Saudi Arabia's social media usage has skyrocketed, according to Global Media Insights, and the country is now known as the Middle East's most prominent social media market.
Because of the widespread use of smartphones, locals are using social apps more frequently, especially between 2020 and 2021. Statistics show that social media usage increased by 8%, with Twitter, YouTube, and Facebook seeing the most significant increases.
The country's social media engagements are influenced by religious, political, and cultural factors. These factors impact Saudi citizens' use of social media platforms in various situations, which enables them to communicate and connect more effectively and increase user participation.
So what are the latest trends in the Kingdom, and how can brands learn from this behaviour?
We uncovered the Kingdom's latest online trends after deep-diving into KSA's latest digital behaviour. Our findings are based on the Hootsuite and We Are Social KSA Digital 2021 report, Euromonitor's Digital Consumer in Saudi Arabia report, global statistics and many more.
TREND 1: Create Content Using Local Dialect, Local Influencers and Geography of Saudi Arabia
Young Saudis are beginning to showcase their hidden talents on all social media platforms as the Kingdom of Saudi Arabia grows. According to Motivate Media Group's case study "Campaign Saudi Report June 2021," Saudi Arabian influencers have one of the highest local follower fan bases among GCC countries, ranging from 50 to 60 %. Local Saudis are incredibly proud of their homegrown talent, believing them to be the authentic voice of their country and themselves.
After carefully studying the online behaviour patterns of Saudi influencers and local content creators, we discovered they place a high value on providing relatable and real content to their fan base. Instead of uber-polished Instagram posts, young Saudis prefer to share unfiltered and realistic content on platforms such as TikTok and Instagram.
To approach a local Saudi online, we learned they prefer advertisements delivered to them in their native language by someone they know rather than some famous "nobody."
TREND 2: Where There Is Gaming There Is a Saudi Watching
Did you know that the Saudi gaming market has one of the most significant yearly growth rates in the world, at 22 %. With more than 21.2 million players across the country, the Kingdom is currently the world's 19th largest gaming market, growing at a rate of 41.1% every year.
Gaming influencers have a sizable Generation Z audience who will watch their streams for hours on end. Brands in the gaming industry are eager to collaborate with these content creators because of their close ties to young audiences.
However, before you begin advertising and practising product placement, you should first assess your target audience. Rather than simply adopting a direct selling strategy, the goal is to positively impact the gaming community, engage with it, and connect with it.
TREND 3: Calling Out All KSA Shopaholics of All Ages
Whether you are 15 or 50, online shopping in the KSA is booming at an intense speed. According to a recent study conducted by global statistics, Saudi Arabia has 39.53 million mobile connections, accounting for 112.7 % of the country's total population.
Shopping apps like Amazon.sa, Namshi, Shein, Noon, Ajmall, and many others are used by up to 67.7% of the population. All businesses must be present on all platforms, virtually everywhere in Saudi Arabia, because all customers are currently online and shopping.
Brands must evaluate and be critical in determining how to create a strategic approach to reach out to their audience while staying current with the latest trends and consumer needs in the marketplace to optimize customer journeys online.
With all eyes on Saudi Arabia's government, a slew of subsequent changes, adjustments, bureaucratic reorganizations, and regulatory changes are transforming public life. It's a place where all types of businesses can thrive while also connecting with a diverse group of people eager to learn and grow.
Are you curious about the latest trends and online behaviour in the Kingdom? Contact us, and we'll make sure your marketing meets KSA's high standards.
References:
Global Media Insight, Global Statistics, Data Reportal, Socialize Agency, Xpress Riyadh, Motivate Publishing
