MKV Digital, a Dubai-based digital marketing agency, is launching MKV Creators, a new division focused on user-generated content (UGC) and influencer marketing campaigns. 

As per Campaign Middle East, the division aims to produce real-time content for TikTok, Instagram Reels, and YouTube Shorts, targeting Gen Z audiences. Early partnerships include UAE-based Sapil Perfumes, which seeks to leverage influencer-led and user-generated short-form content.

“MKV Creators was born out of our desire to help businesses navigate this shift, giving them the tools to connect with their audiences authentically through short-form, highly engaging content,” Asiya Ali, founder and Managing Director of MKV Digital, said in a statement.

The agency, recognized at Dubai Lynx and Cannes Lions, focuses on analytics-driven strategy alongside creative content development. Co-founder Waqas Ali, who leads the MKV Creators team, identified a common challenge: “Brands often fall into the trap of speaking like a corporate entity, missing the true essence of social media.”

“This collaboration allows us to connect more authentically with our audience, showcasing the unique essence of our fragrances through the creative lens of our customers,” stated Bilal M. Alvi, Sapil Perfumes’ Brand Marketing Manager.

The division integrates user stories, reviews, and experiences into brand campaigns, prioritizing audience engagement over traditional corporate messaging. The expansion comes as the global UGC platform market, valued at $4.4 billion in 2022, projects growth to $34.6 billion by 2030.

According to a recent report by The Influencer Marketing Factory, 79% of consumers said UGC impacts purchasing decisions more than influencer posts, and 84% found UGC “extremely helpful” when making purchasing decisions.