Summer 2025 on TikTok: The Story You Can’t Afford to Ignore!
I’m Hany, Marketing Director at SMRTS-P Studio, the digital marketing agency serving our clients across Egypt, Saudi Arabia, and the UAE. Not long ago, I received a “Playbook for Summer 2025” from TikTok. To be honest… I wasn’t particularly excited to open it. I expected the usual repetitive talk about campaigns and hashtags, and I kept asking myself: “Is TikTok truly worth the investment?”
But the moment I started reading, I felt like I was holding a real guide – not just useful, but one that could transform the summer for any brand serious about making an impact on TikTok. The file was literally a treasure trove, packed with actual data-driven insights from TikTok’s studies in our region. I now see it as an essential marketing strategy that cannot be overlooked in the world of advertising agency work.
People Live on TikTok in the Summer: The Daily Movie Story!
The playbook opened with a shocking statistic and a line that immediately caught my attention: “In the summer, users in our region spend the equivalent of watching a full movie every day on TikTok.” Imagine that! Literally, if you’re not on this platform, you’re not just absent; you’re missing out on the chance to be a part of their daily routine during summertime. Your audience is there, busy looking for something to entertain, inform, or inspire them. If you’re not on TikTok, you’re not part of people’s summer.
What’s more important? 74% of users find cultural inspiration on TikTok that influences their decisions and behavior. This means a video posted today could be the reason for your sales tomorrow. It’s a golden opportunity for personal branding and connecting with influencers who are the main drivers of consumer decisions.
What Content Types Perform Best in Summer?
What struck me most was how well TikTok understands the summer mindset. They know this season isn’t just about heat and sun; it’s a time when people seek novelty, renewal, style, and experiences that break the year’s routine. When you look at the content people engage with in Egypt, Saudi Arabia, or even Dubai, you’ll find striking commonalities. TikTok has studied this and outlined what you need to focus on to ensure proper audience segmentation and effective targeting.
1. Fashion and Beauty: The Endless Summer Trend
Yes, people are literally scouring TikTok for outfits suitable for beach trips, travel, and outings. From summer jalabiyas to swimsuits and beach bonnets, anything can become a trend if presented authentically and playfully. TikTok data shows that 76% of platform users bought a fashion product they saw on it, and 95% bought a beauty product during the summer. Hashtags currently on fire, like #SummerFashion and #أزياء_الصيف, can double your reach just by being in your video.
2. Food and Beverages: The Refreshing Taste of Summer
People love to eat… and they love to watch others prepare food. But in summer, it takes on a different form. A light beach recipe? A refreshing drink after a hot walk? Or even a light Iftar meal if Ramadan falls during the summer. Every moment like this offers an opportunity for a food or beverage brand to be part of this daily scene. Surprisingly, 59% of people host guests in the summer and prepare special meals. So, if you have a food product, a recipe, or even a cooking idea… you’re in the right place.
3. Travel and Outings: The Story of Authentic Trust
One of the most powerful campaigns I saw was for a restaurant in Saudi Arabia that used real photos and videos from customers coming and going, accompanied by a trendy sound and a simple hashtag. People engaged heavily, not because the ad was polished, but because it was natural and authentic. People love to see real daily lives, snippets from the street, a beach trip, or even a short excursion. If you want to build trust, share a moment… not an ad.
Top Summer Hashtags for Engagement: Your Key to Reach
To maximize your reach, here are the top hashtags you can use:
Tip: Including 2-3 of these in your video description or first comment can triple engagement.
How to Advertise Smartly Without Burning Your Budget: The Smart+ Campaigns Story
As I flipped through the file, I stumbled upon TikTok’s new tools, especially Smart+ Campaigns. This tool is brilliant. It works for you, analyzing content, showing it to the right audience at the right time, and automatically redirecting your budget to the ads that perform best. Instead of monitoring and analyzing daily, you let Smart+ do the work and just check the results.
Why is Smart+ important?
- It analyzes content and presents it to the right audience at the right time.
- If a video isn’t performing well, TikTok pauses it and focuses the budget on the best performers.
- It operates with very little effort, meaning you can ride the wave while holding an iced coffee.
Real-world examples from the region:
- Surrati Perfumes (KSA): Achieved 8.4 million views and a 4.8x ROAS (Return on Ad Spend) using Spark Ads + Smart+.
- Shawarmer: Reached a 17x return on investment and 40K app downloads.
- KNO Dress: Generated +2,000 purchases and 100K website visits.
All this came from organic content + Smart+. This tool has redefined the concept of marketing and digital advertising, proving why TikTok must be at the core of any marketing strategy.
What Does the Right Video Look Like? The Secret is in the Storytelling!
Beyond that, TikTok now offers highly advanced editing tools like CapCut, which effectively allows you to produce a professional-looking ad from a simple video shot on your phone. With the Creative Center, you can now track trends in your country, compare your performance to competitors, all from one place. This is a game-changer for any digital marketing and advertising agency.
TikTok breaks down a successful video into 3 simple parts:
- Hook (first 3 seconds): A phrase that grabs attention. “Is your outfit melting in the heat?”
- Message (10–20 seconds): Present a problem and offer your product as a solution. “Try our new summer collection—100% cotton, your style will be light and simple.”
- CTA (last 5 seconds): End with a clear call to action. “Order now with a 15% summer discount from the link in bio.”
Most importantly? Be natural… people on TikTok value authenticity and despise artificiality. This is the essence of social media marketing, which differs from traditional search engine marketing.
Want the Full TikTok Playbook?
I wrote this article not just as an expert, but as someone who genuinely learned something new and felt it deserved to be shared. TikTok in Summer 2025 isn’t a temporary trend. It’s a huge opportunity for anyone who wants to grow, be seen, and transform from just a brand… to a brand imprinted in people’s minds.
Since we at SMRTS-P Studio Al Doqi work with many clients across Egypt and the Gulf, it’s become clear how crucial it is to build your content the TikTok way. I have the official TikTok PDF guide, translated and with all the details from TikTok. If you’d like to receive it, email us or leave a comment, and we’ll send you the file within 24 hours.
I’m Hany, from SMRTS-P Studio, and I’m telling you: If you’re starting a summer campaign, you have to start with TikTok.
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