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TikTok is the ultimate democratizer of all things creative, with thepower to captivate and entertain viewers from all walks of life. It’s afull-screen, sound-on experience that truly immerses the audienceinto the world of the creator.When brands adopt a creative and entertainment-first mindset, theresult is seamless product alignment – which is how magic is made.Entertained and engaged viewers come from creating a space forauthentic relationships to form naturally, through relevant contentthat resonates with the audience.What can a brand learn from this?OUNASS drove ROAS by 6X and maximized the reach of their targetaudience segments in UAE and KSA through TikTok’s DynamicShowcase Ads. They were able to showcase the right products to theright users at the right time by combining a Prospecting as well asRetargeting approach.Tips for BrandsLet’s be honest, brands no longer dictate what’s in style. The power dynamicshave flipped in favor of consumers and Creators—who are boldly and confidentlycommanding the TikTok runway and setting spotlight-worthy trends. The fashionindustry must anticipate, adapt, and keep up. These days, fashion revolves aroundpeople, particularly those who are bold and experimental enough to strut theirstuff and unveil their true selves.It’s vital that brands stay on top of the lightning-speed, diverse microtrends thatcome and go on TikTok and collaborate with Creators who are spearheadingthese trends. Empower Creators to shine via duets, stitches, and challenges, andtap into their unique and devoted communities who are always on the lookout fornew styles. Showcasing pieces in-use is also a great way to inspire viewers whomay make impulse purchases from the TikTok lookbook.Ensuring that content is always native to TikTok’s immersive experience contributes to an “always shopping” mindset that is likely to lead to higher conversion. Byshowcasing the right products to the right users at the right time, OUNASS droveROAS by 6X and maximized the reach of their target audience segments in UAEand KSA through TikTok’s Dynamic Showcase Ads. Go big or go home with thestyles, designs, and the ad formats. Unique and bold “showstopper” content thatoffer new and different ways to style or wear something are ideal “scrollstoppers”that captivate the audience, while sparking joy and inspiration.SAUDI ARABIA & UAECase StudyScan With Camera2022

Beauty & Personal CareWhile TikTok carries "traditional" beautycontent, we've also opened up a space for"real, real" contentLeading this shift are next-gen beautyenthusiasts, who are increasingly convincedthat looking your best comes from feelingyour best, embracing all the imperfectionsand flaws that make you YOU. Driven by thebelief that beauty is more than skin-deep,they want to keep it real, and realness is farmore than what's on the outside. As theyredefine beauty culture through honestself-expression, they're gravitating towardsplatforms like TikTok where beauty is diverse,fun, and for everyone. And while TikTokcarries "traditional" beauty content, we've alsoopened up a space for "real, real" content—the type that breaks down categoricalstereotypes, adds a fun twist to ordinaryroutines, and even celebrates thenot-so-beautiful side of beauty—like acne.2022Throughout the past decade or so, the "fightagainst fake" has taken over the beautylandscape, with marketing that endorsesdiverse body types, skin imperfections, and"no makeup" makeup looks. Yet, despiteefforts to curb unrealistic representations ofbeauty "ideals," polished and stereotypicalimagery still dominate the social sphere—albeit in a disguised fashion. The pandemic,however, put things in perspective, shifting theattention from aesthetics to wellbeing in aregion that has always been big on theaspirational dimension of the category.SAUDI ARABIA & UAEThe Real, Real

Overall Growth*Video Views*based on the identified high volume hashtagscorrelated to each category. 169%Beauty content is booming on TikTok. In 2021, consumption of beautycontent grew by 169% in GCC, with beauty afficionados sourcing inspirationfrom the full-screen bathrooms of others to replicate makeup #tutorials,experiment with DIY regimens (natural recipes trending in AR as وصفات طبيعية #)and continuously—yet authentically—reinvent themselves(#hairtransformation and hair coloring trending in AR as صبغات للشعر #). TikTokusers are not just passive consumers of BPC content. Using their vanitytables as a stage to vocalize their experiences, they're feeling empoweredto share #skincare turned fun-care routines and hair secrets turned triedand Tiktok'ed treatments (protein for hair trending in AR as بروتني الشعر #).2020.102021.102022What's more, they're feeling more confident than ever to flaunt theirtextured locks and expose skin imperfections (curly trending in AR كرييل # andacne trending in AR as حبوب الوجه #). And while every beauty enthusiast is abeauty-focused Creator in their own right on TikTok, professionals like#makeupartists, hairdressers and #barbers are easily finding love on theplatform through the community's draw to edutainment content. Thanks totheir expertise, they are viewed as experts that accelerate trends, bustmyths, and offer trusted product recommendations.SAUDI ARABIA & UAEInsights¹

