The creator economy across the Gulf Cooperation Council (GCC) has witnessed explosive growth, expanding by 75% over the past two years to include approximately 263,000 influencers. A new report by influencer marketing intelligence platform Qoruz highlights this rapid expansion across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, signaling a major shift in the region’s digital and cultural landscape.
A New Era of Digital Influence
The surge in creators, up from approximately 150,000 monetized influencers in 2023, underscores how social platforms, brands, and audiences are converging around locally resonant content. These digital creators are no longer just peripheral figures but have become central to shaping cultural trends, driving brand engagement, and influencing consumer behavior throughout the MENA region.
Content Trends and Category Growth
While lifestyle, travel, fashion, and beauty remain the dominant content categories, the report notes significant growth across the board and the rise of new verticals. Over the past two years, fashion and beauty content grew by 89%, lifestyle and travel by 87%, and arts and entertainment by 85%. This showcases a clear audience appetite for creators who blend aspirational storytelling with cultural authenticity.
Emerging categories such as finance, health, and the arts are also steadily gaining traction, indicating a diversification of the market and opportunities for brands in less saturated spaces.
The Rise of Culturally-Driven Collaborations
A key trend identified in the report is the growth of ethnicity-led marketing. Brands are increasingly collaborating with creators who connect with specific communities, such as Indian-origin influencers in the UAE and Arab creators in Saudi Arabia. This strategy allows for more effective engagement by reflecting local culture and values.
“In the GCC, creators are not just entertainers; they have become cultural narrators,” said Priya Vivek, Co-Founder and Head of Partnerships at Qoruz. “Collaborations are no longer just about reach or aesthetics; they’re about cultural context, authenticity, and even ethnicity. Creators who understand their audiences and foster a sense of belonging are the ones driving real impact.”
The Shift to Strategic Partnerships
As the market matures, the nature of brand-creator collaborations is evolving. According to the report, the region is moving away from one-off campaigns toward long-term, strategic partnerships that prioritize authenticity and mobile-first content formats.
Aditya Gurwara, Co-Founder of Qoruz, added that the region’s creator economy has evolved into one that is “both strategic and expressive,” noting that parenting and lifestyle creators have been particularly effective at making everyday topics more relatable. This evolution points to a new phase for the GCC’s creator economy, one defined by sustained, identity-driven influence rather than fleeting viral moments.
About Qoruz
Qoruz is an influencer marketing and intelligence platform that provides brands and agencies with the tools to find, connect with, and manage collaborations with relevant influencers. The platform leverages data analytics to help marketers execute impactful campaigns and measure their return on investment in the creator economy.
Source: Fast Company Middle East
