Saudi Arabia, traditionally known for its conservative culture, has evolved rapidly over the past few years, embracing digital transformation in line with its ambitious Vision 2030. One of the most significant shifts has been the surge in influencer marketing. In a country where traditional media has long held sway, the emergence of digital platforms and social media influencers represents a seismic cultural and business change.
Influencer marketing in Saudi Arabia is no longer a passing trend—it is a key component of digital marketing strategies for brands across various sectors, including fashion, tourism, entertainment, food and beverage, and even government initiatives. With a youth-driven demographic, a high rate of social media engagement, and an increasing openness to global trends, Saudi Arabia has emerged as one of the world’s most fertile grounds for influencer marketing. In this op-ed, we will examine how Saudi Arabia has embraced influencer marketing, the reasons behind its success, notable campaigns, and the challenges that brands face in this rapidly changing landscape.
1. Saudi Arabia’s Digital Landscape: A Foundation for Influencer Marketing
To understand the success of influencer marketing in Saudi Arabia, we must first look at the digital landscape. As of 2025, Saudi Arabia boasts one of the highest social media penetration rates in the world. The Kingdom has a young and tech-savvy population, with nearly 80% of its citizens under the age of 35. This youthful demographic is highly active on platforms like Instagram, Twitter, Snapchat, TikTok, and YouTube, making them prime targets for influencer-driven campaigns.
In Saudi Arabia, social media platforms have become integral to daily life, particularly for engaging with content, shopping, and interacting with brands. According to various reports, over 90% of internet users in Saudi Arabia are active on social media, spending an average of three hours per day on these platforms. This offers an incredible opportunity for businesses to tap into this highly engaged audience.
Actionable Insight: For brands looking to enter the Saudi market, understanding the preferences and behaviors of the young, digital-first consumer is crucial. Tailoring influencer campaigns to platforms with high user engagement is an essential first step.
2. Why Influencer Marketing Works in Saudi Arabia
Several factors contribute to the success of influencer marketing in Saudi Arabia. These include cultural shifts, the rising influence of digital content creators, and a growing appetite for authentic, relatable marketing.
Cultural Shifts and Openness to Change
Saudi Arabia’s Vision 2030 aims to diversify the economy, empower women, and encourage social reform. As part of these goals, the Kingdom has introduced policies that are making it more open to international and local brands. The rising influence of youth culture, particularly on social media, has also led to a more open-minded approach to digital content. Young Saudis are increasingly exploring lifestyle, fashion, and entertainment content that was once considered taboo.
This change in societal norms is reflected in the growing popularity of influencers who challenge traditional boundaries. Female influencers, for example, are now driving beauty, fashion, and lifestyle trends in ways that were unimaginable a decade ago. Saudi Arabia’s young audience is eager to embrace new trends, both local and international, and influencers provide an ideal vehicle for brands to connect with this demographic.
Trust and Authenticity
In a market where traditional advertising and celebrity endorsements have less impact on consumers, influencer marketing offers a solution—authenticity. Influencers build relationships with their followers by sharing personal stories, experiences, and recommendations. Unlike traditional ads, influencers’ content often feels more genuine, which resonates with the Saudi audience who value trustworthiness.
In Saudi Arabia, where word-of-mouth is incredibly influential, influencer marketing enables brands to tap into a network of trust. Consumers are more likely to purchase products or services recommended by influencers they follow and trust, particularly when those influencers offer honest reviews or align with their values.
Actionable Insight: Brands must focus on building authentic relationships with influencers who genuinely align with their message. Consumers are quick to detect disingenuous partnerships, so transparency and trust should be at the forefront of influencer collaborations.
3. Notable Influencer Marketing Campaigns in Saudi Arabia
Several standout campaigns in Saudi Arabia have showcased the power of influencer marketing and set a benchmark for others in the region. These campaigns span industries like fashion, tourism, and government initiatives.
Fashion and Beauty: Modanisa’s Digital Transformation
The Turkish online fashion brand, Modanisa, which specializes in modest fashion, has been one of the most successful in utilizing Saudi influencers to drive brand awareness. By partnering with popular Saudi influencers, including fashion bloggers and lifestyle personalities, Modanisa targeted the rising demand for stylish yet modest clothing in the region. These influencers shared their Modanisa hauls, styling tips, and personal fashion choices with their large followings.
The campaign’s success is attributed to the careful selection of influencers who resonated with their audience. Saudi women, many of whom are looking for fashionable yet modest clothing options, found Modanisa’s offerings appealing. The brand’s partnership with influencers helped build trust with consumers, driving sales and increasing brand awareness.