Rising¹Determined by volume of posts, popular hashtags indicate how well a category isperforming at any given time. It is a measure of how much the topic is beingexpressed and talked about.Popular¹TrendDetermined by volume of posts, popular hashtags indicate how well a category isperforming at any given time. It is a measure of how much the topic is beingexpressed and talked about.Skin PositivityExample Hashtag ﺣﺒﻮب اﻟﻮﺟﻪ #Video Views: 15M TrendTutorials Glow UpExample Hashtag#tutorialVideo Views: 963M Creator GlamSquadsBathroom Spas#makeupartistVideo Views: 172M #tipsandtricks #tips #trick #hacks #nailtutorial#beautyhacks #makeuptutorial #tiktoksalon#educationtiktok #beautytips#makeuptransformation #sfxmakeup ﻧﺼﺎﺋﺢ ﻣﻔﻴﺪة # #sfx #makeup ﻣﻜﻴﺎج ﻣﻴﻜﺐ # ﺣﻼق # ﻣﻴﻜﺐ ارﺗﺴﺖ ##Barber#skincareroutineTikTok's ManeAttraction#hairtransformationVideo Views: 125M Video Views: 63M وﺻﻔﺎت ﻃﺒﻴﻌﻴﺔ ﻟﻠﺒﺸﺮة # وﺻﻔﺎﺗﻲ # ﻣﺎﺳﻜﺎت ﻃﺒﻴﻌﻴﺔ # وﺻﻔﺎت # ﺧﻠﻄﺎت # #unboxing #review#skincare #routine #mask #skincaretips#slime #asmrsounds ﻋﻨﺎﻳﻪ # روﺗﻴﻨﻲ # ﻋﻨﺎﻳﺔ ﺑﺎﻟﺒﺸﺮة # ﻣﺎﺳﻜﺎت # روﺗﻴﻨﻲ اﻟﻴﻮﻣﻲ ##hair #hairstyles #hairtutorial #haircolor#hairchallenge ﺷﻌﺮ # #haircut#beforeandafter ﺗﻔﺘﻴﺢ #Curly Hair's CreativeHavenA BeautifulRe-(al)inventionBeauty TreatementsGet The TikTokTreatmentBeautyTokMasterclass ﻛﻴﺮﻟﻲ #Video Views: 105M اﻫﺘﻤﺎم وﻋﻨﺎﻳﻪ #Video Views: 81M ﺑﺮوﺗﻴﻦ اﻟﺸﻌﺮ #Video Views: 14M دورات ﻣﻜﻴﺎج #Video Views: 4M #longhairdontcare #dysonairwrap ﻛﻴﺮﻟﻲ # #curlyhairroutine ﻛﻴﺮﻟﻲ ﻫﻴﺮ # #naturalhairstyles#smilemakeover #lashlift رﻓﻊ ﺣﻮاﺟﺐ # اﺷﻘﺮ رﻣﺎدي # ﺣﻮاﺟﺐ ﺷﻌﺮة ﺷﻌﺮة # رﻣﻮش # ﺳﻤﻮﻛﻲ # رﻳﺘﺮو # ﻣﺎﻳﻜﺮو # ﺻﺒﻐﺎت ﺷﻌﺮ # اﻇﺎﻓﺮ ﺗﺮﻛﻴﺐ # رﻧﺴﺎج # ﺻﺒﻐﺎت ﻟﻠﺸﻌﺮ # ﺻﺒﻐﺎت رﻣﺎدي # ﺗﻔﺘﻴﺢ # ﺗﻘﻮﻳﻢ اﺳﻨﺎن # ﻣﻌﺎﻟﺠﺎت اﻟﺸﻌﺮ # ﺗﻄﻮﻳﻞ # ﺗﻜﺜﻴﻒ اﻟﺸﻌﺮ ##collagen ﻣﻜﻤﻼت ﻏﺬاﺋﻴﺔ ##faceyoga #herbal #greentea أﻋﺸﺎب ﻃﺒﻴﻌﻴﺔ # ﺧﻠﻄﺎت ﻃﺒﻴﻌﻴﺔ # #doctorsoftiktok ﺗﻌﻠﻢ ﻋﻠﻲ ﺗﻴﻚ ﺗﻮك ##hairhacks ﻣﻴﻜﺎب ﺗﺘﻮرﻳﺎل # اﻳﻼﻳﻨﺮ اﻟﻬﺒﻪ # ﻧﺼﺎﺋﺢ ﻣﻔﻴﺪة # ﻣﻌﻠﻮﻣﺎت ﻣﻔﻴﺪه #1. TikTok Internal Data, the United Arab Emirates, SaudiArabia, October 2020 - October 2021.2022When SkincareSparks Joy ﺗﻘﺸﻴﺮ # ﻣﺴﺎﻣﺎت واﺳﻌﺔ # #pigmentation اﻟﻬﺎﻻت اﻟﺴﻮداء # ﺑﺸﺮة ﺻﺤﻴﺔ # #dryskin اﻟﻌﻨﺎﻳﺔ ﺑﺎﻟﺒﺸﺮة #Other ExpressionsVideo Views: 470M وﺻﻔﺎت ﻃﺒﻴﻌﻴﺔ #Other ExpressionsSAUDI ARABIA & UAETop Trends

