The region’s digital development is being propelled by agencies like as Hashtag, which are using content-first tactics and cult chocolate drops. Fix, a domestic chocolate business based in Dubai, didn’t use billboards, TV commercials, or physical stores when it first started; instead, it relied solely on Instagram and TikTok. One TikTok video was leaned into. It was all over people’s feeds in a few of weeks. Influencer reposts, sold-out drops, and word-of-mouth from devoted followers.
Fix’s experience demonstrates how the game has evolved and is not an isolated incident. Social media is being utilised to develop brands in the UAE and across the region. The main stage has replaced what was once considered a support channel. And the companies that know how to be present regularly.
This new reality is the foundation of agencies like Hashtag, based in Dubai. The team generates up to 60 short-form films a month per customer, integrating content development, paid strategies, and creator connections in what they term the Triangle of Impact. You used to post updates on social media,” explains Hashtag creator Amer Massimi. “People now find brands, create opinions, and decide what to buy sometimes without ever leaving the app.
Fix’s success demonstrates what can be achieved when a brand is designed with social media in mind from the start. However, even well-known brands are increasingly changing.
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