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Why TikTok audiences are engaging with relatable lifestyle content more than ever

Tidying, closet cleanouts, weekly food shops, ‘get un-ready with me’ – these are the mundane routines captivating TikTok’s attention. Welcome to AmbientTok. It marks a pivot from long-form vlogging content we’re accustomed to seeing on YouTube. If you’ve ever watched a 30-minute vlog, you know there’s plenty of B-roll (AKA filler content). Prepping a bubble bath, making...

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TikTok Middle East: everything you need to know about the Arabian Nights beauty trend

When it comes to beauty, TikTok draws inspiration from the least likely of places. Its latest source? Disney’s Aladdin – or at least one of the songs on its soundtrack – Arabian Nights is the backdrop to one of the app’s hottest makeup trends. The format is simple: as Will Smith’s Genie croons about being “caught in a dance” and...

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What’s hot in K-beauty? 10 trending products loved by influencers and their audiences

In the world of Korean beauty, hundreds of new products are launched every day. From utilising unique and local skincare ingredients, to must-have makeup tools and gadgets, the beauty scene is constantly growing. It’s an intriguing space, and the introduction of innovative, unconventional, trend-led products go on to infiltrate Western beauty trends also. So, what...

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Emerging food trends in Korea across TikTok, Naver and YouTube

Well known for its fast-paced culture, achieving daily routine speediness is nothing new for Koreans. However, as much as they’re quick to adapt to change in pursuit of this, Koreans are also keen to embrace new trends. Over the past few years, a handful of Korean food trends have swept across the globe, finding viral...

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Korean celebrities are posting vlogs and GRWM routines to reach new audiences on YouTube

It is a new era in Korea, where content creators are surpassing the popularity and impact of celebrities. Because of this, the line between broadcasters and YouTubers is becoming increasingly blurred. Nowadays, famous YouTubers often appear on TV programs, and conversely, a handful of already established celebrities have started their own YouTube channels. From K-pop...

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Health and wellness trends emerging on TikTok across food, skincare and gut health

Health and wellness trends on TikTok have spanned the wacky to the wonderful – remember nature’s cereal? From supplements to hot girl walks, wellness does big numbers on the platform: #Wellness has over 5.9 billion views and #WellnessTips has 2.8 billion views. In the health-conscious community, tags such as  #HealthyLiving has 9.2 billion views. Health and wellness content often falls under...

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Inside Dubai’s slow living trend emerging on TikTok and Instagram

When someone says ‘slow living’, typically Dubai doesn’t come to mind. Fast-paced and glamorous, it’s synonymous with luxury – as is the content within it. Scroll through the city’s geotag for five minutes, and you’ll be met with a constant stream of twinkling skyscraper backdrops, enviably lavish outfits, and a lifetime’s worth of all-you-can-eat brunches....

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Korean influencer content trend: the friendship campaign – and how Dr Jart+ made huge gains by jumping on it

Brands collaborating with influencers is nothing new, but have you heard of relay campaigns created by influencer friendship groups? Last summer, Dr. Jart partnered with four of Korea’s trendiest content creators and saw enormous gains in brand engagement. Beauty and fashion influencers, Dasha, Kindacool, Joanday and Gemjem have all built their name via YouTube and...

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From Locket to Wattpad, six apps Gen Z is obsessed with and how they’ve won their devotion

How do you, as a brand, reach Gen Z on social media? It’s a common problem for marketers in 2022. But first, it’s important to understand how they use social media and what apps they actively use. As CORQ’s CEO and founder Sara McCorquodale explained in her webinar discussing the digital landscape in 2022, Gen...

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Flash TikTok trend: Everything you need to know about ‘The Monday Aesthetic’

The same influencers who film yearly trips to Ibiza and vlog boat trips in Dubai, are now offering a glimpse into their everyday mundane routines, which include the weekly shop, laundry day and their favourite cleaning products. Dubbed “The Monday Aesthetic” or simply “Routine Aesthetic”, this trend has taken over TikTok as the counterpart to the non-aesthetic photo...

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Vegan beauty booms in Korea as influencers push products via Naver live streaming and cartoons

Interest in health and the environment has increased more than ever in South Korea and a 2021 survey from consulting agency 20s Lab, shows that one in three Millennials and Gen Z (27.4%) practice “intermittent vegetarianism”. Also increasing in popularity is veganism, from what we eat, wear and apply to our skin. Naturally, vegan beauty, which was...

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Middle East flash summer trend: heat-proof and air con-proof beauty routines

It happens every year – the weather gets hotter, the sun gets brighter, and the beauty influencers start hashtagging their content with #summermakeup. Regardless of where someone lives in the world, everyone knows exactly what to expect. Summer means dewy skin, light foundation, and products with enough staying power to resist the heat and humidity. In...

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