5 Ways Influencers Can Stay Authentic While Promoting Brands in the UAE

The influencer marketing sector in the UAE is not just booming - it’s becoming the cornerstone of brand strategy.

In 2025, MENA’s influencer marketing industry is on track to reach a valuation of $897.3 million by 2029, growing at a Compound Annual Growth Rate (CAGR) of 9.27%. In the GCC specifically, the influencer advertising market is projected to hit $276.6 million this year, with expectations to grow to $378.3 million by 2029.

With such rapid growth, it’s more important than ever for influencers, particularly in the UAE, to preserve authenticity. A highly engaged, media-savvy audience demands more than just glossy visuals and branded hashtags. They want truth. They want relatability. They want real stories.

If you’re new to influencing, or are a seasoned creator trying to improve your engagement, here are five practical ways you can remain authentic while still driving results for the brands you collaborate with:

Partner With Brands That Reflect Your Personal Values

In a market as dynamic as the UAE, influencer marketing continues to capture more marketing budget, and as a result opportunities for collaboration are growing weekly. As appealing as brand deals (and the income they offer) can be, not every offer should be accepted. You must remain cognisant that your ability to stand out in an increasingly busy space requires consistency, integrity and authenticity.

At Bees & Honey, we often ask ourselves before reaching out to the creators we work with: Would you still use or endorse this product if it weren’t a paid gig? If the answer is yes, then we know this is right partnership.

• Think long-term: Will this brand still make sense for your audience six months from now? It might seem obvious, but if you’re a wellness-focused content creator, for example, promoting a fast-food chain may feel off-brand and erode trust (not to mention lead to poor engagement and overall sentiment).

Share Genuine Experiences Through Storytelling

According to recent data, 82% of social media users in the UAE trust recommendations from influencers. But that trust hinges on the how, not just the what.

This number is only so high because good content creators aren’t just selling, they’re telling a story. Did a specific suncream brand help your skin during the hottest summer months in Dubai? Did a new healthy meal prepping kit make your life easier during Ramadan when prepping for Suhoor? These stories resonate. They show you're not just promoting a product - you’re integrating it into your lifestyle in a meaningful and useful way.

Maintain Transparency in Brand Collaborations

Transparency is non-negotiable. In a region where 75% of residents follow influencers, audiences are smart enough to spot a paid post - and they'll respect you more if you're upfront about it. Tagging content with #ad isn’t just about following advertising guidelines; it's about building trust.

When influencers are open about brand partnerships and only partner with brands that are authentic to their own personal brand, audiences perceive endorsements as recommendations rather than sales pitches. It’s a simple move that goes a long way.

Engage Actively with Your Audience

Your relationship with your followers doesn’t end at “like and share”, it lives in your comments and your DMs.

Influencers who engage with their community are seen as more genuine and relatable. Not only does this make followers heard and valued, they’re far more likely to trust the brands you advocate for – and they’ll remember that you took the time to connect, not just broadcast.

Embrace and Celebrate Local Culture

One of the most powerful ways to build trust in the UAE is by rooting your content in the local context. This country is rightly immensely proud of its traditions, diversity, and heritage. You have to remain aware of this, and reflect it with pride.

Whether it’s showcasing your Ramadan rituals, making an effort to learn Arabic or supporting a homegrown Emirati businesses, leaning into culture creates emotional resonance. We’ve seen local engagement spike when influencers highlight regional identity. It’s the kind of content that stands out in a sea of similarity.

The influencer economy in the UAE is poised for serious growth, but that only increases the pressure to perform without losing your personal identity and brand. The influencers who will lead in this new era won’t just have the biggest followings - they’ll have the strongest connections.

At Bees & Honey, we believe authentic storytelling, cultural fluency, and a values-first mindset are what separate the great from the forgettable. It’s not just about getting likes, it’s about building trust that lasts beyond a single campaign. No more scroll, tap and dip. We only want authentic connections here.

How Dubai’s Relationship with Digital Content is Reshaping the Advertising Landscape.

As the UAE evolves into a digital-first society, consumer behavior and the way residents engage with advertising is undergoing a major transformation. With a young, tech-savvy population, Dubai’s relationship with digital content is reshaping the advertising landscape. 

• The Youthful Pulse of the UAE: At the core of this shift are the country’s youth. Over 98% of residents use at least one form of social media, signaling that Dubai is a society that thrives on digital content. As the digitally native demographic engages with platforms like Instagram, TikTok, and YouTube, they’re no longer just passive viewers - they’re active participants in the advertising world, interacting with the content that speaks to them. 

• The Demand for Authenticity: In a world where traditional ads often face skepticism, these digital natives have developed a sharp radar for authenticity. They no longer respond to polished, one-size-fits-all corporate messages. Instead, they want relatability, transparency and direct engagement.  

