TikTok is usually worth testing for GCC brands targeting younger, mobile-first audiences in the UAE and Saudi Arabia, especially in fashion, F&B, beauty, and entertainment — but it rarely replaces Meta or Google as a primary channel. Treat it as an incremental testing ground with its own creative language, not a repurposed Meta feed ad.
Success depends heavily on native, fast-cut creative and a consistent posting cadence rather than one-off campaigns. Brands that treat TikTok as a real content channel, not just a media buy, tend to see it perform; brands that dump static Meta assets into it usually don't.