Influencer in Saudi Arabia Trends and Forecast
The future of the influencer market in Saudi Arabia looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets. The global influencer market is expected to reach an estimated $38.9 billion by 2031 with a CAGR of 22.4% from 2025 to 2031. The influencer market in Saudi Arabia is also forecasted to witness strong growth over the forecast period. The major drivers for this market are the growing usage of the Internet for marketing, the rising need for cost-effective and efficient marketing techniques, and the increase in the use of social media.
• Lucintel forecasts that within the enterprise size category, the small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
• Within the end use category, fashion & lifestyle is expected to witness the highest growth over the forecast period.
Emerging Trends in the Influencer Market in Saudi Arabia
The influencer market in Saudi Arabia is growing at a notable pace, fueled by social media platforms. The younger, more technologically advanced population, combined with major economic and cultural shifts in the country, is driving the adoption of influencer marketing. The expansion of female influencers, local talent participation, and the growth of social commerce are some developing trends changing the region. Companies are attempting to reach Saudi markets by relying on digital influencers who are gaining popularity for their credibility and relatability. This transition is changing the marketing landscape and providing new avenues for businesses to explore.
• Emergence and Domination of Female Influencers: The rise of female influencers in Saudi Arabia is notable because of the socio-cultural implications it carries. Women are rapidly gaining market share in the influencer space and are increasingly leading conversations around fashion, beauty, lifestyle, and even health. This shift is particularly significant for a country with a traditionally conservative society. With the Vision 2030 strategy promoting gender parity, more women are gaining recognition as powerful influencers. Their influence allows companies to market to a relatively untouched, yet highly engaged, female audience, leading to the creation of new content and trends in the marketplace.
• Local Influencers Gaining Popularity: Saudi Arabia’s marketing strategy is evolving. Global influencer trends are making room for local influencers who connect with people on a larger scale. These influencers understand the culture, making them easier to relate to and trust by their followers. They are skilled in regional preferences and ethics, making them highly effective for brands seeking to emotionally connect with Saudi audiences. As a result, more NGOs and companies are focusing on local talent to craft marketing campaigns that resonate with their target audience.
• Social Commerce Expansion: The development of social networks in Saudi Arabia is rapidly connecting shopping activities. Social commerce, the combination of social networking and buying and selling products, is expanding at a faster rate in Saudi Arabia than in many other countries. Influencers on Instagram, Snapchat, and Twitter now sell products by advertising them through posts targeting their audience. This behavior is particularly popular among the younger generation, who prefer shopping within social networking platforms. As a result, brands are using more sponsored advertising and social commerce, making the purchase process more personalized, which is better for the customer.
• Micro-influencers and Niche Audiences: In Saudi Arabia, micro-influencers are relevant for brands aiming at well-defined audiences. Micro-influencers tend to have follower bases ranging from 1,000 to 100,000, which, although smaller, are associated with higher engagement rates. Saudi brands have realized that micro-influencers, due to their niche focus, have greater interactions and trust levels. This is crucial for the fashion, fitness, and health industries, where the appeal must be backed by a loyal and smaller community for effective marketing.
• Cultural and Religious Sensitivity in Content: Marketing content for Saudi Arabia requires a deep understanding of cultural and religious values to avoid any backlash. As this trend continues, marketers are increasingly adjusting their approach to working with influencers when creating and promoting products. For example, influencers are now more sensitive to Islamic and cultural norms when promoting products. This also provides brands with an opportunity to collaborate with influencers who understand how to adapt global marketing strategies to local cultures. It is important to note that such marketing strategies have not led to negative reactions or controversy; instead, they have been well-received by audiences as positively impactful.
In Saudi Arabia, trends like the rise of female influencers, the focus on local talent, and micro-influencer marketing indicate growth in social commerce. These trends are blending to make influencer marketing in the region more granular. As the market continues to develop, brands will need to be more culturally sensitive to foster long-term relationships with consumers.
Recent Developments in the Influencer Market in Saudi Arabia
The influencer market in Saudi Arabia is rapidly changing due to multiple technological factors and socio-cultural phenomena. As the nation strengthens its digital economy and social media usage, influencer marketing campaigns are now essential for businesses hoping to reach the younger, tech-savvy population. The nation’s focus on a female workforce post-Vision 2030 is also fueling this market’s growth. These changes demand a shift toward a more technology-driven, integrated marketing strategy centered around influencers.
