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 decision. The report highlights 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. It showcases how TikTok serves as a catalyst for inspiration, discovery, and action, thus offering valuable guidance for brands seeking to connect with their audience in meaningful ways.
The ripple effect of TikTok’s influence extends across industries, with 80% of MENAT consumers 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 TikTok accompanies consumers throughout the purchase journey, offering an experience that creates authentic connections and builds credibility and trust.
“‘TikTok Made Me’ Research shows that TikTok significantly impacts consumer decisions,” said Panicos Ioannides, Chief Executive Officer of Ipsos in GCC. “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.”
In the Kingdom of Saudi Arabia (KSA), TikTok’s influence is particularly pronounced across various verticals:
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Travel: 1 in 2 users in KSA saw travel-related videos on TikTok in the last six months, reporting that comments and recommendations from creators shaping their travel plans.
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Entertainment: In KSA, entertainment-related videos were seen by 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.
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Food & Beverage: From influencer-led cooking tutorials to viral food challenges, KSA users discussed F&B and cooking videos with their friends, and nearly 7 in 10 users bought the featured F&B/cooking product after seeing it on TikTok.
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Automotive: After seeing a TikTok car video, 90% 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 KSA.
The ‘TikTok Made Me’ report sheds light on how the platform influences consumer behaviour across various industries in the MENAT region. It underlines how TikTok is a platform where entertainment meets discovery, inspiration turns to action, and browsing becomes buying.
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