Influence is reshaping marketing strategies in the MENA region. Traditional sales funnels no longer capture modern consumer behavior. Anthony Nakache from Google emphasizes that video is now the most powerful driver of influence in today’s market.
For decades, marketers relied on a linear funnel from awareness to purchase. However, consumer journeys in the UAE, Saudi Arabia, and the wider MENA region now operate in overlapping loops. According to Boston Consulting Group (BCG), consumers simultaneously Stream, Scroll, Search, and Shop. Marketers who cling to outdated funnels risk missing key touchpoints that drive purchasing decisions.
Video presents the ultimate opportunity to earn influence. BCG reports that video impacts the entire consumer journey, far beyond simple top-of-funnel awareness. In the UAE and KSA, high-quality video consumption spans every device and format. Consequently, brands must engage audiences where they actively watch.
Understanding MENA viewers is crucial. Audiences no longer passively consume content. They engage across short-form moments on mobile and long-form deep dives on Connected TV (CTV). Over half of viewers in the region watch both Shorts and long-form content within a single week. Unique patterns also emerge: in the UAE, 54% of Shorts users do not access Instagram Reels, while 32% of KSA and UAE Shorts users avoid TikTok.
Intention defines influence. Trust remains the ultimate currency. BCG shows that YouTube is 1.6 times more effective at influencing purchase decisions than other social platforms. Brands benefit when creators follow the ART framework—Attention, Relevance, and Trust. Viewers value content that feels meaningful and authentic.
Creators foster deep connections with audiences. Ipsos research indicates users are 98% more likely to trust YouTube creator recommendations compared to other platforms. Globally, 61% of Gen Z feel closer to creators they watch on YouTube than elsewhere. Effectively leveraging creators drives credibility and engagement.
Closing the execution gap requires strategic tools. Google introduced YouTube Brand Deals in MENA to simplify creator partnerships. Additionally, the upcoming Creator Partnership Hub will help marketers find and connect with suitable talent. Partnership Ads on DV360 are also expanding, supporting scalable video campaigns.
Finally, brands in the UAE, Saudi Arabia, and wider MENA must pivot strategically. Influence is no longer a simple funnel. Instead, video and authentic creator partnerships define the future of marketing across the region.
