Aya Hammad, Marketing, PR & Digital Manager Warner Bros Discovery Kids Networks in MENA, stresses on the wonderful opportunity influencer marketing offers for brands to connect with consumers.
Saudi Arabia’s digital ecosystem is evolving at an astonishing pace, and it's not just about the technology—it's about how people are engaging with brands in ways that are faster, more personalized, and more authentic.
For example, influencer advertising in Saudi Arabia is expected to hit an impressive US$85.09 million by 2024, with projections showing a steady annual growth rate of 10.34% between 2024 and 2029, ultimately reaching US$139.20 million. These numbers are a clear reflection of how much this space is growing and why brands need to pay attention.
But what’s driving this surge? It’s not just the platforms themselves—YouTube, TikTok, and Instagram—though they play a huge role. These platforms are more than spaces for funny videos or celebrity gossip—they’ve become hubs for information, recommendations, and personal connection. High-reach platforms like YouTube, TikTok, and Roblox cater to distinct needs: YouTube excels in discovery, learning, and inspiration; Roblox in exploration, creativity, and breaking rules; and TikTok in sharing, expansion, and shortcuts. This differentiation allows brands to craft platform-specific messaging.
As of mid-2024, Saudi Arabia (along with the UAE) ranks among the top countries globally in terms of TikTok reach, with over 120% of the population aged 18 and older using the app. This level of engagement is something brands can’t afford to overlook. TikTok isn’t just a trend; it’s reshaping how content is consumed and how brands engage with the region. Meanwhile, YouTube remains the safest platform for campaigns targeting children, provided its “Made for Kids” function is enabled.
While platforms like Instagram, Facebook, and X are better suited for targeting adults, platforms like YouTube and Roblox are key for engaging younger audiences. Tailoring content to each platform while prioritizing safety and transparency is vital for meaningful, responsible engagement.
The local content creators are leading the charge. Influencers in Saudi Arabia are no longer just sharing lifestyle tips or posting sponsored ads. They’re becoming integral parts of their followers’ daily lives. Their influence shapes everything from purchasing decisions to social trends. This is a powerful moment for brands, as Saudi audiences are increasingly looking to influencers for guidance. However, the key to success here isn’t simply partnering with a popular name—it’s about creating an authentic connection that doesn’t feel forced or commercial.
Building Authentic Relationships
In Saudi Arabia, where cultural sensitivity and authenticity are paramount, influencer marketing offers an incredible opportunity for brands to connect with consumers in a way that traditional advertising cannot. But the message needs to be genuine. Audiences are savvy; they can tell when a partnership is purely transactional or when a brand truly understands their culture and values.
For brands, the strategy should focus on long-term relationships with influencers rather than short-lived campaigns. It’s about creating a narrative that resonates and feels relevant. Whether it’s through sponsored content, product placements, or more organic collaborations, the key is ensuring that the message aligns with the influencer’s voice and the audience’s values.
Working with local influencers who have a deep understanding of Saudi culture is vital. They are the ones who can bridge the gap between a brand’s global identity and the local nuances that matter. This is where brands can shine—by tapping into the authenticity and relatability that these influencers bring to the table.
Striking the Right Balance: Avoiding Commercial Overload
While it’s tempting to lean into influencer marketing as a quick fix for visibility, the risk lies in making the message feel too commercial. In KSA, where loyalty to influencers is built on trust, an overly promotional approach can quickly backfire. The most successful partnerships are those that feel like natural extensions of the influencer’s personal brand, rather than an advertisement.
Take the time to understand the influencers' relationship with their followers. This is not a one-size-fits-all approach. It’s about working together to craft content that aligns with both the influencer's voice and your brand's ethos, ensuring the message adds value rather than feeling like a sales pitch.
This means choosing influencers who genuinely believe in your product or service. When they speak from experience, it’s not just the brand that benefits; the audience feels it, too. This is the essence of trust—when influencers speak about something they love, it resonates on a personal level with their followers.
Bridging the Global-Local Divide
One of the greatest strengths of influencer marketing is its ability to bridge the gap between global brands and local cultures. For international companies looking to break into the Saudi market, working with local influencers is the best way to ensure that their messaging is culturally relevant and authentic. These influencers are not just spokespeople; they are cultural interpreters who can tailor the brand message to resonate with their unique audience.
By collaborating with influencers who understand the intricacies of Saudi culture—its traditions, values, and evolving social norms—brands can create content that speaks to both local pride and the growing openness to global trends. It’s this blend of global reach and local resonance that makes influencer marketing such a powerful tool in Saudi Arabia.
Moreover, it’s not just about selling a product—it’s about starting a conversation, creating engagement, and making your brand a part of the cultural dialogue. That’s how you build trust. That’s how you create a lasting impact.
As we continue to navigate this digital-first world, influencer marketing is not just a buzzword; it’s a strategic tool for building trust, driving engagement, and connecting with audiences in meaningful ways. In Saudi Arabia, where digital adoption is skyrocketing and local influencers are shaping cultural narratives, brands have an incredible opportunity to build genuine, authentic relationships with their consumers. But this requires more than just flashy campaigns. It requires patience, understanding, and a commitment to building relationships that go beyond a single transaction. The future of influencer marketing lies in authenticity, in collaboration, and in respecting the cultures that make these influencers so influential.
