Louay Houri, Chief Content Officer, Four Agency WorldwideSaudi Arabia’s marketing and creative sectors display a distinctive “flavour” that I deeply admire. Consuming content from across different local and international markets, I am always taken away by the cleverness and creativity of the content I see in the Saudi market — whether it’s a billboard, a social media ad, video content or influencer content.
What makes their content so special?
In essence, I believe it’s the Saudis themselves! As citizens of the world, they are natural marketers and storytellers, with an innovative and unique spirit. Even when adapting international trends, they give it their unique flavour. Terms like “Hashtegha” (create it as a hashtag) and “Trendedha” (make it trending) showcase Saudi Arabia’s ability to localize international trends while preserving its cultural identity.
As the Kingdom progresses under Vision 2030, attracting global expertise, it is essential that marketing and content experts amplify the indigenous strengths rather than overshadow them. International contributors should immerse themselves in Saudi culture, working alongside local professionals to enhance and scale the Kingdom’s unique voice in the global arena.
Here are a few trends I’ve observed while participating in the Saudi creative and content scene with our clients:
Championing homegrown brilliance: The Saudi government isn’t just a spectator in this transformation; it has launched a multitude of initiatives aimed at spotlighting local talent. Through programs such as the establishment of special economic zones, there’s a clear mandate: empower Saudi creatives to tell their own stories. This isn’t just about job creation; it is about crafting narratives that resonate authentically with Saudis.
The rise of the ‘everyday influencer’: I must admit, a few years ago I did struggle with some Saudi macro influencers — which is why I’m glad that we’re entering the era of micro and nano influencers. These creators, despite their smaller followings, pack a punch and bring in the impact.
Short and sweet: the video content boom: Scrolling through our phones, it is evident that short-form videos are everywhere. Platforms like Snapchat (which is opened an average of 45 times daily by users in Saudi Arabia), TikTok, and Instagram Reels have become staples in our daily digital diet. A global trend of made-for-social-media short dramas is a great opportunity for localisation.
And obviously, AI: AI is revolutionising industries worldwide, and Saudi Arabia’s marketing and creative sectors are no exception. With the Kingdom’s strong emphasis on digital transformation, AI is becoming an integral tool for marketers and creatives. Our agency, acknowledging the transformative potential of AI, has appointed a Chief AI Officer to spearhead our AI offerings and innovations.
There are some challenges for marketers and communicators, and the key ones are:
Local authenticity vs. global appeal: For international brands (and consultants), Saudi Arabia presents an intricate puzzle. The key to unlocking this market? Deep cultural immersion. It’s not enough to transplant global campaigns onto Saudi soil; marketers still struggle to weave in the threads of local traditions, values, and nuances to truly resonate.
Still can’t get the language right: Crafting content in Arabic in Saudi Arabia needs Saudization rather than translation. Even seasoned linguists can struggle to produce content that feels both authentic and engaging—and this remains a challenge that is difficult to navigate. There is a solution though: hire Saudis to do it.
Bridging generational divides: From the tech-savvy Gen Z to the more traditional Baby Boomers, Saudi Arabia’s demographic is diverse. Crafting messages that resonate across this spectrum requires agility, insight, and a keen understanding of platform preferences. Despite the massive adoption of mobile in Saudi Arabia, traditional media is still popular with its own audience that isn’t found anywhere else.
Cultural sensitivities: Saudi Arabia’s culture is a blend of deep-rooted traditions and modern influences. Navigating this landscape requires a delicate balance. Campaigns that are too generic risk being irrelevant, while those that push boundaries without understanding can offend. It’s a fine line, but with genuine effort and local collaboration, brands can create impactful and respectful content.
If you want to build something that truly lands in Saudi, you need to build it with the people who live and breathe the culture every day. That means sitting with Saudi creatives, listening to how they think, understanding what drives them, and collaborating with them from day one.
Hire them. Trust them. Let their insights shape the work. Because when campaigns are born from that kind of local partnership, they don’t just tick boxes — they connect, they resonate, and they last. And that’s the kind of work that has the unmistakable Saudi “flavour” that really moves the needle.
By Louay Houri, Chief Content Officer, Four Agency Worldwide
