TikTok marketing: The region’s most successful sectors

The research was inspired by the popular term “TikTok Made Me Buy It,” which sparked a trend in of itself on the platform.


Image Credit: TikTok

Ipsos, the leading market research company in MENA, released its ‘TikTok Made Me’ report outlining the platform’s impact on consumer behaviour across various industries and its active role in influencing purchase decisions.

The report highlights the impact across the MENAT region, particularly in the travel, entertainment, food & beverage, and automotive sectors.

To empower brands with insights into the latest preferences of the TikTok community and support them in shaping their marketing strategies, the report unpacks the interplay between entertainment, creativity, and relatability.

“’TikTok Made Me’ research shows that the social media app significantly impacts consumer decisions,” said Panicos Ioannides, Chief Executive Officer of Ipsos in GCC.

The ripple effect of the platform’s influence extends across industries, with 80 per cent of MENAT consumers being influenced to make purchases after exposure to TikTok content.

TikTok users were found to exhibit a high level of receptivity to branded content, viewing ads as engaging, creator-led, relevant, and informative. These sentiments are reshaping consumer behaviour, with over half of users making initially unplanned purchases after encountering videos or sponsored content on the platform.

From discovery to decisions, the TikTok Made Me report showcases how the platform accompanies consumers throughout the purchase journey, offering an experience that creates authentic connections and builds credibility and trust.

“It’s more than just entertainment; it’s a powerful tool driving actions, shaping preferences, and boosting purchases. Brands using these insights can connect with their audience in unique and meaningful ways,” said Ioannides.

In MENAT, the platform’s influence is particularly pronounced across various verticals:

  • Travel: 1 in 2 users in MENAT saw travel-related videos on TikTok in the last six months, reporting that comments and recommendations from creators were shaping their travel plans.
  • Entertainment: In MENAT, entertainment-related videos were seen by at least 3 in 5 users on TikTok in the last six months, with the platform offering a unique space for users to discover and share content they love.
  • Food & Beverage: From influencer-led cooking tutorials to viral food challenges, MENAT users discussed F&B and cooking videos with their friends, and at least 1 in 2 users took action because of F&B/cooking content on TikTok.
  • Automotive: After seeing a TikTok car video, more than a third of users took action within one week, including seeking reviews, visiting websites, and engaging with dealerships, showcasing the platform’s role in shaping automotive preferences in MENAT.The ‘TikTok Made Me’ report underlines how the platform can be used as a meeting point for entertainment and discovery, allowing inspiration to turn into action and browsing to become buying.