and creators to form legally compliant, trust-based partnerships.
These regulatory measures have transformed influencer marketing into a credible business sector — particularly empowering micro and nano influencers to operate as legitimate entrepreneurs within the growing creator economy.
Platform Power: Instagram Leads, TikTok Surges
Instagram remains the GCC’s most dominant platform in 2025, capturing 35% of total market share, thanks to its visual storytelling appeal and integration of shopping tools.
However, TikTok is the fastest-growing platform, fueled by Gen Z adoption, viral content formats, and new in-app shopping features.
The launch of TikTok Shop in Saudi Arabia and the UAE in early 2025 has revolutionized the region’s social commerce, allowing influencers to directly drive sales through native content.
Fashion & Beauty Lead; Tech & Electronics Rising Fast
The Fashion & Beauty sector holds the largest share (35%) of GCC influencer marketing spend in 2025, reflecting the Gulf’s luxury-driven culture and global fashion prominence.
Meanwhile, Technology & Electronics is emerging as the fastest-growing vertical, propelled by the region’s tech-savvy youth, booming gaming scene, and smart device adoption rates.
Regional Leaders: Saudi Arabia Dominates, UAE Accelerates
- Saudi Arabia accounts for 40% of the GCC influencer marketing market in 2025, powered by Vision 2030, strong youth engagement, and robust social media activity.
- The UAE is the fastest-growing market, expected to expand at a CAGR of 14.0% through 2032, supported by world-leading social media penetration (115%) and Dubai’s thriving digital innovation ecosystem.
Competitive Landscape and Emerging Opportunities
The GCC influencer marketing scene is fragmented yet dynamic, featuring both global agencies and regional players leveraging local expertise.
Leading agencies such as AWISEE, Starfish Agency, Influencer Marketing Factory, and Glimpse Digital are spearheading campaigns that blend AI-powered analytics, cultural storytelling, and cross-border digital integration.
New opportunities are emerging across fintech, healthcare, and B2B influencer marketing, as brands explore innovative strategies to connect with professional and niche audiences through social storytelling.
Recent Industry Developments
- July 2025: Dubai announced an AED 150 million fund to support content creators.
- March 2025: Saudi Arabia’s PIF acquired a 54% stake in MBC Group for SAR 7.46 billion.
- February 2025: TikTok Shop launched in Saudi Arabia and the UAE.
- September 2024: Instagram introduced Arabic-first creator monetization tools.
- June 2024: Snapchat launched its Creator Marketplace in the GCC.
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