Why authenticity beats virality as the new communications currency
But in 2025, in a market as sophisticated, diverse, and digitally savvy as the UAE, we must ask ourselves: are we chasing the right thing?
Virality, as many of us have learned the hard way, is fleeting. It can earn a campaign a few headlines and a burst of engagement, but it rarely builds long-term affinity or brand equity. Worse, when overplayed, it can feel contrived, eroding the very trust we need to connect with our audiences.
Authenticity, on the other hand, has become the real currency of modern communications.
The UAE's audience has evolved
In the UAE and wider GCC, audiences are more discerning than ever. Our consumers from Emirati Gen Z to Arab millennials to global expats are hyper-connected and hyper-aware of marketing tactics.
They scroll past forced trends and spot tokenism in an instant. A flashy stunt might get them talking today but what gets them to stay tomorrow?
Consistency. Credibility. A brand that lives its values, not just hashtags them.
Campaigns that connected beyond virality
Some of the region's most celebrated campaigns in recent years didn't just ride the latest trend – they tapped into real stories, real voices, and real values.
Etihad Airways: Choose Well
Celebrated personal choice and individuality, reflecting a shift in travel culture toward self-expression.
Celebrated personal choice and individuality, reflecting a shift in travel culture toward self-expression. Expo 2020 Dubai: Connecting Minds, Creating the Future
Told a story of collective progress and inclusion, positioning the UAE as a collaborative hub, not just a host.
Told a story of collective progress and inclusion, positioning the UAE as a collaborative hub, not just a host. Nike Middle East: What Will They Say About You?
Tackled gender stereotypes in sports, amplifying the authentic struggles and triumphs of Arab women athletes.
Tackled gender stereotypes in sports, amplifying the authentic struggles and triumphs of Arab women athletes. IKEA Saudi Arabia: Real Life Series
Recreated iconic TV living rooms in Riyadh stores – a subtle, authentic nod to pop culture that resonated deeply.
Recreated iconic TV living rooms in Riyadh stores – a subtle, authentic nod to pop culture that resonated deeply. Noor Dubai Foundation: Giving Sight, Changing Lives
Shared real stories of lives transformed by vision care, showing the human side of philanthropy.
These campaigns worked because they were genuine, not gimmicky.
Making authenticity work lasts longer than virality
So how can communicators embed authenticity into their work?
Be transparent: Own your story – the successes and the work-in-progress. Show progress over perfection.
Elevate local voices: In a multicultural market, relevance comes from inclusivity. Empower Emirati and regional talent, and amplify stories that reflect your communities.
Stay consistent: Don't make authenticity a campaign – make it a culture. It should inform every touchpoint, not just your next viral video.
The true success of a campaign isn't measured by how loud it gets, but by how long it lasts. Authenticity might not win you a million likes overnight, but it will earn you something far more powerful: loyalty, advocacy, and respect.
In a region renowned for setting global benchmarks in ambition and creativity, we must focus on crafting campaigns that truly matter – ones that resonate, endure, and leave a meaningful mark. After all, attention is fleeting, but trust is earned and owned.
By Huda Ismail, Head of PR at NNC.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Al Etihad
2 hours ago
- Al Etihad
Meet Theban Al Mheiri, a champion for UAE's athletes of determination
29 July 2025 01:07 MAYS IBRAHIM (ABU DHABI)Theban Al Mheiri was on his way to the airport that day in 1994. With dreams tucked in his pocket, the then 23-year-old Emirati was supposed to travel to the US to study an English course — but fate had other plans. Al Mheiri went through a devastating car accident that left him partially paralysed with a spinal injury. His personal journey of recovery eventually turned into a lifelong commitment to empowering people of determination. Today, Al Mheiri uses his voice, experience, and influence to help others overcome challenges he once faced alone. 'After the car accident, I faced some of the biggest challenges of my life, mainly learning how to live with and overcome my disability,' he told Aletihad in a recent interview. 'It was incredibly difficult at first. But someone r eached out and helped me, and it changed everything. From that moment, I realised I needed to do the same for others in similar situations.'In the wake of his accident, Al Mheiri turned to sports not only as a path to physical recovery but as a source of purpose and empowerment. He was one of the first Emiratis to actively participate in sports for people of athletic achievements were paralleled by a rise in leadership, culminating in his role as Secretary General of the UAE Disabled Sports Federation, a position he has held for the past eight taking on that title, he served in various capacities, including an administrative role at the Abu Dhabi Police and as a driving force in the Al Ain Club for the Disabled from 1999 to 2010. Through every role, his mission remained the same: to create opportunities and recognition for athletes of determination and to help society see their true potential.'I overcame my disability by embracing challenges with determination. Along the way, I've been able to help many others in the community,' he said. 