Which social media is most used in Saudi Arabia?
Saudi Arabia has a large, young population that is highly active on social media. As a digital marketing agency with experience operating in Saudi Arabia, we saw it was important to understand which platforms residents prefer. Our research found that WhatsApp dominates the social media landscape, followed closely by Instagram.
According to data from Statista, a leading provider of market and consumer data, WhatsApp was the most used social media platform in Saudi Arabia as of Q3 2022, with 83.7% of internet users reporting they used the messaging app. In second was Instagram, with 76.8% of users on the photo sharing platform.
This trend has been consistent over time based on our experience working with clients in the region through our social media agency in Riyadh. Saudi citizens have embraced mobile connectivity and prefer social apps that allow them to easily communicate and share content within their social networks. WhatsApp’s focus on private messaging makes it the ideal platform for staying connected with family and friends. Instagram, meanwhile, has grown beyond just sharing photos to become a place where younger users in particular discover news and influences.
Understanding which apps people spend the most time on is crucial for any marketing agency looking to effectively reach audiences in Saudi Arabia. While international platforms like Facebook and Twitter have large audiences, focusing efforts on the top two platforms maximizes the chances of engaging the widest percentage of locals. For example, one of our clients saw a huge boost in sales of their beauty products after launching a major campaign on Instagram that humanized their brand and showcased real customer testimonials.
Here are a few key things to know about WhatsApp and Instagram usage in the kingdom:
- WhatsApp’s messaging focus means it’s used across demographics, everything from close-knit families to universities and workplaces rely on the platform to coordinate plans and share information. Securing partnerships with influencers who can create branded content for their many group chats can be very effective.
- Instagram is especially popular with younger users, who follow celebrities, fashion bloggers and more to stay up to date on trends. Our social media agency in Saudi Arabia recommends that fashion, beauty and lifestyle brands make Instagram engagement a centerpiece of their strategies.
- Both apps are convenient for mobile-first audiences constantly on their phones. Posts need to be visually appealing but also optimized for small screens with clear calls-to-action.
- Culturally sensitive content performs best – showing an understanding of local customs and values helps brands develop trust amongst Saudis skeptics of overseas influences.
- Influencers with large, engaged followings on these apps can be leveraged for sponsored campaigns that authentically represent your brand personality. Our researchers track emerging profiles worth partnering with.
As a region with a rapidly growing economy focused on modernization and globalization, social media will continue expanding opportunities for commercial and cultural exchanges between Saudi brands and audiences worldwide. Humanize social media is a leading social media agency with extensive experience operating in Saudi Arabia. For over 10 years, we have helped clients in Riyadh and across the kingdom succeed on platforms like WhatsApp and Instagram. Contact our team today to learn how we can develop a results-driven strategy tailored for your brand.
