5 things you need to know about influencer marketing in Saudi Arabia

Influencer marketing in Saudi Arabia has been popular in recent years. Let’s take a look at the specific situation~

In the article "Going to Saudi Arabia, Content Risks under Religious Culture", Inpander introduced that Saudi Arabia is a popular market for going overseas in recent years, and summarized an Internet content review mechanism and regulatory framework that overseas companies must comply with.

In this article, as a professional overseas KOL marketing agency, Inpander will continue to use Saudi Arabia as a starting point to gain an in-depth understanding of the current status of the country’s influencer marketing industry and appreciate Saudi Arabia’s deep-level culture and market information.

1. How big is the influencer marketing market in Saudi Arabia?

KOLs have loyal followers on social media platforms and have the power to shape consumer opinions and drive purchasing decisions. They are seen as a trusted source of information and recommendations, making influencer marketing an effective strategy for businesses to attract their target audience.

In the past few years, social media usage in Saudi Arabia has increased rapidly, making it one of the most engaged social media markets in the world. According to the latest statistics, about 98% of Saudi Internet users are active on social media platforms, with an average of 7.7 social media accounts per person.

With this high level of social media penetration, influencers have great influence, especially among young people. Research shows that about 70% of Saudi social media users follow influencers, and 57% have purchased a product after being mentioned by an influencer.

Overseas brands can establish partnerships with influencers that match their brand values ​​and target audience to help increase brand awareness and drive sales.

Why does it work?

Working with Saudi influencers can offer many advantages to brands. These influencers have a deep understanding of the local market, culture, and consumer behavior. They can help brands craft culturally relevant messages and deliver them in a way that resonates with local audiences.

Additionally, Saudi influencers offer brands a direct connection to Gen Z consumers, a demographic that increasingly influences consumer trends and has a significant impact on what’s hot and what’s not. At the same time, by working with influencers that Gen Z consumers follow, brands can effectively tap into this influential consumer group.

3. What stage?

The influencer marketing market in the Middle East will grow significantly in 2023. Influencer marketing in industries including gaming, beauty, and APP has become a hot trend.

According to NOX statistics, Saudi Arabia, as the third most populous country in the Middle East, has the highest number of internet celebrities among the four countries in the Middle East (Saudi Arabia, UAE, Egypt, and Israel), reaching 40.89%.

4. Where to start?

1. SnapChat

SnapChat is very popular mainly in Europe and the United States, and has a huge population of 20.2 million users in Saudi Arabia.

As can be seen, the coverage of SnapChat ads is 56.8% of the total population, and 58.0% when limited to Internet users. This is a social media with a high influence in Saudi Arabia. Another feature is that the ratio of male and female users is 49.6%, which is rare in Saudi Arabia. It can be said that this service is more popular among female users in the country.

MuCharm, a Chinese DTC home furnishing brand that has expanded to the Middle East, has cleverly combined SnapChat's powerful AR, short videos, games, SnapChat KOL and other social functions, and has gained a large number of fans and users in Saudi Arabia. It has not only increased brand awareness, but the rich short video effects have also made the advertising ROI reach 1:11, achieving brand-effect integration. It can be said that SnapChat is absolutely not to be missed when doing marketing in Saudi Arabia.

2. Facebook

Facebook is one of the most famous social networks in the world, with 11.4 million users in Saudi Arabia. Facebook advertising reaches approximately 32.0% of the total population and 40.7% of Internet users.

Considering the popularity of the Internet in Saudi Arabia, it can be said that it is a medium with a high enough influence.

3. YouTube

YouTube is the world's largest video sharing platform with 29.3 million users in Saudi Arabia. This number is overwhelming in the country, with 82.3% of the total population and 84.1% of advertisements reaching Internet users.

It's no exaggeration to say that YouTube ads that reach users of all ages are as valuable as TV ads.

4. Instagram

Instagram, known for its ability to easily share photos and videos, has reached 15.45 million users in Saudi Arabia. Instagram ads have reached 43.4% of the total population and 44.3% of Internet users. It is estimated that about one in two Internet users are viewing Instagram ads.

Instagram is also a social platform with a large number of female users. Although it is mainly concentrated in Europe and the United States, female users account for 51.6% in Saudi Arabia. It is the social media with the largest number of KOLs. Fashion and clothing brands should never miss out on users on Instagram.

5. TikTok

TikTok, a Chinese social platform operated by ByteDance, is popular around the world and has about 22.37 million users in Saudi Arabia. The advertising coverage rate reaches 87.9% of the population over 18 years old in the country.

