LONDON: Curiosity, honesty and trust are key to brand engagement on TikTok in the Middle East, a new report by the platform has found.

TikTok’s annual “What’s Next” report offers insights into prevailing user trends across the Middle East and North Africa region, presenting insights that marketers can use to grow their presence on the platform.

In its fourth edition, the TikTok report highlighted “the most practical and enduring trends,” categorized as Trend Signals. These encompass Curiosity Peaked, Storytelling Unhinged and Bridging the Trust Gap.

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