Influencer marketing is one of the most requested services in the UAE, and one of the easiest to waste money on. Here is how a well run campaign works, from the first goal to the final report.
1. Start with one clear goal
Awareness for a launch, footfall to a restaurant, bookings for a clinic, sales for an online store. The goal decides the type of creator, the content and how you measure it. A campaign that tries to do everything usually proves nothing.
2. Find creators whose audience is actually here
- Check where the followers are. A Dubai creator with most of their audience abroad will not bring local customers.
- Look at engagement quality, not just numbers: real comments, saves and replies to stories.
- Prefer creators who already talk about your category and whose tone fits your brand.
- Mix sizes: one or two larger names for reach, and several micro creators who often convert better for local businesses.
3. Check permits and compliance
Since 2025, anyone promoting products or services on social media in the UAE needs an Advertiser Permit from the UAE Media Council, and visiting creators register through a licensed agency. Check the permit before you brief anyone. Sectors like healthcare have their own advertising approvals too. Our guide to the UAE Advertiser Permit covers what brands should check.
4. Write a brief that leaves room for the creator
- What the campaign is for and the one message that matters.
- Must haves: product shots, the offer, the link or code, the disclosure.
- What to avoid, including competitor mentions and claims you can't back up.
- Freedom on style. Followers trust the creator's voice, not your script.
5. Agree usage rights and approvals in writing
Decide before posting whether you can reuse the content on your own accounts and in paid ads, for how long and on which platforms. Agree how many rounds of review there are and how quickly each side responds. This avoids most of the disputes we see.
6. Boost what works
The best performing creator posts can run as ads from the creator's own handle, through partnership ads on Instagram and Facebook or Spark Ads on TikTok. This often costs less per result than ads from the brand's account, because it looks and feels like a recommendation.
7. Track every creator separately
- Give each creator their own discount code, tracked link or WhatsApp message, so you can see exactly who drove results.
- Measure the goal you set in step one, not just views and likes.
- Keep the creators who delivered for the next campaign. Long term partnerships usually outperform one off posts.
If you want a team to handle the whole process, from shortlisting and permits to ads and reporting, see our influencer marketing services in Dubai, or read about influencer marketing versus UGC if you're still deciding.
Sources
Shabeeb Mohd works with Ads n' Codes on lead generation, local search and campaign performance for UAE businesses.