In the UAE, some things just have to be always on—like your AC in summer, your Salik tag on Sheikh Zayed Road, and your Wi-Fi when guests come over. But here’s something most brands forget: influencer marketing should be always on too.
Gone are the days when influencers were only brought in for a campaign launch or a seasonal sale. Today’s smartest brands are moving towards a more strategic, long-term approach: always-on influencer marketing.
But what exactly does that mean? And why is it becoming a must-have in your marketing mix—especially in a market as fast-paced and digitally connected as the UAE?
Let’s dive in.
What Is Always-On Influencer Marketing?
Always-on influencer marketing refers to building ongoing partnerships with content creators rather than working with them on a one-off basis. It means running consistent influencer activities throughout the year—across different platforms, formats, and campaign types—to keep your brand relevant and visible to your audience at all times.
Think of it as a marathon, not a sprint. You’re not just chasing impressions—you’re building influence.
Why It Works Better Than One-Off Campaigns
1. Trust Takes Time
A single post from an influencer might generate attention, but trust? That’s built over time. When followers see a creator consistently engaging with your brand, it feels real. It feels like loyalty—not just an ad.
In a region like the UAE, where consumers rely heavily on peer recommendations and social proof, long-term influencer visibility matters.
2. Your Audience Doesn’t Pause Between Campaigns
Consumers don’t only shop during White Friday or Ramadan. They scroll, search, and shop all year round. If you’re only visible during high-stakes campaigns, you’re invisible the rest of the time.
An always-on influencer strategy ensures that your brand stays top-of-mind—even when you’re not actively launching something new.
3. Better Performance Through Optimisation
With always-on influencer marketing, you get access to continuous data: which creators perform best, which platforms drive traffic, what type of content resonates.
That means you can adjust strategy in real time—not after the campaign ends. You learn, tweak, improve—and your ROI grows.
How to Build an Always-On Influencer Strategy
Here’s how to move from campaign-based influencer marketing to a consistent, high-performing model.
Step 1: Find Long-Term Brand Advocates
Look beyond vanity metrics. Seek creators who genuinely connect with your brand values, products, and audience. Micro- and nano-influencers in the UAE often have high engagement and loyal followers—ideal for long-term partnerships.
Step 2: Diversify Content Formats
One static post isn’t enough. Mix it up with Stories, Reels, YouTube integrations, TikTok content, live videos, and even user-generated content (UGC). This allows you to meet your audience across multiple touchpoints.
Step 3: Create a Yearly Calendar
Map out your major campaigns and use influencers to build momentum before, during, and after those key moments. But don’t stop there—fill in the gaps with always-on content that reinforces your message throughout the year.
Step 4: Track Performance Metrics That Matter
Clicks, saves, and conversions > just likes. Work with influencers who provide real data, and use tools to measure impact across every collaboration.
Why Always-On Works So Well in the UAE Market
- The UAE has one of the highest social media usage rates in the world.
Influencers are deeply integrated into how people here discover new products, places, and trends. - Multilingual, multicultural audiences require continuous engagement.
You’re not speaking to one audience at one time—you’re speaking to many, always. An always-on approach helps you maintain relevance across communities. - The market moves fast.
Whether it’s a trending hashtag or a cultural moment, being present at the right time is everything. Always-on strategies give you that flexibility.
Myths About Always-On Influencer Marketing
“It’s too expensive.”
Not true. You don’t need to scale your budget—you need to scale your planning. Long-term contracts often come with better rates and better results.
“It’s only for big brands.”
Also false. Startups and mid-size brands in the UAE are thriving with always-on micro-influencer strategies—especially in fashion, beauty, fitness, F&B, and tech.
“It’ll get repetitive.”
Only if your content does. Keep things fresh with new formats, themes, and creative briefs. And remember: consistency doesn’t mean sameness.
Influencers Are Always On. Shouldn’t You Be Too?
Your audience is watching. They’re double-tapping, forwarding, and clicking—every single day. If your influencer strategy only shows up during product launches or promotions, you’re missing out on the bigger picture.
Always-on influencer marketing isn’t a trend—it’s the new standard.
And in a region like the UAE, where influence spreads fast and attention spans are short, staying visible is staying relevant.
Let’s Build a Strategy That’s Always On
At Raise, we help brands in the UAE move beyond one-off influencer posts to create ongoing impact with the right creators, platforms, and content mix.
Want to explore an always-on influencer strategy that delivers real results?
