TikTok has identified authenticity, intentional discovery and emotional value as the defining forces shaping digital culture and commerce across the Middle East in 2026, according to its latest regional trend forecast.
In its sixth annual “TikTok Next” report for the METAP region (Middle East, Turkey, Africa, Pakistan and South Asia), the platform says audiences are moving away from passive scrolling towards more purposeful, emotionally driven engagement — a shift that will reshape how brands connect with consumers in the year ahead.
The report introduces “Irreplaceable Instinct” as the central cultural theme for 2026, pointing to a renewed emphasis on connection, curiosity and presence. As people across the region navigate economic pressures and shifting priorities, they are increasingly seeking meaning, authenticity and tangible value in the content they consume and the brands they support.
With more than one billion users globally, TikTok said culture on the platform is shaped through a mix of AI-driven insights and human creativity, conversations and community participation.
Three trends shaping 2026 in the Middle East
Reali-TEA:
The report highlights a growing preference for honesty and relatability over polished perfection. Audiences are bonding over unfiltered, everyday moments rather than aspirational fantasy. Brands that reflect how people genuinely feel — through humour, shared experiences and real-life storytelling — are more likely to earn trust.
The report cites Visit Abu Dhabi as an example of a tourism brand that has built a strong organic presence by showcasing authentic travel moments. By using TikTok’s tools to amplify user-generated content as native ads, the tourism authority boosted engagement while maintaining a community-led tone.
Curiosity Detours:
TikTok is increasingly acting as a discovery engine, where users may start with a specific intent but end up exploring new interests through creators, search and comments. The report notes that discovery is non-linear, with brands gaining visibility through niche communities and cultural intersections beyond their core category.
Emotional ROI:
Purchase decisions are being driven less by pure utility and more by emotional return on investment. While users may rely on AI tools for information, they turn to TikTok for human context and validation before making buying decisions. Consumers are redefining what is “essential” and rewarding brands that clearly justify their value.
In the UAE, property portal Property Finder partnered with creators aligned with its brand values to drive awareness and community engagement. The campaign, built around the #PFforEveryLife message, reportedly strengthened ad recall and reinforced its market position.
Shadi Kandil, General Manager of Global Business Solutions for the Middle East, Turkey, Africa, Central and South Asia at TikTok, said engagement in 2026 will become “deeper and more intentional,” creating opportunities for brands to move beyond visibility to meaningful participation.
He said brands that combine human insight with AI tools and data to produce culturally relevant and responsive content are likely to perform better on the platform.
TikTok said its forecast is powered by its marketing and analytics tools, including TikTok Market Scope, TikTok One Content Suite and Symphony Creative Studio, which allow marketers to move quickly from insights to campaign execution.
The report concludes that brands in the Middle East will need to focus on listening closely, creating with intention and showing up authentically if they want to remain culturally relevant in 2026.
