Social Media Advertising in Saudi Arabia: A Global Opportunity in the Making
Discover why Saudi Arabia is becoming a global leader in social media advertising. With a hyper-engaged audience and rising platform usage, the Kingdom offers unmatched opportunities for brands and agencies worldwide.
In a world dominated by digital connectivity, Saudi Arabia is emerging not just as a regional player — but as a global force in the social media advertising arena. With a projected 27.4 million social media users by 2029 and one of the highest TikTok penetration rates worldwide at 138.2% of the adult population, the Kingdom is offering something few markets can: a hyper-engaged, mobile-first population with high purchasing power.
A Nation Online — All the Time
Saudi Arabia’s digital landscape is nothing short of explosive:
- 100% internet access in households by 2024.
- Over 66% mobile internet penetration, expected to rise to 74.5% by 2029.
- Saudis spend an average of 3 hours and 24 minutes per day on social media — among the highest globally.
That level of digital saturation creates fertile ground for brands to reach their audiences where they are — scrolling, sharing, and shopping.
Platforms Powering the Kingdom
Saudi audiences don’t just use social media — they live on it. As of Q3 2023, the most used platforms include:
- WhatsApp (83.1%)
- Instagram (72.7%)
- TikTok (71.8%)
- Snapchat (70.5%)
- X (Twitter) (66.3%)
Instagram and TikTok, in particular, are still growing in user base. Instagram is expected to reach 16.6 million users by 2028, while TikTok’s dominance among users aged 18+ suggests the platform’s influence will only increase.
A Goldmine for Advertisers
Social media advertising in Saudi Arabia is undergoing massive growth. The number of users reachable through Facebook ads alone is projected to reach 27.6 million by 2030 — nearly the size of the country’s entire adult population.
More importantly, the advertising audience is young and dynamic:
- 25–34-year-old males make up the largest ad demographic, accounting for 27.8% of Meta’s male ad audience.
- For females, the same age group holds the top spot at 14.4%.
- More than 30% of users use social media to find products to buy, underscoring its potential as a performance channel.
And it’s not just Meta platforms — Facebook accounted for over 62% of social media web traffic referrals in 2022, followed by X and YouTube, highlighting the trust users place in content discovered on these platforms.
From Local to Global: Why the World Should Pay Attention
Saudi Arabia isn't just a national opportunity — it’s a blueprint for future digital markets:
- Cultural Relevance + High Ad Responsiveness: Saudis respond well to localized, culturally sensitive storytelling that blends tradition with modern values.
- Bilingual Reach: Campaigns in Arabic and English open access to the broader GCC and MENA regions.
- Global Influence through Local Voices: With influencers that span fashion, tech, health, and more — Saudi creators have global pull.
Creative Hotspot for Regional Agencies
As Riyadh rises as a regional creative capital, agencies based in Saudi Arabia are exporting not only talent but strategies. Equipped with deep cultural understanding and an agile, youth-led workforce, Saudi agencies are becoming trusted partners for global campaigns aimed at the Arab world.
The Bottom Line
Saudi Arabia is no longer an emerging player — it's setting the pace for how social media advertising should look in culturally rich, digitally driven societies. For global brands, the time to enter is now. For marketers, the Kingdom is more than a market — it’s a masterclass in what the future of digital advertising looks like.
Saudi Arabia is not just scrolling — it’s leading.
And the world would be wise to follow.