In addition, unlike many countries, it is a very popular social media platform for male users in Saudi Arabia. Specifically, 60.9% of users are male and 39.1% are female, which is 1.5 times higher than the male proportion.

6. Twitter

Twitter is very popular in Japan and Saudi Arabia. Even in Saudi Arabia, the number of users is as high as 14.1 million, which shows its great influence. Saudi Arabia is one of Twitter's largest markets.

Twitter ads reach 39.6% of the total population and 40.5% of all Saudi internet users.

7. Linkedin

LinkedIn, a social platform for business people, is increasing its user base and has 6.1 million users in Saudi Arabia. LinkedIn advertising reaches 17.1% of the total population, and even if it is limited to the Internet, it is only about 17.5%.

This is a somewhat unpleasant number compared to other social media, but it is arguably natural since a social platform is not LinkedIn’s primary feature.

5. How to do it?

1. The rise of micro-influencers

While influencers and celebrities have their appeal, micro-influencers are becoming increasingly popular in Saudi Arabia. With smaller but highly engaged followings, these influencers offer brands a more cost-effective and targeted way to reach their audience. Their posts tend to generate higher engagement rates, and their followers often view their recommendations as more authentic and trustworthy.

2. Gen Z and Millennials are game changers

The influence of top influencers and celebrities has waned among Gen Z and Millennials, who now prefer authentic creators who actively engage with their audiences and share relevant and trustworthy content. When it comes to online shopping, these demographics take time to convert and rely more on recommendations from family, friends, blogs, and reviews.

Generation Z tends to support things they feel a real connection with, and overseas companies can use micro-influencers to cultivate real communities among fans and provide credible content to establish meaningful connections with Generation Z.

3. The rise of TikTok and YouTube

During the pandemic, the influence of social media reached new heights, with a 93% surge in social media shoppers in the Middle East. The emergence of short video platforms such as TikTok has played an important role in reshaping customers' interactions with brands and their purchasing behaviors. While short videos resonate mainly with the Gen Z market, millennials make up the largest audience on YouTube. Saudi users, in particular, have proven themselves to be the most loyal viewers in the world, spending about an hour a day watching video content on the platform.

6. What should we pay attention to?

1. Internet celebrities

(1) How to cooperate

Compared with the Chinese market, the number of influencers in Saudi Arabia is relatively limited, so they have a stronger sense of "power" and have a greater say in choosing cooperative brands and sharing revenue (such as the CPS sales model). The price of influencers is also higher than that of domestic influencers, because influencers in the Middle East with millions of fans are already considered very high, but there are many influencers in China with tens of millions of fans.

(2) What to focus on

Saudi Arabian influencers care more about their reputation among fans. In other words, they are very careful about their reputation. Because it is a Muslim country, the people are very pious, and the economy is developed, so they don't care much about money. Therefore, they are more picky when it comes to accepting promotions.

(3) Cooperation Taboos

Due to the conservative culture in the Middle East, influencers here are more cautious about the products they cooperate with and the promotional language. They usually refuse to cooperate with products that violate religious beliefs or are in gray areas, such as e-cigarettes and sex-related products.

2. Content

(1) Localized language

Saudi consumers appreciate content tailored to their culture and language, so creating Arabic-language content is crucial to influencer marketing success.

When creating Arabic content, businesses should focus on using correct grammar and language that resonates with their target audience. This includes using local dialects, idioms, and cultural references that Saudis can understand. Additionally, businesses should ensure that their Arabic content is translated accurately and effectively to avoid any misunderstandings or misinterpretations.

Additionally, businesses should consider using Arabic hashtags and keywords to increase visibility of their content among Arabic social media users. By incorporating Arabic content into their social media marketing strategies, businesses can build strong connections with their target audiences and differentiate themselves from their competitors.

Typical cases:

Coca-Cola launched a personalized bottle campaign in Saudi Arabia with popular Arabic names on the bottles. The campaign encouraged people to share their personalized bottles on social media, significantly increasing brand awareness and engagement.

(2) Cultural sensitivity

Saudi culture is conservative and businesses need to be mindful of cultural sensitivity when creating content. It is important to ensure that content is respectful, appropriate and in line with local customs and regulations.

Almarai, a leading Saudi dairy brand, launched a Ramadan campaign focused on family values ​​and traditions. The campaign included heartwarming videos of families sharing meals and stories during Ramadan, which resonated with its target audience.

This case highlights the importance of cultural relevance, authenticity, and creativity in Saudi influencer campaigns. By understanding the preferences and values ​​of their target audience, companies can create campaigns that resonate and drive results.

Author: Inpander WeChat Official Account: Inpander Overseas