The TikTok Effect: Fueling Economic Growth and Social Vibrancy in Saudi Arabia

Since its launch in Saudi Arabia in 2019, TikTok has rapidly gained popularity, becoming a place to inspire creativity and bring joy to its users. In recent years, TikTok has solidified its position as a key platform for entertainment, brand engagement, and creative expression in Saudi Arabia. 

It has emerged as a powerful catalyst for Saudi Arabia’s creative economy, empowering >1 Mn creators  to transform their passions into sustainable livelihoods.  

For businesses, particularly SMBs, TikTok offers an opportunity for growth and market reach. The platform’s user-friendly interface enables quick campaign launches, whether organic or paid, with minimal setup requirements. With low barriers to entry, the platform has made advertising available to all. This ease of accessibility has attracted over 175,000 Saudi SMBs to the platform, as of Q1 2024, making TikTok an integral part of the Kingdom’s digital business ecosystem. Our economic modelling suggests that SMB activity on TikTok contributed SAR 2.3 Bn to GDP, while supporting 25,000 jobs. 

This research report sets out our economic modelling in full, as well as the findings of survey research into SMBs & Users on TikTok. 

In addition to the results of economic modelling and survey analysis, the report also presents a set of case studies showcasing examples of users/businesses which have experienced growth by using TikTok.