UAE TikTok Trend Report 2022 

UAE TikTok creator marketing delivers an immense opportunity for brands to connect with Millennials aged 26-32 years as they form a massive chunk of the platform’s audience. Most marketers in the region partner with macro creators to reach their target audience. 

affable.ai has crawled through creator profiles and social platforms to share a detailed account of what UAE TikTok creator marketing looked like in 2022. The report includes first-hand data and interpretations that best describe the state of TikTok influencer marketing in the UAE. 

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Table of Content:

1. Influencer Demographics
2. Number of Influencers by Follower Count
3. Influencer Engagement Rates
4. Influencer Posts: 2021 Vs. 2022

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1. Influencer Demographics
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TikTok’s audience base is dominated by the Millennials, aged 26-32 years, making up 34.88% of the platform’s users. Whereas Gen Zs (aged 19-25 years) account for only 26.54% of the entire user base on TikTok. 

The platform has a significant number of users above 40 years of age, comprising 5.7% of the total audience. The data implies that UAE brands looking to engage an older audience can leverage TikTok creator marketing. 

Marketers have an opportunity to connect with the male audience on TikTok, as they make up 71.29% of the users. On the contrary, females comprise a small percentage of 28.7%*. 

‍[*The data may vary as most female users in the region have a private account.]

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2. Number of Influencers By Follower Count
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Macro TikTok creators (100k-250k followers) are the fastest-growing category in UAE. affable.ai’s data shows over 1.5k macro influencers in the region, followed by mid-tier influencers (50k-100k). UAE brands can collaborate with influencers who have a higher follower count to create mass brand awareness among the audience.

The potential of nano and micro influencers remains untapped in the market. There is a downward trend in the case of the micro (10k-50k followers) and nano (50k-100k followers) influencers, with only 607 and 28 on the platform, respectively. 

‍Discover top-performing content creators in your region through our Influencer Ranking page. 

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3. Influencer Engagement Rates
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Mid-tier TikTok influencers (50k-100k) generate maximum engagement, achieving 45.19% average views in 2022. Brands partner with mid-tier influencers to reach a wider audience and at the same time drive higher engagement rates. Such influencers provide the benefit of both micro and macro influencers as their content is polished with a touch of authenticity, which is the type of content that evidently UAE audiences like to consume. 

Interestingly, nano and micro TikTok creators are the second best in creating a high engagement rate despite being low in count. Last year, micro-influencers clocked 42.21% average views, followed by nano-influencers attaining 25.05%. 

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4. Influencer Posts: 2021 Vs. 2022
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In 2022, there was substantial growth in TikTok influencer content in the UAE as influencers posted 745,975 TikTok videos in 2022, a 31.6% increase from 2021. The data visibly points out the expansion of TikTok influencer marketing among brands, making the competition among social media platforms more fierce. 

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023. 

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