Creators are the lifeline of TikTok, and have collectively shaped TikTok tobecome the successful platform it is today. The TikTok communitylandscape is truly unique in its diversity, creativity, and joyful nature. OnTikTok, everyone is given a chance, and anyone has the opportunity totap into any community that inspires them. Communities are open,accessible, and welcoming - and if you go with the flow, you'll seeimpact and results.Remember that we're all about embracing the community, notcommanding it. By learning from the community and fully embracing it inits natural form, brands on TikTok can access a world of brandambassadors who are eager to vouch for the brands they believe in.True testimonials from people you trust is the most powerful way toinfluence and drive demand.What can a brand learn from this?Scan With CameraWith the aim of building awareness and purchase intent withinhigh-value audiences, Neutrogena leveraged creators to nativelyintegrate the HydroBoost into their morning routine content andsubtly endorse the product as an essential part of it. The campaigndrove impactful and efficient reach of the content through the use ofSpark Ads.Tips for BrandsBPC consumers and Creators are keeping it more real than ever. The category isevolving to favor realness, while promoting the idea that to look your best, youhave to feel your best. Beauty has broadened and diversified to include real-lifestorytelling and traditionally taboo topics—there’s finally room for conversationaround the good, the bad, and the “ugly.” While people still occasionally want tobe inspired by flawless looks, they also want to relate to and to be educated byCreators and their content.Establishing trust with viewers comes from realness and educating based on realexperiences. Brands that “edutain” with tutorials, myth-busting, bold selfre-inventions, and DIY natural recipes will intrigue users who might try it outthemselves. Collaborating with make-up artists at their own vanity tables is agreat way to "edutain" while keeping it real. Content that’s produced natively forTikTok is also vital to blending in with the platform's culture—Neutrogena playfullyshowed a glimpse into a relatable morning routine that included their product,while doing more than just promoting the brand and its products.Lastly, brands should be sure to showcase the right products to the right users atthe right time. Doing it right on TikTok is always about being native and keeping itreal. Give users something to replicate—that's relatable to their own lives andlooks—and they'll keep flocking to the virtual TikTok salon.SAUDI ARABIA & UAECase Study2022

Tech & ElectronicsCommunities of consumers have become the mosttrusted authority in tech, and TikTok is at theforefront of this shift.On TikTok, a thriving community of techenthusiasts and real-life tech experts cometogether to engage, create, and share techexperiences (which often spotlight theproducts and brands they love). In 2021, ouraudiences took to the platform to browsethrough Creators' unfiltered reviews of thelatest devices, watch relatable tech strugglesin a brilliant VFX fashion, and learn geniustricks shared by the techiest techies in thefield. Here, consumers are discovering,considering and purchasing gadgets andappliances in a TikTok minute—making TikTokthe tech destination for brands to connectwith and through the community.2022Throughout the pandemic, tech emerged as alifeline for staying productive, entertained,and connected when we were "bored in thehouse and in the house bored." This year, aswe cautiously tip toed back into the realworld, it's clear that owning the best in tech isa matter of basic need—rather than just aguru's desire—and that making the righttech-related choices has never been morecrucial (read: critical). With trust in techbrands declining, people are turning to themost authentic sources to providerecommendations: Creators and everydaypeople. Simply put, communities of consumershave become the most trusted authority intech, and TikTok is at the forefront of this shift.SAUDI ARABIA & UAETik.Tok.Tech. WhenCommunity Connects

