In an era where attention is scarce, brands are striving to create content that resonates deeply with their audiences. A recent report by TikTok and WARC sheds light on how cultural and personal relevance can significantly amplify a brand’s impact. This approach, when executed thoughtfully, helps brands move beyond demographics, creating meaningful connections with consumers and driving measurable business outcomes.

The Importance of Relevance in Marketing

Today’s consumers demand more than generic advertisements. They gravitate toward content reflecting their interests, values, and community affiliations. TikTok’s platform exemplifies this trend, leveraging algorithmic feeds to deliver personalized content. According to the study, 71% of surveyed users stated they pay more attention to ads that feel personally relevant, while 64% found culturally aligned ads impactful.

This shift underscores the need for marketers to adopt a dual approach: connecting with audiences on a cultural level while tailoring content to individual preferences. Key drivers of relevance include humor, authenticity, and aligning with trending topics. For instance, brands that effectively use humor—like e.l.f.’s viral campaign with Liquid Death—foster emotional engagement and virality.

The Role of TikTok in Amplifying Relevance

TikTok’s unique ecosystem fosters discovery, making it a hub for emerging trends and cultural dialogues. According to the report, 76% of social media users turn to TikTok to explore new topics, and 73% credit the platform with introducing them to brands they had not previously considered. The platform’s emphasis on short-form, user-generated content allows brands to integrate seamlessly into users’ feeds, increasing authenticity and engagement.

For example, Peugeot’s strategy of engaging niche communities on TikTok helped shift its perception among design enthusiasts. This approach not only enhanced brand awareness but also expanded its audience base, demonstrating the power of relevance in driving new customer acquisition.

Strategies for Success in the Middle East

For marketers in the Middle East, these insights are particularly relevant. The region’s diverse cultural fabric provides a wealth of opportunities for brands to craft content that resonates with specific communities. By partnering with local creators, brands can enhance authenticity and align their messaging with regional trends.

Additionally, humor and storytelling rooted in shared cultural experiences can elevate a brand’s appeal. For instance, focusing on generational nuances—such as using colloquial language for Gen Z or aligning with significant cultural moments for older audiences—can make content more relatable.

Key Takeaway for Marketing Managers:

Marketers in the Middle East can leverage TikTok’s framework to optimize their strategies:

• Be Current: Engage with trending topics but remain selective to ensure alignment with brand values.
• Be Human: Use humor and authenticity to foster personal connections.
• Be Open: Partner with creators to access niche communities and gain cultural insights.
• Be Engaged: Explore “new-to-me” content strategies to reach untapped audiences.

By integrating cultural and personal relevance into their campaigns, brands can build deeper consumer relationships, increase loyalty, and achieve full-funnel business results.

This strategy is not just a trend but a necessity for brands looking to thrive in the evolving digital landscape.