'Often, they were simply waiting for someone to believe in them and extend a hand.'Al Mheiri believes it is his shared experience with people of determination that makes his support more meaningful. He understands that trust - when it comes from someone who has walked the same path - opens hearts.'People of determination are often more open to advice and support when it comes from someone who truly understands, someone who's lived a similar experience,' he explained.'There are physical and emotional challenges to adapting to life with a disability that you can't fully understand unless you've experienced them firsthand.'Supporting the Champions of TomorrowEarly on, Al Mheiri met others like himself in hospital waiting rooms and gymnasiums. He struck up conversations, built trust, and slowly began guiding others toward recovery and reinvention. His work has had a ripple effect throughout the UAE. He was instrumental in launching national programmes that enabled athletes of determination to represent the UAE on the global stage. He is determined to ensure that young athletes of determination have the needed resources, support, and belief to thrive.'We invest in our youth because they're the champions of tomorrow. It's our job to give them the opportunities they deserve,' he said. Al Mheiri believes that inclusion is a shared community responsibility.'People of determination are just like anyone else. When you give them trust and confidence, they'll show you they have so much to offer and can be a real asset to any community,' he said. 'To me, this is the true meaning of life – making someone else's life a little easier, a little brighter. That's what brings me peace.'In 2017, Al Mheiri received the prestigious Abu Dhabi Award in recognition of his contributions. He draws inspiration from the legacy of the UAE's Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, who turned desert landscapes into lush greens through extensive environmental initiatives. Al Mheiri's daughter, Thabia, looks up to him with the same admiration. 'My father is my biggest hero,' she told Aletihad . 'I feel inspired by everything he does every day.'
Sharjah 24
3 hours ago
- Sharjah 24
Khalid bin Humaid crowns winners of Arab Chess Championship
Final round and attendees The final round and award ceremony were attended by Bushra Al Qadiri, President of the Royal Moroccan Chess Federation and Head of the Tournament Organizing Committee, alongside dignitaries and delegation heads. Under-20 Category winners Palestinian Majed Al-Tal won the Under-20 Boys' title with 7.5 points. Emirati Mohammed Saeed Al-Laili secured the silver with 7 points, while Libyan Youssef Al-Samadi took bronze with 6.5 points. Egyptian Joy Romani claimed the Under-20 Girls' title with 6 points. UAE's Ahlam Rashid won silver with 5.5 points, and Tunisian Yasmine Jamha earned bronze with 5 points. Under-18 Category results Egyptian David George Samir triumphed in the Under-18 Boys' division with 7.5 points. Jordanian Anas Khuwaira and Sharjah's Yahya Shuaib tied at 6.5 points for silver and bronze respectively. Egyptian Ahmed Qandil came fourth with the same score. In the Under-18 Girls' category, Jordanian Ruba Al-Qudah dominated with 8 points. Egyptian Jana Mohamed Zaki earned silver with 6.5 points. Bronze was shared by Egyptian Maryam Azab, Tunisian Maryam Bouamour, and Palestinian Iman Sawan, all with 6 points. Under-16 Category highlights Egyptian Farid Tamer Wagih secured the Under-16 Boys' title with a perfect 9 points. Emirati Rashid Abubaker Al-Humairi followed with 7 points for silver, and Palestinian Mohammed Sedr took bronze with 6.5 points. Jordanian Jude Ahmed and Emirati Anoud Issa tied at 7 points for the top spot in the Under-16 Girls' category, with Ahmed taking gold and Issa silver. Egyptian Dima Alaa placed third with 6 points. Under-14 champions Egyptian Iyad Al-Husseini claimed the Under-14 Boys' title with a flawless 9 points. Emiratis Rashid Hussain Al-Hammadi and Sultan Jaber Al-Zarouni took silver and bronze with 7 and fewer points respectively. In the Girls' division, Emirati Ohood Issa and Jordanian Jaida Hilal both scored 7 points, with Issa winning gold. Tunisian Nadine Rajib secured bronze with 6.5 points, tied with Egyptian Raghad Alaa El-Din. Under-12 Category results Egyptian Abdelrahman Sameh took gold in the Under-12 Boys' category with 8 points. Tunisian Youssef Abdelrazek won silver with 7 points, and Thabet Benzarti earned bronze with 6.5 points. Egyptian Zakaa Mohamed Ahmed won the Girls' title with a perfect 9 points. Palestinian Randa Sedr claimed silver with 7 points, and Tunisian Yara Abdullah took bronze with 6 points. Under-10 and Under-8 winners Qatari Khaled Al-Jumaat won the Under-10 Boys' category with 7.5 points, tying with Tunisian Jihad Mandili who earned silver. Egyptian Youssef Douidar took bronze with 7 points. Egyptian Ghaida Mohamed Ahmed won the Under-10 Girls' title with a perfect 9 points. Tunisians Jana Hadak and Yasmine Dimassi secured silver and bronze with 8 and 7 points respectively. Tunisian Youssef Al-Haj Salah won the Under-8 Boys' title with 7.5 points. Yahya Dimassi followed with 7 points for silver, while Emirati Mohammed Al-Muaini took bronze with 6 points, tied with Egyptian Moheb Ahmed Osama. In the Under-8 Girls' division, Tunisian Elaine Hadak won gold. Emirati Mira Abdullah earned silver, and Moroccan Salwa Bairi claimed bronze.
