As a journalist I'm often confused – and even somewhat disgruntled – by the sway and appeal of influencers.
Be it someone who's found fame on YouTube, TikTok, Snapchat or Instagram, it’s always been a bit perplexing to me and hard to understand the attention they command – from lay followers and well-heeled brands. It's no longer unusual for an event, product launch, restaurant opening or even the somewhat ironically termed "press" trip to have more influencers in attendance than mainstream journalists.
One way to tell the difference? The number of selfies the former take.
Or so I firmly believed before boarding a yacht chock-full of social media influencers, who were invited – and even brought in from the UK and farther afield – to celebrate the return of the NBA Games in Abu Dhabi.
I had no idea this was going to be the case when I received an invitation to attend with a plus-one. As a fan of the sport, I couldn’t say no.
Upon boarding the large boat docked on Yas Bay waterfront, my friend and I were asked to take off our shoes and put on disposable NBA-branded slippers before entering – an early sign of what was to come, as I set sail into a world with which I was entirely unfamiliar.
After being greeted with welcome drinks, we made our way through the lower level of the yacht. Immediately, my friend spotted an influencer who (upon last checking) has more than six million followers on Instagram.
The person was wearing their trademark dark sunglasses, plus chain necklaces and a white T-shirt – nothing unusual except for the shades, given it was 9pm. While I had no reaction to this person because I didn’t know who they were, my friend – also a journalist – was impressed and familiar enough to take a photo with them.
As more people boarded, it dawned upon us we were among only a few journalists on a boat filled mostly with celebrities – from the world of sport, pop culture and social media alike.
Upstairs, we came upon former NBA players and a former Manchester United football star who had his own private security guard with him. Also hanging about was a member of an uber-popular 2000s boy band, who was getting small bites from the snack area.
I won’t lie, it was an intimidating experience. While I have interviewed actors, musicians and athletes in my career, to be around them in such a casual setting felt a little strange.
While my friend and I initially joked about just how out of place we felt, when we started talking to the others around us, it was not only easy, but also entertaining, informative and memorable.
Perhaps asking if someone is famous or what they are famous for isn’t the most gracious way to approach them, but it is a good conversation starter, and on the boat that night, the answer was more likely yes than no.
We met mostly influencers from the UK (although there were some regional ones, too) who had been invited to check out Abu Dhabi as well as attend the NBA Games. Although they all had different ranges of followers on different platforms – some with more a million – everyone who chatted to us had something in common: they were nice and surprisingly down to earth.
I chatted with one influencer, who is known for his amusing content, about what it would take for me to become a so-called "cat influencer". He was very sincere in offering tips on how to work towards that goal and even inspirational at times, when he spoke about his own early days on social media and working hard to find and hold on to his audience.
We met another influencer who was very friendly with an infectious smile. It felt like catching up with an old friend. He modestly, and not insincerely, claimed not to be famous, but said that his friend, who appeared on a season of Love Island and had more than a million followers, was "the real famous one”. He helped build up our confidence for the night saying it didn't matter that we didn't have a huge social media following, instead calling us the "real influencers".
The boat ride was about three hours long and, for a little bit, we got to experience what it is like to be in the influencer-sphere. While we didn’t have our phones out as much or take nearly as many selfies, we did genuinely have a good time.
I may never fully understand the appeal of influencers, but I left the yacht with a new takeaway, one that aligns with the objectivity journalists ought to show: maybe they're not so bad, after all.
More from Rashmee Roshan Lall
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FIXTURES
All games 6pm UAE on Sunday:
Arsenal v Watford
Burnley v Brighton
Chelsea v Wolves
Crystal Palace v Tottenham
Everton v Bournemouth
Leicester v Man United
Man City v Norwich
Newcastle v Liverpool
Southampton v Sheffield United
West Ham v Aston Villa
In numbers: China in Dubai
The number of Chinese people living in Dubai: An estimated 200,000
Number of Chinese people in International City: Almost 50,000
Daily visitors to Dragon Mart in 2018/19: 120,000
Daily visitors to Dragon Mart in 2010: 20,000
Percentage increase in visitors in eight years: 500 per cent
The specs
Engine: 4.0-litre V8 twin-turbocharged and three electric motors
Power: Combined output 920hp
Torque: 730Nm at 4,000-7,000rpm
Transmission: 8-speed dual-clutch automatic
Fuel consumption: 11.2L/100km
On sale: Now, deliveries expected later in 2025
Price: expected to start at Dh1,432,000
Result
Qualifier: Islamabad United beat Karachi Kings by eight wickets
Fixtures
Tuesday, Lahore: Eliminator 1 - Peshawar Zalmi v Quetta Gladiators
Wednesday, Lahore: Eliminator 2 – Karachi Kings v Winner of Eliminator 1
Sunday, Karachi: Final – Islamabad United v Winner of Eliminator 2
UAE jiu-jitsu squad
Men: Hamad Nawad and Khalid Al Balushi (56kg), Omar Al Fadhli and Saeed Al Mazroui (62kg), Taleb Al Kirbi and Humaid Al Kaabi (69kg), Mohammed Al Qubaisi and Saud Al Hammadi (70kg), Khalfan Belhol and Mohammad Haitham Radhi (85kg), Faisal Al Ketbi and Zayed Al Kaabi (94kg)
Women: Wadima Al Yafei and Mahra Al Hanaei (49kg), Bashayer Al Matrooshi and Hessa Al Shamsi (62kg)
What are the influencer academy modules?
- Mastery of audio-visual content creation.
- Cinematography, shots and movement.
- All aspects of post-production.