• Enhanced Online Influencers in Marketing: The Saudi Arabian government has created policies encouraging women to participate in the workforce, which ultimately supports the Vision 2030 initiative. As a result, there has been an increase in the number of female influencers in industries such as beauty, fashion, and entrepreneurship. These rising female influencers are gaining substantial audiences, challenging norms, and serving as role models for young girls. This presents an unprecedented opportunity for brands, as these influencers become significant players in influencer marketing.
• Development of Video-Based Platforms: Social media platforms like TikTok, Snapchat, and Instagram have rapidly gained popularity in Saudi Arabia due to the preference for video posts over text. Influencers continue to leverage short-form videos to engage with audiences. This is crucial in the Kingdom, as younger individuals prefer such platforms. Brands are now allocating a larger portion of their marketing budgets to video-based content to reach more consumers and enhance engagement.
• Expansion of Brand Influencer Partnerships: Influencer marketing in Saudi Arabia has grown significantly, especially with the increasing partnerships between influencers and brands. Influencers have begun going beyond advertising to actively co-create and launch products while managing exclusive campaigns. This collaboration helps maintain the authenticity of both the influencer’s and the brand’s messages. For influencers, this diversification provides new income streams, while for brands, it strengthens the connection with their audience, fostering loyalty and trust.
• Increased Use of Influencer Marketing Digital Platforms: Platforms like InstaBrand, a Saudi Arabian influencer marketing platform, have recently seen a rise in users, as have other platforms that connect digital marketing with brands. Due to the growing presence of Saudi influencers, these brands are increasingly utilizing influencer marketing. This trend is making influencer marketing more accessible and professional for many brands trying to reach Saudi influencers. As marketing grows, more brands are using digital platforms, which fosters professionalism and strategic partnerships in the industry.
• Latest Changes to Influencer Marketing in Saudi Arabia with the Rise of Gen Z: Social media and influencer marketing in Saudi Arabia are evolving, especially with the increased participation of women in videos and collaborations with brands. TikTok reigns supreme in Saudi Arabia, setting trends and appealing to a broader audience through personal stories. Saudi audiences are engaging with influencers they feel they can relate to. Gen Z wants to connect with brands that are not afraid to show their human side. With marketers increasingly focusing on storytelling rather than purely promotional campaigns, the audience feels heard and understood.
There are new changes reshaping the Saudi influencer market. The collaboration of foreign brands with the local market will further deepen their understanding of the needs of the people. Marking these opportunities ensures long-lasting relationships with the audience. Generations will come and go, trends will shift, but trust in marketers will grow over time, making it easier for the changing, dynamic people of Saudi Arabia to engage with brands.
Strategic Growth Opportunities for Influencer Market in Saudi Arabia
The growth of the influencer market in Saudi Arabia is accelerating rapidly due to the adoption of new technology and changing social conditions. Younger individuals are more responsive to technology, so brands are turning to influencers who can better reach consumers. There are increasing opportunities for growth across many sectors, including fashion, beauty, e-commerce, and entertainment. New social media platforms and cultural changes are providing unique marketing opportunities that allow brands and influencers to work together in new ways. These innovations are redefining marketing in Saudi Arabia.
• Increase in Key Employing Sectors for Female Influencers: Saudi Arabia’s Vision 2030 initiatives focus on female empowerment, which has led to a rise in female influencers in the beauty, fashion, and wellness sectors. Female influencers are gaining more traction by producing content that resonates with local consumers. In response, brands are beginning to collaborate with more local female influencers to capture the attention of women who want less Westernized and more relatable content. This trend presents untapped potential for brands, as they can now reach more women in Saudi Arabia, thereby influencing their purchasing decisions and brand loyalty.
• Rising Use of Video Content and Live Streaming in Saudi Arabia’s Influencer Market: Video live streaming and video content are pivotal in Saudi Arabia’s influencer market. Politicians, musicians, actors, and influencers utilize Instagram, Snapchat, and TikTok to engage with their audience directly through live events. Inspiring followers who have the opportunity to converse and demonstrate products instantly are breaking the boundaries of standard approaches. Influencers have started to use live streaming to launch new products, conduct Q&A sessions, and provide followers with a peek into their daily activities. This trend gives brands an opportunity for deeper interaction with followers when using influencers for live product demonstrations.
• The Emergence of Influencers in E-Commerce and Affiliate Marketing: In Saudi Arabia, influencers’ reach is expanding due to e-commerce and affiliate marketing. As more people purchase products online, influencers are increasingly recommending products to their followers, who then buy them and follow the influencers’ profiles. Many influencers now include affiliate links in their content, earning commissions for each sale registered from their advertisements. Influencers now have several new ways to make money, while almost all brands seeking to grow their revenues have a simple solution: gaining affiliate marketing through influencers. The influencer economy is undergoing transformation with new retail social media, where users can buy merchandise directly from the posts of their favorite influencers.
