TikTok‘s role in the UAE has expanded beyond short-form entertainment, with the platform increasingly positioning itself as part of the country’s wider digital economy.
According to The TikTok Effect: Enabling the UAE’s Dynamic Digital Economy report, developed with Redseer Strategy Consultants, TikTok-supported SMB activity contributed approximately Dhs1.1bn in gross value added (GVA) to the UAE economy in 2024, supported around 7,000 jobs and helped more than 10,000 entrepreneurs start their businesses.
The findings were recently discussed at the UAE Forward Forum, held at Dubai’s Museum of the Future, which brought together government leaders, industry experts, creators and entrepreneurs to explore the future of the UAE’s digital economy, digital trust and responsible innovation.
The event featured discussions on creator-led entrepreneurship, online safety, digital wellbeing and the role of public-private collaboration in building a trusted digital ecosystem. Speakers highlighted how digital platforms are reshaping the way businesses reach customers, how creators build new revenue streams and how communities engage with technology.
In an interview held at the event with Gulf Business, Kinda Ibrahim, regional GM of Operations, EMEA, TikTok, discusses the report’s findings, the evolution of the creator economy, TikTok’s growing role as a discovery platform, and how the company is balancing innovation with digital safety across one of its most strategically important markets.
TikTok has released its first Economic Impact Report for the UAE. What were the biggest findings for you, and what did the report reveal about how the platform has evolved over the past few years?
It was exciting to be at the Museum of the Future to share the findings of the first edition of the Economic Impact Report, which we developed in partnership with Redseer Strategy Consultants.
Some of the key findings are worth highlighting. TikTok-supported SMB activity generated approximately Dhs1.1bn in gross value added (GVA) for the UAE economy and supported more than 7,000 jobs.
The report also estimates that more than 10,000 SMBs started their businesses because of TikTok.
One of the most interesting findings is that one in four creators cite TikTok as the primary reason they started creating content. Many of them are now thinking about how to turn content creation into a sustainable career, whether through generating income directly on the platform, working with brands, using tools such as TikTok One, or monetising through TikTok LIVE.
The report also found that TikTok LIVE enabled more than three million creators in the UAE to go live, and 75 per cent of them generate income through TikTok LIVE.
These findings demonstrate the contribution platforms like ours can make to the UAE economy. They also reinforce our ambition to continue developing the creative economy by working with government entities and institutions to help more creators become entrepreneurs and build sustainable careers.
TikTok started as an entertainment platform, but it has evolved considerably. What trends are shaping the platform’s future and its role in the creative economy?
One of the biggest trends is TikTok becoming more of a discovery engine.
What that means is that we’ve significantly lowered the barriers to entry. Creators can produce authentic, relatable content around their passions, and that content can find its audience without having to compete with creators who already have millions of followers.
Everybody has an opportunity to create, reach an audience and build a community.
Community is something we pay very close attention to because many of these communities begin organically on TikTok, and then we work with them to help them grow.
A great example is BookTok. There are more than 80 million BookTok creations globally. It began as a grassroots community of book reviewers and has transformed book sales around the world.
We’ve seen similar growth with Learn on TikTok. Creators began organically producing educational content covering subjects such as maths, science, finance, cooking and everyday life hacks. That inspired a global learning community that we continue to invest in and nurture.
Entertainment, particularly film and television, remains a major content category. Sports is another. We recently wrapped up the FIFA Club World Cup, where our partnership with FIFA drove significant engagement globally.
Our approach is to identify communities and content categories that emerge organically, then provide creators with the tools, insights and support they need to turn their passion into sustainable careers.
As governments introduce new regulations around digital platforms, how is TikTok ensuring it remains a responsible platform?
We’re just as concerned about these issues as everyone else. When it comes to youth safety, we’ve been among the leading platforms in introducing tools and features designed to create a safer experience for
younger users.
We’ve also developed parental controls that help families manage their children’s experience on the platform. We want to continue having these discussions, understand how regulatory frameworks evolve and remain an active contributor to those conversations.
Looking ahead, what excites you most about TikTok’s future?
Creators are truly at the heart of our platform. Their authenticity is what makes TikTok unique. We want to continue improving the tools and features that make content creation easier, safer and more rewarding.
Listening to creators’ feedback is incredibly important because that’s how we continue innovating and improving the platform.
What excites me most is that despite our tremendous growth, we’ve remained true to what TikTok represents and to what our creators need. That’s something we’re committed to maintaining in the years ahead.
What are some of the biggest challenges TikTok faces in this region?
The Middle East is incredibly diverse.User preferences differ from one country to another, and every market has its own cultural nuances.
The challenge is finding the right balance, ensuring community guidelines and platform experiences work across different markets while also preserving what makes each country’s creator community unique. It’s an ongoing journey, but it’s also what makes this region so exciting.
How important is the UAE to TikTok’s regional strategy?
The UAE is one of our most important markets in the region. When it comes to the creator economy, the UAE has become one of the leading countries globally in attracting creators from across the region and around the world.
It has developed the right policies, licensing frameworks, infrastructure and support systems that enable creators to establish themselves here.
We’re excited to continue partnering with the UAE as it builds its creative economy.