INTERVIEW: Influencer marketing has matured a lot in the region

AnyTag has a social media analytics module that enables users to track key statistics on a brand’s own social media channels. (Supplied)
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Updated 03 December 2021
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INTERVIEW: Influencer marketing has matured a lot in the region

  • Maha Mahdy, head of AnyTag for AnyMind Group in MENA, discusses influencer marketing’s growth and evolution in the region

DUBAI: AnyMind Group, a brand enablement platform for influencers, marketers, publishers and businesses, recently announced new updates to its influencer marketing platform, AnyTag, which it launched at the beginning of this year.

Since launching the AnyTag platform for marketers and the AnyCreator mobile app for influencers in the Middle East and North Africa region, the company has seen significant growth with a current database of more than 5000 influencers across 11 countries, and agency partners and marketers including Pizza Hut and Talabat.

The new features on AnyTag include automated recommendations of similar influencers through lookalike modeling of an influencer’s content, the detection of brands an influencer has worked with in the past, and the identification and visualization of hashtags an influencer frequently uses.

AnyTag also has a social media analytics module that enables users to track key statistics on a brand’s own social media channels, together with competitor analysis, hashtag analysis and interactions analysis to identify the performance of mentioned and tagged posts of a brand by social media users.

Arab News spoke to Maha Mahdy, head of AnyTag for AnyMind Group in MENA, to discuss the evolution of influencer marketing from the days of YouTube and Facebook to Snapchat and TikTok.




Maha Mahdy, head of AnyTag for AnyMind Group in MENA. (Supplied)

Influencer marketing has been around for a while. How has it changed and where is it at today?

Over the past two years, influencer marketing got a really big boost in popularity; in part, due to the fact that there were a lot of budgets to spend, which would otherwise have been spent on things like events and so on, which got canceled.

There was also a huge shift in how influencer marketing operated in the past two years because everybody was adapting to the new normal. So, we saw people trying out different platforms and topics. For example, travel influencers were no longer traveling so they would talk about other topics such as fitness.

With that shift in platforms, formats and topics, brands started to jump on to see if there were new ways to work with influencers that didn’t necessarily fit the brand before.

One of the most interesting things about influencer marketing in the region is that it has matured a lot — both from a client and influencer perspective.

What does that maturity look like for clients and how is it reflected in the marketing?

If the target audience wants something, you need to find a way to give it to them and put your brand in the messaging. And so brands have started to let go of the reins; they held on very tightly for the past five years because it’s very difficult to trust somebody from outside the organization to communicate on your behalf.

But, it’s about finding that sweet spot — how do I, as a brand, give them (influencers) guidelines but then let them create the content? That’s massive maturity for a brand.

As marketers maintain that balancing act between their own corporate guidelines and influencers’ creative freedom, what are the things that they need to keep in mind when working with influencers?

One of the key things is to let go of the reins a little bit. Another thing that you would think is quite basic, but is still so important, is choosing the right influencer — it’s so crucial to select the right influencer to work with.

A lot of brands are still looking at the number of followers an influencer has, and quite frankly that doesn’t give you much on what an influencer can do for you. That’s why we have a multi-point, data-driven approach through the AnyTag platform wherein we look at everything from influencers’ engagement metrics to demographics.

There also needs to be brand synergy. When people see this person talking about your brand, does it make sense or does it look forced? We also look at things like their collaboration history, which includes whether they have worked with competitors or have bad-mouthed the brand in the past.

Looking at the platform side of influencer marketing, how has that changed from it being predominantly Facebook, Instagram and Twitter to now Snapchat and TikTok?

Selecting the right platform is one of the most important things when we’re planning out a campaign and that comes down to the target audience. We’re also looking at the category, so, for example, when it comes to fashion, we know Instagram is inspirational and aspirational; with gamers, it’s YouTube.

The target audience and category work hand in hand. So, if I’m looking to target Gen Z, instantly our first thought is exploring TikTok. However, if I want to communicate with Saudi moms, I have to integrate Snapchat, because these target groups live and breathe TikTok and Snapchat respectively.

Then there’s also the format. Using the same examples, Gen Z and Saudi moms both like quick content formats so TikTok and Snapchat make sense versus older millennials who would like a good 15-minute IGTV video on an interesting topic.

Is there any particular platform that outperforms others for influencer marketing?

Looking at the campaigns we have run on AnyTag, I can see a clear preference for Instagram in the MENA region. The reason for that is the ease of use of the platform, a very high level of data availability, and the numerous content formats. Instagram really won the game with content formats because it has everything from Stories, to photos, to different video formats like Reels, which is quick, and IGTV, which is long-form.

