Community conversations are now beating traditional search. The question is: Are brands truly listening?
Consumers no longer begin their discovery journeys on Google. As screen time on the open web drops to just audiences are shifting their attention to new ecosystems such as social platforms, marketplaces, creator content, and private community channels.
This shift is reshaping how people search, validate, and buy. The brands gaining momentum today are those treating these platforms as real-time focus groups, not just distribution channels.
In the GCC, consumers are shifting from single-channel broadcast messaging to multi-platform micro-narratives. Rather than relying on a unified campaign, high-performing brands now build platform-specific content ecosystems: TikTok for product education and trend-driven discovery, Instagram for aspirational lifestyle positioning, and WhatsApp for community-building and retention.
Across global markets, and even more so in the GCC, users increasingly “TikTok and Instagram it before they Google it.” Social platforms offer something traditional search cannot: people-centric discovery, presenting content from creators, influencers, and brands that users already trust.
This shift extends to commerce. In many countries, users can now shop directly through Instagram and TikTok, turning social platforms into frictionless shopping destinations.
Authenticity and Cultural Narratives
A recent analysis by SixthFactor Consulting shows that GCC audiences place strong importance on cultural authenticity, responding more positively to narratives that incorporate familiar symbols, traditional cues, and regionally relevant themes. Campaigns that reflect values such as togetherness, generosity, and tradition demonstrate significantly higher engagement.
The research also identifies a major behavioral shift across the region. Consumers now follow a four-step pattern: Discover on TikTok. Validate in community channels, especially WhatsApp groups. Confirm details through Google. Convert on Instagram Shopping or brand apps
Himanshu Vashishtha, CEO of SixthFactor, told Communicate that TikTok’s short-form content remains the strongest driver of early-stage discovery, especially in Saudi Arabia, while Instagram continues to dominate in luxury and fashion through its visual-first environment and integrated commerce features.
He adds that WhatsApp plays a critical role in family- and community-driven decision-making, particularly among older demographics and expats. Meanwhile, Snapchat maintains strong traction among younger Saudi users, with AR try-on tools influencing choices in beauty and accessories.
“More than one-quarter of social users in the region rely on these platforms for discovering new products, services, and activities, solidifying social media as a primary sales channel,” he notes.
Marketplaces Are Overtaking Search Engines
A parallel shift is happening in e-commerce. Marketplaces like Amazon, Instagram Shops, and TikTok Shop are becoming the first stop for product inquiries.
Recent data showed that in the last year, 31 percent of product searches occurred on marketplaces, vs. just 14 percent on search engines. Nearly 60 percent of searches began on Amazon specifically.
“Super-apps like Careem have normalized one-tap marketplaces that go far beyond food. Pharmacy items, home goods, sportswear, everything is now delivered instantly from one app, which has created a culture of convenience over the physical shopping experience. Consumers are moving away from tactile retail moments to order-and-evaluate-at-home. It’s now more e-commerce than experience, and brands must win attention at the scroll and unboxing phases, not in the aisle,” he told Communicate.
What This New Reality Means for Brands
With online behavior rapidly evolving, brands must listen to consumers and rethink how they build relevance and trust.
According to Gerwen, lifestyle expectations in the GCC have shifted toward health, provenance, and premiumization, balanced with convenience, as consumers seek quality, origin assurance, and lifestyle-led choices. Thus, brands must respond by making products or services meaningful and true to their positioning, using distinctive branding to stop the scroll. Sensory appeal and visual identity are now central to staying relevant in a fragmented discovery landscape.
Additionally, brands are shifting from sponsorship to co-creation, working with micro and nano-creators who offer deeper trust and cultural nuance. Yet without clear strategic guidelines, creators risk promoting the category rather than the brand.
SixthFactor’s research highlights a notable transition from “polished perfection” to an elevated, authentic content that feels relatable yet retains the aspirational tone expected by GCC consumers.
Findings show that perceived brand authenticity significantly boosts engagement, brand affinity, and positive word of mouth.
There is a clear move toward content shaped by three dominant strategies:
- Increased investment in local creators, particularly micro-influencers who deliver stronger engagement due to cultural nuance and audience trust.
- A shift toward values-first storytelling, with strong performance around themes that reflect regional identity—family, heritage, national pride, community, and sustainability.
- Use of culturally relevant visual codes, such as region-specific color palettes, local landscapes, and family-centered imagery, all of which enhance resonance across GCC markets.
By listening to communities, embracing cultural nuance, and building agile content ecosystems across platforms, brands can stay relevant in an era where discovery is social, validation is communal, and purchase is seamless.
Brands that remain web-first will fall behind. Brands that become community-first will lead the next decade of digital growth.
