Why Cultural Context Matters in UAE Influencer Campaigns

TikTok influencer marketing campaigns are one of the important digital marketing strategies adopted in recent years, especially in the UAE. This is because there are millions of active users on TikTok in the UAE, and this social media platform is highly popular among Gen Z and millennial users. Whether it is related to luxury retail and hotel marketing, technology, finance, and so on, TikTok influencer marketing campaigns are one such important platform for brand marketing. However, in order to be successful in the UAE, it is not only about being successful with popular influencers. This is because, in the UAE, there is a very unique culture that is a blend of Islamic culture and international culture. Additionally, there is a diverse culture in the UAE as well. This could impact how well the audience accepts the marketing campaigns carried out by the brand itself.
Hence, in terms of marketing on TikTok in the UAE, there is a significant need to ensure that there is alignment with the culture. For example, if an influencer marketing campaign is highly successful in the West, then it is not likely to be highly successful in the UAE. In fact, in the worst-case scenario, such influencer marketing campaigns could result in backlash from the audience itself. Hence, in terms of marketing in the UAE, although it is not necessarily about understanding culture to be polite, it is an important aspect that could impact how well the audience accepts the marketing campaigns carried out by the brand itself.
For marketers, although everything is about being authentic and relatable, if there is no alignment with culture, then even if it is related to popular influencer marketing campaigns, there could be a certain amount of criticism from the audience itself. This is especially true in the case of a social media site such as TikTok, as it has the potential for content to go viral.
It should also be noted that, due to the viral nature of content on the site, a brand will need to take into consideration, as was previously stated, not only the artistic means by which an influencer marketing campaign is conducted, but also the cultural context that is represented by the campaign that is being conducted.
It is due to such a consideration that a greater number of brands are opting to utilize a TikTok marketing service that is specialized in the nuances of the cultural context that is represented by the region in which the influencer marketing campaign is being conducted. By doing so, a brand is able to ensure that it is able to attain a level of success in the UAE.

What Cultural Context Means in the UAE

Cultural context is defined as “the social, linguistic, religious, and behavioral factors that influence human understanding of messages.” Cultural context is a very nuanced concept in the UAE, as it is a country that is steeped in tradition and is also a country that is comprised of people of hundreds of different nationalities.
As a result, it is imperative that the brand that is looking to engage in a form of influencer marketing through a social media site like TikTok understands the concept of cultural context within the UAE.
There are a number of factors that could potentially influence the cultural context within the UAE. However, two of the most important factors include the language and the values.

Language Sensitivity

The sensitivity of the language is also important in relation to the audience’s response to the content created by the influencer. The major language of the UAE is Arabic. The most important part of the UAE’s culture is its language. The major language of business and communication is English.
Therefore, it is imperative that the brand that is using this social media platform, which is important for its brand marketing strategy, takes into account the use of language. The content created by the influencer will be well received by the audience if it is incorporated with some Arabic words and phrases. The use of English is important for the expatriates.
The use of language is also important in incorporating some humor. The use of humor is of different kinds. The use of humor may be common only in the West but may not be common in the UAE. The content created by the influencer may be funny for the people of the West but may be highly offending for the people of the UAE.
The influencers who are a part of the culture in the UAE would be aware of the language that would be well appreciated by the audience. Hence, it would be critical for the brand to consider using the locals as influencers rather than the international influencers who may not be well conversant with the culture in the UAE.
Another aspect of the language that the brand would need to consider would be the use of code-switching. Code-switching would refer to the use of both Arabic and English languages in the content created. It would be an important aspect of the culture in the UAE. Hence, the use of both languages would be critical in the content created.

