TikTok returns with the second edition of Apps Summit
The event took place against a backdrop of accelerated mobile momentum. According to the global Digital Market Index by Sensor Tower [1], in 2024 consumers downloaded 136 billion apps, and the purchase revenue growth users made in-app reached a record $150 billion, driven largely by non-gaming categories like entertainment, productivity, and photo and video. Mobile users now engage with 26 apps per month, reflecting the growing centrality of mobile phones in everyday life.
Attendees spanned a broad spectrum of industries and markets and included founders of the leading app publishing houses, senior marketing leads, app analytics experts, the Dubai Chamber of Digital Economy representatives in addition to TikTok's own subject-matter experts and market-leading partners, all gathering to explore how TikTok can drive long-term value, not just downloads, for mobile apps in the region and beyond.
Contextual paths to growth & value for Apps brands
At the Apps Summit, TikTok experts highlighted four key strategies for app brands looking to drive growth and diversification. The first is expanding into international markets; exporting brands grow 15% faster than those focused solely on domestic audiences [2]. The second involves scaling creative output by improving both the quantity and quality of content, localising for different regions, and using tools like TikTok One and Symphony to streamline production. Localisation is particularly important, as many consumers prioritise content in their own language over price when making purchasing decisions [3].
The third strategy focuses on expanding audience reach by combining upper- and lower-funnel marketing to boost conversions, reduce acquisition costs, and maximise campaign impact. Finally, effective growth requires smarter measurement. Relying only on last-click based attribution overlooks the complex path to conversion, where users typically engage with multiple touchpoints. Tools like TikTok's Conversion Lift Study help brands understand the true impact of their efforts and identify which tactics and channels contribute most to business results, including organic growth.
"Around the world, digital adoption and mobile-first habits have become an everyday part of life.' said Shadi Kandil, General Manager, Global Business Solutions, Middle East, Turkey, Africa, Central and South Asia at TikTok. "The TikTok Apps Summit 2025 gave our partners the playbook for sustainable growth, expanding to new markets, tapping into communities, using creative tech and innovative measurement solutions to go further, faster. Our focus remains on empowering partners with the products and insights they need to drive meaningful, measurable impact on and off the platform."
Looking ahead
The TikTok Apps Summit 2025 reaffirmed one key belief: app marketers, including businesses in MENA, are ready to lead globally, and with TikTok, they have the tools to think bigger, localize better, and grow smarter. The next wave of app success stories will be built on innovation, geographic expansion, measurement, and community-powered creativity.
About TikTok
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.
TikTok One
TikTok One is an all-in-one creative platform, providing access to millions of creators, connecting with production partners and uncovering creative insights.
TikTok Symphony
Symphony is TikTok's suite of ad solutions powered by generative AI. With Symphony, businesses of all sizes, creators and agencies can blend human imagination with AI-powered efficiency to help scale content development, creativity, and productivity on TikTok.
TikTok Conversion Lift Study
Conversion Lift Study measures your campaign's true impact on business outcomes. It informs strategy and budget decisions to drive effective business growth and answers the question of whether your TikTok ads generate incremental growth for your business.
References
[1] TikTok Marketing Science METAP, State of Mobile "TikTok Edition, Conducted by Sensor Tower, Global, 2025
[2] Source: Institute for International Economics
[3] Common Sense Advisory Study
For media inquiries, please contact:
Current Global – tiktok@currentglobal.com
TikTok MENA – tara.farouqi@tiktok.com
About TikTok:
TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy. TikTok's global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Zawya
18 minutes ago
- Zawya
Endeavor Jordan appoints Tamer Al-Salah as Managing Director
Amman, Jordan – Tamer brings with him over a decade of experience in entrepreneurship development, investment ecosystem building, and startup support in Jordan. Most recently, he served as the Managing Director of Beyond Capital, an initiative launched in 2017, as a partnership between Endeavor Jordan and Silicon Badia, to strengthen and mature the entrepreneurial and investment ecosystem in the Kingdom. His career journey began at Endeavor Jordan, where he joined the Search and Selection team and quickly rose to become the Entrepreneur Services and Growth Manager. Tamer later continued to serve the entrepreneurship community through his work at the European Bank for Reconstruction and Development (EBRD), managing advisory projects for multiple SMEs across Jordan. 'We are thrilled to welcome Tamer back to Endeavor,' said Samer Al Aloul, Chairman of Endeavor Jordan. 'His deep understanding of the local ecosystem, coupled with his strategic leadership and firsthand experience supporting high-impact entrepreneurs, makes him the ideal person to lead the next chapter of Endeavor Jordan.' Tamer holds a Master's degree in International Business and Entrepreneurship from the University of Essex, and a Bachelor's degree in Management Information Systems from the New York Institute of Technology. 'I'm honored to return to the organization where I first developed my passion for supporting entrepreneurs,' said Tamer. 'Endeavor's mission to scale high-impact companies is more relevant than ever, and I look forward to working with the team, the Board, and the broader network to unlock the next wave of entrepreneurial growth in Jordan.' As Managing Director, Tamer will be responsible for overseeing Endeavor Jordan's strategic direction, operations, and expansion efforts, as the organization continues to support and scale the country's most promising entrepreneurs. About Endeavor Jordan Endeavor is the Global Network of Trust of, by and for entrepreneurs. The organization selects, supports and invests in founders with the greatest potential, providing them with a platform to train, mentor, and invest in the next generation through the Endeavor Multiplier Effect™. Today Endeavor's community includes more than 2,900 entrepreneurs building transformational companies across 45+ markets. As of 2024, these entrepreneurs have generated $88.5 billion in revenue and created over 4 million jobs worldwide. Endeavor launched its operations in Jordan in 2009, and is leading the way in supporting high-impact entrepreneurship. LinkedIn: Endeavor Jordan – Facebook: EndeavorJordan Twitter: EndeavorJo – Instagram: endeavorjordan This press release has been distributed by Endeavor Jordan. For more information or assistance, please contact our Marketing & Communications Department at: Nadine Odat Marketing & Communications Director