- Emerging technologies and VFX with AI and CGI.
- Understanding of marketing objectives and audience engagement.
- Tourism industry knowledge.
- Professional ethics.
The candidates
Dr Ayham Ammora, scientist and business executive
Ali Azeem, business leader
Tony Booth, professor of education
Lord Browne, former BP chief executive
Dr Mohamed El-Erian, economist
Professor Wyn Evans, astrophysicist
Dr Mark Mann, scientist
Gina MIller, anti-Brexit campaigner
Lord Smith, former Cabinet minister
Sandi Toksvig, broadcaster
War 2
Director: Ayan Mukerji
Stars: Hrithik Roshan, NTR, Kiara Advani, Ashutosh Rana
Rating: 2/5
VEZEETA PROFILE
Date started: 2012
Founder: Amir Barsoum
Based: Dubai, UAE
Sector: HealthTech / MedTech
Size: 300 employees
Funding: $22.6 million (as of September 2018)
Investors: Technology Development Fund, Silicon Badia, Beco Capital, Vostok New Ventures, Endeavour Catalyst, Crescent Enterprises’ CE-Ventures, Saudi Technology Ventures and IFC
The specs: 2017 Dodge Ram 1500 Laramie Longhorn
Price, base / as tested: Dhxxx
Engine: 5.7L V8
Transmission: Eight-speed automatic
Power: 395hp @ 5,600rpm
Torque: 556Nm @ 3,950rpm
Fuel economy, combined: 12.7L / 100km
Mane points for safe home colouring
- Natural and grey hair takes colour differently than chemically treated hair
- Taking hair from a dark to a light colour should involve a slow transition through warmer stages of colour
- When choosing a colour (especially a lighter tone), allow for a natural lift of warmth
- Most modern hair colours are technique-based, in that they require a confident hand and taught skills
- If you decide to be brave and go for it, seek professional advice and use a semi-permanent colour
MATCH INFO
Uefa Champions League final:
Who: Real Madrid v Liverpool
Where: NSC Olimpiyskiy Stadium, Kiev, Ukraine
When: Saturday, May 26, 10.45pm (UAE)
TV: Match on BeIN Sports
Abu Dhabi GP schedule
Friday: First practice - 1pm; Second practice - 5pm
Saturday: Final practice - 2pm; Qualifying - 5pm
Sunday: Etihad Airways Abu Dhabi Grand Prix (55 laps) - 5.10pm
RESULT
Arsenal 0 Chelsea 3
Chelsea: Willian (40'), Batshuayi (42', 49')
ENGLAND%20SQUAD
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The specs
- Engine: 3.9-litre twin-turbo V8
- Power: 640hp
- Torque: 760nm
- On sale: 2026
- Price: Not announced yet
BMW M5 specs
Engine: 4.4-litre twin-turbo V-8 petrol enging with additional electric motor
Power: 727hp
Torque: 1,000Nm
Transmission: 8-speed auto
Fuel consumption: 10.6L/100km
On sale: Now
Price: From Dh650,000
Results
%3Cp%3E%3Cstrong%3EStage%203%3A%3C%2Fstrong%3E%3Cbr%3E1.%20Einer%20Rubio%20(COL)%20Movistar%20Team%20-%204h51%E2%80%9924%E2%80%9D%3Cbr%3E2.%20Remco%20Evenepoel%20(BEL)%20Soudal%20Quick-Step%20-%2014%22%3Cbr%3E3.%20Adam%20Yates%20(GBR)%20UAE%20Team%20Emirates%20-%2015%22%3Cbr%3E%3Cstrong%3EGeneral%20classifications%3A%3C%2Fstrong%3E%3Cbr%3E1.%20Remco%20Evenepoel%20(BEL)%20Soudal%20Quick-Step%3Cbr%3E2.%20Lucas%20Plapp%20(AUS)%20Ineos%20Grenaders)%20-%207%22%3Cbr%3E3.%20Pello%20Bilbao%20(ESP)%20Bahrain%20Victorious%20-%2011%22%3C%2Fp%3E%0A
Jigra
Starring: Alia Bhatt, Vedang Raina, Manoj Pahwa, Harsh Singh
The biog
Name: Younis Al Balooshi
Nationality: Emirati
Education: Doctorate degree in forensic medicine at the University of Bonn
Hobbies: Drawing and reading books about graphic design
The National's picks
4.35pm: Tilal Al Khalediah
5.10pm: Continous
5.45pm: Raging Torrent
6.20pm: West Acre
7pm: Flood Zone
7.40pm: Straight No Chaser
8.15pm: Romantic Warrior
8.50pm: Calandogan
9.30pm: Forever Young
The specs: 2018 BMW R nineT Scrambler
Price, base / as tested Dh57,000
Engine 1,170cc air/oil-cooled flat twin four-stroke engine
Transmission Six-speed gearbox
Power 110hp) @ 7,750rpm
Torque 116Nm @ 6,000rpm
Fuel economy, combined 5.3L / 100km
UAE currency: the story behind the money in your pockets
MATCH INFO
Champions League quarter-final, first leg
Ajax v Juventus, Wednesday, 11pm (UAE)
Match on BeIN Sports
Killing of Qassem Suleimani
SPEC%20SHEET%3A%20APPLE%20IPAD%20(2022)
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Teri%20Baaton%20Mein%20Aisa%20Uljha%20Jiya
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TO A LAND UNKNOWN
Director: Mahdi Fleifel
Starring: Mahmoud Bakri, Aram Sabbah, Mohammad Alsurafa
Rating: 4.5/5
Hot%20Seat
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The%20specs
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