Overall Growth*Video Views*based on the identified high volume hashtagscorrelated to each category. 302%From candid reviews, to tech #tricks, to #unboxing videos, and every formatin between, our community of tech gurus is capitalizing on TikTok'sfull-screen, sound-on experience to bring tech to life—beyond traditionaltech content. In fact, and thanks to the platform's creative potential, unusualentertainment formats like tech repair videos are flourishing (trending in ARas صيانه جواالت #), ordinary appliances like #dishwashers are getting theirspotlight moment (trending in AR as غسالة الصحون #), and #PCgaming isenjoying a modern-day TikTok reboot. With users resorting to the platformto explore the latest gadgets on the market or get their fix of phone-fixingcontent, the consumption of Tech content grew by 302% in the GCC.2020.102021.102022In parallel, the number of published videos in the Tech space are increasing,particularly in the GCC, with #techexperts leveraging the platform to shareinsider tips, #smart predictions and product/platform recommendations.And when Creators recommend, communities trust—and buy. With moreconsumers taking to TikTok to "communtity-proof" their tech purchases, the#TikTokMadeMeBuyIt phenomenon is picking up speed, helping techbrands make it to users' shopping cart faster and with more trust.SAUDI ARABIA & UAEInsights¹

Rising¹Determined by volume of posts, popular hashtags indicate how well a category isperforming at any given time. It is a measure of how much the topic is beingexpressed and talked about.Popular¹Determined by volume of posts, popular hashtags indicate how well a category isperforming at any given time. It is a measure of how much the topic is beingexpressed and talked about.TrendRepair FlexExample Hashtag ﺻﻴﺎﻧﺔ ﺟﻮاﻻت #Other Expressions-Video Views: 21M TrendC2C - Community2Community-ReviewsCreators Un-pluggedExample Hashtag#unboxingVideo Views: 223M #techexpertVideo Views: 101M Other Expressions#iphone #apple #pc اﻳﻔﻮن # #samsung #android#gadgets #oppo #unboxingtoys #keyboard#unbox اﺑﻞ # #laptop #huawei ﺗﻄﺒﻴﻘﺎت أﻧﺪروﻳﺪ # ﺗﻄﺒﻴﻘﺎت ﻣﻔﻴﺪة # ﺗﻄﺒﻴﻘﺎت # ٢٠٢١ ﺟﺪﻳﺪ ##amazonmusthaves #onlineshopping ﻃﺒﻴﺐ اﻟﻤﺤﻤﻮل # #techtalk اﺗﻌﻠﻢ ﻣﻊ اﻟﻤﺴﺘﺸﺎر # ﻣﺴﺘﺸﻔﻰ اﻟﻤﺤﻤﻮل # #techtokTikTok - or PCGaming's NewPlayground#pcgaming#gamingpc ﻣﺴﻜﺎت # #pcgamer#gamingcave #pcsetupTok me to The Future#smart#iphonetricksVideo Views: 47M Video Views: 52M روﺑﻮت # drone# ﻣﺸﺎرﻳﻊ ﺻﻐﻴﺮة # اﺧﺘﺮاق # اﺧﺘﺮاﻋﺎت # ﻏﺴﺎﻟﺔ اﻟﺼﺤﻮن #Video Views: 26M Gadgets' New(TikTok) Life#usedlaptopCommunity-ProofedTech Buys#tiktokmademebuyit ﻫﻮﻣﻴﻜﺲ اﻟﺠﺪﻳﺪه # ﺑﺮﻳﻔﻞ ﺑﺮو ##usedmobilesdubaiVideo Views: 4M رﻳﺰر # اﻳﺒﺎد ﺑﺮو # اﻳﺮﺑﻮدز #Video Views: 68.5M 2022Video Views: 85M #youshouldknow ﻧﺼﺎﺋﺢ ﺗﻴﻚ ﺗﻮك # #techtoktips#iphonetips ﺗﻌﻠﻢ ﻋﻠﻰ اﻟﺘﻴﻚ ﺗﻮك # #iphonehack#pcsetup ﺗﻘﻨﻴﻪ # ﺗﻘﻨﻴﺔ # #setupTrick or TokTikTok Famous:AppliancesSAUDI ARABIA & UAETop Trends1. TikTok Internal Data, the United Arab Emirates, SaudiArabia, October 2020 - October 2021.

