The Saudi creator economy grew by 32.37 per cent in Q1 2025, fuelled by influencer marketing, content-driven commerce, and the increasing adoption of user-generated content (UGC), an industry report said.
Video content is at the forefront of this expansion, according to the joint study by Admitad and Stllr Network.
Saudi creator economy booms
“The rise of user-generated content (UGC) is changing the way brands engage with consumers. Audiences trust real creators more than traditional advertising, making UGC a key driver of authenticity and sales,” said Mohannad Alzahrani, Cofounder and VP KSA of Stllr Network.
“Brands that leverage UGC see stronger engagement and higher conversion rates,” he said.
Alzahrani said the surge in Saudi’s creator economy is not just about growth, it’s about transformation.
“Creators are becoming the new entrepreneurs, shaping industries through authentic and high-impact content. Brands that invest in this shift will lead the future of digital engagement,” he said.
Among social platforms, TikTok has seen the highest growth in influencer-driven orders, with its penetration is estimated to be a staggering 88 per cent of the population.
X, formerly Twitter, increased by 17 per cent, followed by Instagram with a 12 per cent rise, while Telegram has grown by 10 per cent.
The fastest-growing content niches according to Stllr Network, include beauty, which has grown by 56 percent, lifestyle by 45.8 per cent and fashion by 18.2 per cent.
Technology (10.6 per cent), entertainment (8.2 percent), food (7 per cent), fitness (6.5 per cent), parenting (5 per cent), and gaming (3.5 per cent) are the other growing content segments.
Influencers drive GMV growth
Admitad said the analysis of over 300,000 influencer-driven orders revealed a 15 per cent year-on-year increase in Gross Merchandise Value (GMV) and a 5 per cent rise in order volume in 2024.
The average order value (AOV) stands at $54, with influencer earnings growing 14 per cent.
While fixed payments remain common, Saudi influencers are increasingly incorporating performance-based marketing as an additional collaboration model, the report said.
Many now adopt a hybrid approach, combining fixed fees with the CPA (cost-per-action) model, where they earn based on real sales and conversions, it said.
“The CPA model brings much-needed transparency to influencer marketing. Brands only pay for actual results, and influencers benefit by securing long-term partnerships while offering their audiences exclusive promo codes and special discounts,” said Anna Gidirim, CEO of Admitad.
The majority of content creators in Saudi Arabia are male, accounting for 63 per cent, while female creators make up 37 per cent.
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