Arabic vs. English Content: What Works Better in Dubai?

That’s right!

You walk through anywhere in Dubai, and what you will hear is a mix of languages. Despite all this, the official language of Dubai is still Arabic - a language that is deeply rooted in the culture, governance, and daily life of the Emirati population. 

So, as a business in Dubai, you must have asked this question to yourself or your content team at least once in your lifetime - 

Should I create content in the language of the land - Arabic, or the language of the people - English?

In a city that is extremely global but still rooted to its culture, choosing the right content language could mean the difference between scrolling past and stopping to click. So what works best?

In this blog, we are going to cover all possible questions to help you create a content strategy that is targeted towards growth. 
 

Understanding Dubai’s Audience

Before we dive deep into which language works better, let’s first try to understand Dubai’s unique audience. Dubai is home to over 200 nationalities, with English being used as the language to conduct business, education, and mostly day-to-day life. 

But Arabic still remains the language of the land, and it holds immense cultural and legal value. All government communications, legal documentation, and media must include Arabic. This duality creates a common dilemma for brands: how to engage the masses, all the while respecting the roots of the land? 
 

Arabic Content - When It Works Best

Arabic content can spark powerful emotions with Emirati citizens and Arabic-speaking GCC residents, especially on social media platforms like Instagram, TikTok, and Snapchat. Arabic-first content can help brands sound authentic, local, and relatable.

Sectors That Can Benefit From Arabic Content:

• Government services
• Legal communication
• Traditional retail (like perfume, gold, dates)
• Banking and Islamic finance

Arabic content helps you develop strong credibility and better engagement than bilingual content. 
 

English Content - When It Shines

English is the language of the people (who are mostly expats)  in Dubai. It denotes business, luxury, and convenience in Dubai. The sectors that are benefiting from English-first content:

• Real estate
• Tourism
• Hospitality
• International schools and universities
• Tech startups and SaaS products

English is a global language, and using it in ad campaigns can help you have a global reach, with English keywords having wider search volume and better backlink potential. Once you are aware that the primary language of your audience is English, creating content in it not only will get you visibility, but it will bring more business.

Also Read: Hidden Content Strategy Revealed - Make Your Brand Impossible To Ignore

SEO And Algorithm

From the perspective of SEO and the Google Algorithm, both languages have their pros and cons:

• The English Language has
• Larger search volume and global reach.
• More keyword options that convert.
• Better backlink ecosystem.

The Arabic Language has 

• Lower competition
• High ranking potential
• Better local SEO
   

Should You Go Bilingual Then?

If you are serious about a long-lasting brand, including both languages in your content planning is a must. 

A bilingual content strategy will help you cover the entire audience of Dubai (Expats and locals). In other words, it will provide you best of both worlds that will help your brand gain reach and trust, making your content localised and culturally relevant without compromising on the global reach and scope of expansion outside Dubai. 

Also Read: 5 Mistakes Every Digital Marketer Has Made And How To Avoid Them  

So, What Works Better - Arabic or English?

Honestly, it’s not about competition; it's about balance in your content planning that will help you craft a workable content strategy in Dubai. 

Your marketing strategy need not be focused on one language. It needs to resonate with the fact that you know your audience like the back of your hand and that you know how best to connect with them by speaking in a way they listen best in a language they are most comfortable with. 

This level of connection will help you gain more than just visibility. It will help you gain loyalty, connection, and, yes, conversion.