Following a series of Iranian missile and drone strikes that have reached the United Arab Emirates, a distinct social media trend has emerged among Dubai’s massive influencer community. Despite reports of strikes hitting the city’s international airport and luxury hotels like the Burj Al Arab, social media feeds are being flooded with content projecting an image of absolute safety and unwavering trust in the government.
The Anatomy of the Trend
The trend typically follows a specific “call and response” format, often soundtracked by a Belgian Eurodance song or an AI remix of Stromae’s “Papaoutai”. A caption typically asks, “You live in Dubai, aren’t you scared?” before answering, “No, because I know who protects us”. These videos are frequently backdropped by images of the UAE royal family, such as Sheikh Mohammed bin Rashid al-Maktoum, or footage of the Emirati president in public spaces like the Dubai Mall.
Influencers like Nathalie Bleicher-Woth, who has 2.5 million followers, exemplify this emotional shift. After initially posting about her fear during the first sounds of bombings, she deleted the content after other influencers warned her about the risks of such posts. She now expresses total confidence, stating, “I trust the government will do everything to protect us”.
Organic Loyalty or State-Driven Narrative?
The scale and consistency of these posts have led experts to question if the trend is entirely organic. Marc Owen Jones, an expert on Middle East disinformation, suggests the campaign may have started inorganically because it aligns so perfectly with the narrative the state is keen to promote. Dubai’s economic model is heavily dependent on tourism and its reputation as a safe haven for foreign business and the 90% of its population who are expats.
While several influencers interviewed by The Observer insist they participated of their own accord without payment, there are significant structural pressures to remain “on brand”:
- Legal Ramifications: It is illegal to post material critical of the UAE government or to share “rumors” and “misinformation” that might cause public panic. Violators can face jail time or fines of up to AED 200,000 (£40,000).
- Permit Requirements: As of last month, all 50,000 influencers in Dubai must obtain an advertiser permit, placing them under direct government purview.
- Positive Incentives: The UAE offers lucrative rewards for “loyalist” creators, including access to the $40 million Creators HQ and the 10-year “golden visa” residency program.
A War of Information
While influencers project safety, a parallel information war is occurring on platforms like X. Some users have shared AI-generated clips showing the Burj Khalifa in flames or mislabelled footage from other conflicts to claim “Dubai is done”.
Conversely, the “safe” trend has become so pervasive that it has entered a “parody” stage, with users in countries like Finland, Ireland, and Germany creating their own versions featuring their respective leaders. For many influencers living in Dubai, however, the trend is a serious matter of professional and personal security. As Bleicher-Woth noted, for the peace of mind found in Dubai compared to other major cities, the threat of missiles is “a small price to pay”.