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Social Media in Saudi Arabia: Popular Trends and Strategies for 2025
Social media has revolutionized how we connect, communicate and consume information worldwide. But the story of social media in Saudi Arabia is even more compelling. It’s not just a tool for interaction — it’s a lifestyle. With 94.03% of internet users in the Kingdom actively engaged, platforms like X (formerly Twitter), TikTok and Snapchat dominate daily life, shaping opinions, trends and even purchasing decisions.
What sets Saudi Arabia apart is its staggering social media penetration and the cultural nuances that shape platform preferences. Snapchat’s privacy features resonate deeply in a society valuing discretion, while X builds open dialogue through pseudonymity. As younger demographics dominate platforms like TikTok and Instagram, brands have the chance to connect with one of the most engaged audiences. For enterprises, this presents a unique chance to tap into a market that values both innovation and cultural resonance.
In this blog, we’ll explore the trends driving social media in Saudi Arabia, the platforms dominating the landscape and strategies brands can use to effectively engage one of the most dynamic markets in the world.
Social media usage statistics in Saudi Arabia
As of 2024, the number of people having social media accounts in Saudi Arabia reached 35.33 million. This growing audience has prompted businesses to use social media platforms to engage with their audiences and boost brand awareness.
Here are the latest insights into social media usage in Saudi Arabia:
1️⃣ 3 hours and 6 minutes — that’s the average daily time Saudis spend on social media, significantly higher than the global average of 2 hours 24 minutes.
2️⃣ Social media usage in Saudi Arabia spans diverse demographics, with younger users leading the charge. Nearly 44% of social media users in Saudi Arabia are between 18 and 24. However, older age groups are also becoming increasingly active, especially on platforms like WhatsApp and Facebook, which focus on community interactions.
3️⃣ About 95.3% of Saudi Arabia's population uses at least one social media platform. Of these, 45.9% of users are female, while 54.1% are male.
4️⃣ The mobile internet user penetration rate in Saudi Arabia is projected to be around 68.86% in 2025, underscoring the importance of mobile-optimized content for reaching the Saudi audience.
Related Read: Social Media Demographics Every Marketer Must Know in 2025
Key social media platforms in Saudi Arabia
Social media is deeply embedded in users' daily lives in Saudi Arabia. Here's a snapshot of the top platforms and their unique value propositions for businesses.
· Drives 43.60% of web traffic in Saudi Arabia, the highest among all platforms.
· Statista projects 27.47 million users in the kingdom by 2029.
· Businesses can run targeted ads and create content to connect with diverse audiences, with social media ad spending expected to reach $797.70 million by 2029.
X (formerly Twitter)
· Home to 14.13 million users in 2024, expected to grow to 15.08 million by 2028.
· Dominantly used for news, trending discussions and customer engagement.
· Businesses can interact directly with their audience, monitor trends and address queries efficiently.
· Features 16.3 million users, with ad reach growing by 3.9 million from 2023 to 2024.
· Male users dominate the audience at 57%, while females account for 43%.
· A visually-driven platform ideal for product showcases, influencer collaborations and brand building.
Read More: 5 Benefits of Instagram Collab Posts for Brands [+How to Use It]
TikTok
· Achieves 120% reach among adults in Saudi Arabia due to its popularity for short-form videos and viral trends.
· Platforms like the Saudi Pro League have effectively utilized TikTok to drive engagement, accumulating 2.5 million followers and over 44.2 million likes.
· Ideal for businesses targeting younger, trend-focused audiences through innovative social media campaigns.
Here are Top 9 Strategies to Grow Followers on TikTok
YouTube
· Among the most preferred platforms, with 28.30 million users in Saudi Arabia in 2024.
· A top choice for entertainment and education, with many videos garnering millions of views daily.
· Businesses can create engaging videos, tutorials or ads to build trust, educate potential customers and establish themselves as thought leaders in their industries.
Snapchat
· Boasts a 76.5% penetration rate as of 2024.
· On average, active users open the app 50 times daily, making it a prime space for dynamic and interactive content.
· Businesses can leverage custom filters, run targeted ads and showcase product catalogs creatively.
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Top social media trends in Saudi Arabia
Here are some of the key social media trends that are rapidly gaining traction and transforming the way businesses operate in Saudi Arabia:
1. Rise of influencer marketing
Influencers in Saudi Arabia are trusted voices shaping consumer opinions and driving purchasing decisions.
Ad spending in Saudi Arabia's Influencer Advertising market is projected to reach $95.69 million by 2025, with an annual growth rate (CAGR 2025–2029) of 9.82%, leading to a market volume of $139.20 million by 2029. On average, $3.58 per internet user is expected to be spent on influencer advertising in 2025. These numbers highlight how important influencer marketing strategies have become.
For example, an e-commerce platform called Noon has leveraged the power of influencer marketing to reach a broader audience. The brand partners with popular influencers whose content resonates well with the target demographic.
Interesting Read: The State of AI in Influencer Marketing
2. Popularity of short-form video content
Short-form video content has become increasingly popular on social media platforms in the Kingdom with the rise of platforms like YouTube, TikTok and Instagram. Ad spending on short-form videos is expected to reach a market volume of $127.2 million by 2028. Short videos engage audiences with concise storytelling, building emotional connections and enhancing brand recall.
For example, Bourjois, a beauty brand, uses short-form video content on Instagram to showcase its products. The brand often creates relatable content for its audience, which helps it drive social media engagement and generate leads.
