This document provides information about Zeina Tabbara and her experience in entrepreneurship and digital media in the Middle East. It then discusses trends related to Saudi women and influencers, including how Saudi women are becoming more independent and plugged in, wanting authentic brand messages that integrate into their lifestyles. It suggests that influencers want to collaborate more with brands to create authentic long-form content rather than one-off videos. The document also discusses opportunities for brands related to podcasting, on-the-ground activations, and unexpected brand collaborations. It provides an example of how Glossier capitalizes on women's empowerment through simple messaging and content about everyday women.

1. A (Brief) Deep Dive into
the Saudi Woman & Influencer
ZEINA TABBARA
Strategy/Branding/Content
@zeeetab
zeinatab@gmail.com
www.linkedin.com/in/zeinatab

2. About Zeina Tabbara
Zeina has over 12 years experience in the
entrepreneurship and startup ecosystem around the
Middle East. She has worked in business
development and digital media. She started as a
strategic planner and then moved on to digital video
production, content strategy and brand development.
As a media & content strategist she develops &
executes multimedia content strategies (on all
platforms) for brands & influencers. As well as brand
development and localization.
Follow Zeina on Instagram & LinkedIn to keep
updated with the latest trends and research in
content, media & brand strategies in all sectors.
She received her BA from TUFTS University in Boston
(USA) in 2006 & a filmmaking degree for New York
Film Academy Abu Dhabi.
ZEINA TABBARA
Strategy/Branding/Content

3. The Estée Lauder Portfolio and the Saudi Woman - It’s time to break new ground
The rapid developments (often on a daily basis) and changes occurring in KSA is
directly influencing and changing the Saudi woman at a fast pace. What she wanted,
what she researched and what she did has shifted dramatically in the past two years.
Gone are the days when brands slightly amended and localized marketing campaigns;
or chose a mass regional influencer to ‘represent the Saudi woman. Brands have to be
localized, authentic and adapt to the lifestyle of the Saudi woman.
Brands need to work with micro-influencers, be on trend and tap into key events
happening in Saudi to create content that is authentic and relatable. The Saudi woman
is working in all sectors of society, she is driving she wants to be independent (even as
a wife and mother), she is finally taking time for herself, taking care of herself (mentally
& physically), and has disposable income.
So…this changes how she wants to be addressed. She doesn’t want to be belittled or
see many adapted/localized campaigns. This is a chance for brands to share how their
products can be integrated into her new life, her favorite brands understand these
changes and want to be there for her. This is the time for brands to be with her on this
new journey - and be innovative in the messaging and brand experience.
ZEINA TABBARA
Strategy/Branding/Content

4. Saudi is key for beauty & wellbeing brands…and it’s a whole new ball game
• The empowerment & social reforms for the Saudi women: The Saudi
women are becoming independent, they have their own money, they want
to empower themselves physically, mentally & economically. They want to
look good, but they also want to build their knowledge bank.
• The Saudi woman is plugged in as ever. She knows what she wants, she is
well aware of global and regional brands. She can’t be swayed by
inauthentic brand messages and advertising. She wants something that
works for her. She still follows influencers, but is now looking for
authenticity & relevance. She is busy, and needs products that work for
her.
• There is a shift: KSA women still follow influencers and get their advise, but
now its all about the bringing back the brands. For the past couple of years
many brands relied on influencers for recognition, however now its all
about empowering the brands again. The Saudi woman wants to hear
directly from the brands themselves in an authentic manner and they want
a story…how can brands integrate into the everyday lifestyle of the KSA
woman?
ZEINA TABBARA
Strategy/Branding/Content

5. The Saudi female influencer…who is she?
Pre 2019 Now
• Polished brand.
• Focus on fashion & beauty.
• Pure makeup & fashion tutorials
i.e no depth.
• Works with many brands, with
no reason why. No story or
connection with the brand.
• Doesn’t stand out from the rest
of MENA influencers.
• Mimiking international
influencers.
• Free flowing brand - not as
polished, more easy going - i.e
more real.
• Insight into everyday life with
family, friends and work.
• Discusses serious issues i.e
mental health, work/life balance.
• Brand is about being an
entrepreneur, not only beauty &
fashion focussed.
• She builds content around her
everyday life - and works with
brands that can integrate within
her lifestyle.
• Storytelling is important -
branded content needs to have
depth.
ZEINA TABBARA
Strategy/Branding/Content

6. How do Saudi female influencers want to work with brands?
Pre 2019 Now
• Pure tutorials.
• Polished high end influencer
campaigns
• Talking heads.
• All about beauty & fashion.
• Impersonal integration of
influencers into original content.
• Advertisers/brands want a viral
video or product integration.
One off videos, no long term
commitments.
• Influencers want more - they want
to collaborate and create more
authentic content - not perfect.
• Their audience still want beauty
and fashion, but also want
relatable content to their
everyday lives.
• Reality type content is on
demand.
• Humor/fun is key - even for high
end brands.
• Long form docu-series are also in
demand.
• They want to make longterm
relationship with brands -
ongoing development, not one-off
content.
• NO to pure tutorials.
ZEINA TABBARA
Strategy/Branding/Content

7. MENA content space is changing - and influencers and consumers want more
Video content is still key, and keep in mind most influencers are creating
content for mobile devices. However podcasting is on the rise and no
beauty brand in MENA has tackled podcasting yet. And the Saudi woman
will be on the road more and more (and needs to listen to something) - so
podcasting is a great opportunity for brands.
Podcasting is
the new
kid on the block
ZEINA TABBARA
Strategy/Branding/Content

8. The KSA shopping experience & e-commerce - what’s missing?
There is a disconnect between what is
happening on the ground and the online
branded content and work with the
influencers. There needs to be a constant
dialogue online and offline. KSA is still
very much a mall culture, and that needs
to be considered when creating digital
content. Being hands-on with the products
(tactile) is very important, and creating
original on the ground experiences that
supports the activation is key.
This is being done abroad, but not yet
very well in Saudi. On the ground
activations that are currently being done
are outdated and not melding digital with
the products/brands.
Also creating unexpected collaborations
is key. i.e a beauty brand & an automative
company? Creating content and
partnerships between other brands that
are part of the everyday life of the Saudi
woman is key.
A great recent example of this is
the Clinique pop-up store in NYC,
where consumers get an
immersive personalized
experience - including VR.
ZEINA TABBARA
Strategy/Branding/Content

9. Brands that are capitalizing on women empowerment & digital, and how MENA
brands can follow best practices.
Glossier (a US beauty brand) that started purely online (they only have 2 stores
in the US) has managed to become a powerhouse in the beauty industry. They
have never used payed influencers, and is one of the fastest growing brands.
Why?
• Simple & straightforward messaging
• Tapping into women independence &
empowerment
• Content around the everyday woman
(and not the influencer)
• Celebrating the brand and the hero
products
• Opening a few offline stores that offer
a unique experience and are a must
visit for the consumer. The social
media content created from the
consumer visiting the stores is as
powerful as any marketing campaign.
ZEINA TABBARA
Strategy/Branding/Content

10. Thank you