5 days ago
The price of influence: Why bartering needs a rebrand in the GCC
I sat across from two female powerhouses in the Gulf Cooperation Council's (GCC) influencer marketing field, and one thing was clear – brands need to stop thinking of bartering as a budget hack and start treating influencers like true partners.
Shifting influence
With Saudi Arabia's average age at just 29 and more than 60 per cent of the Arab region's population under 30, the Gulf is a vibrant playground for youth-driven, creator-led content. GCC consumers crave content that resonates with their values, their families and their aspirations, not globalised campaigns that miss the mark.
Currently, we're witnessing a seismic shift in marketing budgets – 76.5 per cent of CMOs are actively reallocating funds from traditional and other digital channels towards influencer marketing. This isn't a momentary fling; it's a transformation. #HardFacts
Bartering in influencer marketing
In a region where social media doesn't just thrive – it dominates – barter arrangements remain surprisingly common. According to a 2024 report from Influencer Marketing Hub, 28.2 per cent of brands in the Gulf still engage in barter-based partnerships.
So, here's the question – if an influencer typically charges AED 2,000 for a post, why are we still offering a goodie bag in return? Does that make sense? For many brands, it still does.
In the UAE, 59 per cent of brands allocate up to AED 250,000 annually for influencer marketing, yet over a third still prefer barter-based deals.
As smarter ROI tools and audience analytics become more accessible, when will this paradigm shift? Influencer marketing is no longer a novelty; it's an essential brand touchpoint. The way we structure partnerships, especially barter deals, urgently needs to evolve.
Last week, I sat down with influencer experts Nourhan Khalifa and Reem Haddad – part of MSL's PR & Influencer practice, led by Mary Smiddy – who know this landscape intimately. Our conversation kept returning to one word: value.
Bartering isn't dead – but it needs a rethink
Let's be clear—there's a place for bartering in influencer marketing. MSL's PR and Influencer practice recommends focusing on several key points:
Value Alignment: The product or experience must accurately reflect the influencer's rate and relevance. Offering a product worth AED 150 to an influencer whose content typically generates AED 5,000 in engagement undermines the value of the partnership. Clear Deliverables: Define content formats, posting timelines and tagging expectations upfront. No grey areas—no assumptions. High-Quality Offering: If you're not offering payment, present something exceptional. Think exclusive experiences or limited-edition releases—not throwaway samples. Mutual Exposure: Ensure it's worth their while. Offer brand visibility, reposting support, or opportunities for future paid collaborations. Limited Availability: Position the opportunity as curated and exclusive. The barter should feel selective and thoughtful, not merely transactional. No Additional Costs: Influencers shouldn't have to cover expenses for your brand's exposure. Delivery, travel, props—it's all on you. Performance Follow-Up: Treat barters like a professional collaboration. Track performance, provide insights and nurture the relationship.
The missed opportunity: Nano-influencers
Mary Smiddy, Business Lead, MSL Consumer PR and Influencer practice, suggests that the best barter partnerships often happen with micro and nano influencers, especially when they're just starting out. At this stage, they genuinely appreciate meaningful collaborations with brands they trust, making it a win-win for everyone.
The MENA region is home to over 13.2 million nano-influencers – but their potential remains largely untapped. Globally, nano and micro-influencers are prized for their authenticity and unparalleled engagement rates.
Yet in the Gulf, the tendency to favour mid-tier and mega-influencers persists despite evidence showing that smaller creators cultivate deeper and more trusted connections.
Necessary legalese
An important note when considering barter deals is that many GCC markets now require influencers to obtain commercial licences for all collaborations, including barter arrangements.
These licences come with fees, paperwork and renewal cycles, which ultimately push influencer rates higher. Brands that overlook this reality risk more than bad PR—they risk legal liability.
First-party influence in a cookie-free world
With the impending death of third-party cookies, brands are scrambling for alternatives. Influencers are the solution hiding in plain sight. These creators offer first-party psychographic data – insights into what people feel, trust and desire. It's a level of intimacy no algorithm can replicate.
But you don't unlock that value with a smoothie bowl and a smile. You access it with respect, reciprocity and a long-term vision.
The bottom line
The barter model isn't broken. It's dangerously misunderstood. In the right context, with the right influencers and a strategic approach, bartering can be a gateway – not a shortcut.
It's time for brands in the GCC to stop seeing bartering as a budget-saving tool and start treating it as a relationship-building strategy.
Influencer marketing doesn't begin with transactions; it begins with trust. And trust—isn't that worth far more than a freebie?
By Aimée Ramos, Senior Executive – Public Relations, MSL Group Middle East
