The Brand Influence Debate: Hyperlocal or National?

Influencer marketing has become an integral part of brand promotion and marketing strategies in the digital era. It involves collaborating with social media influencers and leveraging their popularity and reach to promote brands, products, or services to their followers. However, the effectiveness of influencer marketing depends on several factors, including the type of influencer, the target audience, budget, and marketing objectives. In the MENA region, brands have been grappling with the decision to opt for hyperlocal or national influencers to promote their products. In this article, we will explore the brand influence debate, hyperlocal or national, and look at how brands in the MENA region have adopted either local influencer marketing or national influencer marketing tactics based on their respective brand objectives.

Hyperlocal Influencer Marketing

Hyperlocal influencer marketing refers to collaborating with influencers who are based in specific localities or cities. These influencers have a relatively smaller follower base, but they have a strong connection with the local audience. They have a better understanding of the local culture, traditions, and trends, and they can connect with the local audience on a more personal level. Hyperlocal influencer marketing is particularly effective for small businesses or startups that want to promote their products or services in a particular locality.

Hyperlocal influencer marketing can be particularly useful for brands looking to promote their products to a niche audience. The local influencers can provide a more personalized and authentic approach, leading to increased engagement and conversions. The following are some use cases of hyperlocal influencer marketing in the MENA region:

1. L’Oreal Paris Arabia: L’Oreal Paris Arabia collaborated with local influencers in Saudi Arabia to promote its new hair care product line. The brand selected influencers who were based in different cities across the country, and each influencer promoted the product in their unique style, targeting their local audience. The campaign generated high engagement and brand awareness among the local audience, leading to increased sales.
2. Careem: Careem is a ride-hailing service that operates in the Middle East, North Africa, and South Asia. The brand collaborated with local influencers to promote its services in various cities across the region. The influencers shared their experiences using Careem’s services, highlighting the convenience and ease of use. This campaign helped Careem to reach a wider audience and increase its market share in the region.

National Influencer Marketing

National influencer marketing involves collaborating with influencers who have a massive follower base and are popular across the country. National influencers have a broad reach, and they can promote brands to a wider audience. They are effective for brands that want to increase their brand awareness and reach a broader audience. National influencers are often celebrities, social media stars, or influencers with a massive following.

National influencer marketing can be particularly useful for brands looking to increase their brand visibility and awareness. The following are some use cases of national influencer marketing in the MENA region:

1. Pepsi Arabia: Pepsi Arabia collaborated with the Egyptian actor and comedian, Mohamed Henedy, to promote its products in Egypt. Mohamed Henedy has a massive following in Egypt, and his popularity helped Pepsi Arabia to increase its brand visibility and reach a wider audience. The campaign generated high engagement and brand awareness, leading to increased sales for the brand.
2. Samsung Gulf: Samsung Gulf collaborated with the popular Kuwaiti influencer, Sondos Alqattan, to promote its new smartphone. Sondos Alqattan has a massive following across the MENA region, and her popularity helped Samsung Gulf to increase its brand awareness and reach a wider audience. The campaign generated high engagement and brand awareness, leading to increased sales for the brand.

Also read: Top 5 problems brands face with influencer marketing campaigns

The Choice Between Hyperlocal and National Influencer Marketing

In the ever-evolving world of influencer marketing, brands are presented with a critical decision: whether to choose hyperlocal or national influencers to promote their products or services. While hyperlocal influencers have a smaller following, they have a deeper connection with the local audience, and their authenticity can lead to increased engagement and conversions. On the other hand, national influencers have a broader reach and can increase brand visibility and awareness. In this article, we will explore the debate between hyperlocal and national influencer marketing and provide insights into how brands can make the best decision based on their marketing objectives and target audience.

Benefits of Hyperlocal Influencer Marketing

• Deeper connection with the audience
• Higher engagement rates
• More trustworthy and relatable
• Target a specific audience segment within a location
• Cost-effective compared to national influencer marketing

Benefits of National Influencer Marketing

• Larger audience reach
• More authoritative and influential
• Better bargaining power when it comes to fees and partnerships
• Access to resources such as production studios, equipment, and professional teams

Factors to consider when choosing between hyperlocal and national influencer marketing

• Marketing objectives
• Budget
• Target audience

Considerations for choosing hyperlocal influencer marketing

• Reach a specific audience segment in a particular location
• Cost-effective but partnering with multiple hyperlocal influencers can add up
• Highly localized target audience

Considerations for choosing national influencer marketing

• Reach a broader audience across the country or region
• Higher fees but offer larger audience reach and more significant bargaining power
• Target audience is spread out across the country or region.

Also read: Top strategies to create authentic influencer marketing content

Brands can benefit from a mix of hyperlocal and national influencer marketing strategies to maximize their reach and engagement with their target audience. Ultimately, the choice between hyperlocal and national influencer marketing in MENA will depend on the brand’s specific goals and resources.