Gulf Today
8 hours ago
- Gulf Today
NMO Chairman launches the National Bloggers Council
The National Media Office (NMO), in the presence of Abdulla Bin Mohammed Bin Butti Al Hamed, Chairman of the NMO and Chairman of the Board of Directors of the UAE Media Council, organised a ceremony to honour a group of media professionals and content creators who have made significant contributions in supporting the national media mission. Al Hamed emphasised the National Media Office's (NMO) commitment to engaging with media professionals and content creators in appreciation of their vital role in portraying the positive image of the United Arab Emirates, raising societal awareness, and highlighting national achievements in a professional and purposeful manner. He noted that this recognition stems from the NMO's belief in the importance of supporting talent and motivating them to continue their creativity, thereby reinforcing the media message that reflects the country's values and future vision. Al Hamed also pointed out that the BRIDGE Summit, scheduled to be held in Abu Dhabi from December 8 to 10, represents an important opportunity to unify the efforts of media professionals, creators, and content producers under one umbrella that presents to the world a model of media based on positive influence. He called on everyone to seize this opportunity to enhance the presence of Emirati media at this summit. The NMO chief further announced the launch of the National Bloggers Council, which will include everyone, with the aim of unifying the national narrative, strengthening national identity, highlighting achievements, and countering rumours and media misinformation. For his part, Dr. Jamal Mohammed Obaid Al Kaabi, Director-General of the National Media Office, stated during the ceremony that this celebration is in recognition of the contributions of media professionals and content creators who have helped solidify the UAE's presence on both regional and international stages. He noted that supporting media talent is an integral part of a national vision that believes purposeful communication is one of the most powerful tools for influence and for bolstering the UAE's global reputation. Dr Al Kaabi continued: 'Today, we honour the creators of words — those who go beyond mere news coverage or the delivery of raw information. They actively participate in building societal awareness, instill a sense of belonging, and enlighten minds in an era crowded with competing narratives and a pressing need for confident, steadfast national voices capable of confronting diverse challenges.' Al Hamed, accompanied by the Director-General of the National Media Office, honoured media professionals and content creators who have distinguished themselves with impactful contributions in supporting the state's media message and enhancing the UAE's standing in the media world. The ceremony included a documentary film highlighting key milestones of Emirati media, achievements made possible by the efforts of national media professionals, as well as scenes depicting the contributions of content creators in raising public awareness and portraying the bright image of the UAE across various digital platforms. Separately, Al Hamed held a series of bilateral meetings in the Japanese city of Osaka with top global media and entertainment industry leaders. These meetings were part of efforts to strengthen strategic partnerships for the development of the film and creative content industry. The discussions focused on exploring opportunities for collaboration with international companies in areas such as film production, visual storytelling technologies, and the development of modern media platforms. Al Hamed emphasised that the current wave of technological transformation compels media institutions to be proactive in adopting artificial intelligence tools and data analytics. He added: 'Our vision in the United Arab Emirates is centred on building a flexible and innovative media ecosystem that can anticipate audience needs and produce content that reflects our national ambitions and deep-rooted identity.' WAM
