Consumers nowadays are highly invested in influencers, with 85% of MENA users following at least one influencer and referring to them for brand discovery and recommendations.

They are even more aware than ever of paid collaborations, where 73% of consumers can tell if the content on an influencer’s social page is paid for or authentic.

With that in mind, consumers are more likely to be loyal to brands that are authentic, as they expect and want authenticity from the brands they love and want to build a genuine rapport with them.

This is a key driver for both influencers and brands to be fully transparent in their collaborations, as transparency and authenticity will help brands develop trust from these consumers, generate positive word-of-mouth, and build long-term relationships with loyal customers who genuinely believe in the brand, its products and services, and what it stands for.

With the huge rise in demand for influencers, transparency and authenticity became a major challenge for brands and influencers in the industry.

With the support of Brand Ripplr, three influencers, including Dima & Chaza, Baraa Sabbagh, and Durjoy Datta, share their perspectives on the question: “Why Transparency?”

Learn more about the state of transparency in influencer marketing in the United Arab Emirates. Explore the full market study and report: