Sharjah, UAE – In the relationship dynamics between influencers and brands, enabling content creators to deliver messages in their own creative way is key, social media marketing experts said Wednesday in the latest edition of the Shams Talks series. organized by Sharjah Media City.
Sharjah Media City (Shams) hosted the edition of the Shams Talks initiative on the investment value of influencer marketing. Experts and influencers in the field joined the discussion moderated by Pulse 95 Radio presenter Aisha Al Mazmi.
“When you give content creators and influencers rigid guidelines and ask them to deliver things that expect millions of views, it just doesn’t work, it’s a waste of time and money,” said Ali Ozbay, Regional Director of Marketing and Communications, Rixos Hotels.
“In my experience, we got better content and more views when we gave creators and influencers their creative space. It comes down to if you know it better, then you do it,” he said. -he adds.
Emirati content creator and media personality Shurouq Lashkri Alblooshi echoed those statements. She said the biggest challenge she faces when working with brands is expectations.
“Customers would want the moon but pay for the bus,” she said. “Growing and knowing what you give as an influencer is very important.
“In a digitalized world, it is very important to be unique and to differentiate yourself and your online presence from others. Companies are looking for influencers who offer an advantage that others don’t. Mastering the art of making your profile stand out on social media opens new doors for collaborations and provides more visibility.
Ozbay also said creativity should be left to influencers and content creators. “The brand needs to do their research and due diligence and provide a clear brief and the execution should be left to the creators.”
Hadi Hajjar, co-founder of Hu Management, said, “Influencer marketing has shaped the industry very proactively and effectively by bridging the gap and interacting directly with the audience and enabling interactivity; it’s only if it’s done the right way and using the right KPIs.
“Influencer marketing has gone from a fad to a necessity,” said Joey Tawil, CEO of OMNES Media.
“The public of brands believes them more than they believe in the brand. But influencers can help their followers believe in your brand. It’s important to remember that influencers don’t exist on their own, they need a channel to reach their audience, otherwise they are celebrities making claims rather than thought leaders inspiring change,” he said. “Having brands and influencers at the same table is just good business.”
Alyazya Alghufli from Sharjah Government Media Office said Sharjah Emirate attaches utmost importance to the media image of Sharjah Emirate, especially in the area of social media communication.
“As social media is of paramount importance for the timely communication of information and for the widest possible segment, the Sharjah Government Media Office is sponsoring this aspect in order to unify the media message and enhance the media perception of the emirate.”
Alghufli said the Sharjah Government Media Office maintains an extensive database of social media influencers and oversees government and semi-government engagements to ensure the right influencer is linked to the right project.
“We take great care and diligence to ensure that our governmental and semi-governmental organizations partner with the right profiles through our internal committee,” she said.
“The process is online, takes up to 48 hours and is one of the fastest government services available to those applying for a social media influencer in Sharjah and is provided exclusively by the Sharjah Government Media Bureau.”
The series of roundtables, Shams Talks, is an interactive digital initiative that aims to address various issues and topics relevant to advancing the media sector and educating entrepreneurs and industry professionals. The series also allows them to benefit from international best practices and success stories to grow their businesses.
The initiative allows young talents to bring their ideas to the table and debate topics related to the media, among other sectors. It aims to create a constructive and engaging media environment, which, in turn, resonates with Shams’ mission to empower entrepreneurs and enhance the role of media within the economic system of the Emirate of Sharjah and the Emirates. United Arabs. The first session in the series examined User-generated content and its effect on brands and the second session discussed Grow your business on TikTok.