YAAP Digital and Fork Media Group have teamed up to tap the Middle East's vast potential in the influencer marketing space with the growth of platforms like Instagram, TikTok and YouTube.

The two parties announced this week that they will pair YAAP's deep understanding of content and technology with Fork’s strategic prowess in the digital publishing space as well as marketing knowledge to carve a significant share for themselves in influencer marketing.

Fork and YAAP have a combined presence in five countries, with the former bringing to the table a diverse portfolio of products and services in tech, advertising and communications.

The firm runs leading publications like Curly Tales, Mashable India and Mashable Middle East, while YAAP has also worked extensively in the Middle East and India, running campaigns for market-leading brands.

These include Dubai’s Department of Tourism and Commerce Marketing, Sadia Chicken, Fitbit, Techno Mobiles and many more in the Middle East and campaigns for the National Payments Corporation of India, ITC Hotels, and Tata AIA in India.

“We’ve seen and been a part of this wave of influencer marketing that has taken the Middle East region by storm in the past few years,” said Irfan Khan, Partner at YAAP.

“Fork Media Group’s strategic experience in the region makes them the perfect partner for us to take our offerings to the next level and truly go out there and do some impactful and innovative work,” he added.

“Fork’s journey in the last seven years has been marked by multiple collaborations that have helped us grow inorganically. The partnership with Yaap is strategic and long term as we aim to dominate the space of influencer marketing in the region,” said Sammar Verma, CEO and Founder of Fork Media Group.

“Our deep roots in content combined with Yaap’s influencer expertise in the region is the perfect mix that makes this partnership exciting and seamless,” he added.

The partnership is all set to hit the ground running and is already in talks with clients to begin their collaborative journey.