Once seen as trendsetters and lifestyle icons, social media influencers in the UAE are now facing a major credibility crisis.
A new survey has named influencers as the least trusted profession in the country, reflecting growing public frustration over online personalities who often blur the lines between content and advertising, especially in finance.
The annual “Worst Reputation in the UAE” report by Insight Discovery found that 21% of respondents gave influencers a thumbs-down — more than telemarketers, credit card issuers, and even recruiters.
“This should be a clear wake-up call for the industry,” said Insight Discovery CEO Nigel Sillitoe. He added that followers are becoming increasingly wary of influencers who promote risky investments and post lavish lifestyles without accountability.
Over the past six years, financial institutions and job recruiters typically topped the distrust list. But this year marks a turning point — the influencer image has cracked.
Trust gaps by community
The study, which surveyed 1,025 UAE residents in August, also revealed how different groups perceive trust. Western expats, Arab nationals, and Emiratis showed the most disapproval toward influencers. Meanwhile, Asian residents were more critical of telemarketers, with nearly one in four viewing them negatively.
Bank financial advisers and internal recruiters also suffered poor reputations, particularly among Emiratis and professionals in Abu Dhabi. Even independent financial advisers saw trust dip among high-income earners and Westerners.
Are influencer brand trips dead?
The findings echo a broader shift in global influencer culture. Emily Hall of The Goat Agency told The Drum that extravagant brand trips are quickly losing appeal. “We’ve seen a real shift,” she said. “Many of these trips lacked diversity, didn’t reflect real audiences, and ignored sustainability. Flying people around the world just to post content? It’s outdated.”
Instead, brands are moving toward relatable storytelling and long-term loyalty — a far cry from the luxury-and-bling content that once dominated our feeds.
Influencers aren’t disappearing. But the hype? That might be.
