By Dina Thebian, Associate Media Director, UM UAE

The following insights are derived from extensive testing and research conducted by UM in partnership with TikTok, with a focus on new advertising formats and campaign optimisation for clients across the region.

How TikTok is Revolutionising Today’s Shopping Experience

In today’s hyper-connected digital ecosystem, shopping has evolved far beyond transactional exchanges into immersive experiences driven by community engagement and creative expression. TikTok has emerged as a key player in the region in this transformation, seamlessly blending entertainment with e-commerce to create an interactive and engaging shopping journey. Unlike traditional platforms that position users as passive observers, TikTok empowers audiences to become active creators and engaged participants, making shopping more dynamic, communal and creative.

The TikTok Advantage: Beyond Traditional E-Commerce

TikTok-IPSOS research reveals that TikTok has become a cornerstone of modern shopping experiences, where users demonstrate significantly higher engagement levels compared to other platforms. They transcend mere browsing to actively discover, engage, and amplify content. This unique behaviour creates opportunities for brands to forge deeper, more meaningful connections with their audiences across the region. Understanding these user behaviours is essential for brands seeking to maximise impact through strategic TikTok campaigns and advertising initiatives.

The Three Shopper Personas on TikTok

To harness TikTok’s full potential, brands must understand the three distinct shopper personas identified through comprehensive research. Each persona represents a unique approach to shopping, shaped by specific content interaction patterns and decision-making frameworks.

  1.  The Hunter 

Hunters are strategic shoppers who thrive on finding the best deals. They demonstrate superior planning capabilities, being 1.3 times more likely to initiate early research compared to average TikTok users. They value clear, informative content and are driven by factual product details rather than hype. Once convinced, they act fast and confidently, with 79% recommending their purchases to their networks.

Strategic Brand Approach:

  • Deploy TikTok Search Ads to surface relevant, detailed content that helps Hunters compare options
  • Highlight clear pricing, feature specifications, and benefits in ad copy
  • Collaborate with creators specialising in in-depth reviews and comparisons
  • Leverage Branded Hashtag Challenges that emphasise deal-hunting and discovery
  1. The Curator 

Curators are trendsetters who seek unique, creative finds. They love discovering new products and sharing their own content, with 73% actively producing and sharing their experiences on TikTok. Authenticity is key for this group—they trust genuine, relatable recommendations from creators and peers.

Strategic Brand Approach:

  • Invest in authentic Creator Partnerships to amplify content that is relatable and trustworthy
  • Encourage User-Generated Content (UGC) by building communities around niche interests and trends
  • Utilise Branded Effects and Challenges to engage curators through creative, interactive experiences
  • Highlight unique product features through visually compelling and interactive video content
  1. The Sprinter 

Sprinters represent impulsive shoppers driven by immediate gratification and FOMO. They are 50% more likely to purchase based on positive creator reviews, with buying decisions triggered by trending content, real-time social proof, and cultural momentum. These users are 1.4 times more likely to make spontaneous purchases, driven by excitement and a sense of urgency.

Strategic Brand Approach:

  • Create urgency with Flash Sale Ads and limited time offers
  • Feature authentic Creator Testimonials and customer reviews to enhance credibility
  • Use catchy captions, headlines and CTA buttons like “Shop Now” to drive quick actions
  • Collaborate with influencers who can demonstrate the product in real time

Strategy for Maximum Impact

To effectively engage all three personas – Hunters, Curators, and Sprinters – we recommend brands to adopt a sophisticated, multi-dimensional approach. By leveraging these behavioural insights, brands can optimise TikTok’s unique shopping ecosystem and develop campaigns that achieve genuine audience resonance.

The winning formula should combine informative content for strategic discovery, creative authenticity for cultural relevance, and time-sensitive messaging for impulse conversion. Strategic creator partnerships and UGC initiatives build essential trust and authenticity, whilst active community engagement and trend monitoring ensure sustained relevance and optimised performance outcomes.

Brands must continuously analyse performance metrics to identify which persona-driven strategies deliver superior ROI and market impact. The ultimate objective transcends simple transactions to embrace TikTok’s vibrant, community-centric ecosystem. Master this approach, and your brand will not only drive conversions but establish lasting leadership in the world of social commerce.