Ipsos, a global leader in market research, recently published its insightful ‘TikTok Made Me’ report, highlighting TikTok’s profound impact on consumer behaviour across the MENAT (Middle East, North Africa, and Turkey) region. The report meticulously details how TikTok has become pivotal in influencing purchase decisions across several industries, including travel, entertainment, food & beverage, and automotive sectors. By providing brands with actionable insights into the preferences of the TikTok community, the report aims to help marketers refine their strategies and better connect with their target audience.
The Power of TikTok in Shaping Consumer Behaviour
TikTok has swiftly transitioned from a mere entertainment platform to a significant consumer inspiration and decision-making catalyst. The ‘TikTok Made Me’ report underscores that 80% of MENAT consumers are influenced to purchase after exposure to TikTok content. This statistic is a testament to the platform’s ability to engage users with branded content that is relevant, informative but also creator-led, and entertaining. Over half of TikTok users in the MENAT region reported making unplanned purchases after encountering videos or sponsored content, highlighting the platform’s effectiveness in driving consumer actions from discovery to decision.
Influence Across Key Verticals
- Travel In the travel sector, TikTok has emerged as a key influencer. The report reveals that 1 in 2 users in MENAT viewed travel-related videos on TikTok in the past six months. These users often rely on comments and recommendations from creators to shape their travel plans. TikTok content’s authentic and relatable nature fosters trust and credibility, encouraging users to explore new destinations and travel experiences.
- Entertainment Entertainment is another sector where TikTok’s influence is remarkably strong. According to the report, at least 3 in 5 users in the MENAT region consumed entertainment-related content on TikTok within the last six months. The platform offers a unique space for users to discover and share their favorite content, driving engagement and shaping entertainment choices. TikTok’s interactive and community-driven nature allows users to connect over shared interests, further amplifying its impact on consumer behaviour.
- Food & Beverage The food and beverage sector has seen a significant impact from TikTok content, particularly through influencer-led cooking tutorials and viral food challenges. The report indicates that at least 1 in 2 users in the MENAT region engaged with F&B content on TikTok, discussing it with friends and taking action based on the videos. This includes trying new recipes, purchasing ingredients, and visiting restaurants. TikTok’s visually appealing and easy-to-follow content format makes it an ideal food and beverage marketing platform.
- Automotive In the automotive industry, TikTok has proven to be a powerful tool for shaping consumer preferences. The report shows that over a third of users took action within a week of seeing a car-related video on TikTok. Actions included seeking reviews, visiting websites, and engaging with dealerships. This rapid response underscores TikTok’s role in influencing automotive purchase decisions and highlights the platform’s ability to drive immediate consumer action.
Key Insights for Brands
Panicos Ioannides, Chief Executive Officer of Ipsos in GCC, emphasizes the significant impact of TikTok on consumer decisions, stating, “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 uniquely and meaningfully.”
The ‘TikTok Made Me’ report provides several key insights for brands looking to leverage TikTok’s influence:
- Engagement through Relatability TikTok’s success lies in its ability to create relatable and authentic content that resonates with users. Brands should develop content that aligns with these qualities to effectively engage their audience.
- Creator-Led Content Collaborating with creators is crucial for brands aiming to increase their reach and impact on TikTok. Creator-led content is perceived as more genuine and trustworthy, making it more likely to influence consumer behaviour.
- Entertainment and Inspiration Brands should aim to entertain and inspire their audience through creative and engaging content. By doing so, they can build stronger connections with users and drive meaningful actions.
- Actionable Insights Utilizing the insights from the ‘TikTok Made Me’ report, brands can refine their marketing strategies to better align with the preferences and behaviours of the TikTok community. This includes understanding the types of content that resonate most with users and the best ways to deliver it.
Conclusion
The ‘TikTok Made Me’ report by Ipsos highlights the transformative power of TikTok in shaping consumer behaviour across various industries in the MENAT region. The platform’s unique blend of entertainment, creativity, and relatability has made it an indispensable tool for brands seeking to connect with their audience in meaningful ways. By leveraging the insights provided in the report, brands can enhance their marketing strategies and drive consumer actions from discovery to decision.