Short-form videos are more than just a trend — they’re a powerful tool for building connections with your audience.But consistency is key! To build a loyal following, it's important to deliver different types of content that resonates with your audience, aligning with your brand's vision. Posting high-quality, relatable content across multiple platforms boosts your reach and engagement. Want to make this easier? A solid social media content strategy backed by the right platform can help you manage it all seamlessly. If you're curious to see how Sprinklr can help you do just this, book a demo today!
3. Social commerce boom
Social commerce is revolutionizing how consumers in Saudi Arabia shop by integrating purchasing options directly into social platforms like Instagram, TikTok and Facebook.
The social commerce market in Saudi Arabia is expected to reach $5.1 billion in 2029 at a CAGR of 24.6%. This trend has been fueled by the country’s high mobile and social media penetration rates, making it easier for businesses to reach their audiences and drive sales directly through social platforms.
Features like Instagram’s shopping tags, launched in Saudi Arabia in 2017, empower businesses to showcase products, link directly to their websites and drive conversions without disrupting the customer experience.
Social media strategies for Saudi Arabia
To thrive in the dynamic social media environment of Saudi Arabia in 2025, you can adopt the following social media strategies:
🖌️ Create relatable content
Tailoring content to resonate with Saudi culture and language is crucial. Crafting content that aligns with local customs and traditions builds a deeper connection with the audience. As most users in Saudi Arabia interact primarily in Arabic, creating Arabic content is essential for marketing success.
Use local dialects, idioms and cultural references to establish an authentic presence. Additionally, integrating AI technologies to analyze user behavior and preferences allows businesses to create personalized content and advertisements, enhancing user engagement and conversion rates.
📲 Incorporate interactive content formats
Utilize quizzes, polls and augmented reality (AR) experiences to promote active participation and enhance the customer experience.
These formats are particularly effective in engaging the Saudi audience, who have a strong sense of nationalism and cultural pride. Interactive content helps businesses connect with users on a more personal level, increasing brand loyalty.
🌱 Highlight sustainability and social responsibility
Consumers are increasingly drawn to brands that align with sustainability and social causes. Showcasing your brand's commitment to these values not only builds trust and loyalty but also resonates deeply with the younger, socially-conscious population in Saudi Arabia.
As national identity and social development are important to the Saudi audience, associating your brand with positive change can help it stand out in a crowded market.
#️⃣ Utilize hashtags and keywords
Employing targeted hashtags and keywords, especially in Arabic, can enhance content visibility among Arabic-speaking users. This approach ensures that content reaches the intended audience effectively.
Want to boost your Instagram reach with the perfect hashtags? Try Sprinklr’s AI-powered Instagram Hashtag Generator for free! Instantly get the perfect hashtags to enhance visibility and engagement. Powered by Sprinklr AI+, it’s quick, easy and designed to get your content noticed.
💬 Engage directly with consumers
Social media users in Saudi Arabia actively explore businesses through these platforms. Encouraging user-generated content and engaging in meaningful conversations can enhance brand loyalty.
Also utilize these platforms as channels for social media customer service, providing prompt responses to inquiries and addressing concerns. As data privacy and security concerns grow, businesses must also prioritize the protection of user data to build and maintain trust with consumers.
🔍 Focus on micro-influencers
While large influencers remain important, there is a rising trend towards micro-influencers in Saudi Arabia. Micro-influencers, with their smaller but more engaged audiences, offer a more relatable and trustworthy connection with niche markets. Partnering with these influencers can lead to better social media engagement and more targeted campaigns.
📅 Consistency and frequency in content posting
Regularly posting high-quality content and maintaining a consistent brand voice is key to building brand awareness and loyalty. Developing a social media content calendar and sticking to a consistent posting schedule ensures your brand stays top of mind in a highly competitive market.
Consistency also helps build a strong community around your brand, especially as Saudis increasingly use social media to connect with others who share similar interests.
Related Read: Best Time to Post on Social Media platforms: A New Study
Empower your brand with Sprinklr Social
In the fast-evolving social media landscape of Saudi Arabia, success comes down to one thing: balance. Global best practices are important but so is understanding and respecting the local culture. The Saudi market thrives on strong community connections, shared values and meaningful engagement. As the saying goes, "اللي ما يعرف الصقر يشويه" (He who doesn't know the falcon, grills it) – understanding the local nuances is key to truly connecting with the audience.
Whether it’s creating culturally relevant content, leveraging local influencers or embracing emerging trends like social commerce, staying ahead in Saudi Arabia’s social media space demands a thoughtful approach.
Want to see how Sprinklr Social can help you navigate this dynamic landscape? Book a demo today and discover how we can take your social media strategy to the next level. 👇
Frequently Asked Questions
Arabic language content is crucial for creating effective social media strategies in Saudi Arabia. It ensures that brands can directly connect with their target audience, build trust and deliver culturally relevant messages.
Saudi Vision 2030 has accelerated the country's digital transformation, increasing internet penetration and social media usage. It has also encouraged the development of local content and digital platforms.
While both genders actively use social media, there are distinct gender-based preferences. For example, women tend to be more active on platforms like Instagram and TikTok, while men are likelier to engage on Twitter and YouTube.
Key considerations for influencer marketing in Saudi Arabia include selecting influencers who align with brand values, understanding cultural nuances and measuring campaign performance through relevant social media metrics.
Key metrics for measuring social media ROI in Saudi Arabia include engagement rate, follower growth, website traffic, conversion rate and brand sentiment analysis.
To effectively navigate the social media landscape in Saudi Arabia, brands can utilize various tools that streamline content creation, management and audience engagement. Some of these tools include Sprinklr Social, Canva Pro and Google Analytics.
