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Do Syrian content creators specialize in certain kinds of ads? An analysis of 850 brand deals

· Reach Media Network · 4 min read

124creators we track
852classified commercial reels
24%specialize in one sector
54%advertise across almost all sectors

When you choose a creator for your ad, do you look for a "specialist" in your field? And does that really exist in Syria? We analyzed every commercial reel by the Syrian creators we track on Instagram from March to September 2026, and classified each brand by sector.

Only a quarter specialize

We took 76 creators with 4 or more brand deals and measured how much of their work goes to one sector. Only 18 of them (24%) do 70% or more in one sector. More than half (54%) have no sector above half their deals.

  • 24% Specialists (70%+ in one sector)
  • 22% In between
  • 54% Generalists (50% or less)

76 creators with 4 or more brand deals, March to September 2026.

Pattern one: topic owners specialize

Specialists are creators whose content is about one topic: cooking, makeup, fashion or parenting. Advertisers from that sector come to them because their audience came for that topic. The specialization was not an advertising decision; it follows naturally from the content.

Kawthar Ashour@kawthar_ashour39 of 39 deals in fashion 100% Christina Assaf@christina.assaf18 of 18 in beauty 100% Hala Radwan@hala_rad5 of 5 in restaurants 100% Dr. Sara AlNahas@dr.saraalnahas5 of 6 in food 83% Chef Raghad@chef_raghad_solaiman8 of 10 in food 80%

Pattern two: entertainment creators advertise everything

Comedy, family and lifestyle creators advertise in almost every sector: fashion, travel, food, cars, real estate. Here the advertiser buys a big audience, not topic expertise. That is not a flaw: a good entertainment reel reaches millions, but it does not carry the creator's "endorsement" of your product.

Jey & Moe@jeyandmoe64 deals in 11 sectors 20% Lama Al Rahwanji@lamaalrahwanji51 deals in 10 sectors 24% Sleman Aaji@sleman_aajii16 deals in 8 sectors 25%

Pattern three: some sectors buy spread

When we count how many reels each creator makes for the same sector, a clear difference appears. Fashion and beauty build long partnerships: close to 5 reels per creator. Phones, real estate and apps spread a campaign over many creators with one or two reels each.

Fashion and jewelry4.7 reels per creator
Beauty and care4.4 reels per creator
Food and restaurants2.7 reels per creator
Travel and hotels2.7 reels per creator
Concerts and festivals2.3 reels per creator
Phones and electronics2.1 reels per creator
Real estate2.1 reels per creator
Food delivery apps1.9 reels per creator
Shopping and service apps1.6 reels per creator

Real estate is a clear example: only 12 creators made real estate ads, for no more than 3 projects, and one project spread its campaign over 10 creators. There is no creator in Syria today you could call "the real estate reference". Phones are similar: 53 creators advertised for only 11 brands.

Is the specialist better?

In our sample, specialists' commercial reels got a median of 118 thousand views, against 75 thousand for generalists. More important than views: a specialist's audience trusts their view on the topic, so people save the reel and ask about the product, as we saw in the New Park series with Dr. Sara.

But specialists are few and do not exist in every sector. So the best plan is often a mix: a specialist for credibility, an entertainment creator for reach.

How to choose a creator for your sector

If you are in food, beauty or fashion: start with a specialist. They exist and their audience trusts them.

If you are in real estate, cars or finance: there is no specialist yet, so pick someone with high views in your city, and ask for content that explains, not just praises.

For a launch and fast reach: one big entertainment creator beats ten small ones with one reel each.

For sales and trust: a series of 3 or more reels with the same creator, not one reel.

Check the creator's past deals: if they advertised your competitor last month, their audience will not believe them.

The full list of creators by sector, and which brands they worked with, is available to subscribers. To see who delivers real views every week, follow Reach 100.

Source: Reach Media tracking of reels by 124 Syrian creators on Instagram, March to September 2026. A commercial reel carries a "Paid partnership" label, a brand account as co-author, or a brand tag or mention. We classified 852 reels by the brand's sector and excluded accounts tied to a single creator. Undisclosed ads do not appear in these numbers.

Frequently asked questions

Do Syrian creators specialize in certain kinds of ads?

Only a quarter. In Reach Media's analysis of 76 creators, 24% do 70% or more in one sector, and more than half advertise across many sectors.

Are there real estate specialist creators in Syria?

Hardly. Only 12 creators made real estate ads, for 3 projects, mostly one or two reels each, so there is no real estate reference among creators yet.

Planning a campaign in Syria? We take your message to pages, accounts and creators in every governorate.

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