The document discusses the influence of YouTube in the MENA region, highlighting that Saudi Arabia and the UAE account for significant video views, primarily from mobile devices. It emphasizes the importance of influencer marketing for engaging audiences, stating that successful campaigns depend on authenticity and audience connection. The need for consistency and original content in influencer marketing is also addressed, along with the potential risks and opportunities for brands in leveraging this approach.

1. The community for Arabic digital storytellers
Kharabeesh Network

3. Influencer Marketing
2016

4. STATS & INDUSTRY

5. Why YouTube?
MENA is #2nd in the world in terms of video views a day - ahead of Brazil
and behind only the United States.
In Saudi Arabia alone, the average Internet user watched three times as
much videos daily versus the average user in the US.
Saudi Arabia and the UAE lead regionally and globally with 50% and 40%,
respectively, of all views originating from mobile devices.
YouTube is the third most-used app among smartphone users in the UAE,
and is also in the top 10 most-used apps (time spent/day). (Ipsos’ 2014
report)

6. “Sephora's e-commerce presence is unmatched. Its robust
website offers customers every beauty product imaginable.
However, because of the breadth of new products and
application techniques, consumers can feel daunted by all the
possibilities that are out there.
That's why YouTube is such a popular destination for beauty
and cosmetic tips and how-tos, with 66% of beauty
consumers agreeing that "YouTube is one of the best sites to
help me visualize how different products fit into my lifestyle."
Think With Google Case Studies 2015
Consumers guide their choices via YouTube

7. INFLUENCERS

8. https://www.thinkwithgoogle.com/case-studies/driving-retailer-sales-with-youtube-
trueview-for-shopping.html

9. Where are we now?

10. Where are we now?

11. Lifestyle Lifestyle turned expert Expert

12. STRENGTHS

13. It works. And you can measure ROI.

14. Don’t stick to one criteria.
The formula needs to make sense.
Influence =
Audience Reach (# of followers)
x
Brand Affinity (expertise and credibility)
x
Strength of Relationship with Followers

15. - Over 18 million views/month
- Growth of 35K subs/month
It’s about the means rather than the end.

16. Access to an audience you would never reach
on your own/via traditional media.

17. Building audience takes time.
Influencers are shortcut.

18. Gen C: connected to content creator.
Not corporates

19. It cuts the noise of other advertising alternatives.

20. More acceptance from your audience.

21. Incremental reach is based on diversity.

22. Out of the box: successful content and reach.
stats from April/16

23. Therefore, likeable and engaging.
Not Intrusive; welcoming.

24. AREAS OF IMPROVEMENT

25. Be true to the influencer’s profile.

26. Learn how to let it go.
Life and campaigns perform better.

27. Being transparent is always the way to go.
10X

28. Internationally
It’s new in the region.
Inconsistency and disorder may happen.
Regionally

29. Consistency

30. Long lasting content for better stats

31. YouTube titles: English, Arabic, hashtags

32. Lack of “substance” of the influencer and the ego.
Oh! The ego…

33. Lots of copycats, lack of original content.

34. Tell the truth. As you mean it.
Zack King

35. Eventually, everyone will know it.
Nutrition expert announced on her Snapchat.
Bernadette Abraham

36. Or broadcast it.
Like the Homeland movie’s boycott message.
*Freedom, now in 3D and Homeland is Watermelon

37. Digital life is not TVC.
It goes bad if implemented in traditional way.

38. OPPORTUNITIES

39. Speak TO the viewers; not AT them.

40. Very short term if not Brand association
Everything is instant and live.

41. Don't put rough terms, exclusivity.
Trust the talent / style of the influencer.
Brand association is brings sophistication.

42. Discover and grow talents.
The first to educate them and make your mark.

43. Create brand affinity through original content.

44. Know what’s coming next: to tease the audience,
plan the content

45. Nascent in the region.
Plenty of room to grow.

46. RISKS

47. Just a trend, it vanishes.

48. Make it or break it.
Things can go bad for the creator/brand.

49. Thank
You!