Inside Nukta’s playbook for 100M monthly views

Nukta is a creator-led media company operating in the UAE and Pakistan. The team publishes vertical franchises like Glam in the Gulf and On My Radar alongside lifestyle, business, and sports coverage. From day one they favored iteration, social media analytics, and native storytelling. Emplifi provided the shared toolkit for publishing, listening, social customer care, and measurement so every desk could see what worked and why.

The challenge of building traction in a noisy market without shortcuts

Launching Nukta meant stepping into two crowded, fast-moving markets at once: the UAE and Pakistan. Both were saturated with lifestyle publishers, influencers, and legacy outlets pivoting to digital. Audiences between 18 and 35 consumed nearly everything on social media, but their attention was fractured across apps, formats, and micro-trends. To earn space in the feed, Nukta couldn’t rely on clickbait or sheer volume.

The credibility hurdle was just as steep. In markets where “buying followers” was common, brands expected proof of real traction; not inflated numbers. What worked in Karachi might flop in Dubai, and TikTok trends rarely mirrored Instagram or YouTube.

Inside the newsroom, change was just as urgent. Many hires came from print or television, not short-form, vertical-first storytelling. Shifting them into fast, iterative, trend-sensitive creators required both cultural and technical transformation.
“We were launching in a market where you couldn’t hide behind paywalls or fake numbers anymore,” said Ali Rizvi, Chief Growth and Partnerships Officer at Nukta. “Our audience was everywhere at once, and there was no single format that guaranteed traction. The only path was constant experimentation, then codify what actually resonates.”

One operating layer for planning, publishing, listening, and care

To handle fast-moving audiences across two countries, Nukta needed one system where creativity and data met. Emplifi became that layer. Instead of scattered tools and manual checks, every desk now planned, published, listened, and measured in a shared environment.

It began with labeling discipline. Weekly reviews turned raw metrics into maps: which formats worked in Dubai versus Karachi, which series drew comments, which platforms needed adjustment. When new IPs launched or brands requested reporting, the same dashboards doubled as third-party proof.

Open access made a difference too. With no seat limits, everyone from leadership to desk leads logged in daily. Bottlenecks disappeared, and teams could cover for each other during holidays without breaking schedules.

Listening and community management tied it together. Emplifi surfaced hyperlocal user-generated clips, a roadside rescue, a Coldplay concert and filtered spam so real conversations stayed visible. Replies came from one place, keeping tone consistent as volumes grew.

Proof in the numbers, power in the story

The loop delivered scale and credibility. Month after month, Nukta’s views climbed to 55–57 million, with 80–90 percent coming from non-followers; proof that content wasn’t just reaching an audience, it was traveling far beyond it.

Campaign moments spiked even higher:

• A Samsung Galaxy Fold and Flip recap pulled in 600–650K views within days on TikTok and Instagram.
• On the Dubai handle, 12M views in six weeks with 3–5% engagement showed that fewer, sharper posts outperformed high-volume publishing.
• At peak, Nukta crossed the 100M monthly views threshold.

The numbers changed the conversation with brands. Instead of debating follower counts, partners began discussing creative fit. Emplifi dashboards provided independent validation, moving pitches from “prove your traction” to “design with us.” Integrations grew subtler, campaigns performed better, and demand accelerated.