Religions and Social Values

Religion and social values are some of the key factors that are fundamental in our day-to-day lives in the UAE. For instance, the role of religion in influencing culture in the UAE would be critical. Every aspect of the culture would be influenced by the religion.
Hence, it would be evident that the influencer marketing campaign would not be successful if the aspect of religion and social values is not considered. This would be because the public in the UAE would criticize the campaign from different perspectives.
For instance, modesty would be an important aspect of the culture in the UAE. Hence, any aspect of the content created may be considered provocative and may not be well appreciated by the public in the UAE. Such a content may be associated with a particular brand, and it may influence the public in the UAE in a negative manner.
It is also worth noting that religious activities such as Ramadan are very fundamental in our day-to-day activities in the UAE. Therefore, it is evident that religion has a significant impact on how we behave and interact with each other as consumers.
Therefore, it is evident that an influencer marketing campaign that does not take into account religious activities is likely to be viewed negatively by the target audience. For example, during Ramadan, it is evident that we are likely to be more reflective and generous. Therefore, an influencer marketing campaign that is deemed to be more promotional during this time is likely to be viewed negatively by the target audience.
Family, hospitality, and respect are some of the social values that are fundamental in day-to-day activities in the UAE. Therefore, an influencer marketing campaign that takes into account these social values is likely to be embraced by the audience in the UAE.

Risks of Ignoring Cultural Context

It is worth noting that ignoring cultural context in an influencer marketing campaign is likely to result in some risks to brands that operate in the UAE. Therefore, it is important that these risks are taken into account in order to avoid any negative implications.
Ignoring cultural context in an influencer marketing campaign is likely to result in audience backlash and negative implications on the brand’s image.

Audience Backlash

TikTok is a form of social media that is characterized by going viral. Hence, audience reaction is likely to go viral on TikTok. Therefore, any form of campaign that is likely to be perceived as insensitive to culture is likely to result in audience backlash.
The negative audience reaction can easily escalate into a public relations nightmare. What was initially perceived as an innocent campaign can easily be perceived in ways that are not necessarily aligned with audience expectations.
There are some instances when audience backlash is likely to result from perceptions that there is no relevance to culture. This can easily happen when companies use international templates and concepts that have been developed in foreign countries. If these concepts and templates have not been adapted and customized according to culture and environment in the UAE, then the audience is likely to perceive that the brand does not respect and understand their culture.
In the case of influencer marketing, the probability of the occurrence of backlash is even higher. This is because the influencer is the representative of the brand. Therefore, if the influencer promotes something that the audience may not consider appropriate, they may face a backlash.
When there is already a certain level of negative feeling about the campaign through word of mouth, it is extremely difficult to manage and control. This is because, on TikTok, the audience will be able to share the information about the issue, and it may become extremely popular. Moreover, it may even become the front-page news in the newspapers and magazines.

Damage to Brand Reputation

If the brand campaigns are not able to show the right kind of sensitivity towards the culture of the audience, it may cause significant damage to the brand reputation.
The trust of the audience is a significant factor that may result in the success of TikTok influencer marketing. This is due to the fact that the audience feels that as a brand, they need to have a certain kind of sensitivity and respect towards the culture of the audience.
If the audience feels that they are not having the right kind of sensitivity and respect towards their culture, then they may become disloyal.
If a brand is affected by a loss of reputation, then it will take a very long time to come out of that problem. This is mainly due to the fact that it is a very competitive market in the UAE due to various international as well as local brands.
Despite facing all these challenges, it has been observed that a large number of brands have been able to successfully incorporate the cultural context into their TikTok influencer marketing strategy.
From all this, we can identify a few best practices that ensure that the content is well-received by the people of the UAE.
Two of the most significant strategies that have been successful for a large number of brands are:

Local Creators

One of the most significant strategies that can be used for a successful influencer marketing campaign is by partnering with local creators who are well aware of the cultural context of the UAE.
Local creators are well aware of the subtle differences that exist in the region and are capable of creating content that is relevant for the people of the UAE. This is because the content is based on the real-life experiences of the people who are from the region and have a better understanding of the culture of the people of the UAE in comparison to any other influencer marketing team.
Local creators are well aware of the changing trends that are happening in the region. They are also well aware of the culture of the people of the UAE and are capable of making changes according to that.
Local creators are also capable of connecting with a large number of people who trust them and are capable of promoting the brand in a better way, thus giving a better response from the people of the UAE.

