TikTok experts have recorded a significant increase in users’ self-care this year compared to 2021
Fahad Osman, Regional Head, Global Business Solutions Marketing, Eastern Europe, Middle East and Africa, TikTok – Provided
Residents in the UAE and GCC region are eager to treat themselves and their family and friends this Eid al-Fitr holiday, new research finds.
An Ipsos study of TikTok users in the region found that 72% of respondents were excited about the Eid al-Adha holiday and 59% chose to spend more time with family and friends during Eid al-Fitr. It’s also gift-giving season — more than 70% of users buy gifts during this period, and they plan to buy 18% more gifts than non-TikTok users, with a particular focus on desserts, clothing and food shopping categories and beverages.
Eid is also a time for travel and relaxation, with one in two TikTok users saying they will travel during Eid 2022, and more than 90% of travelers opting for a stay-at-home vacation.
“Another notable trend compared to 2021 is an increase in self-care, with a doubling of clothing shopping, a 2.8x increase in spa visits, a 3.4x increase in salon visits, and a 1.8x increase in home improvement shopping, ” said Fahad Osman, Regional Head Marketing, Global Business Solutions, Eastern Europe, Middle East and Africa – TikTok.
Research also shows that while users value discounts and promotions, finding the right product is more important to them. In terms of shopping motivation, the number of users preparing for guests and visitors during the event increased by 41% compared to 2021, while the number of users prioritizing discounts and promotions decreased by 24%.
Othman also noted that user behavior during Eid may vary from generation to generation. For example, Gen Xers were found to be more likely to shop during Eid al-Fitr than any other generation, with 90% of them shopping during the holiday. Additionally, all Gen X respondents who travel opted for accommodation. Gen Xers are also the most likely to watch Eid al-Fitr content on TikTok, with three-quarters saying they enjoy it.
Millennials (or Gen Y) statistics reflect their emphasis on digital experiences; 43% were found to use grocery delivery apps to prepare for Eid al-Fitr, and 41% use food delivery apps during the holidays. Additionally, 80% of millennials shopped during Eid al-Fitr, and one in two millennials used TikTok to find information during Eid, the highest of any generation.
When it comes to Gen Z, 53% of respondents brought food and beverages during Eid al-Fitr, 39% bought home improvement products and 26% chose to shop online. One in two people traveled during Eid al-Fitr, higher than planned, and three out of five people used TikTok for discovery, more than any other generation.
This Eid al-Fitr, Osman explained, brands can use the insights highlighted in the Ipsos report to harness the power of TikTok and spark new conversations.
“TikTok is the destination for users to share and consume content in short videos during Eid al-Fitr. Users don’t want to face ads when scrolling through their For You page; they want content that fits seamlessly into their edutainment Happy time. So, in order to successfully and effectively engage with users this Eid, brands must be part of the community, not disrupt it,” he said.
He said advertisers are seeing greater results in their Eid investments, not just to sell products and services, but to connect with their audiences on an emotional level to foster long-term brand loyalty with the relevant TikTok community. “Brands also have the option to explore a plethora of content creators who have built their own exclusive community and can deliver their message in an authentic way. This collaboration is very effective as many brands cannot compete with the storytelling abilities of creators .”
“While keeping Eid values in mind – such as unity, compassion and giving – brands should provide content that is familiar and relevant to their audience to build affinity, advocacy and trust,” he said.