So, Instagram dominated the space but TikTok also cemented its position last year and YouTube will always be a strong player for the MENA region because there are really strong technology and gaming influencers, as well as children’s channels, on the platform. In Saudi Arabia, however, I would rank Snapchat as high as Instagram, but that’s only in KSA as we don’t see much demand for it outside the Kingdom.


Conde Nast reshapes Arab fashion media with Vogue Arabia and GQ Middle East takeover

Updated 09 January 2025
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Conde Nast reshapes Arab fashion media with Vogue Arabia and GQ Middle East takeover

  • Manuel Arnaut and Amine Jreissati will lead Vogue and GQ respectively

LONDON: Vogue Arabia and GQ Middle East have officially joined Conde Nast’s portfolio of owned operations in Dubai, the media conglomerate announced on Thursday.

The move marks a significant reshuffle in the Arab fashion media landscape, as Conde Nast takes over the licenses from previous publishers Nervora, which launched Vogue Arabia in 2016, and ITP Media, which introduced GQ Middle East in 2018.

As part of the transition, Lebanese fashion designer Amine Jreissati has been appointed head of editorial content for GQ Middle East. Portuguese journalist Manuel Arnaut, who faced criticism for his 2017 appointment to Vogue Arabia due to limited regional experience, will continue to lead the title under the new structure.

“We are fortunate that Manuel and Amine, two incredibly gifted and creative editors, will be leading our titles,” said Anna Wintour, Conde Nast’s chief content officer.

“Their taste, judgment and journalistic experience are a huge benefit and the way they have elevated the contributions of artists and designers in the Middle East to the global stage has been tremendous.”

The acquisition brings Vogue Arabia and GQ Middle East into the same portfolio as Architectural Digest Middle East and Conde Nast Traveller Middle East, both of which became fully owned and operated by Conde Nast in 2023.

Thomas Khoury, Conde Nast’s managing director for the Middle East, oversaw the transition of the two titles, further cementing the company’s commitment to the region’s growing influence in global fashion and media.


New Arab Journalism Award board formed

Updated 09 January 2025
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New Arab Journalism Award board formed

  • Mona Ghanem Al-Marri will lead the board, Dr. Maitha Buhumaid to serve as secretary-general
  • Arab News Editor-in-Chief Faisal J. Abbas selected as member

DUBAI: Sheikh Mohammed bin Rashid Al-Maktoum, vice president and prime minister of the UAE and ruler of Dubai, on Thursday approved the newly restructured board of directors for the Arab Journalism Award. The board will be chaired by Mona Ghanem Al-Marri, vice president and managing director of the Dubai Media Council.

The revamped board includes prominent intellectuals, media leaders, and academics from across the Arab world, reflecting a commitment to fostering regional media excellence.

Al-Marri, a key figure in the UAE’s media landscape, is also president of the Dubai Press Club, making her one of the most influential voices in Arab media today.

Dr. Maitha Buhumaid, the Dubai Press Club’s current director, will serve as the award’s governing body’s secretary-general.

Also on the board is Ghassan Charbel, editor-in-chief of Asharq Al-Awsat; Ahmed Al-Muslimani, chairman of Egypt’s National Media Authority; Sultan Al-Nuaimi, author and director general of the Emirates Center for Strategic Studies and Research; and Arab News Editor-in-Chief Faisal J. Abbas.

The AJA is scheduled to be held in May, coinciding with the Arab Media Summit, the largest media thought leadership event in the Middle East, which will run from May 26-28 in Dubai.


Journalist-turned-MP faces demeaning attacks as Lebanese parliament votes for president

Updated 09 January 2025
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Journalist-turned-MP faces demeaning attacks as Lebanese parliament votes for president

  • The heated exchange led Parliament Speaker Nabih Berri to instruct his deputy, Elias Bou Saab, to escort Aoun out of the session

DUBAI: Lebanese journalist-turned-politician Paula Yacoubian was interrupted and verbally attacked by MP Salim Aoun during the first round of a voting session to elect a president after a two-year power vaccum.

A video broadcast from inside Lebanese Parliament building at Downtown Beirut shows Yacoubian accusing some MPs of using the constitution as a pretext to obstruct the session, asserting that the real reason was the refusal of some to allow Lebanese army commander Joseph Aoun to become president.

This accusation sparked an objection from Salim Aoun, who retorted: “This is out of order. Paula, you covered for a kidnapped prime minister and now you’re lecturing about virtue.”

He added: “You’re the biggest liar on the political scene, and your whole history lacks honor and morality.”

Yacoubian responded angrily, saying: “Shame on you!”

The argument escalated, with both MPs exchanging insults.

The heated exchange led Parliament Speaker Nabih Berri to instruct his deputy, Elias Bou Saab, to escort Aoun out of the session to resolve the dispute.

On Thursday, Joseph Aoun was selected as the country’s new president in the second round of voting after receiving 99 votes.

He succeeds Michel Aoun, whose term ended in October 2022.

As a sitting army commander, Joseph Aoun is technically barred from becoming president by Lebanon’s constitution. The ban has been waived before, but it means that Aoun would face additional procedural hurdles.


Australia frets over Meta halt to US fact-checking

Updated 09 January 2025
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Australia frets over Meta halt to US fact-checking

  • Australia has frequently irked social media giants with its efforts to restrict the distribution of false information or content it deems dangerous
  • Late last year, the country passed laws to ban under-16s from signing up for social media platforms

SYDNEY: Australia is deeply concerned by Meta’s decision to scrap US fact-check operations on its Facebook and Instagram platforms, a senior minister said Thursday.
The government – which has been at the forefront of efforts to rein in social media giants – was worried about a surge of false information spreading online, Treasurer Jim Chalmers said.
“Misinformation and disinformation is very dangerous, and we’ve seen it really kind of explode in the last few years,” Chalmers told national broadcaster ABC.
“And it’s a very damaging development, damaging for our democracy. It can be damaging for people’s mental health to get the wrong information on social media, and so of course we are concerned about that.”
Meta chief executive Mark Zuckerberg announced Tuesday the group would “get rid of fact-checkers” and replace them with community-based posts, starting in the United States.
Chalmers said the decision was “very concerning.”
The government had invested in trusted Australian news providers such as the ABC and national newswire AAP to ensure people had reliable sources for information, he said.
Disinformation and misinformation had become “a bigger and bigger part of our media, particularly our social media,” the treasurer said.
Australia has frequently irked social media giants, notably Elon Musk’s X, with its efforts to restrict the distribution of false information or content it deems dangerous.
Late last year, the country passed laws to ban under-16s from signing up for social media platforms. Offenders face fines of up to A$50 million ($32.5 million) for “systemic breaches.”
But in November, a lack of support in parliament forced the government to ditch plans to fine social media companies if they fail to stem the spread of misinformation.
Prime Minister Anthony Albanese said Wednesday he stood by the ban on children’s access to social media because of the impact it had on their mental health.
Asked about Meta’s fact-checking retreat, Albanese told reporters: “I say to social media they have a social responsibility and they should fulfil it.”
Australian group Digital Rights Watch said Meta had made a “terrible decision,” accusing it of acting in clear deference to incoming US president Donald Trump.
AFP currently works in 26 languages with Facebook’s fact-checking program.
Facebook pays to use fact checks from around 80 organizations globally on the platform, as well as on WhatsApp and Instagram.
Australian fact-checking operation AAP FactCheck said its contract with Meta in Australia, New Zealand, and the Pacific was not impacted by the group’s US decision.
“Independent fact-checkers are a vital safeguard against the spread of harmful misinformation and disinformation that threatens to undermine free democratic debate in Australia and aims to manipulate public opinion,” said AAP chief executive Lisa Davies.


CNN defamation trial comes at a rough time for legacy media — and for the struggling network

Updated 09 January 2025
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CNN defamation trial comes at a rough time for legacy media — and for the struggling network

  • US Navy veteran Zachary Young blames CNN for destroying his business when it displayed his face onscreen during a story that discussed a “black market” in smuggling out Afghans for high fees at the time of the Taliban takeover

NEW YORK: At a particularly inopportune time for legacy media and CNN, the news outlet is on trial in Florida this week, accused of defaming a Navy veteran involved in rescuing endangered Afghans from that country when the US ended its involvement there in 2021.
The veteran, Zachary Young, blames CNN for destroying his business when it displayed his face onscreen during a story that discussed a “black market” in smuggling out Afghans for high fees at the time of the Taliban takeover.
In a broader sense, the case puts the news media on the stand in journalism critic Donald Trump’s home state weeks before he’s due to begin his second term as president, and on the same day Facebook’s parent introduced a Trump-friendly policy of backing off fact checks. Young’s attorney, Kyle Roche, leaned into the press’ unpopularity in his opening arguments on Tuesday.
“You’re going to have an opportunity to do something significant in this trial,” Roche told jurors in Florida’s 14th Judicial Circuit Courts in Panama City on Tuesday. “You’re going to have an opportunity to send a message to mainstream media. You’re going to have an opportunity to change an industry.”
That’s the fear. Said Jane Kirtley, director of the Silha Center for the Study of Media Ethics and the Law at the University of Minnesota: “Everybody in the news media is on trial in this case.”
Actual defamation trials are rare in this country
Defamation trials are actually rare in the United States, in part because strong constitutional protections for the press make proving libel difficult. From the media’s standpoint, taking a case to a judge or jury is a risk many executives don’t want to take.
Rather than defend statements that George Stephanopoulos made about Trump last spring, ABC News last month agreed to make the former president’s libel lawsuit go away by paying him $15 million toward his presidential library. In the end, ABC parent Walt Disney Co. concluded an ongoing fight against Trump wasn’t worth it, win or lose.
In the most high-profile libel case in recent years, Fox News agreed to pay Dominion Voting Systems $787 million on the day the trial was due to start in 2023 to settle the company’s claims of inaccurate reporting in the wake of the 2020 presidential election.
The Young case concerns a segment that first aired on Jake Tapper’s program on Nov. 11, 2021, about extraction efforts in Afghanistan. Young had built a business helping such efforts, and advertised his services on LinkedIn to sponsors with funding who could pay for such evacuation.
He subsequently helped four separate organizations — Audible, Bloomberg, a charity called H.E.R.O. Inc. and a Berlin-based NGO called CivilFleet Support eV — get more than a dozen people out of Afghanistan, according to court papers. He said he did not market to — or take money from — individual Afghans.
Yet Young’s picture was shown as part of CNN story that talked about a “black market” where Afghans were charged $10,000 or more to get family members out of danger.
The plaintiff says the story’s reference to ‘black market’ damaged him
To Young, the “black market” label implied some sort of criminality, and he did nothing illegal. “It’s devastating if you’re labeled a criminal all over the world,” Young testified on Tuesday.
CNN said in court papers that Young’s case amounts to “defamation by implication,” and that he hadn’t actually been accused of nefarious acts. The initial story he complained about didn’t even mention Young until three minutes in, CNN lawyer David Axelrod argued on Tuesday.
Five months after the story aired, Young complained about it, and CNN issued an on-air statement that its use of the phrase “black market” was wrong. “We did not intend to suggest that Mr. Young participated in a black market. We regret the error. And to Mr. Young, we apologize.”
That didn’t prevent a defamation lawsuit, and the presiding judge, William S. Henry, denied CNN’s request that it be dismissed. CNN, in a statement, said that “when all the facts come to light, we are confident we will have a verdict in our favor.”
Axelrod argued on Tuesday that CNN’s reporting was tough, fair and accurate. He told the jury that they will hear no witnesses who will say they thought less of Young or wouldn’t hire him because of the story — in other words, no one to back up his contention that it was so damaging to his business and life.
Yet much like Fox was publicly hurt in the Dominion case by internal communications about Trump and the network’s coverage, some unflattering revelations about CNN’s operations will likely become part of the trial. They include internal messages where CNN’s reporter, Alex Marquardt, says unflattering and profane things about Young. A CNN editor was also revealed on messages to suggest that a Marquardt story on the topic was “full of holes,” Roche said.
“At the end of the day, there was no one at CNN who was willing to stand up for the truth,” Roche said. “Theater prevailed.”
Axelrod, who shares a name with a longtime Democratic political operative and CNN commentator, contended that the give and take was part of a rigorous journalistic process putting the video segment and subsequent printed stories together. “Many experienced journalists put eyes on these stories,” he said.
It’s still going to be difficult for CNN to go through. The network, with television ratings at historic lows, doesn’t need the trouble.
“At a moment of wider vilification and disparagement of the press, there is every reason to believe this will be weaponized, even if CNN prevails,” said RonNell Andersen Jones, a professor at the University of Utah law school and expert on libel law.
The case is putting a media organization and its key players on the stand in a very public way, which is something people don’t usually see.
“I always dread any kind of libel cases because the likelihood that something bad will come out of it is very high,” Minnesota’s Kirtley said. “This is not a great time to be a libel defendant if you’re in the news media. If we ever did have the support of the public, it has seriously eroded over the past few years.”