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DUBAI: TikTok for Business, the marketing arm of the social media platform, has released a report titled What’s Next which highlights content categories set to grow this year in the UAE and Saudi Arabia and trends within each of them.
It explores the categories of fashion, beauty and personal care, food and beverage, and technology, analyzing the content and cultural trends that emerged in 2021 and are expected to have an impact in 2022.
“Our efforts over the past few years have been focused on helping and educating brands about the possibilities TikTok has to offer and the best methods to engage with their communities to have a real impact on their business. “, Shant Oknayan, general manager of global business solutions for TikTok in Eastern Europe, the Middle East and Africa, said Arab News.
Consumption of tech-related content on the platform grew 302% last year in the Gulf Cooperation Council region as users shared and learned more about new devices and virtual technologies. Popular trends on the platform include “Community Reviews” and “Creators Unplugged”, while emerging trends include “Repair Flex” and “TikTok Famous: Appliances”.
Beauty content consumption grew by 169% last year in the region, with many users sharing makeup tutorials and skincare regimens.
A notable trend that took off was the “fight against fakes”. With filters for glowing skin becoming the norm on social media platforms, a growing number of designers are endorsing a more natural look and embracing their skin as it is. The most popular trends included “Tutorials Glow Up” and “Creator Glam Squads”. Uptrends included “skin positivity.”
Food and fashion are among the top content categories on TikTok, with many rising and falling trends, Oknayan said. Recipe hacks such as three-ingredient cakes, #tortillafolds and #fetapasta bakes are just a few of the food trends emerging from the platform.
Food and beverage content grew 197% in the GCC region, with popular trends such as “Edible Edutainment” and “A Feast for the Eyes — and Ears.” Emerging trends include “TikTok’s Travel Tastes” and “Culinary Hacks”.
Consumption of fashion content on the platform grew 287% in the GCC region last year, maintaining the category’s popularity momentum. The most popular content included modest fashion and hacks to turn everyday fashion into high fashion, as well as impulse buys through hashtags such as #TikTokMadeMeBuyIt.
Upcoming trends include “Stitched & Sewn” and “Formal Wear’s #ForYou Comeback”, indicating a shift towards handmade local fashion and the return of workwear as people begin to return to the office after working at distance during the pandemic.
“We hope the insights shared in this report will help brands understand what can drive influence in 2022 so they can better plan and ultimately create premium content,” Oknayan said.