Instagram plays a significant role in the marketing plans of businesses located in Dubai as it helps promote corporate image, sells products and interacts with the local community. It has over 2 billion active users, and the number in the United Arab Emirates is very high as well. That gives a great chance for businesses from different sectors in Dubai, like fashion, hospitality, real estate and wellness. However, despite its potential, many brands still fall into common Instagram marketing mistakes in Dubai businesses, which can limit their success on the platform.
There is some delay in gaining consistent results for some brands. This is mainly for the reason that they are unaware of the common marketing mistakes made, which limit visibility, engagement and conversion. In this blog, we discuss the top 7 reasons businesses fail to successfully market on Instagram and offer workable solutions that will help shape and implement a strategy for success in 2025.
1. Looking for Engagement Based on Follower Count
An issue for many businesses in Dubai is that they often disregard engagement and focus on followers. 10,000 followers look good on paper and for some people bring vanity, but for an account to function really well, one needs comments, shares and likes.
Fix: Real interaction is far more valuable than vanity metrics. Utilise engagement features by making polls, asking questions, or using carousel posts. Start conversations through comments and actively engage with responses. Content that gets a lot of interaction tends to get more visibility, so it is best to encourage as much engagement as possible.
2. Posting Inconsistently
Another major mistake Dubai businesses often make on Instagram is failing to maintain a consistent posting schedule. If you are posting once a month or don’t have a clear content plan in place, your audience will become disinterested, and the algorithm will stop recommending your posts.
Fix: Develop a content calendar and keep a steady posting rhythm, aiming for 3 to 5 posts per week to stay active and relevant. Use tools like Meta Business Suite or Later to schedule posts during peak engagement times in the UAE, such as evenings and weekends. Staying consistent helps build credibility and ensures your brand remains fresh in your audience’s mind.
3. Not Creating Arabic + English Content
Dubai is a bilingual, multicultural city where both Arabic and English-speaking audiences actively use Instagram. Yet, many businesses rely solely on English content, missing out on meaningful engagement with Arabic-speaking customers.
Fix: Start creating bilingual posts and stories. Use Arabic captions or subtitles in Reels, and consider localised hashtags in both languages. This makes your brand more inclusive, culturally relevant, and increases your chances of ranking for regional searches on Instagram.
4. Ignoring Instagram Reels
A major opportunity many Dubai businesses overlook in 2025 is not taking full advantage of Instagram Reels. Many businesses in Dubai still focus only on static image posts, completely overlooking Reels — Instagram’s fastest-growing content format.
Fix: Embrace short-form video content. Showcase product demos, behind-the-scenes moments, local trends, or customer testimonials through Reels. Use trending audio, location-based hashtags (like #DubaiBusiness or #UAEStyle), and post consistently to increase organic reach and engagement.
5. Using Generic or Irrelevant Hashtags
Hashtags are essential for discoverability on Instagram. But using generic ones like #love or #fashion without targeting your niche or location is a common Instagram marketing mistake in Dubai businesses. These broad hashtags are oversaturated and don’t bring relevant traffic.
Fix: Use a strategic mix of niche and location-specific hashtags. Examples include #DubaiMarketing, #UAEStartups, #DXBFashion, or industry-focused tags like #DubaiRealEstate or #DubaiCafe. Also, consider creating your own branded hashtags to increase brand visibility and encourage user-generated content.
6. Ignoring User-Generated Content (UGC)
Many businesses in Dubai are still missing out on the power of user-generated content. UGC — content created by your customers — builds trust and serves as powerful social proof. Consumers are far more likely to trust a post from a real customer than a brand ad.
Fix: Encourage your customers to tag your business or use a branded hashtag. Repost their content with permission and show appreciation publicly. UGC not only builds a stronger connection with your audience but also provides fresh, authentic content for your feed — for free.
7. Not Including Clear Calls-to-Action (CTAs)
A beautifully designed post or Reel is useless if you don’t tell your audience what to do next. Many businesses in Dubai post content without clear CTAs, which results in missed opportunities to drive traffic, leads, or sales.
Fix: Always include a strong, clear CTA in your captions. Examples include:
“Start your shopping experience by tapping the link in our bio.”
“DM us to book a free consultation.”
“Tag someone who would love this!”
“Comment YES if you agree.”
Guide your audience clearly so they know exactly what to do next.
Final Thoughts
Instagram is a high-potential platform for brand building and lead generation in Dubai — but only when used strategically. The Instagram marketing mistakes in Dubai businesses discussed above are holding many brands back from reaching their true potential. Whether it’s ignoring Reels, failing to post consistently, or neglecting Arabic-language content, these issues can be fixed with a clear, localised, and data-driven strategy.
By correcting these Instagram marketing mistakes in Dubai businesses, companies can dramatically improve engagement, attract loyal followers, and drive real business results. Remember, Instagram success in Dubai isn’t about doing what everyone else is doing — it’s about understanding your audience, being authentic, and staying consistent.
Boost Your Brand with MAQ – Specialists in Instagram Marketing for Dubai Businesses.
At MAQ, we help businesses in Dubai and the UAE maximise their presence on Instagram through tailored strategies, bilingual content, targeted campaigns, and performance-driven planning. Whether you’re launching a new brand or scaling an existing one, we’re here to elevate your social presence.
👉 Get in touch now for a free consultation and let’s grow your business on Instagram — the right way.
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