"TikTok" Reveals Changes in Middle Eastern and Asian Audiences in Culture and Commerce

TikTok has released its sixth annual report titled "TikTok Next 2026," which tracks cultural trends and consumer behavior among users in the Middle East, Turkey, Africa, Pakistan, and South Asia, highlighting the transformations in how audiences interact with content and brands.

Behavioral Shift in the Audience

The report indicates a significant shift from passive consumption to more conscious and emotional engagement, directly impacting brand strategies this year. It introduces the concept of "unique intuition" as a cultural focal point for 2026, emphasizing user motivations such as connection, curiosity, and the desire to stand out, amid economic pressures and cultural changes pushing them to seek meaning, authenticity, and value in communication and shopping.

Three Main Pillars of Audience Behavior

Real and Spontaneous Communication: Users prefer sharing real moments and true stories over polished content, enhancing trust and brand loyalty.
Curiosity: Drives users to explore new content and engage with it away from traditional routines.
Emotional Return on Investment: The audience seeks real value for the time spent on the platform, providing brands with a greater opportunity for effective engagement.

Local Examples of Authentic Engagement

The report cited the experience of the Abu Dhabi Tourism Authority, which relied on sharing real travel experiences and authentic moments that highlight cultural and entertainment aspects. It also showcased Property Finder's experience in the region, partnering with content creators aligned with the brand's values and audience to raise awareness and spark discussions around the platform's offerings through authentic content.

TikTok's Vision for the Future

Shadi Kandil, General Manager of Global Business Solutions at TikTok for the Middle East, Turkey, Africa, and Central and South Asia, stated: "By 2026, the depth of online communication among people will increase, and they will seek real value for their time, giving brands the opportunity to enhance effective engagement by combining human understanding with AI tools."

The report relies on marketing and analytical tools within the platform to help marketers quickly transition from the idea phase to actual execution. TikTok encourages brands to listen, be creative, and appear in an "authentic" manner, aligning with the culture and interests of their audience.