• Micro-Influencers for Niche Targeting: Micro-influencers, or influencers with small but highly engaged follower counts, are growing in importance in Saudi Arabia. Brands have a unique opportunity to focus on particular groups because these micro-influencers target specific markets. They are often regarded as more authentic, and therefore their opinions carry more weight among followers. Furthermore, this makes them an ideal option for brands that want to market to younger audiences, niche product types, or specific regions. This phenomenon is forcing brands to change their approach from focusing on quantity to targeting influencers with a more specific focus.
• Cultural Sensitivity in Content Creation: In Saudi Arabia, one of the most important aspects of influencer marketing is creating content that is culturally sensitive. Influencers must ensure that their content is relevant to the Islamic values of the Kingdom, which include promoting modest fashion, forbidding non-Islamic content, and avoiding anything that could cause controversy. Brands are actively seeking these types of influencers who can deliver relevant content. This trend shows that influencer campaigns must align with the cultural norms of the region, making cultural sensitivity a key factor in marketing strategies.
The expansion of female influencers, the rise of video content, the growth of e-commerce, and the increased use of micro and affiliate marketing, as well as the increased cultural sensitivity in content creation, are some of the most crucial demographic trends shaping strategic growth opportunities in Saudi Arabia. These shifts are transforming brand engagement with the market and providing new means of authentic and targeted advertising. As these shifts take place, brands stand to benefit as long as they are aware and sensitive to the cultural context and move quickly to integrate new technologies in order to foster effective engagement with their brand community.
Influencer Market in Saudi Arabia Driver and Challenges
The influencer market in Saudi Arabia is influenced by a myriad of drivers and challenges, such as technology, the economy, and even politics. As Saudi Arabia embraces the digital world, influencer marketing has become one of the essential tools in marketing. The downside, however, stems from issues such as culture, consumer behavior, and the lack of adequate regulation. These circumstances present unique challenges that brands and influencers must understand to succeed in this constantly changing landscape.
The factors responsible for driving the Influencer market in Saudi Arabia include:
• Social Media Advancements and Technology Growth: In the region, Saudi Arabia has one of the highest penetration rates for social media platforms, which have become a part of everyday life. Mobile advancements and fast internet penetration in Saudi Arabia are enabling large audiences to be reached, stimulating the influencer economy. Saudi consumers prefer platforms such as Instagram, Snapchat, and TikTok, and the growing number of mobile devices, along with the expansion of high-speed internet, makes it easier for influencers to create and share content. This allows brands to directly engage their target consumers through innovative influencer marketing campaigns.
• Social Acceptance and Cultural Changes Among Influencers: The advancement of women’s rights and the gradual loosening of strict cultural norms are driving the growth of the influencer economy in Saudi Arabia. Competent female influencers are gradually gaining traction and starting to dominate the market, thereby changing the content consumption patterns of Saudi audiences. With the increasing acceptance of influencers in the media sphere, brands are beginning to use them more to reach specific target audiences. These changes create an environment where the effectiveness of influencer marketing is not only possible but also appropriate within the prevailing cultural context.
• Government Support and Vision 2030: Influencer marketing is developing due to the support provided by the government to women in business, as well as the increased consumption of entertainment and digital media due to unemployment. The Saudi government, especially with the Vision 2030 initiative, is focusing on the localization of women in business and their overall empowerment and support, leading to increased digital entrepreneurship.
• Economic Growth and E-Commerce Development: With the increase in disposable income and the expansion of e-commerce in Saudi Arabia, the demand for influencer marketing is also increasing. The growing economy of the country and the rise in online shopping habits are further blurring the lines. These factors are boosting the demand for e-commerce influencers. Economically, these trends are expected to positively impact the country by expanding monetization opportunities for influencers and promoting products.
• Increasing Consumer Acceptance of Values: Saudi consumers are becoming more selective about the content they engage with. This trend has emerged as authenticity becomes an important purchasing factor. Influencers who have genuine, transparent communication with their followers are more likely to earn trust and loyalty. This shift towards authenticity is prompting brands to collaborate with influencers whose values and goals align with those of their target audience. As a result, brands will need to build more personal relationships with influencers rather than relying on transactional relationships.
Challenges in the Influencer market in Saudi Arabia are:
• Cultural Nuances and Legal Restrictions: Influencers and brands looking to operate in Saudi Arabia will face challenges with content that defies these established strict norms, as it can create backlash or even lead to legal trouble. Saudi Arabia has strict regulations governing positive and negative content, and brands must ensure their content aligns with the values of the audience. There is also an ongoing debate about the legal structures regulating advertising and endorsements, which is still a work in progress. Therefore, brands need to be very cautious about how they position their content to avoid legal penalties. This highlights the need for strong cultural awareness and an understanding of the region.