Region-Appropriate Messaging

Another important factor that needs to be taken care of during the influencer marketing campaign is the region-appropriate messaging. This is because the message has to be sent in a manner that is appropriate for the people of the UAE.
For example, a marketing campaign may be created in a way to promote the importance of being hospitable and generous. These are some common factors that are prevalent in the UAE.
However, there may be opportunities for culturally sensitive marketing in the context of the UAE. For example, the events of Ramadan, Eid, and National Day may be leveraged to create a sense of belonging with the audience.
The inclusion of the use of visual media, music, and stories could be another aspect that affects culturally sensitive marketing. For example, the inclusion of the UAE environment could be used to leverage a culturally sensitive marketing campaign.
All these factors can be incorporated by the company within the context of marketing on TikTok. A culturally sensitive marketing campaign can be created by the company.

Role of TikTok Marketing Services

However, with the evolution of influencer marketing, companies are opting to employ the services of TikTok marketing services. These services may be effective in the context of creating a culturally sensitive marketing campaign for a company.
The two areas where the services may be effective in the context of creating a culturally sensitive marketing campaign for a company are:

Campaign Review

The first step that has to be undertaken in order to come up with a culturally sensitive marketing campaign for a company is a review of the campaign by a marketing team. The review may be undertaken by a team of professionals who may be familiar with the culture and effective in creating a culturally sensitive marketing campaign for a company.
This review may be conducted by analyzing various factors such as content, tone, and interpretation of the content by the audience. Small factors such as clothing and gestures presented in the campaign may also be considered while performing the review.
For an extensive campaign that involves various content creators, the review of the campaign may be essential. This may assist in ensuring the uniformity of content creation without compromising compatibility.
The most significant advantage that can be derived from professional TikTok marketing services could be that they have an extensive knowledge about the culture of the people in the UAE.
The second advantage that can be derived from these services could be that they have an extensive knowledge about all the influencers that can be utilized by the brand. These influencers might have an extensive knowledge about the culture in the UAE and might have already developed a high level of trust with the audience.
The agencies might also have an advantage in that they might be able to monitor all the responses in real time. If there are any issues related to culture, these services might also be able to act in that manner.

Case Study: Nike’s Ramadan Campaigns in the Middle East

The culture in the UAE might have been taken into account in an appropriate manner in the following case study:
Instead, Nike decided to launch a series of campaigns during the month. These campaigns were launched in accordance with the cultural context that is associated with the month.
The campaign was launched in association with athletes and people in that region who were continuing with their normal lifestyle during the holy month of Ramadan. This campaign was launched in association with the cultural context and was based on the strength of character that was required to get over the challenge that was posed due to fasting in that month.
The role of the influencers was significant in the conveyance of the message. Instead of using international influencers, Nike decided to use the influencers who were well aware of the nuances associated with the month of Ramadan.
The content provided by the influencers was based on stories such as training during fasting, get-together with training, and celebration.
The tone of voice was also significant in conveying the message. Instead of using an aggressive tone of voice, Nike chose to use inspirational content during the campaign.
Nike was also successful in connecting with people in the Middle East, including the UAE, by associating with the cultural context associated with the influencers.
The campaign was also successful in generating high engagement on social media, thus showing the importance of cultural context in ensuring the success of a TikTok influencer marketing campaign.

Conclusion

The cultural context plays an important role in ensuring the success or failure of a TikTok influencer marketing campaign in the UAE. Although TikTok is a significant marketing platform in connecting with people in the UAE, the fast-paced environment associated with the campaign plays an important role in ensuring the risk for a brand.
However, in order for a brand to attain success with their TikTok influencer marketing campaigns in the UAE, it is necessary that the brand is aware of the nuances associated with language sensitivities, religious and social values, and expectations of the target audience. Brands that are able to attain cultural alignment with their target audience are expected to attain success with their brand relationship with the target audience segment.
However, it is important for a brand that cultural alignment is not only about ensuring success without the risks associated with a brand campaign in the UAE but also about ensuring a competitive advantage with your target audience segment and attaining success with your brand campaign.