TikTok has become a major force in shaping consumer behaviour across the Middle East, North Africa, and Turkey (MENAT) region, with 80 percent of consumers influenced to make purchases after watching content on the platform, a new Ipsos report finds.
The ‘TikTok Made Me’ report highlighted the social media platform’s impact on consumer behaviour across various sectors, including travel, entertainment, food and beverage, and automotive industries.
“‘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.”
TikTok influences MENAT consumers
The study found that over half of users in the MENAT region make unplanned purchases after encountering videos or sponsored content on the platform.
In the travel sector, one in two users in MENAT reported seeing travel-related videos on TikTok in the last six months, with content creator recommendations influencing their travel plans.
The entertainment industry also saw significant engagement, with at least three in five users viewing entertainment-related content in the same period.
The food and beverage sector experienced a notable impact, with at least one in two users taking action based on F&B or cooking content viewed on the platform.
In the automotive industry, more than a third of users who saw car-related videos on the platform took action within one week, including seeking reviews and visiting dealership websites.
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