The existence of the power of social media is an undeniable fact of today. This digital formation, which is a part of our daily life, also shapes our movements. For this reason, social media, which brings together masses who love the same things, requires following people who love the same things. For this reason, some entrepreneurs who are successful in highlighting their own lifestyles and interests continue their activities under the name of 'influencer' and communicate with the masses. These people, who have created an audience for themselves by creating content in various fields such as make-up, food, travel and technology, are no longer only on social media; They also have an impact on the real world. In order to understand this better, in this article we will make evaluations of the MENA region.
The MENA region's digital transformation in terms of widespread internet use has enabled it to have a high rate of social media usage. For this reason, the marketing industry has become interested in influencers. So much so that the Huda Beauty brand, owned by Dubai-based Huda Kattan, is the leader on Instagram, with approximately 54.1 million followers. Huda Kattan stated that she never spent money on advertising thanks to her influencer status.
On the other hand; İnfluencer, which is a large economic market, also requires responsibility. Business and social responsibilities must be assumed. While, from a business perspective, accurate information must be conveyed in advertising campaigns; there is also concern about being a correct role model for the masses in social terms. That's why in the MENA region, TikTok, one of the world's most popular social media platforms, launched the #CreateForGood campaign in collaboration with MENA influencers. The campaign, led by celebrities and influencers in the region, aimed to raise awareness about those with hearing or speech disorders. The fact that such social issues started to be carried out through influencers has once again proven the existence of their effects on the real world.
When evaluated in general, we see that important steps in both social and business terms are being made using social media platforms through influencers, thanks to the rapid digitalization in the MENA region. It is already possible to say that the effects of the social world on the real world will not be limited to this and will develop in different ways over time.
