A video of a woman posing with a drill, before jumping back into her car and driving away, went viral on Twitter.
A video of a woman posing with a drill, before jumping back into her car and driving away, went viral on Twitter.
A video of a woman posing with a drill, before jumping back into her car and driving away, went viral on Twitter.
A video of a woman posing with a drill, before jumping back into her car and driving away, went viral on Twitter.

The world has changed. So, surely, influencers will have to evolve, too?


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We're currently in the middle of immense upheaval.

Between the coronavirus pandemic, protests over the killing of George Floyd in police custody, the Australian bushfires, locust outbreaks in East Africa and sectarian clashes in India, the first six months of 2020 have welcomed a veritable tour de force of catastrophe.

Social media has played a huge role in this. It has sparked change and captured what's going on on the ground, both creating and connecting rallying cries that have reverberated around the world.

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Read more from our 'The State of Influence' series:

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It has brought out the very best examples of humanity.

But it's also brought out some of the worst.

In the past months, videos have surfaced in international media showing opportunists taking staged photos amongst Black Lives Matter protests or posing as they pretend to lend a hand.

Critique of these moments has, in an oddly circular way, made social media rail against social media. People are angry; accusing influencers and their ilk of capitalising on the groundswell for personal gain.

Sure, it's tough for everyone out there at the moment – influencers included – but empathy and common sense must be cautioned.

Dubai influencers we spoke to say organic followings are usually a slow and steady increase. Unsplash
Dubai influencers we spoke to say organic followings are usually a slow and steady increase. Unsplash

The ability to utilise a gathering of thousands of people protesting against police brutality as a quirky Instagram backdrop isn't a skill we need in today's world, nor is posing with a drill alongside a man rebuilding a store, just long enough for a picture to be taken. Performative activism should not be synonymous with influencing.

Closer to home, in the UAE, restaurateurs say they are receiving large numbers of messages from "bloggers" wanting free food amid the pandemic, with some threatening retribution in the form of negative reviews when they are refused. Tone-deaf travel throwbacks have been posted and expensive goods hawked as people struggled to make ends meet, sponsored content appeared on #BlackoutTuesday – the list goes on.

It's not a new criticism, but it raises an important question: what happens next for the industry that has experienced such a huge boom in such a short space of time?

People have for years forecast the age of the influencer to be edging closer to extinction. So could 2020 be the asteroid that wipes them all out?

Influencers in Dubai will have to evolve to stay relevant, PRs in the city say. Unsplash.
Influencers in Dubai will have to evolve to stay relevant, PRs in the city say. Unsplash.

Well, probably not.

One opinion remains unanimous: the industry is set to stay. But those who survive the current landscape will be those who evolve.

After all, we need these people to entertain, to keep us sane and to help us make our daily lives a little easier – which is why the influencer industry came to exist in the first place.

Certainly, a good few influencers deserve kudos for how they've pivoted their content – in the UAE alone we've seen some coming to the aid of an ailing restaurant industry, others advocating for struggling small businesses and others offering free online workouts, useful for their followers staying at home.

But influencers are, by their very definition, people who wield clout. Their voices are the loudest, so they should be called out when that voice is misused – the same as any celebrity, politician or academic.

Because, remember, they are applauded and rewarded when they do get it right.

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Artist: Coldplay

Label: Parlophone/Atlantic

Number of tracks: 10

Rating: 3/5

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Global state-owned investor ranking by size

1.

United States

2.

China

3.

UAE

4.

Japan

5

Norway

6.

Canada

7.

Singapore

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Australia

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Saudi Arabia

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South Korea

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UAE currency: the story behind the money in your pockets
Global institutions: BlackRock and KKR

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Milestones on the road to union

1970

October 26: Bahrain withdraws from a proposal to create a federation of nine with the seven Trucial States and Qatar. 

December: Ahmed Al Suwaidi visits New York to discuss potential UN membership.

1971

March 1:  Alex Douglas Hume, Conservative foreign secretary confirms that Britain will leave the Gulf and “strongly supports” the creation of a Union of Arab Emirates.

July 12: Historic meeting at which Sheikh Zayed and Sheikh Rashid make a binding agreement to create what will become the UAE.

July 18: It is announced that the UAE will be formed from six emirates, with a proposed constitution signed. RAK is not yet part of the agreement.

August 6:  The fifth anniversary of Sheikh Zayed becoming Ruler of Abu Dhabi, with official celebrations deferred until later in the year.

August 15: Bahrain becomes independent.

September 3: Qatar becomes independent.

November 23-25: Meeting with Sheikh Zayed and Sheikh Rashid and senior British officials to fix December 2 as date of creation of the UAE.

November 29:  At 5.30pm Iranian forces seize the Greater and Lesser Tunbs by force.

November 30: Despite  a power sharing agreement, Tehran takes full control of Abu Musa. 

November 31: UK officials visit all six participating Emirates to formally end the Trucial States treaties

December 2: 11am, Dubai. New Supreme Council formally elects Sheikh Zayed as President. Treaty of Friendship signed with the UK. 11.30am. Flag raising ceremony at Union House and Al Manhal Palace in Abu Dhabi witnessed by Sheikh Khalifa, then Crown Prince of Abu Dhabi.

December 6: Arab League formally admits the UAE. The first British Ambassador presents his credentials to Sheikh Zayed.

December 9: UAE joins the United Nations.

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Family reunited

Nazanin Zaghari-Ratcliffe was born and raised in Tehran and studied English literature before working as a translator in the relief effort for the Japanese International Co-operation Agency in 2003.

She moved to the International Federation of Red Cross and Red Crescent Societies before moving to the World Health Organisation as a communications officer.

She came to the UK in 2007 after securing a scholarship at London Metropolitan University to study a master's in communication management and met her future husband through mutual friends a month later.

The couple were married in August 2009 in Winchester and their daughter was born in June 2014.

She was held in her native country a year later.

THE TWIN BIO

Their favourite city: Dubai

Their favourite food: Khaleeji

Their favourite past-time : walking on the beach

Their favorite quote: ‘we rise by lifting others’ by Robert Ingersoll