Once a symbol of marketing dominance, Egypt’s billboards and glossy TV ads are no longer enough to capture consumer attention or trust. As consumer behavior shifts, particularly among younger demographics, Egyptian brands across sectors—from fintech and retail to food and fashion—are turning to influencers and user-generated content (UGC) to connect more authentically with audiences.

This strategic pivot is driven by the declining effectiveness of traditional, polished advertising and a growing appetite for relatable, people-first content. Platforms like TikTok, Instagram, and YouTube are where Egyptians are spending time, engaging with creators who speak their language and reflect their lifestyles. Influencer partnerships and UGC offer dynamic, agile, and measurable alternatives to static media.

According to the Influencer Marketing Benchmark Report 2025, the global influencer marketing industry is projected to reach $32.55 billion by year-end. Over 80% of marketers consider it a highly effective strategy, with 63.8% planning to increase collaborations in 2025. Nano-influencers—those with small but loyal followings—now make up 75.9% of Instagram’s influencer base.

People trust people

“We tend to trust people more than businesses,” says Shady Raymond, CEO and Co-Founder of Rekoya, Egypt’s leading influencer marketing agency. “Companies are focusing more on micro- and nano-influencers because their content feels more authentic and peer-driven.”

Raymond emphasizes that the true power of influencer marketing lies in human connection. “When someone sees a creator they follow using a product in a genuine, unfiltered way—someone who shares their background or speaks their language—it lands better than a corporate slogan on a billboard,” he says.

This shift is underscored by broader trends. According to inBeat Agency and Nielsen data, 88% of consumers trust recommendations from peers, and UGC is now viewed as eight times more impactful than influencer-created content. Among Gen Z and millennials, UGC significantly influences buying decisions, with 82% of consumers saying they’ve considered a product after seeing it shared by someone they know.

UGC is also a booming industry in itself. Grand View Research projects the global UGC platform market will grow from $4.4 billion in 2022 to $32.6 billion by 2030, driven by increased smartphone usage and demand for authentic content. Audio and video formats dominate, especially among enterprise users.

From impressions to impact

Still, influencer marketing comes with challenges. “Sometimes influencers aren’t very cooperative,” Raymond admits. Delays, professionalism, and content control remain concerns. But when it works, the returns can be transformative.

Rekoya’s campaign for Tech21, a UK-based phone case brand, pivoted from traditional media to partnering with tech creators. The result was a noticeable sales spike and a shift to long-term influencer-led strategies. Their campaigns for brands like Ülker and McVitie’s also prioritize cultural relevance—dessert recipes featuring Digestives or snack moments with date-filled biscuits—integrating the brand into daily life rather than simply promoting it.

“While traditional channels still play a role, our influencer campaigns have steadily taken priority,” Raymond says.

A key advantage of influencer and UGC marketing is speed. “During Ramadan or back-to-school season, we can tailor messages in real-time—something that’s hard to do with traditional media,” says Raymond. Tools like referral links and promo codes also allow marketers to track ROI with far more precision.

Still, UGC comes with its own hurdles. “Sometimes users just take the freebies and never post,” he admits. Despite these challenges, platforms like PowerReviews report significant gains when UGC is properly leveraged: conversions increase by 8.5% just by displaying UGC, and interactive features like Q&A or image galleries can boost conversions by over 100%.

Rush Brush is one Egyptian brand that has fully embraced this shift. “Traditional advertising has its place,” says Mostafa Hafez, Head of Marketing. “But Egyptians now spend most of their time on their phones, following creators they trust.”

“We go after fit, not followers.”

“We go after fit,” he continues. “Not followers.” Rush Brush seeks creators who embody the brand’s lifestyle—confident, quality-driven women who engage their audiences in a genuine voice.

UGC is also core to the brand’s strategy. From unboxing videos to reshares and giveaways, the company builds its campaigns around real customers. “When we turn customers into heroes, they naturally want to share more,” Hafez explains.

Real-time analytics help Rush Brush fine-tune campaigns, something static ads can’t offer. “We track story clicks, engagement, sentiment—even traffic spikes,” he says.

Not one-size-fits-all

However, influencer marketing isn’t a one-size-fits-all solution. Nadine Abou El Atta, CEO of The Business Storyteller, points out that in B2B sectors, traditional content formats still dominate. “The decision-making process in businesses is complex and collective,” she explains. “You can’t convince a company to adopt ERP software through a reel.”

In such contexts, newsletters, case studies, blog posts, and direct outreach remain more effective, though she acknowledges that influencer strategies can work in specific cases. “The rewards are real, but the risks must be managed carefully,” she says.

As Hafez notes, “Egyptian consumers have become more skeptical and more selective. They don’t want to be talked at—they want to relate. That’s not a trend; that’s a change in behavior.”

As Egypt’s digital landscape evolves, brands that prioritize trust and relatability over spectacle will be best positioned for long-term success. In a market where authenticity resonates louder than slogans, the future of marketing is being shaped not on billboards, but in newsfeeds, comments, and real conversations.