You can’t just post and ghost anymore. Not in 2025. Especially not in the UAE.

Let me tell you a brief story.

A few months ago, I was helping my cousin Noura — the owner of this tiny but adorable café on the corner of Al Ain — with her Instagram. She had followers. Good pictures. Some reels with latte art. But her engagement? Zero.

No comments. No real conversations. Nothing other than the rare fire emoji. She was literally shouting into space.

Her photos were stunning, but. no one cared.

And that, pal, is the very problem so many brands are grappling with today. Especially here in the UAE, where viewers are bright, multicultural, and — let’s face it — a little spoiled for choice.

So if you’re trying to build community with digital here, you need to have something other than some nice photos and hashtags.

Let’s break it down properly — no jargon, no techspeak. Just reality.

Problem: Your Digital Presence Isn’t Building Connection

You’ve probably felt it too.

You’ve been posting regularly. Stories, reels, carousels — the whole shebang. Maybe you’re even boosting a few posts here and there. But it’s like nobody’s actually… talking.

And if they are? It’s the same three people — your mum, your cousin, and that one loyal customer who comments “Mashallah” on everything. God bless them, but still.

What’s missing?

Community.

That magic feeling where people don’t just follow you — they show up. They reply to your stories. They DM you ideas. They tag their friends. They trust you.

Most brands in the UAE aren’t struggling with content. They’re struggling with connection.

Agitation: Why This Hurts More in the UAE Than You Think

Here’s the kicker — in a place like the UAE, this lack of engagement hits harder than it would somewhere else.

Why?

Because:

• It’s multicultural AF. You’re not just talking to “one audience.” You’re juggling Emiratis, expats, South Asians, Westerners — all with different habits, languages, humour styles, and expectations.
  
• It’s flashy. Everyone’s upping their game. From luxury brands to micro businesses — competition for attention is real.
  
• It’s mobile-first. People here live on their phones. If your stuff doesn’t catch them mid-scroll between Shein hauls and Talabat orders… forget it.
  
• It’s trust-sensitive. Especially post-COVID and post-crypto-drama. If your brand doesn’t feel human and legit? People bounce.
  

So yeah — bland, one-way content just doesn’t cut it anymore. Not here. Not now.

If you’re not building relationships, you’re just another pretty face in the feed.

Solution: How to Actually Build Real Community Engagement in the UAE

Let’s get into the juicy stuff. Here’s how you actually turn followers into a community — one that talks back, shares your stuff, and sticks around.

And no, it doesn’t require a six-figure ad budget or some marketing degree from NYU Abu Dhabi.

Just intention. Consistency. And a little emotional intelligence.

1. Talk With People, Not At Them

This sounds obvious, but you’d be shocked how many brands forget.

If your captions sound like billboards? That’s why no one’s commenting.

Try this instead:

• End every post with a genuine question.
  
• Respond to DMs like a friend, not a chatbot.
  
• Re-share community posts and tag people by name. Let them feel seen.
  

Noura (remember the café?) started posting IG stories asking things like:

“Okay, team — cardamom in iced coffee: yes or criminal offense?”
And boom. Replies galore.

2. Use Arabic and English — Smartly

This one’s tricky, but powerful.

The UAE audience is bilingual — sometimes trilingual. You don’t need to translate everything, but mixing Arabic phrases or using bilingual subtitles can create a sense of belonging.

Even something simple like:

“New menu dropping tomorrow. جاهزين؟ ”

That tiny switch from “ready?” to “جاهزين؟” makes locals feel included. It’s warm. Personal.

Also? Emojis transcend all languages. Use them well.

3. Feature Real People (Not Just Products)

Community doesn’t form around things. It forms around people.

Show the face behind the brand. Your team. Your customers. Your silly behind-the-scenes fails. Anything that says “we’re humans too.”

One gym in Sharjah I worked with started doing short video interviews with members:

“Why I dragged myself here at 6am today ”
It was raw, funny, and suddenly — people saw themselves in it. Engagement exploded.

People love to be reflected. Give them that.

4. Host Digital Gatherings — Not Just Content

Everyone’s doing content. Few are doing experiences.

Try:

• Live Q&As (even 15 mins, super casual)
  
• Instagram Lives with local creators
  
• TikTok duets with your customers
  
• WhatsApp broadcast groups for loyal fans
  

Yes, WhatsApp. It’s huge here.

Invite people to join something together — not just consume from afar.

5. Celebrate Local Culture and Occasions

Ramadan. Eid. UAE National Day. Diwali. Christmas. Flag Day. International Coffee Day (it’s real).

Use local events as a way to connect — but go beyond just posting a generic greeting.

Do something fun. Maybe a poll. A flash giveaway. Or a silly meme in context.

When a Dubai fashion brand posted:

“Spot the new collection behind all these National Day flags 🇦🇪”
People loved it. They felt included in the moment. It wasn’t forced.

6. Listen. Then… Listen More.

Polls. Question boxes. DMs. Twitter replies. TikTok comments.

Your community is constantly giving you feedback — even in silence.

If your engagement drops after a post? That’s feedback.

If one type of reel gets saved 10x more than others? That’s a hint.

Don’t just “post and hope.” Study what lands, and lean into it.

And sometimes? Straight-up ask:

“What do you wanna see more of on this page?”

People love to be asked. They’ll tell you. And they’ll feel emotionally invested when you follow through.

Bonus: The One Trick Most UAE Brands Miss

Here it is. Ready?

Don’t try to talk to everyone.

I know — you want to be inclusive. But if you try to cater to all 200 nationalities in the UAE, you’ll water down your voice.

Pick your tone. Your humour. Your references. Maybe even your accent.

It’s okay to speak more directly to your tribe — whether it’s techy Gen Z expats in Dubai Marina, or stay-at-home mums in Ras Al Khaimah who love DIY skincare.

When you speak to your people clearly, they’ll find you. And they’ll stay.

Wrap It Up (Clean and Sharp)

Let’s not pretend community building is easy. It takes time. Vulnerability. Patience. A good Wi-Fi signal.

But in 2025 — in a place as digitally vibrant as the UAE — it’s the only way to actually matter.

You can throw money at ads. You can chase followers. But unless you build something people want to be part of? You’ll always feel like you’re shouting into the wind.

So show up. As a human. Not just a brand.

Ask questions. Crack jokes. Use Arabic slang. Share the behind-the-scenes chaos. Celebrate your people. And, above all, care.

Care a little too much. That’s how community starts.

Alright, that’s enough preaching from me. Tea’s cold again.

Go make something real.