Saudi Arabia’s creator economy grew by 32.37% in Q1 2025, fueled by rising influencer marketing, content-led commerce, and the growing impact of user-generated content (UGC), according to a new report by Admitad and Stllr Network.

Video content remains central to this growth, as brands favor authentic creator voices over traditional advertising to engage consumers and boost sales.

Mohannad Alzahrani, Co-founder and VP KSA of Stllr Network emphasized the transformative power of UGC, stating, “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.”

Among social platforms, TikTok emerged as the top performer, with influencer-driven orders witnessing the strongest growth. The app now reaches an estimated 88% of the Saudi population, according to the report.

Other platforms also recorded steady gains: X rose by 17%, Instagram by 12%, and Telegram by 10%.

Beauty was the fastest-growing content category, up 56%, followed by lifestyle (45.8%) and fashion (18.2%). Growth was also seen in technology (10.6%), entertainment (8.2%), food (7%), fitness (6.5%), parenting (5%), and gaming (3.5%).

The report, based on over 300,000 influencer-driven orders, showed a 15% year-on-year increase in Gross Merchandise Value (GMV) and a 5% rise in order volume in 2024. The average order value was $54, while influencer earnings grew by 14%.

More Saudi influencers are shifting from flat-rate deals to hybrid models that blend fixed payments with performance-based incentives, particularly the CPA (cost-per-action) model, where earnings are tied to sales and conversions.

“The CPA model brings much-needed transparency to influencer marketing,” said Anna Gidirim, CEO of Admitad. “Brands only pay for actual results, and influencers benefit by securing long-term partnerships while offering their audiences exclusive promo codes and special discounts”

Despite the accessibility of digital content creation, a gender gap remains in Saudi Arabia’s creator economy. According to the report, 63% of content creators are male, while women make up just 37%.