Huda Ismail, Head of PR at NNC.For years, “going viral” has been the holy grail of marketing and PR in the Middle East. Brands dream of that one moment when a post explodes, hashtags trend, and everyone’s talking.
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
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