The National
18 minutes ago
- The National
Dubai completes 24 real estate projects worth $1.2bn in H1 amid property boom
Dubai recorded the completion of 24 real estate projects valued at Dh4.5 billion ($1.2 billion) in the first six months of 2025 as the emirate experiences a property boom, according to the Dubai Land Department (DLD). A total of 726 projects are under construction in the emirate, the regulator said on Sunday. 'The surge in ongoing development indicates the accelerated pace of project delivery to meet rising demand for standalone units and integrated residential communities,' the DLD said. Dubai's real estate market registered 90,337 new real estate units worth Dh151 billion during the January to June period, the data showed. About 7,167 villas were sold in Dubai for over Dh28 billion, 'reflecting a considered shift in buyer preferences toward standalone units and fully integrated residential communities', the DLD said. Dubai's property market, which bounced back strongly from the Covid-driven slowdown, has maintained a sharp growth trajectory since. Government measures such as residency permits for retired and remote workers and expansion of the 10-year golden visa programme have boosted foreign investment flows into the emirate's property market over the past few years. Watch: Here's what Dh1 million gets you in Dubai's property market today The robust momentum in the UAE's economy, the Arab world's second largest, driven by the government's diversification efforts have also supported the real estate market activity. In July, a new scheme was also launched to help Emiratis and UAE residents, who do not own any freehold residential property in the emirate, get on the property ladder. Under the initiative, first-time buyers will have priority access to new homes from participating developers as well as existing inventory, discounts or limited-time offers on the sales price of off-plan units, flexible payment plans and 'improved' mortgage options with better interest rates, faster approval times and reduced fees. The DLD expects 5,000 more investors to enter the market this year following the initiative. Last week, the Dubai Media Office said that the volume and value of real estate transactions in Dubai rose sharply in the first half of the year, amid the entry of more than 59,000 new investors into the market, according to DLD data. Rental market In Dubai's rental market, 465,738 lease contracts were registered during the first six months of the year, compared to 462,657 in the same period last year. The total value of lease contracts reached nearly Dh42 billion, a 5 per cent annual increase. New lease contracts recorded a 7 per cent rise, reaching 232,928, up from 217,101 in the same period last year, according to the DLD. In a recent report, property consultancy Knight Frank showed that more than 51,000 homes were sold in Dubai in the second quarter of 2025, which was a year on year increase of 22.8 per cent, marking a quarterly record amid strong demand from buyers. Total home sales passed 94,000, putting the market firmly 'on track to exceed' 169,000 transactions recorded last year, it added. Abu Dhabi's Masdar City and the DLD recently teamed up to allow the former's free zone companies to own properties in Dubai, in a bid to boost real estate investment across the UAE. 'Transaction volumes in Dubai are holding steady at a high base, supported by the scale and pace of new project launches,' said Farooq Syed, chief executive of Springfield Properties. 'We're seeing particular strength in the off-plan segment where developers are responding to buyer expectations with flexible payment plans, and integrated masterplans designed for long-term community living."
The National
18 minutes ago
- The National
Dubai tourism surges with nearly 10 million international visitors in first half of 2025
Dubai received 9.88 million international visitors in the first six months of 2025, Crown Prince Sheikh Hamdan bin Mohammed said. In a post on X, Sheikh Hamdan said the achievement reflects the vision of Sheikh Mohammed bin Rashid, Vice President and Ruler of Dubai, to position the emirate among the world's top three global tourism destinations, a target set under the Dubai Economic Agenda D33. "The achievement has been driven by strong public-private partnerships and an effective global marketing strategy. A warm welcome to all our visitors – from the heart of the world – Dubai," Sheikh Hamdan said. Dubai's Department of Economy and Tourism said the latest figure represents a 6 per cent year-on-year increase. The data highlights Dubai's continuing growth as a global tourism hub, building on its record-breaking year of 2024, when the city welcomed more than 18.72 million international visitors. Dubai Economic Agenda D33 Tourism remains a cornerstone of Dubai's diversified economy, significantly contributing to the country's gross domestic product and job creation. The Dubai Economic Agenda D33, launched in January 2023, aims to double the size of the emirate's economy to Dh32 trillion ($8.7 trillion) by 2033. It features 100 transformational projects designed to make Dubai one of the world's top three cities for tourism, trade and investment. Enhancing visitor experiences and attracting global talent are central pillars of the agenda. Infrastructure and sustainability Under D33, Dubai has expanded its tourism offerings through the introduction of new attractions, cultural initiatives and infrastructure investments. Significant developments, including theme parks, luxury resorts and expanded entertainment districts have strengthened Dubai's appeal to international travellers. The government has also made efforts to enhance accessibility and sustainability in tourism, supporting inclusive destination certification and innovative urban projects, among others. Combined with strong airline connectivity through Emirates and flydubai, these measures have positioned Dubai as a leading choice for leisure and business travellers alike. With visitor numbers still rising steadily, Dubai appears on track to surpass last year's record, advancing its goal of ranking among the world's top three global tourism destinations by 2033.
