Shadi Kandil, General Manager, Global Business Solutions for Middle East, Turkey, Africa, Central and South Asia at TikTok.Following the TikTok Ad Awards in Riyadh and the release of its TikTok Next 2026 trend forecast, Shadi Kandil, General Manager, Global Business Solutions for Middle East, Turkey, Africa, Central and South Asia at TikTok, shares how brands in the region are using creativity, culture, and community to stand out and drive real business impact.
What defined the most successful campaigns at the TikTok Ad Awards this year?
The strongest campaigns embraced TikTok as a creative platform, not just a media channel. They didn’t simply deliver messages, they invited audiences to participate.
KFC Arabia’s “Om Bdr – 12th Ingredient,” which won the G.O.A.T. award, turned a product story into a cultural conversation using humour, creators, and remix-driven storytelling. Similarly, du’s “The Unstoppable Network” brought its reliability message to life through a 30-hour creator-led livestream across the UAE, winning in two categories for its community-led storytelling and strong brand recall.
These campaigns worked because they were built for TikTok’s creative language, tapping into community interaction, sound, and platform-native storytelling to drive both engagement and measurable results.
How does TikTok help brands stand out creatively in a competitive region like the Middle East?
TikTok enables brands to become part of culture, rather than interrupt it. The platform is designed around around discovery and participation, allowing brands to engage audiences through creators, trends, and shared experiences.
Campaigns like “My Like First!” by Lux, which encouraged self-confidence and self-love for women, resonated because they tapped into authentic conversations and empowered audiences to participate. When brands align with how people naturally create and engage on TikTok, they build deeper relevance and stronger connections.
What role do creators play in marketing effectiveness on TikTok?
Creators bring authenticity and cultural insight that audiences trust. They help brands communicate in ways that feel natural and relevant. For example, Property Finder partnered with creators whose voices aligned with its brand, helping drive stronger engagement, trust, and app installs.
Creator-led storytelling works because it reflects how people discover and evaluate brands today – through human perspectives and community validation.
TikTok has become a powerful discovery platform. What makes discovery on TikTok different?
Discovery on TikTok is curiosity-driven and non-linear. People don’t just search for what they already know, they explore new interests through creators, communities, and cultural moments.
This creates opportunities for brands to be discovered in unexpected and meaningful ways. As highlighted in our TikTok Next 2026 report, audiences are increasingly seeking intentional, emotionally meaningful engagement with content and brands.
What trends should brands be aware of as they plan their 2026 strategies?
Three key trends are shaping marketing in 2026. First, authenticity is critical. Audiences want real, relatable content that reflects genuine experiences. Second, curiosity-led discovery is reshaping how people find brands, with creators and communities playing a central role. Third, emotional ROI is becoming more important.
Consumers are making decisions based on trust, meaning, and emotional connection, not just product features.
Brands that focus on emotional relevance and community connection will see stronger long-term impact.
What advice can you give brands looking to succeed on TikTok?
Start with a TikTok-first mindset. Build creatives specifically for the platform, collaborate with creators, and invite audiences to participate.
The most successful brands don’t just follow trends, they contribute to culture. By showing up authentically and creatively, brands can build stronger connections and drive meaningful business results.
By Shadi Kandil, General Manager, Global Business Solutions for Middle East, Turkey, Africa, Central and South Asia at TikTok.
