Social Media Is Now the Foundation of Brand Building in the UAE

From cult chocolate drops to content-first strategies, agencies like Hashtag are powering the region’s digital growth.

When Fix, a homegrown Dubai chocolate brand, launched purely on Instagram and TikTok, it didn’t rely on billboards, TV ads, or a retail presence. It leaned into one TikTok video. Within weeks, it was all over people’s feeds. Sold-out drops, reposts by influencers, and loyal fans spreading the word.

All without a traditional campaign in sight.

Fix’s story isn’t a one-off it’s a sign of how the game has changed. In the UAE and across the region, brands are now being built on social media. What used to be considered a support channel is now the main stage. And the brands that understand how to show up consistently on the right platform, with the right format are the ones that win attention, trust, and ultimately, growth.

That shift is fueling demand for a new kind of marketing partner: the social-first agency.

Agencies like Hashtag, based in Dubai, are built around this new reality. The team delivers up to 60 short-form videos a month per client, combining content creation, paid strategy, and creator partnerships in what they call the Triangle of Impact.

“Social used to be where you posted updates,” says Amer Massimi, founder of Hashtag. “Now it’s where people discover brands, form opinions, and make purchase decisions—sometimes without even leaving the app.”

And that’s not something many in-house teams can deliver at scale. Trends move fast. Algorithms shift. Audiences evolve. Which is why more brands are bringing in specialist agencies to help them stay visible—and agile.

The success of Fix shows what’s possible when a brand is built for social from day one. But even legacy brands are now making the shift.

Because in today’s market, it’s simple: if you’re not building your brand on social media, you may not be building it at all.