TikTok Marketing: The Region’s Most Successful Sectors

Ipsos, a leading market research company in the MENA region, has published the report “TikTok Made Me”, which describes the impact of the platform on consumer behavior across industries and its active role in purchasing decisions.

The report highlights the impact of the crisis on the entire MENAT region, especially on the travel, entertainment, food and beverage and automotive sectors.

To provide brands with insight into the latest preferences of the TikTok community and help them shape their marketing strategies, the report examines the interconnections between entertainment, creativity and credibility.

“The TikTok Made Me research shows that the social media app has a significant impact on consumer decisions,” said Panicos Ioannides, CEO of Ipsos GCC.

The platform’s knock-on effect extends across industries, with 80 percent of MENAT consumers making purchases after viewing TikTok content.

TikTok users have been found to demonstrate high levels of receptivity to branded content, perceiving ads as engaging, creator-driven, relevant, and informative. These sentiments are changing consumer behavior, with more than half of users making initial unplanned purchases after encountering videos or sponsored content on the platform.

The TikTok Made Me report shows how the platform accompanies consumers through every stage of the purchasing process – from discovery to decision – offering an experience that builds authentic connections, credibility and trust.

“It’s more than just entertainment; it’s a powerful tool that drives action, shapes preferences and increases purchases. Brands that leverage these insights can connect with their audiences in unique and meaningful ways,” Ioannides said.

At MENAT, the platform’s influence is particularly visible in various verticals:

• Trip:1 in 2 users in the MENAT region have watched travel videos on TikTok in the last six months, saying that the creators’ comments and recommendations influenced their travel plans.
• Entertainment:In the MENAT study, at least 3 in 5 TikTok users watched entertainment videos in the last six months. The platform offers users a unique space to discover and share their favorite content.
• Food and drink: MENAT users have been discussing food and cooking videos with friends, sharing influencer-led cooking tutorials, and offering viral cooking challenges. At least 1 in 2 users have taken action based on food and cooking content on TikTok.
• Automotive:After watching a TikTok video about a car, more than a third of users took action within a week, including searching for reviews, visiting websites and contacting dealers, highlighting the platform’s role in shaping automotive preferences in the MENAT region. The report, TikTok Made Me, highlights how the platform can be used as a place for meetings, entertainment and discovery, enabling inspiration to turn into action and browsing to purchase.