The demand for authenticity has created a generation of consumers who quickly dismiss anything that feels staged or insincere. In a market as digitally connected as Dubai, brands need to go beyond selling a product - they need to forge a deeper connection with their audience. 

The Role of Influencers 

This cultural shift has paved the way for influencers to take center stage. No longer just marketing tools, influencers have become trusted voices in the UAE and across the Middle East. In a region where tradition and modernity often intersect, local influencers: 

• Bridge global trends with regional values 

• Blend contemporary products with local culture 

Their ability to integrate global products into the local context makes their content highly relevant and relatable. Whether sharing fitness tips, travel guides, or the latest foodie trends, influencers seamlessly weave global products into the local culture, making their recommendations feel authentic - because, in many cases, they genuinely use what they promote. 

Quality Over Quantity: Polished Authenticity 

Authenticity doesn’t mean low-fidelity content will always work. While audiences crave realness, they still expect a level of polished content. Creators in Dubai are expected to maintain high-quality visuals without the glossy, overproduced feel of traditional ads. Content that feels too staged often misses the mark - the sweet spot lies between polished and artificial. 

The Power of ADITL Content 

This is where "ADITL" (a day in the life) content comes in. Simple editing, easy to use equipment and simple edit formats make it not only accessible for creators, but relatable for audiences, too.  

ADITL content feels like a snapshot of real life - unfiltered but thoughtfully crafted. The audience can tell when content isn’t overproduced, and it’s this blend of authenticity and professionalism that resonates with digital consumers in Dubai and across the UAE. 

The Growing Influence of Digital Creators 

In fact, trust in influencers in the Middle East has grown so much that consumers are now more likely to believe a recommendation from a digital creator than from traditional ads. Studies show that: 

• 70% of consumers in the UAE trust influencer recommendations over conventional advertising 

• 76% of consumers in Saudi Arabia are more likely to purchase from a brand endorsed by a trusted influencer 

This is a critical insight for brands, as it reflects a growing distrust in traditional methods. 

Rethinking Advertising Strategies 

This shift in consumer behavior has forced brands to rethink their strategies. Influencer marketing is no longer just a tactic; it’s now essential for brands to engage with consumers in the region. As the digital landscape continues to evolve, brands that overlook the power of influencers and the need for authenticity risk falling behind. 

The Future of Advertising in a Digital-First Dubai 

Dubai’s rise as a digital-first city has fundamentally changed consumer behavior. With a young, tech-savvy, and increasingly discerning population, the demand for authenticity in advertising is higher than ever. As consumers prioritize trust and relatability, brands must adapt to a new age of advertising - one that requires authenticity, engagement, and a personal connection. In this digital era, only those who understand the culture and connect with consumers on a personal level will succeed. 

Understanding the Shift Towards Micro and Mid-Sized Creator Campaigns in Dubai and Riyadh

Recent trends in Dubai and Riyadh indicate a significant shift from celebrity endorsements to collaborations with micro and mid-sized creators. This change is driven by a desire for more authentic and relatable content that resonates with audiences. 

Why This Shift Matters 

• Authenticity Drives Engagement: Younger audiences are increasingly seeking genuine content. Micro-influencers, with their personal approach, offer endorsements that feel more authentic. Studies have shown that micro-influencers can achieve engagement rates of 2-3%, while macro-influencers typically hover around 1%.  

• Effective Conversion: Smaller creators often maintain highly engaged followings, leading to higher conversion rates. For example, Bee Kind's influencer marketing campaign achieved an 8% conversion rate, significantly higher than the average of 2.55% in standard marketing efforts. 

• Building Trust: Long-term partnerships with creators foster deeper trust, enhancing brand credibility. In the MENA region, where social media plays a key role in daily life, personal interactions between micro-influencers and their followers can lead to stronger brand loyalty.  

The Bees & Honey Approach 

• Data-Driven Insights: At Bees & Honey, we analyse influencer engagement and audience interests to craft tailored campaigns that resonate, helping brands build genuine connections. 

• Strategic Partnerships: We focus on creators whose values align with your brand, fostering authentic and effective collaborations that drive engagement. 

For Creators: Building Your Brand 

• Define Your Niche: Identify your unique interests and strengths to attract brands that resonate with your personal brand. Many micro-influencers in the UAE and KSA specialise in specific niches, such as fashion, beauty, travel, food, and tech, leveraging their niche expertise to connect with targeted audiences.  

• Engage Authentically: Interact genuinely with your audience to build trust and attract potential brand partners. Micro-influencers often engage with their audience on a personal level, responding to comments and fostering real conversations, which enhances engagement rates.  

Embracing collaborations with micro and mid-sized creators offers a pathway to more genuine and effective marketing. By focusing on authenticity and strategic partnerships, brands can connect with audiences in meaningful ways that drive engagement and conversions.