How To Become An Influencer In Dubai

It goes without saying that Dubai is one of THE most Instagrammable cities in the world, so much so that everyone wants to live here including many influencers who have moved here in recent times and have made this vibrant Emirate a permanent base and home. 

Dubai offers a realm of opportunities, all year-round sunshine, international brands, a fantastic travel hub, luxurious resorts, hotels and restaurants and a plethora of places to get that Instagram-worthy shot and reel.  It’s no wonder that people move here and want to give the online content creation life a whirl – it’s literally handed to everyone on a plate!

So how do you set yourself up and become an influencer in Dubai? What are the key steps you need to follow?  Let’s just say…it’s more than just having a tripod and ring light and it’s NOT buying thousands of fake BOT accounts!

Here are 6 things you should know if you want to become a successful influencer in Dubai.

1.    You must register with the (NMC) National Media Council

Influencers in the UAE must obtain a licence from the NMC to legally promote products and services. It ensures your content adheres to UAE regulations. This applies to paid collaborations, sponsored content or brand endorsements. You can choose between an individual or agency license, depending on your business model and you’ll need to renew it annually. Fines for non-compliance can reach up to AED5000 + or lead to account suspension.  In addition to this, paid collaborations (*ad) and gifted experiences and products (*PR/gift) must be disclosed on all content whilst also maintaining transparency with your audience.

2.    Respect Cultural and Religious Norms

Dubai is liberal by Middle Eastern standards, but Islamic values and local customs are strongly enforced.  Avoid content that includes nudity or revealing clothing, profanity or offensive gestures plus alcohol or drug promotion.  Posting during Ramadan requires extra sensitivity – avoid eating/drinking on camera during fasting hours for example.

3.    Building your Brand

Without a doubt, knowing who you are, what you represent and identifying your niche and USP is crucial to building your own brand online.  Choose something you are passionate about which you can share your expertise on.  Whether its travel, fashion, beauty, family life, food or fitness – carving out a distinct niche will help you establish yourself and attract an engaged and dedicated following.  In terms of followers, don’t focus too much on the numbers, focus more about building a community and loyal following who engage and find your content useful, entertaining and informative.  Try not to be every genre of influencer all at the same time, thus confusing people viewing your profile – don’t be a jack of all trades and master of none.

4.    Engaging and Authentic Content

Authenticity is the cornerstone of influencer marketing and to resonate with your audience, you need to create content that reflects your true personality and values.  More often than none, influencers in Dubai showcase an unrealistic version of themselves that’s not relatable to their audience.  Remain transparent with your following to build a genuine connection and strong community.  By developing authentic, relatable and engaging content that resonates with your target audience, you build a trustworthy personal brand, gaining credibility, thus attracting brand partnerships and collaborations. To add to this and a personal tip of mine – respond to every comment and DM sent your way by a follower.  It’s not only good manners, but it respects the individual that went to the trouble of sending you a message or commenting under a post/reel.  It’s that simple – if you want a loyal following/community…give back an ENGAGE!

5.    Networking is Crucial

Dubai’s influencer scene is tight knit.  Networking and collaboration are invaluable tools for success in Dubai’s influencer stratosphere.  Build relationships with fellow influencers, PR’s, brands, agencies and industry leaders through networking events, brand launches and social media platforms.  Collaborate with fellow influencers on joint campaigns and creative content to expand your reach, tap into new audiences and unlock new opportunities.

6.    Monetising your Reach

There are different ways to make money through influencing in Dubai.  Paid brand partnerships, brand ambassadorships, event appearances, affiliate marketing and UGC creation are a few examples.  This falls in line with factors such as good analytics and insights from your social media accounts and the ability of your content to perform well for a brand.  It’s a good idea to have a Rate Card.  This is key when working with brands, who will ask for this in relation to paid collaborations.  Develop personal rates that take into consideration the time spent on filming and shooting content as well as editing. Ask PR agencies and fellow influencers the going rates to charge for reels, posts and stories etc., Many brands prefer to work with influencers managed by approved influencer marketing agencies.  They help get the influencer better brand deals, stay compliant with regulations and gain access to premium events and collaborations. 

Lastly, NEVER come across entitled and rude when dealing with PR agencies and brands.  Influencers don’t have the best reputation, especially in Dubai and particularly when it comes to event invites and product gifting.

Stay humble and stay respectful.