The influencer and content creation sector in Saudi Arabia has undergone a fundamental transformation in recent years. Influencers are no longer just individuals sharing their daily lives – they have evolved into personal brands and independent media platforms, according to the latest Influencer Sector report by TEN-X, a Saudi-based marketing and communications agency.
The report reveals that, as of 2025, the influencer and content creation sector in Saudi Arabia was worth $387m and is expected to grow to approximately $3.6bn by 2033 at a compound annual growth rate of 32.2 per cent.
The Kingdom already accounts for 40 per cent of GCC influencers, with more than 263,000 media licenses issues and more than 94,000 companies using influencer marketing.
The report also highlights how 68 per cent of Saudi consumers are influenced by content creators; 50 per cent of Gen Z consumers discover products through influencers; and how 72 per cent of influencers rely on short-form video content.
In Saudi Arabia the most-used platforms for influencer marketing and content creation are TikTok, Snapchat, Instagram, YouTube and X, while the top sectors spending on influencers are fashion and beauty, food and beverage, and entertainment.
Additionally, with the rapid development of artificial intelligence (AI) technologies, a new category of influencers have emerged: Virtual (AI-generated) personalities such as Lil Miquela, Lu do Magalu, Aitana and Imma. However, according to the TEX-X report, the future will be defined by the coexistence of human+AI influencers, not the replacement of one or the other.
The report highlights how the influencer marketing sector in Saudi Arabia is no longer fragmented; it is now part of a structured and regulated media ecosystem led by official authorities. Influencers and content creators are now central to digital advertising; key drivers of brand perception; and essential tools in marketing strategies.
According to the TEN-X report, by 2026, influencers and content creators have become a core component of the digital advertising ecosystem, competing directly with traditional media in attracting brands and advertising budgets.
This transformation has coincided with a notable evolution in the regulatory environment, driven by the General Commission for Audiovisual Media, which has reduced randomness, increased professionalism, improved content quality, and regulated licensing and contractual relationships.
Also, advertisers no longer rely solely on follower count as a value indicator. Instead, focus has shifted toward conversion rates, data analytics and audience behaviour.
As a result, digital influence has evolved into a data-driven system powered by analytics, algorithms and audience insights.
Going forward, campaign success will depend on strategic selection beyond follower count. According to the report, the key criteria for campaign success will include clear objectives, specialisation, past performance, brand alignment, multi-platform presence, and engagement over followers.
Clear objectives: Define whether the goal is sales, awareness and/or engagement.
Specialisation: Niche influencers deliver more precise and relevant results.
Past performance: Evaluate engagement rates, audience quality and previous campaign results.
Brand alignment: Consistency between influencer identity and brand values increases credibility.
Multi-platform presence: Including relevant, consistent and authentic presence onplatforms such as TikTok, Snapchat, Instagram and X, which enhances reach and effectiveness.
Engagement over followers: High engagement (comments, shares and likes) is a stronger indicator than follower count. Nano and micro influencers often deliver better return on investment (ROI).