• Market Saturation and Competition: The Saudi Arabian influencer market has become increasingly competitive as it has grown over the years. With more influencers available in the market, it has become more challenging to stand out. When executing campaigns, businesses must carefully select the right influencers who reflect their brand values and can reach the desired audience. At the same time, influencers face the challenge of remaining relevant and engaging in a competitive environment. Continuous innovation from both brands and influencers is necessary to avoid market saturation and maintain a healthy competitive atmosphere.
The factors driving the growth of the influencer market in Saudi Arabia—innovation, cultural changes, government policies, economic expansion, and the increasing demand for transparency—are profoundly shifting the market. However, challenges such as cultural barriers, complicated regulations, and market saturation present potential threats. Brands and influencers will need to navigate these regulatory requirements while harnessing the power of current market sentiments, especially authenticity. With the right measures, the Saudi Arabian influencer market can channel tremendous growth and expansion.
List of Influencer Market in Saudi Arabia Companies
Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies, influencer companies cater to increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the influencer companies profiled in this report include:
• Company 1
• Company 2
• Company 3
• Company 4
• Company 5
• Company 6
• Company 7
• Company 8
• Company 9
• Company 10
Influencer Market in Saudi Arabia by Segment
The study includes a forecast for the influencer market in Saudi Arabia by enterprise size, component, application, and end use.
Influencer Market in Saudi Arabia by Enterprise Size [Analysis by Value from 2019 to 2031]:
• Large Enterprises
• Small & Medium-Sized Enterprises
Influencer Market in Saudi Arabia by Component [Analysis by Value from 2019 to 2031]:
• Influencer Marketing Platform
• Services
Influencer Market in Saudi Arabia by Application [Analysis by Value from 2019 to 2031]:
• Campaign Management
• Influencer Relationship Management
• Analytics & Reporting
• Compliance Management
• Others
Influencer Market in Saudi Arabia by End Use [Analysis by Value from 2019 to 2031]:
• Fashion & Lifestyle
• Retail & Consumer Goods
• Health & Wellness
• Banking & Finance
• Travel & Tourism
• Others
Features of the Influencer Market in Saudi Arabia
Market Size Estimates: Influencer in Saudi Arabia market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends and forecasts by various segments.
Segmentation Analysis: Influencer in Saudi Arabia market size by enterprise size, component, application, and end use in terms of value ($B).
Growth Opportunities: Analysis of growth opportunities in different enterprise size, component, application, and end use for the influencer in Saudi Arabia.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the influencer in Saudi Arabia.
Analysis of competitive intensity of the industry based on Porter’s Five Forces model.
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FAQ
Q1. What are the major drivers influencing the growth of the influencer market in Saudi Arabia?
Answer: The major drivers for this market are growing usage of the internet for marketing, rising need for cost-effective and efficient marketing techniques, and increase in the use of social media.
Q2. What are the major segments for influencer market in Saudi Arabia?
Answer: The future of the influencer market in Saudi Arabia looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets.
Q3. Which influencer market segment in Saudi Arabia will be the largest in future?
Answer: Lucintel forecasts that small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
Q4. Do we receive customization in this report?
Answer: Yes, Lucintel provides 10% customization without any additional cost.
This report answers following 10 key questions:
Q.1. What are some of the most promising, high-growth opportunities for the influencer market in Saudi Arabia by enterprise size (large enterprises and small & medium-sized enterprises), component (influencer marketing platform and services), application (campaign management, influencer relationship management, analytics & reporting, compliance management, and others), and end use (fashion & lifestyle, retail & consumer goods, health & wellness, banking & finance, travel & tourism, and others)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.4. What are the business risks and competitive threats in this market?
Q.5. What are the emerging trends in this market and the reasons behind them?
Q.6. What are some of the changing demands of customers in the market?
Q.7. What are the new developments in the market? Which companies are leading these developments?
Q.8. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.9. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.10. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
For any questions related to Influencer Market in Saudi Arabia, Influencer Market in Saudi Arabia Size, Influencer Market in Saudi Arabia Growth, Influencer Market in Saudi Arabia Analysis, Influencer Market in Saudi Arabia Report, Influencer Market in Saudi Arabia Share, Influencer Market in Saudi Arabia Trends, Influencer Market in Saudi Arabia Forecast, Influencer Companies, write Lucintel analyst at email: helpdesk@lucintel.com. We will be glad to get back to you soon.