TikTok is the ultimate democratizer of all things creative, with the power tocaptivate and entertain viewers from all walks of life. It’s a full-screen,sound-on experience that truly immerses the audience into the world of thecreator.When brands adopt a creative and entertainment-first mindset, the result isseamless product alignment – which is how magic is made. Entertained andengaged viewers come from creating a space for authentic relationships toform naturally, through relevant content that resonates with the audience.What can a brand learn from this?Scan With CameraFor the launch of the Samsung Galaxy S21, and as part of their lowerfunnel effort to drive sales and conversions, Samsung leveragedTiktok collection ads format and its instant experience to drivepeople to their website. The solution adopted for the launch of theproduct drove efficient performance, offering a native and seamlessgateway to purchase for TikTok users.Tips for BrandsWith no room for error or buyer's regret when it comes to all-things tech,consumers rely on communities to provide them with authentic recommendationsthey can trust. Brands that recognize the value of joining in on the collective funare showing up on TikTok and seeing the impact on results—Samsung leveragedTikTok collections ads format and its instant experience to drive people to theirwebsite, offering a native and seamless gateway to purchase for TikTok users.Many of the platform's offerings bank on the power of Creators to enablediscovery and influence conversions, starting with the TikTok CreatorMarketplace; a one-stop-shop for finding the right voices to re-interpret yourbrand, product, or campaign in their own creative style. Spark Ads, too, capitalizeon the spontaneity of Creators, offering brands an authentic way for brands toelevate native and popular content.Rather than speak at consumers, brands can speak with and for communities. Bylaunching a Branded Hashtag Challenge and a gamified Branded Effect (itdoesn't get more "tech-y" than this), tech players can put the community in thedriver's seat of their campaigns. Not only does this approach help drive affinityand advocacy, but also puts brands at the forefront of a trend or a conversationthat starts in the tech space and travels well beyond.SAUDI ARABIA & UAECase Study2022

Food & BeverageIf there's one place where food, learning,and entertainment collide, it's on TikTok.If there's one place where food, learning, andentertainment collide, it's on TikTok. Thanks tothe platform's creative canvas and theingenuity of its community, "shortcut" recipes(i.e. 3-ingredient cakes, #tortillafold,#fetapasta bakes) have become an essentialpart of the platform's modern-day cookbook.However, while simplicity is key, FoodTokersare not willing to compromise on keeping thekitchen exciting, inclusive, and creative. Theyexperiment with off-the-wall flavors andglobally-inspired formats, they tap into guiltypleasure dishes and work with dietaryrestrictions, and they build content aroundoddly-satisfying interests like kitchenorganization, "mukbang" videos, and ASMR.In short, #FoodTok takes on different flavorson the platform, but fun is always a star itemon the menu.2022In 2020, the onset of the pandemic launched acooking renaissance across the region's Foodand Beverage landscape. With time on theirhands, a class of "almost-chefs" took to thekitchen to experiment with culinary techniquesonce reserved for experts—like bread baking.In the past year, however, as consumerscautiously returned to their "normal' routines,"cooking has become more democratized, andhomechefs have become savvier. Not wantingto put down their chef hats just yet, they've setout to learn kitchen hacks that are smarter,more efficient, and entertaining.SAUDI ARABIA & UAEThe Latest Flavor on theMenu? Fun.

Overall Growth*Video Views*based on the identified high volume hashtagscorrelated to each category. 197%In 2021, the consumption of Food and Beverage content on TikTok grew by197% in GCC, with users continuing to source inspiration from the kitchens ofCreators and every day users. Browsing through a mouth-watering feed of#LearnOnTikTok videos, they're discovering easy and tasty recipes toreplicate for themselves. They're also inspiring others in return, putting atwis

They rallied around small businesses helping them to bounce back and grow during a challenging period. Communities supported each other Joyful Discovery Music transcended the platform 1. TikTok Marketing Science US Cross-Platform Sound Research 2021, conducted by Kantar 2. TikTok Internal Data, Global, January 2021 - October 2021 3.