A new Ipsos MENA study with TikTok and Statex introduces a new framework for creator marketing, shifting focus from vanity signals to deeper performance measurement.
Creator marketing has become one of the region’s strongest engines for brand discovery, culture, and influence. But while the channel has grown quickly, the way brands measure creator performance has often stayed too narrow.
For too long, creator decisions have been shaped by the easiest signals to see: follower count, views, likes, and whether a creator looks like the…
