Over the past year, there has been a growing demand for stories that emphasise local and regional experiences. And this trend is not just reserved for blockbusters or Netflix series – it extends to content that hits closer to home.
Brands are increasingly eager to tell human-centred stories: tales that focus on the people behind the scenes, the backstage moments, and the genuine impact their brands have on individuals.
The data supports it: when human-centred, content garners as much as eight times more engagement than content tailored for human needs. Storytelling, individual experiences and relatable content generate 30 per cent to 40 per cent more engagement in likes, comments and shares than generic, brand-centric posts. This trend is especially strong with younger audiences, where Gen Z and millennials are much more likely to interact with content that is personal and empathetic.
In 2023 and 2024, we saw a notable rise in successful regional storytelling. Dubai Tourism, for example, promoted the city through the voices of those who live, work, and visit there, highlighting local success stories and how Dubai’s innovative approach played a role in these journeys. Similarly, Dubai Holding produced a backstage docu-series that highlighted the work and dedication behind their companies’ successes.
Increasingly, brands are also adopting storytelling narratives that shine a light on the people within their organisations, highlighting their growth and how the region and the company have shaped their professional journeys.
While major media platforms and some Netflix productions still cling to stereotypical portrayals of the region – focusing on wealth, bling and luxury – many brands are choosing to highlight the true essence of the Middle East: they highlight the region’s diversity, beauty and cultural richness.
That said, there are some key questions that need to be answered.
How can creatives and brands in the Middle East keep their storytelling authentic and relatable for local audiences while appealing to a global market?
To keep storytelling authentic, production houses and brands must truly understand the cultural nuances, values, and aspirations of their local audiences. This means engaging with local talent, involving community voices and integrating real-life experiences into the narrative. Authenticity is not about overgeneralising the region; it is about celebrating its diversity by highlighting a wide range of stories and perspectives.
When aiming for a global audience, the key is to highlight universal themes – such as family, ambition and resilience – while maintaining cultural specificity. By focusing on what is universally relatable but still rooted in local culture, brands can create content that resonates both locally and globally.
Collaborating with international platforms and creators can also help ensure the content is accessible and relevant to a broader audience, without losing its authentic character.
What impact has the shift toward human-centered storytelling had on the perception of Middle Eastern brands, both within the region and globally?
The shift toward human-centred storytelling has significantly enhanced the perception of Middle Eastern brands.
Within the region, it has fostered a stronger emotional connection between brands and their audiences, as consumers see their own experiences and values reflected in the content. This approach has helped brands build trust and loyalty, as they are perceived as more genuine, transparent, and in touch with the community.
Globally, this shift has contributed to a more nuanced and multifaceted image of the Middle East. By focusing on authentic stories that highlight the region’s diversity, creativity and humanity, brands have been able to counteract stereotypical portrayals and showcase the Middle East as a dynamic and culturally rich area. This has not only improved the global perception of the region but also positioned Middle Eastern brands as leaders in narrative-driven content that is both compelling and authentic.
How do we balance the allure of flashy, dramatic portrayals of the region with the need for authentic, diverse representations?
Balancing this tension requires acknowledging the appeal of dramatic portrayals while prioritising authenticity and diversity. Creatives and brands can achieve this by consciously integrating both elements into their storytelling.
For example, while the allure of luxury and modernity can be part of the narrative, it should be framed within the broader context of the region’s diverse cultures, values, and everyday realities.
Educational initiatives that promote a deeper understanding of the region’s complexities among international creators and audiences can also play a crucial role. Encouraging collaborations between local and international talent can lead to more nuanced portrayals that combine visual appeal with stories that are grounded in
real experiences.
The goal is to create content that is not only visually stunning but also resonates with the lived experiences of people in the region, offering a true reflection of its multifaceted identity.
Let’s not forget that the region’s biggest advocates are those who have lived or currently live here, both locals and expats. Every time there’s a post about the region on international platforms, you’ll find them in the comments, debunking myths and sharing their truths.
It just goes to show how important it is to stay true to what we’re so proud of as a region and to keep shining a light on our stories.
By Shona Royston, Group Head of Production at Create Production
