50% of TikTok users in MENA region...

'TikTok Made Me' report by Ipsos shows power of platform in shaping users' holiday plans

Social media platform TikTok is more than just entertainment for consumers in the Middle East and North Africa (MENA), according to a new report released by market research company Ipsos.

One in two TikTok users surveyed in MENA region reported seeing travel-related videos on the platform in the last six months, and they claimed that the content influenced their travel plans.

The ‘TikTok Made Me’ report shows that the platform is not only shaping spending behaviours in the travel sector; it's also a valuable litmus test for brands, with insights into the preferences of the TikTok community helping to shape marketing strategies.

TikTok's influence extends across other industries – including the entertainment, finance, food and beverage, and automotive sectors – with 80% of MENA's TikTok users influenced to make purchases by the platform, and more than half claiming to have made unplanned purchases.

As consumers, TikTok users were found to exhibit a high level of receptivity to branded content, viewing ads as "engaging, relevant and informative".

Panicos Ioannides, Chief Executive Officer of Ipsos in the GCC region, said: “The 'TikTok Made Me' research shows that TikTok significantly impacts consumer decisions. It's more than just entertainment. It's a powerful tool driving actions, shaping preferences and boosting purchases.”

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