Saudi Arabia’s online world is changing very quickly. This is because there are many young people who know how to use technology, and the country has initiatives like Vision 2030. In this dynamic environment, Influencer Marketing has emerged as a vital tool, reshaping how brands connect with consumers.
Saudi Arabia has a 99% social media penetration. The influencer market saw a remarkable 32.37% growth in Q1 2025. This article helps marketing companies understand the new trends and rules for influencer marketing in Saudi Arabia in 2025.
Key Trends Influencing Saudi Arabia’s Influencer Marketing Landscape
- The Authenticity of Micro and Nano-Influencers: Saudi consumers want real connections and are turning to smaller, authentic influencers. In 2025, there will be a stronger pivot towards them. Agencies need to focus on finding influencers who share the brand’s values for genuine partnerships.
- Video Content is the Key: TikTok (used by 88% of people) is the most popular app in Saudi Arabia. Instagram Reels and YouTube Shorts are also becoming popular quickly. Marketing agencies should focus on making good short videos that quickly get people’s attention. How to Retrieve Spark Ad Codes for TikTok Ads.
- Social Commerce Integration: Saudi Arabia’s social commerce market is expected to hit $9.92 billion by 2025 as platforms added direct shopping. Agencies should create seamless in-app purchase strategies. Direct sales can be increased with influencers for shoppable posts, live commerce, and exclusive in-app deals. Read on to use social media to grow your commerce business.
- AI-Driven Personalization and Optimization: Artificial intelligence is now a practical tool. It helps to find good influencers, make better content, guess how well campaigns will do, and track success.
The Role of Social Media Platforms in Shaping Saudi Influencer Trends
Understand which social media platforms are most popular and how people use them in Saudi Arabia.
Key platforms include TikTok (youth-focused short videos), Snapchat (informal videos), Instagram (visual storytelling and e-commerce), X (news and conversations), YouTube (in-depth videos), and WhatsApp/Facebook (community engagement). Content should be mobile-friendly, predominantly in Arabic, and aligned with Saudi cultural norms.
Regulatory Shifts Impacting Influencer Campaigns in Saudi Arabia
The Saudi government is actively regulating the influencer marketing space to ensure transparency and accountability. Agencies must stay abreast of these changes:
- Mandatory Mawthooq License: GCAM requires the “Mawthooq” license for paid promotions by Saudi and non-Saudi influencers. Agencies must ensure partnered influencers have this license to avoid legal issues.
- Clear Disclosure Requirements: Influencers must clearly disclose paid partnerships. Agencies should guide and educate on proper labeling.
- Data Protection Laws (PDPL): Proposed PDPL amendments in KSA will emphasize data privacy and consent. Agencies must ensure compliance for campaigns involving data.
- Ethical Practices & Certification: ABG’s planned certification program in 2025 promotes ethical standards. Proactive adoption of best practices gives agencies an advantage.
Top Sectors Benefiting From Influencer Marketing in Saudi Arabia
- Fashion & Lifestyle
- Retail & Consumer Goods
- Health & Wellness
- Travel & Tourism
- Food & Beverage
- Technology
- Government Initiatives (Vision 2030)
Influencer-Driven Campaigns: What Works Best in Saudi Arabia
For agencies looking to execute successful campaigns, consider these winning strategies:
- Successful campaigns require culturally relevant storytelling that deeply resonates with diverse audiences.
- Engaging video formats, from short-form to interactive experiences, are crucial for capturing attention.
- Live commerce events drive immediate sales through real-time interaction.
- Niche community engagement builds strong relationships with specific consumer groups, encouraging loyalty and organic promotion.
Related Read: Making Your Brand More Human Online
Why International Brands Are Partnering With Saudi Influencer Agencies
Working with a Saudi influencer marketing agency gives global brands a real feel for the local market. They help with rules like getting Mawthooq licenses. These agencies also offer access to many Saudi influencers, create smart plans based on data, and make sure campaigns run smoothly.
Conclusion
Saudi Arabia’s influencer marketing is growing fast. Consumer tastes are changing. There are more rules. 2025 is a big chance for agencies to adapt. They should focus on being real, use video and social commerce. They need to understand Saudi culture to succeed. Agencies that are connected locally and are quick to learn will do best.
Are you ready to navigate the dynamic Saudi Arabian influencer marketing landscape with confidence? Connect with Zhoosh Middle East today to craft an influencer strategy that delivers real results for your brand in 2025 and beyond.
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