New Influencer Marketing Platform Luma Launches in UAE 

Luma, a UAE-based influencer marketing platform, has launched its operations, aiming to bridge the gap between brands and prolific content creators through authentic storytelling and cutting-edge technology.

With a comprehensive ecosystem that includes a marketplace and robust marketing services, Luma aims to be a catalyst for positive change by promoting impactful narratives such as health and wellness, women's empowerment and entrepreneurship. The platform empowers purpose-driven creators and brands to create extraordinary experiences.

Influencers and creators aiming to join Luma will undergo a thorough evaluation process focusing on content quality, audience demographics, and follower base. This ensures that all creators on the platform can effectively impact audiences in the Middle East while maintaining the authenticity that Luma values. 

CEO and Founder Carlos Robles said, “We believe that brands, creators, and everyone involved can approach content and storytelling from a fresh perspective. Luma will curate unique experiences that ignite creativity and collaboration. Our aim is to partner with creators and brands to push boundaries and create extraordinary content. We now have an opportunity to champion creators who promote positive narratives that impact our society.”

Luma provides creators with access to numerous campaigns and events from top regional brands. By directly  creators with relevant opportunities, it saves time and ensures alignment with their purpose.

The platform also features an exclusive agency-focused interface, to efficiently manage influencer collaborations on behalf of clients.

Creators have been a key part of the United Arab Emirates’ digital economy for years. According to a YouGov survey (2023), the Middle East influencer marketing industry reached a staggering $1.3 billion, underscoring the significant shift brands are making from traditional media channels to influencer marketing. This aligns perfectly with the United Arab Emirates' leadership vision of making the country a global hub for digital content.

“Luma provides content creators and brands with the tools they need to succeed, helping the region, and the UAE specifically, solidify its position as a leader in influencer marketing,” said Robles.

Following the UAE launch, Saudi Arabia is the next step in Luma’s expansion, planned for the end of 2024. By 2025, Luma plans to operate in the rest of the GCC and Egypt.