TikTok issued its sixth annual report under the title: “TikTok Next 2026,” which addresses the most prominent trends in the fields of culture and trade in the Middle East, Turkey, Africa, Pakistan, and South Asia.
According to a press release, the report demonstrates a shift in user behavior from passive reception of content to deeper and more aware interaction, which will be reflected in brand strategies over the coming year.
The report presents the concept of “unique intuition” as the cultural focus of 2026, focusing on key drivers such as connection, curiosity, and exposure, in light of economic pressures and cultural changes that push users to search for meaning, authenticity, and value in their interactions and shopping processes.
The report identifies three main trends in audience behavior, the first of which is: preferring real communication over fiction, and sharing spontaneous moments and real-life stories instead of polished content, which enhances trust and loyalty. Second: The audience is motivated by curiosity. Third: looking for an emotional return on investment.
The report cites experiences from the region, such as the Abu Dhabi Tourism Authority’s experience on TikTok, which relied on sharing realistic travel experiences and “authentic” moments that highlight the cultural and entertainment aspects.
The statement also mentions Property Finder’s experience in the region, which has partnered with content creators on TikTok that align with the brand’s values and target audience.
According to the statement, these partnerships aimed to raise awareness and spark discussion about the platform’s offerings through “authentic” content.
Shadi Qandil, General Manager of Global Business Solutions at TikTok for the Middle East, Turkey, Africa, Central and South Asia, said: “By 2026, people’s communication depth online will increase, and they will search for real value for their time, giving brands an opportunity to enhance effective engagement by combining human understanding with artificial intelligence tools.”
The report relies on a set of marketing and analytical tools available on the platform, and aims to help marketers move “in a few minutes” from the ideation stage to actual implementation.
The statement confirms that TikTok considers itself a platform for the development of culture, helping users discover their identity, redefine value, and learn about their future interests. TikTok also called on brands to listen, create, and appear in an “authentic” image that is compatible with the audience’s culture.
