Creating Cultural-Resonant Content for the UAE Audience

To put it bluntly: writing for the UAE is way deeper than slapping on a crescent moon graphic and sprinkling in a “Mashallah” or two. You’re entering a space where identity is layered, culture is large, and people can smell a fake from 10 miles away.

It’s scary for sure. But it can be rewarding when you get it right.

I will tell you a story.

Problem: “Same Message, Different Culture? Nah.”

A couple of years ago, I was freelancing for this Western wellness brand trying to break into the UAE market. They had these gorgeously shot videos—think yoga by the beach, cold-pressed juices, women in leggings doing downward dogs with inspirational EDM in the background.

The content did great in the UK and US. So, naturally, they assumed it would work in the UAE too.

It tanked.

Big time.

Engagement was flat. Comments were awkward. And someone even asked if they were “copy-pasting content from Instagram America.”

Why? Because it did not engage the culture, it engaged at it. And those in the UAE? They’re proud, they’re diverse, they’re modern but traditional, stylish and so so clever and they know when something doesn’t fit well enough.

This content sounded wrong. Like spending time at a vegan sausage booth (which already probably sounds wrong) at a meat festival.

So I stepped in, made a couple of changes , and everything changed. 

So let’s break down what worked because let’s be honest, it is not rocket science. It is respect, it is research, and it is lot’s of listening.

Agitate: “They’re Not Just ‘The Middle East’—They’re the UAE”

First things first—stop generalizing.

You wouldn’t lump Americans, Canadians, and Brits into one “Western consumer” pile, right? (Well, some do. But they shouldn’t.) So don’t treat the UAE like it’s just a desert-shaped version of some broader Middle East umbrella.

The UAE is its own beast—in the best way.

You’ve got Emiratis with deep tribal ties and government loyalty. Then there are third-generation South Asian expats who’ve never seen the inside of an airplane but speak fluent Arabic and quote Bollywood dialogues. You’ve got Western expats, African entrepreneurs, Filipino creatives, and Levantine foodies. And they’re all interacting in malls, mosques, startups, and souks.

So if your content doesn’t reflect that? You’re missing the mark.

Think of it this way:

• A hijabi mother in Sharjah might resonate with family-first messaging and modest fashion tips.
  
• A Gen Z Lebanese barista in JBR could be into self-expression, TikTok humor, and streetwear.
  
• An Emirati entrepreneur in Abu Dhabi may care about innovation and heritage—yes, both.
  

One message won’t land for everyone. But one mindset can: Respect.

And here’s the tea: You don’t need to know everything about every culture in the UAE. You just need to know when to shut up and observe.

Solution: How to Create Content That Hits the Heart (Not Just the Feed)

Okay, let’s dive into what actually works. Here’s where the magic starts to happen.

1. Localize Like You Mean It (Not Just the Language)

You know what looks lazy? Auto-translated Arabic. 

This isn’t just simply switching English into Arabic, context is everything. “Limited-time offer”, can be the most boring phrase if translated literally as it may carry none of the urgency or tone that resonates locally.

Get someone to help you who actually lives the culture. Not just a translator, but a storyteller who understands tone, idioms and informal or non-written indicators. You need an expert who understands the culture.

And learn the calendar: Ramadan is not just a date and hours of fasting, it is a time for reflection, kindness, and yes, shorter workdays. You need to cater your content around the rhythm of Ramadan.

Want to hold an Instagram Live later in the evening during Ramadan? Genius. Want to push a breakfast promotion at 8 AM and fast? You are explicitly asking to be roasted.

2. Use Visuals That Feel Like Home

Stop using stock photos of random sand dunes, camels, or vaguely Arab-looking men shaking hands in suits. It’s cliché, overdone, and… yeah, a little cringey.

Instead, spotlight real people, real places, real moments. Show the skyline of Downtown Dubai, but also the cozy shawarma spots in Karama. Feature hijabi influencers, African creatives, Indian dancers at Expo events.

Authenticity over exoticism. Always.

3. Tap into Shared Values (They’re Gold)

Here’s a secret: You don’t need to be from the UAE to connect with the people there.

You just need to find the sweet spot where your brand values intersect with theirs.

Family, hospitality, innovation, faith, luxury, resilience, progress—these aren’t just buzzwords in the UAE. They’re lived values.

So if your brand promotes sustainability? Show how that aligns with the UAE’s net-zero ambitions. If you’re into family wellness, link it to the UAE’s strong community-first approach.

Find that overlap. Then build content around that.

4. Mind the Humor Gap

Humor’s a beautiful thing—but it doesn’t always translate.

A sarcastic tweet that would kill in the UK might come off as rude in the UAE. Wordplay? Often gets lost. Political jokes? Don’t. Just… don’t.

But warmth, lightheartedness, and even playful self-deprecation? Those land beautifully.

Want to use humor? Use characters people recognize, real-life situations they’ve lived through—like navigating the summer heat with 42 degrees in the shade. Or trying to find parking in Deira on a Friday.

That kind of stuff? Instant connection.

5. Show, Don’t Preach

People in the UAE are tired of brands talking down to them. Don’t be the expat brand trying to “teach” locals about their own culture. Instead, spotlight stories.

Feature a small business owner in Ras Al Khaimah. Highlight a Saudi content creator based in Dubai. Let an Emirati teen share her love for K-pop and oud music in the same sentence.

Your job isn’t to tell the story—it’s to amplify the real ones.

6. Be Multichannel, But Intentional

TikTok is booming. So is Instagram. WhatsApp? Still king for business and personal updates. But just being on every platform isn’t enough.

Tailor the tone and style for each one.

• Instagram stories? Behind-the-scenes, casual, raw.
  
• LinkedIn? Professional, but local success stories work better than generic posts.
  
• YouTube? Longer-form storytelling, vlogs, lifestyle, testimonials.
  
• TikTok? Trends mixed with culture. Think Emirati-Korean food collabs, Arabic mashups, or “day in the life” reels with bilingual subtitles.
  

Okay, but what if I mess it up?

You probably will. At first.

You’ll get the phrasing slightly off, or use an image that feels a little tone-deaf. And someone might call you out.

Good.

Learn from it.

The UAE audience isn’t heartless—they’re actually very forgiving when they see effort. But you’ve got to show them you’re learning. You’re trying. You’re not just here to take their money and run a campaign.

Respond. Adjust. Ask questions. Hire locally. Build bridges.

Because cultural resonance isn’t about “targeting” an audience. It’s about inviting them in.

Conclusion: Be Real, or Be Forgotten

The UAE doesn’t need more brands. It needs more belonging.

Creating culturally-resonant content isn’t about ticking boxes—it’s about building trust. About sitting with people, learning how they live, what they value, what makes them laugh, cry, or double-tap at 3 AM.

And if you do it right? They won’t just scroll past.

They’ll feel it.

So go ahead. Drop the tourist mindset. Pick up your metaphorical gahwa (or karak), and start talking with your audience—not at them.

Because in the UAE, connection is everything.

And that? That’s where the real content lives.