Saudi Arabia has undergone a remarkable transformation, embracing openness to the world and emerging as a beacon of progress across various diversified industries. Within this period of sweeping change, one aspect has experienced a profound shift: The kingdom’s social media landscape.
Reshaping global perceptions of Saudi Arabia and providing a platform to showcase the country’s advancements and achievements, the social media landscape has played a pivotal role in this growth story. It has served as a crucial gateway, enabling people to explore diverse cultures and regions worldwide.
With an estimated 99% of the population using social media platforms – one of the highest social media penetration rates in the world – Saudi Arabia has witnessed a huge increase in user-generated content, with individuals using social media platforms to share their stories, experiences, and talents.
This has further created a sense of community and empowerment among users, as they actively participate in shaping the digital narrative of the country.
However, in the beginning, while user-generated content felt localised, the same could not be said for most marketing campaigns, which merely felt like a remix of western campaigns, and were not personalised to the nuanced cultural sensitivities of people in the region.
This was an obvious disadvantage because several studies and successful campaigns have proven that for content to have the most impact, it needs to forge an authentic connection with the local community and speak directly to their culture, music, and traditions.
From personal experience, I can vouch for the fact that such content has resulted in overwhelmingly positive reactions from audiences. It has felt as though they have finally found content crafted by individuals from their own region, for the people of their own region.
This resonance stems from the fact that they now have a voice and are exposed to material that genuinely relates to their personal experiences. They feel that the content is speaking to them and their experiences. For example, the use of nostalgic songs from their childhood or footage shot in familiar surroundings from their younger days stirs emotions.
This realisation has now changed the way our campaigns are created; it has given rise to outstanding marketing campaigns uniquely tailored in Arabic, deeply resonating with the people of Saudi Arabia.
It has compelled campaign managers and strategists to step out of their comfort zones, as they have traditionally looked to the West as the benchmark for successful campaigns in terms of style and tone.
“Audiences feel like they are finally finding content created by individuals from their own region, for people in their own region – the use of nostalgic songs from their childhood or footage shot in familiar surroundings from their younger days.”
However, navigating this new dynamic presents its own set of challenges. Marketers must now consider their target audience’s cultural background, preferred dialect, appropriate casting choices, and the most effective language to use.
Despite the demands, the outcomes have been increasingly impressive, with the production and execution of remarkable marketing campaigns that achieve significant success.
Saudi Arabia has now become the benchmark for the wider global marketing community, illustrating the transformative power of this region’s innovative approaches and fostering a sense of pride and ownership among Saudi consumers.
The impact of these efforts extends beyond the confines of Saudi Arabia. The world is taking notice of the innovative approaches and captivating campaigns originating from this region.
As Saudi Arabia continues to embrace the possibilities of social media and marketing, the future holds great promise. The stage is set for inspiring campaigns that authentically connect with the people of the region, further elevating Saudi Arabia as a shining symbol of innovation and creativity.
The journey towards a vibrant and influential social media presence has not been without its challenges. It required a shift in mindset and a departure from the traditional reliance on Western models.
However, the rewards have been immense. Saudi Arabia now stands as a testament to the power of embracing one’s own culture and creating content that truly resonates with the intended audience.
Through tailored content, marketers have successfully tapped into the rich cultural fabric of Saudi society, allowing individuals to find their own reflections in the digital realm.
As Saudi Arabia continues to redefine the possibilities of social media and marketing, it paves the way for a future where authentic connections, inspiring campaigns, and creative innovations thrive.
By Haneen Abdulaziz, Social Media Lead, MDLBEAST
