The community for Arabic digital storytellersKharabeesh Network

Influencer Marketing 2016

STATS & INDUSTRY

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)

“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

INFLUENCERS

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

Where are we now?

Where are we now?

Lifestyle Lifestyle turned expert Expert

STRENGTHS

It works. And you can measure ROI.

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

- Over 18 million views/month - Growth of 35K subs/month

It’s about the means rather than the end.

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

Building audience takes time. Influencers are shortcut.

Gen C: connected to content creator. Not corporates

It cuts the noise of other advertising alternatives.

More acceptance from your audience.

Incremental reach is based on diversity.

Out of the box: successful content and reach.

stats from April/16

Therefore, likeable and engaging. Not Intrusive; welcoming.

AREAS OF IMPROVEMENT

Be true to the influencer’s profile.

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

Being transparent is always the way to go.

10X

Internationally

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

Regionally

Consistency

Long lasting content for better stats

YouTube titles: English, Arabic, hashtags

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

Lots of copycats, lack of original content.

Tell the truth. As you mean it.

Zack King

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

Bernadette Abraham

Or broadcast it. Like the Homeland movie’s boycott message.

*Freedom, now in 3D and Homeland is Watermelon

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

OPPORTUNITIES

Speak TO the viewers; not AT them.

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

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

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

Create brand affinity through original content.

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

Nascent in the region. Plenty of room to grow.

RISKS

Just a trend, it vanishes.

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

Thank You!