Middle East weighs costs versus benefits of social media influencers

Middle East weighs costs versus benefits of social media influencers

Thu, 2019-12-05 00:00

DUBAI: In the course of the last decade, social media platforms have evolved from being communication networks into an integral part of nearly every aspect of daily life.

Online platforms have generated an influencer marketing industry that is currently worth an estimated $8 billion globally.

The practice of using influencers to promote a product or service on social media has come to dominate the marketing industry, creating a ripple effect on consumer choices.

Celebrities, artists, experts and aspiring influencers can be found in fields ranging from food and travel to fashion and beauty, leveraging the power of "likes“ and a massive following to promote products in return for fees.

All this raises questions with potentially profound implications for society: Is social media influencing more than just purchasing decisions? More worryingly, has it become a contributing factor in the rise in mental health cases around the world?

Important light has been shed on the subject by the findings of the fourth edition of the "Social Media Influencers' Survey,“ and a panel discussion held during the release of the report recently in Dubai.

Brands are projected to spend up to $15 billion on influencer marketing by 2022, with one in three people in the world already