A mass unfollowing marketing campaign is concentrating on UAE-based influencers for ‘superficial’ existence

“Those who hate us are jealous. We’re living the best life, from the inside and outside,” stated Dubai-based influencer Shero Amara whereas sharing footage of his keep at a luxurious Dubai lodge to his 1.9 million followers on Snapchat.

Little did he know that this seconds-long clip would assist spark a widespread marketing campaign for the boycott of influencers primarily based within the United Arab Emirates.

Under the slogan of “saving future generations”, an #UnfollowTheDubaiGang marketing campaign started earlier this month shortly after Amara’s video. Campaigners say they purpose to place an finish to an “era of banality” promoted by rich way of life influencers by means of a mass unfollowing effort, whereas redirecting the highlight to the plight of Palestinians amid Israel’s genocidal warfare on the Gaza Strip. 

“Dubai gang” is utilized by social media customers to seek advice from distinguished on-line figures whose posts include showcasing designer outfits, documenting first-class flights and stays at luxurious accommodations, and pictures of meals at well-known, high-end eating places. 

Included within the boycott are well-known Arab social media personalities corresponding to sisters Narin and Sherin Amara, who’ve a mixed following of 28 million on Instagram, movie star couple Sara al Rawi and Ghaith Marwan with a mixed following of 17 million followers, and way of life influencer Noor Stars with 17 million followers, amongst others. 

While the documentation of their day-to-day lives has captivated thousands and thousands of viewers, campaigners say these accounts promote content material that’s trivial, superficial and incompatible with native customs and traditions. They argue that the influencers hurt viewers by means of a warped view of actuality.

“These are the people who make you live in a bubble, feel miserable and steal from you the beauty of life,” stated one person on TikTok.

“[They] make you feel like you won’t be able to make it in life, that they’re successful and they’ve achieved their dreams, all while you support their content, their lives, their businesses, their travels… and as for you, nobody cares about you, whether alive or dead,” she continued in a video of her unfollowing movie star influencers.

In response to the rising marketing campaign, Shero Amara took to Snapchat in a video, which has since been shared on TikTok, to make clear that he was “thankful to God, and to his followers for the blessings he has”. He didn’t handle the criticisms or remark concerning the targets of the decision for a boycott.

“Do not be deceived by their justifications,” commented one person.

Another wrote: “Don’t stop the campaign… for the sake of the children of Gaza.”

Middle East Eye has contacted the influencers talked about on this article for remark. 

‘Wake up’

While some social media customers defended the influencers, many argued that regardless of occasional posts about Palestinians or Gaza, their content material distracted from essential social and humanitarian points. 

Some customers and commenters have stated a few of these influencers promote merchandise and have contracts with corporations which might be boycotted as a part of the Boycott, Divest, Sanctions motion in opposition to Israel. 

TikToker @Tarekalbasha.music stated their posts do “not teach us anything” and known as on viewers to take duty to cease “rewarding pointless content”.

“While people in Gaza can’t find a piece of bread, and mothers are crying over their missing children… people believe that a designer and luxurious life is more important than the voice of truth,” he added.

In one other TikTok video in assist of the boycott marketing campaign, a person shared footage of ravenous kids in Gaza with textual content urging viewers to “wake up”.

This is not the primary time Arab way of life influencers have been subjected to a boycott.

Many misplaced followers throughout Blockout2024, a mass social media marketing campaign that started after the 2024 Met Gala, and gained momentum within the US and unfold to the Arab world and past. 

At the time, social media customers inspired one another to unfollow the accounts of celebrities and public figures they stated didn’t use their platforms to make clear humanitarian crises in Gaza and Sudan.