TikTok Identifies Three Behavioral Drivers Reshaping APAC Marketing
TikTok's 2026 forecast reveals curiosity, conviction, and care as core behavioral signals driving $5.9B in Thailand commerce. How 460M SEA users reshape brand strategies.
TikTok has released its 2026 Next forecast, introducing three behavioral intelligence signals that define how the platform's 460 million Southeast Asian users engage with branded content. The framework centers on curiosity, conviction, and care as core drivers reshaping marketing strategies across Asia's fastest-growing digital market.
Platform Positions Itself as Strategic Intelligence Partner
The forecast marks TikTok's sixth annual trend report for marketers, moving beyond entertainment platform positioning toward strategic business intelligence. Sofia Hernandez, Global Head of Business Marketing at TikTok, stated that 2026 will bring "a shift in user behavior toward new realities, newfound curiosity, and a search for emotional ROI."
The three behavioral signals reflect distinct user engagement patterns. Curiosity drives active discovery, with 52% of users continuing searches on TikTok after initial content discovery. Conviction centers on reality-based content, as users shift from passive consumption toward self-improvement and accountability communities. Care emphasizes emotional value, with 81% of users relying on TikTok for real-life product validation before purchase decisions.
Commerce Performance Validates Behavior-Driven Strategies
Thailand demonstrates the commercial impact of these behavioral drivers, generating $5.9 billion in gross merchandise value during the first half of 2025 through TikTok Shop. The platform now accounts for 75% of live commerce activity across Southeast Asia, with daily gross merchandise value approaching $140 million in early 2025.
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Case studies illustrate how brands apply these behavioral insights. Duracell España identified unexpected demand from K-pop fans using batteries for idol lightsticks through TikTok search data analysis, transforming this niche into a priority growth audience for 2026. Audible achieved 376% higher reach than channel averages by letting BookTok community members lead conversations about book recommendations rather than positioning itself as an authority.
AI Tools Enable Hyper-Localized Production
TikTok is expanding AI capabilities to support behavior-driven content strategies across Southeast Asia's multilingual markets. The Symphony Creative Studio enables rapid localization, reducing creative production cycles for regional campaigns. The Smart+ Optimization Engine delivered 20% higher return on ad spend and 50% lower cost per install for Hypermonk Games in Southeast Asian markets.
The platform's One Insight Spotlight tool allows brands to track sentiment and respond to real-time audience behavior. Oreo used this capability for its Reese's collaboration, which became the company's second top-performing post of 2025 by mirroring authentic user conversations.
Institutional Partnerships Signal Infrastructure Shift
TikTok's recent partnership with Vietnam's Ministry of Culture, Sports and Tourism signals the platform's evolution from entertainment channel to economic infrastructure. Regional content trends reflect these behavioral shifts, including electric mobility vlogs in Singapore and China, neo-traditional food content in Thailand and Malaysia, and K-Beauty science shorts emphasizing authentic product education.
The forecast positions Asian marketing leaders to evaluate how these three behavioral drivers intersect with brand positioning, particularly as user expectations shift from impulse-driven engagement toward intention-based interactions that prioritize emotional value alongside cost considerations.
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