Tourism: The “Saudi Seasons” Campaign
The “Saudi Seasons” initiative, launched by the Saudi government as part of its Vision 2030 efforts, was one of the most innovative government-backed influencer campaigns in the Kingdom. The campaign aimed to promote Saudi Arabia as a major tourism destination by showcasing its rich culture, heritage, and entertainment offerings.
Saudi Arabia partnered with influencers from various parts of the world, particularly from the Middle East and Europe, to visit and promote the country’s diverse regions. Influencers shared their experiences through videos and posts on platforms like Instagram and YouTube, highlighting tourist attractions, food, culture, and experiences like the Formula E race and concerts.
This influencer-driven approach helped break stereotypes about Saudi Arabia, showcasing it as a modern, cosmopolitan country. The campaign was particularly successful in attracting international tourists, positioning Saudi Arabia as a global travel destination.
Government Initiatives: Vision 2030 and Social Media Advocacy
The Saudi government has also leveraged influencer marketing to promote Vision 2030, the ambitious plan to diversify the economy and empower women. By working with influential public figures and social media personalities, the government has raised awareness of key initiatives like the easing of restrictions on women’s rights, the opening of entertainment venues, and the push for a more diversified economy.
For example, influencers have highlighted reforms such as the ability for women to drive, attend sporting events, and engage in public life more freely. These influencers play an important role in conveying messages of social progress, which resonate deeply with the younger generation.
Actionable Insight: Government campaigns in Saudi Arabia show the potential for influencer marketing to not only sell products but also shift perceptions and promote societal change. This underscores the power of influencers to advocate for important causes and initiatives in a way that resonates with the public.
4. Challenges and Considerations in Saudi Influencer Marketing
Despite the rapid growth of influencer marketing in Saudi Arabia, brands must navigate a series of challenges when executing campaigns.
Cultural Sensitivity
Saudi Arabia has strict cultural and religious norms, and digital content must align with these values. Influencers and brands must avoid controversial topics and content that could be deemed inappropriate by the local audience. For example, while fashion influencers often collaborate with global brands, they must be mindful of the Kingdom’s modest dress code.
Content that does not adhere to these cultural standards can result in backlash from both consumers and the government. As a result, it’s crucial for brands and influencers to collaborate with local agencies or cultural experts who can guide them through the nuances of Saudi society.
Regulations and Legal Framework
Saudi Arabia has a set of laws and regulations governing advertising and marketing, which includes specific rules for influencer marketing. For instance, influencers must disclose paid partnerships or sponsored content, in line with international standards of transparency. However, the legal framework is still developing, and brands must be vigilant about staying compliant with the evolving regulatory landscape.
Moreover, the government’s focus on preventing online misinformation means that influencer marketing campaigns need to be factually accurate. Influencers promoting health products or financial services, for instance, need to ensure they are not misleading their audience.
Actionable Insight: Brands should be proactive in understanding and adhering to the legal requirements of influencer marketing in Saudi Arabia. Compliance with local regulations will protect brands from potential fines and ensure the campaign’s credibility with Saudi consumers.
5. The Future of Influencer Marketing in Saudi Arabia
Looking forward, the future of influencer marketing in Saudi Arabia appears promising. As the Kingdom continues to modernize and invest in digital infrastructure, social media platforms will continue to play an integral role in shaping public opinion and consumer behavior.
The increasing influence of female influencers and the focus on niche content creators will likely drive the next wave of influencer campaigns. Additionally, as Saudi Arabia’s entertainment sector continues to grow, influencers will play an even larger role in promoting events and experiences, from music festivals to international sporting events.
With a growing number of Saudi entrepreneurs and content creators emerging in the influencer space, the country is poised to become a hub for digital creators in the Middle East. Brands looking to enter the Saudi market should focus on long-term relationships with local influencers who have deep connections with their audiences, rather than solely relying on one-off campaigns.
Saudi Arabia’s embrace of influencer marketing is a testament to the country’s digital transformation. From government initiatives to commercial campaigns in fashion, tourism, and entertainment, Saudi Arabia is using influencer marketing to reshape its global image, engage with local audiences, and promote economic and social change. However, brands must navigate cultural sensitivities and regulations to ensure the success of their campaigns.
As Saudi Arabia continues to evolve, influencer marketing will remain a cornerstone of its digital strategy, creating new opportunities for businesses and influencers alike to reach and engage with the Kingdom’s young, vibrant, and tech-savvy population. For those looking to capitalize on this dynamic market, the key to success lies in authenticity, cultural understanding, and meaningful collaborations with local influencers who understand the pulse of Saudi society.
