Katch the Latest Ways to Harness the Power of Influencer Marketing in Saudi Arabia

7th April, 2026 | Digital, Social Media

by - Beth Laverty

For brands looking to truly leave their mark on the Kingdom’s young, tech-savvy audiences, teaming up with Saudi content creators is a no-brainer

 

As a PR and social media agency in Riyadh, with a keen understanding of the local and global markets, we know that different strokes work for different folks. Everyone has different interests, different goals, different aspirations. No two individuals or indeed regions are the same, and this is why each brand or campaign will have a niche and a distinct audience.

 

When it comes to generating real engagement in the press or online, it’s essential to tailor your strategies to tap into what makes each region tick. In the Kingdom, for example, influencer marketing is all the rage right now. This is driven by a young, connected population that often trusts influencers over traditional ads, with major growth in the lifestyle, fashion, and tech sectors.

 

Why is Influencer Marketing So Popular in Saudi Arabia?

Leveraging local content creators is by no means a new concept. However, in Saudi Arabia, it’s one of the most impactful ways to find the right audiences and get people talking about your brand. This is largely thanks to the Kingdom’s near-universal mobile internet penetration, with around 96% of its population using at least one form of social media.

 

While the nation is home to a relatively young population, social networks remain popular among all age groups. Snapchat’s format aligns with a culture that values privacy, while TikTok and Instagram attract highly engaged younger audiences. Overall, Facebook continues to dominate web traffic, driving more than 43% across Saudi Arabia.

 

In fact, the average Saudi resident spends 3 hours and 6 minutes a day on social media. This makes online scrolling a massive part of day-to-day life, with social platforms influencing opinions, trends, and even purchasing decisions. This pattern shows no sign of slowing down, with the influencer marketing industry in Saudi Arabia projected to grow from USD 315.5 million in 2025 to over USD 770 million by 2032.

Viral Trends in Content Creation

To unlock the full potential of influencer campaigns in Riyadh and across the Kingdom, brands need to keep pace with how content is being created and consumed. In recent years, short-form video has become the most popular format, thanks to the rapid rise of platforms such as TikTok, Instagram Reels, and YouTube Shorts. Designed for quick consumption and immediate impact, these bite-sized videos allow brands to tell compelling stories in seconds.

 

This shift also guides where marketing budgets are going, with ad spend on short-form video expected to reach USD 127.2 million by 2028. For brands, this means prioritising high-quality, attention-grabbing video content that feels authentic rather than overly polished. Beauty brand Bourjois offers a solid example of this approach in action, using short-form Instagram content to showcase products in a relatable, everyday way.

 

Another major shift shaping the way social media agencies in Saudi Arabia work is the rapid growth of social commerce. Platforms such as Instagram, TikTok, and Facebook now allow users to seamlessly browse online shops without leaving the app. Fashion brands such as Namshi and Ounass are increasingly using Instagram Shopping and influencer-led styling content, making it easier for Saudi consumers to easily move between discovery and checkout in just a few taps.

 

Another emerging trend to keep an eye on is the rise of AI influencers. Virtual creators have technically been around for nearly a decade, with one of the most recognisable, Lil Miquela, making her Instagram debut back in 2016 and even landing multi-season partnerships with brands like Pacsun. As computer-generated, photorealistic digital personas created using AI, CGI, and motion capture become increasingly sophisticated, they’re expected to play a bigger role in brand strategies, offering new ways to capture attention and build followings.

The Rise of Micro and Nano-Influencers

With over 263,000 creators active in the region, micro and nano-influencers are playing an increasingly important role in Saudi Arabia’s influencer marketing. While mega-influencers still have reach, creators with smaller, more niche followings often deliver higher engagement and stronger credibility. With audiences typically ranging between 10,000 and 100,000 followers, micro-influencers are particularly effective for targeted campaigns, offering brands a more personal and trusted voice.

 

If you can think of it, there’s probably an online community for it. Across beauty, fashion, food, wellness, technology, travel, and countless other spaces, micro-influencers are known for their specialist insight, earning audience trust when it comes to recommendations for gadgets, products, and brands.

 

This level of trust can translate directly into action, with beauty creators regularly driving product sell-outs within hours. One of the best examples of this is Huda Beauty, which taps into UGC by sending PR packages to nano influencers and reposting their tutorials, building a loyal community of everyday makeup lovers.

 

Health and fitness are seeing a similar shift, as people continue to prioritise wellness and creators become the go-to sources for workout tips and activewear inspiration. Adidas, for example, partnered with TikTok creator Eleen Suliman alongside Saudi athletes Zara Al-Saif, Mariam Benkirane, and Yara Alhogbani to mark the launch of its first women’s store in the Kingdom. By teaming up with familiar faces who already have a strong foothold in Saudi Arabia to celebrate female empowerment, the opening marked a breakthrough moment for the brand.

 

The food scene is thriving online too, with names like Hisham Baeshen and Foodacity spotlighting new openings, while micro and nano influencers drive strong results for restaurants and cafés through honest reviews and must-try menu moments shared across Instagram and TikTok.

Beyond the Trends

Jumping on the trends and finding the right creators for your brand is only the tip of the iceberg when it comes to harnessing the power of influencer marketing in Saudi Arabia. While it’s a great starting point, those looking to really strike a chord with their online audience need to dig a little deeper, collaborating with influencers who genuinely align with local cultural values, especially when working with heritage brands or marking significant moments like Ramadan. In a market that values transparency, community, and tradition, campaigns that feel culturally aware will always work better than those that simply chase visibility.

 

At the same time, authenticity is everything. Content should never feel overly promotional or forced, as Saudi audiences are quick to scroll past anything that doesn’t feel genuine. As the influencer space continues to grow, staying informed on the latest regulations is equally important, ensuring creators hold a valid Mawthooq licence to monetise content on platforms like Instagram, TikTok, or Snapchat, and that all paid partnerships are clearly disclosed using hashtags such as إعلان# or #ad.

 

Katch’s Approach to Influencer Partnerships in KSA

At Katch, we believe that influencer marketing is all about chemistry. The right creator, the right platform, and the right moment, all brought together in a way that feels real rather than engineered. With a deep understanding of Saudi culture and digital behaviour, our social media team works to find content creators who feel like a natural extension of your brand. Therefore, your campaigns reach the right feeds and get the results you deserve.

 

For brands looking to make a real impact in Saudi Arabia, influencer marketing is all about understanding platform behaviour, choosing the right creators, and creating content that feels organic, authentic, and easy to engage with. So, stay connected, find the right match, and let the trends take the lead. With the right voices behind you, anything is possible.

 

For more related updates and to Katch us covering similar topics, watch this space!

 

Katch our game-changing PR and Communications, Social Media, Branding and Design, Brand Consultancy, ESG, and Global Communications services to help your brand make noise. Get in touch with our 360-Marketing Consultancy in Dubai, Qatar, Saudi Arabia, and London, and let’s get the conversation started!