Saudi Arabia’s social and digital trends: what you need to know

APCO Worldwide’s Rad Arekat gives the lowdown on what is happening in the fast-paced Kingdom

Image Credit: APCO Worldwide

As the world is becoming increasingly digital, it’s essential to understand the latest social and digital trends for this year, particularly in Saudi Arabia. KSA is a rapidly growing market for social media and digital platforms.

The number of social media users in Saudi Arabia reached 29.5 million in 2023. As a result, businesses are turning to social media platforms to connect with their audiences and increase brand awareness.

The most popular social media platforms in Saudi Arabia is YouTube, followed by TikTok, Instagram, Snapchat, and Twitter, according to the most recent data insights report. As of 2023, YouTube has the most significant user base in Saudi Arabia, with over 30 million active users.

TikTok is the second most popular social media platform, with more than 29 million active users. Instagram, Snapchat, and Twitter have approximately 22.7 million, 20.6 million, and 16.3 million active users, respectively.

People in Saudi Arabia use social media for various purposes, including staying connected with friends and family, consuming news and entertainment, and shopping online. Social media platforms have become a crucial part of people’s daily lives in Saudi Arabia, with 97 per cent of internet users in the country having at least one social media account.

Social media platforms have become an essential tool for brands in Saudi Arabia to connect with their audience and increase brand awareness. By leveraging social media platforms, brands can create targeted marketing campaigns, engage with their audience by telling their stories, and increase their customer base and have a clear ROI on the digital outcomes.


Brands in Saudi Arabia are using various social media platforms to connect with their audiences. Instagram is the most popular platform for brands in Saudi Arabia, with over 70 per cent of brands having an active presence on the platform. Brands are using Instagram to showcase their products, collaborate with influencers and increase brand awareness.

YouTube is the second most popular platform for brands, with over 60 per cent having an active presence on the platform. Brands are using YouTube to create informative and entertaining videos about their products and services.

Snapchat and Twitter are also popular platforms for brands, with approximately 50 per cent of brands having an active presence on each platform.

Influencer marketing has become increasingly popular in Saudi Arabia, with brands partnering with influencers and content creators to promote their products and services. Influencers have a massive following on social media platforms and can help brands increase their reach and engagement.

As social media continues to grow in popularity in Saudi Arabia, it’s essential for brands to adapt their marketing strategies to reach their target audiences effectively. By understanding the current social and digital trends in the country, brands can create engaging content that resonates with their audiences and build lasting relationships with their customers.

One thing that’s clear is that video content is becoming increasingly popular, and brands that incorporate video into their marketing campaigns are more likely to see success. Whether it’s short-form content for platforms like TikTok and Instagram Reels or longer-form content for YouTube and Facebook, video is a powerful tool for engaging with audiences and delivering brand messaging.

Another trend to watch is the continued growth of e-commerce in Saudi Arabia. With more and more consumers turning to online shopping, brands that offer seamless, user-friendly e-commerce experiences are more likely to succeed. This includes everything from mobile-optimised websites to easy-to-use payment gateways and fast shipping options.

A bonus trend in this year’s digital landscape is the emergence of social media search. Brands are swiftly embracing this trend and leveraging its potential as a powerful means of expanding their reach and enhancing online engagement.

Search engine optimisation (SEO) is no longer restricted to websites; instead, it has become an essential element of newly devised digital strategies. Additionally, social media search has become so prevalent that you can easily find mind-blowing results by simply searching on platforms like TikTok or Instagram.

Social media and digital trends are constantly evolving in Saudi Arabia, and it’s essential for brands to keep up with the latest developments to stay relevant and engage with their audience effectively.

By incorporating video content, optimising e-commerce experiences and social media search on platforms, keeping up with the latest platform features, and being sensitive to the changing needs of their audience, brands can build lasting relationships with their customers and achieve long-term success on social media.

By Rad Arekat, Social Media Account Director, APCO worldwide