While traditional networking activities on social media remain an important attraction, the role of celebrities and other well-known individuals on social media is increasingly taking precedence in the Middle East and Africa (MEA) region.
According to the findings of a study, almost 60% of internet users in the MEA are celebrity networkers, meaning they use social media to keep up with celebrities, or that they follow actors, comedians, singers or TV presenters on these platforms.
The share of online users who are celebrity networkers in the MEA is higher than that of North America (49%) and Europe (46%). However, it lags behind Latin America (62%) and Asia Pacific (61%), according to the study by GlobalWebindex.
Globally, the average percentage of Internet users who are celebrity networkers is 57%.
In terms of age-groups, younger Internet users are a lot more likely to fall under the Celebrity Networker segment, with 16-24s more than twice as likely as 55-64s.
“It’s these younger consumers who are also more likely to be using the more visual social platforms like Pinterest, Instagram and Snapchat which are primed for showcasing lifestyle content; an area in which influencer marketing has made a solid base,” notes the study.
“The explosion of influencers on social media has meant that it’s not just musicians and movie stars which consumers are choosing to follow. Understanding the interests and other behaviors of these consumers is key to exposing them to the type of influencers, which may appeal to their lifestyles, giving brands the opportunity to partner with these influencers in a transparent and relevant fashion,” the study adds.