While many worldwide recognise TikTok for its popular dance challenges and viral trends, its role in Saudi Arabia is far more impactful. According to a new report, the platform now supports over 25,000 jobs and contributed SAR 3.9 billion to the Kingdom’s GDP in 2024. Consequently, for residents and businesses across the Kingdom, this positive influence appears in surprising and very meaningful ways, from gaining new customers to turning hobbies into viable careers.
Empowering Small Businesses
More than 170,000 small and medium-sized businesses (SMBs) across the Kingdom now actively use TikTok to expand their reach. A recent report by Redseer Strategy Consultants shows these SMBs generated an extra SAR 3 billion in revenue during the previous year by leveraging TikTok’s powerful tools. Notably, 61% of Saudi SMBs report that the platform has significantly improved their visibility to new customers and new markets.
Furthermore, nearly half of these businesses successfully launched new products after listening closely to valuable feedback from TikTok’s extensive user base. The platform also offers remarkable efficiency; in fact, 42% of these entrepreneurs confirm that it saves them valuable time and resources on their marketing campaigns. For this reason, especially for women and young Saudis, TikTok provides a cost-effective way to test fresh ideas, reach new customers, and ultimately scale their enterprises.
Fuelling the Creator Economy
Saudi Arabia presently hosts over one million active creators on TikTok. For many, this vibrant platform is not merely for entertainment, it has become a lucrative and sustainable livelihood as more than half of all creators say TikTok helped them connect with their target audience. This broad reach often translates into valuable sponsorship deals, brand collaborations, and a growing sense of financial independence for them.
However, the Redseer report found that 55% of small businesses believe TikTok encourages young Saudis to launch new business ventures. Additionally, 23% of female entrepreneurs say that TikTok inspired them to finally start a business for the first time. This growing momentum is building a creative culture where professional work is not just appreciated, but it is also financially sustainable for all.
TikTok is also profoundly influencing how Saudis shop and spend their money, with the platform driving an impressive SAR 110 billion in consumer spending and also delivered SAR 19 billion in what economists call “consumer surplus.” This means users feel they gain extra value from using TikTok’s services, which translates to discovering new brands through engaging content, interacting with reviews in real time, and shopping in a way that feels more interactive and social. Ultimately, the entire consumer experience has evolved considerably.
Celebrating Saudi Culture
The platform’s influence extends far beyond mere economics. In fact, TikTok has become a vital space where Saudi heritage, national pride, and rich identity are beautifully showcased. A significant 62% of Saudis report that using the platform has improved their professional skills, while 88% believe it boosts national pride among all citizens.
Similarly, a striking 42% discovered new domestic travel destinations just by seeing content on TikTok. Cultural clips, from traditional dances to local food reviews, are now reaching global audiences. According to the report, 30% of international users said that they were inspired to visit Saudi Arabia after seeing engaging content on TikTok.
Aligning with Saudi Vision 2030
As Saudi Arabia continues working toward its ambitious Vision 2030 goals of diversifying the economy and increasing the role of small businesses, TikTok is positioning itself as a key partner. “TikTok’s impact in Saudi Arabia extends far beyond entertainment,” said Dr. Hatem Samman, Executive Director of Government Relations & Public Policy for TikTok in the Kingdom. “The platform is actively fostering entrepreneurship, enabling job creation, and strengthening national cultural identity for everyone.” For residents, this means more opportunities exist, whether it’s discovering new businesses, building careers as creators, or finding new ways to share Saudi culture with the wider world.
